TOVE was delighted to announce the opening of its first London store residency, located in the heart of Mayfair. Launched November 2025, the 65 square meters space marked a milestone for the brand as a first physical presence in one of London’s most distinguished neighbourhoods, set within the Mayfair conservation area.

Balancing modernity and classicism, the architectural design respects the heritage of its surroundings, preserving the character that define Mayfair, while introducing a contemporary sensibility. Clean lines, soft natural textures, and an understated palette reflected TOVE’s minimalist aesthetic, creating a serene environment that felt both enduring and distinctly modern.