TOTEME Store in New York City
Located on Madison Avenue on Manhattan's Upper East Side, the TOTEME flagship store combines Scandinavian restraint with the character of one of New York's most established retail districts. Designed as a sequence of carefully composed rooms, the interior balances natural materials, curated artworks and sculptural architectural elements within a calm and cohesive setting.
Throughout the store, walls are painted in HA RO 17 Mercer Street by Halleroed. The warm off-white establishes a soft architectural backdrop that responds gently to daylight while complementing stone, timber and textile surfaces. Rather than functioning as a neutral finish, the colour becomes an integral part of the spatial composition, reinforcing the quiet character that defines TOTEME's retail environments.
A striking contrast is introduced through the store's spiral staircase, finished in HA RO 01 Tokyo Red in HIGH GLOSS. Rich, reflective and sculptural, the staircase creates a distinct focal point while demonstrating how carefully placed colour can define movement and orientation within a space.
Together, the palette illustrates Halleroed's approach to architectural colour, where restrained neutrals and bold accents work in balance to create interiors that feel timeless, tactile and quietly expressive.
