LONDON — Erdem Moralioglu has cut the ribbon on his second London store, at 50A Sloane Street , a decade after opening his flagship on South Audley Street in Mayfair.

The store occupies a 1920s Art Deco building with interiors by P. Joseph Architecture & Design. In an interview, Moralioglu described it as the artier sister to South Audley Street, and said the location was more of a tourist destination.

Located on the Knightsbridge end of Sloane Street , the new store spans nearly 1,300 square feet over two floors and neighbors include Giorgio Armani , Tod’s and Chanel. Harvey Nichols is a short walk away, as is Harrods.

“South Audley Street is very much our first home, and it’s really been about clientele-ing and one-on-one appointments. It’s a very different approach. Wit

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