"If you had told me 10 years ago that I would be opening my own store in Mayfair I would have laughed and said that it wasn't possible for a small independent label based in East London."

But that is exactly what the Canadian-born, London-based designer Erdem Moralioglu (pronounced Moralee-oh-glue) has just done, and one which has floors of precious marble ("It's the same marble that they use for Versailles"); whose walls are hung with fine art ("There's a really beautiful collage by David Hockney, and pieces by Warhol and Cocteau"); and where no expense has been spared on the bespoke details ("All the ironmongery is from Ghent; the wonderful chandelier is by Michael Armistardiadis and the mid-century furniture was curated by Nina Sigmar").