London’s chic Dover Street has a sleek new neighbour as the celebrated designer unveils her first ever store.
Victoria’s first store echoes the subtle, understated manner in which the lady forayed into the cut-throat world of fashion. No fanfare, no unnecessary flash – just a class act the whole way through. Like her collections, which have to be experienced to appreciate, the store has a welcoming aura about it, begging you in to explore the 6,000 square feet of fashion therapy.
Victoria enlisted the services of celebrated Iranian architect, Farshid Moussavi to realise her vision. Credited for creating museums, stadiums and works that impact the urban landscape, to have Ms Moussavi design a store was nothing short of a design world coup; one that speaks volumes of the symbiotic relationship with fashion, architecture and interiors.
“I don’t want people to be afraid to come in.” Victoria Beckham
From ceilings inspired by the patterned knitwear from the designer’ fall collection to hanging displays that echo the muted gold chain details of her handbags, Victoria’s design DNA is evident in the store grounded by its industrial-plush concrete flooring and a statement staircase that registers more as a monolithic sculpture and a functional architectural requirement necessary to unite the three levels of the Mayfair premises.
The lowest level of the build – home to the label’s accessories, VVB and Denim collections – is the most open, which allows the designer to adapt it to the presentations, events, trunk shows, even appointments she plans to take on, while the upper levels are taken up by Victoria’s ready-to-wear line and large dressing rooms, which feature bottle-green glass doors. Wafer thin shelves are adorned with the designer’s collection of handbags and clothes; every single fashion piece handpicked by Victoria to celebrate the opening. And yes, there is no ugly cash desk in sight. VB will have you pay at the swipe of an iPad.
Visit Victoria online here.
All images courtesy Victoria Beckham.