Victoria Beckham Opens Her First Flagship Store to the Public (Take a Look Inside!)
The wait is over: Victoria Beckham’s first dedicated boutique and flagship store opened today in London.
The birth of the Dover Street store in the city's Mayfair district has been shrouded in mystery. In the past few weeks, Beckham released little beyond a moody black-and-white video (at bottom) of construction in progress and a few teaser tweets. But Beckham has now unlocked the concrete door to the three-story store designed by Farshid Moussavi, the architect behind Cleveland’s Museum of Contemporary Art.
The building's interior has the same elegant, disciplined sensibility as Beckham’s clothes. The minimalist décor, polished concrete floors, and stainless steel counters create the atmosphere of an industrial chic gallery in which Beckham’s main ready-to-wear collection, diffusion line Victoria Victoria Beckham, denim line, and accessories (which include eyewear and a skate chain similar to one worn by husband David) can be displayed like works of art. The 6,040-square-foot store's three floors are linked by a polished concrete staircase. The basement level, visible from the top floor, is a flexible space where Beckham may do presentations like trunk shows.
From opting for unusually large dressing rooms (so shoppers’ children can come in too) to replacing unsightly cash registers with tablets for transactions, Beckham has been deeply involved with every aspect of the space. She has said that she intends to continue the hands-on approach and spend a lot of time at the shop and possibly even consult with customers in person.
Watch behind-the-scenes moments of the store coming together in the film below, plus click through our gallery to see Victoria Beckham’s most stylish moments ever!