TOTEME has opened the doors to a flagship store in Shanghai. A tranquil oasis in the heart of the city, the Réel store is indulgently minimalist, referencing graphic and interior elements that co-exist across TOTEME spaces. int-1218
Toteme at Reel
Situated on the side of Réel that overlooks the park, the space looks almost bare at a first glance, with semi-transparent glass walls that unveil only the silhouettes of what is waiting inside. When entering the space, you are met with bulging trees from the urban garden, a view that is conversing with the many layers of materials and textures in store. The curved shapes, a TOTEME signature that exist across spaces and collections, add to the feeling of ease, softness and warmth. A perfect example is the fringed chandelier, sweeping overhead from the ceiling in tandem with the greenery outside and the natural flow of clothes, rails and visitors.
“The Réel store is a space of serenity. It’s warm and tranquil, with the intention to give visitors a temporary escape from the big city outside. Much like TOTEME’s collections, the space is built on this idea of layering and transparency.” – Karl Lindman
The store is developed in close collaboration with renowned Swedish architects and constant TOTEME collaborators Halleroed and is located on the second floor in Réel, Shanghai.