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TOAST Womenswear Pops Up in Mayfair

12 March 2020

TOAST, Mayfair – Dering Street

Womenswear retailer TOAST has opened its seventh London store this week on Dering Street in Mayfair with Powells.

Established in West Wales in 1997, TOAST has grown from loungewear and nightwear to become a unique lifestyle brand. Renowned for their contemporary design and commitment to traditional textiles, TOAST’s new London venue offers a full range of womenswear as well as their House & Home collection. However, what makes this particular store special are the plans to host a number of workshops, talks and in-store events for TOAST’s ever-growing fan base, and for the Mayfair community as a whole.

TOAST, Mayfair – Interior

It’s All In The Details

With this inspiration in mind Powells set about transforming this empty site into the contemporary TOAST store that’s here today. Beginning at the start of January, the project consisted of several key elements to deliver the clients vision. First and foremost was the construction work in the basement to house the bespoke blackened steel staircase linking all levels. We installed the electrical and mechanical services throughout the store, after which we fitted the new staircase and laid polished screed flooring in the basement, which is reserved for of the back of house, ready for the office and stock room fittings.

As for the front of house, the trading area boasts many underline features such as the oak lath feature wall. This custom-made piece acts also as a divider, concealing access to the service risers behind. Blackened steel is themed throughout with the racking and cash desk formed from the metal along with the staircase. Lastly, the reclaimed floorboards complete the urban look of the store whilst promoting the importance of sustainability and the environment.

A TOAST Reaction

Suzie de Rohan Willner, Toast CEO, commented on the store saying: “It matters to us that our stores are more than simply shops for women and that they complement their locale. We hope to offer our customers respite from their busy days, creating places of calm and connection that provide meaningful experiences and foster thoughtfulness. We are looking forward to building a network of Toast women and being a part of the Mayfair community.”

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