The doors of Victoria Beckham’s new Dover Street store finally open to welcome shoppers, fans as well as media. The much awaited London flagship store lives up to the expectations of all.
The Mayfair standalone outlet is a 6000 square feet paradise bringing all the Victoria Beckham lines under one roof. Designed by architect Farshid Moussavi, the newest VB store on the European soil breaks traditional boundaries by getting rid of the tills and elaborate window displays. The founder of her eponymous brand makes a statement about debuting the contemporary method of payment, “Payment is with an iPad, so we can go to the customer on whatever floor she’s on.” While the high-on-style clothes are displayed on gilded chains, a large screen streams the autumn/winter 2014 show.
She also added that “It’s the first time people can see the brand through my eyes. I didn’t want a traditional shop window, just a plain window, and a huge concrete sliding door”
Just as she had intended to, a large hole has been drilled through all three floors of the store, so that one can stand on the top floor and see the ground floor!
Victoria comfortably poses on the imposing polished-concrete staircase that connects all three levels.
The unusual cash and packing counter has been replaced with an outstanding American walnut bench.
The great wall of Victoria Beckham store is lined with an array of colourful handbags will lure bag-addicts as soon as they step in. Smaller leather goods such as purses, key rings and sunglasses are put on display adjacent to the bag wall.
To add more exclusivity, the VIP personal shopping area features a Damien Hirst artwork.
Apart from drool-worthy collection, the store also boasts of ample space. The changing rooms, comfortably large in size, are located behind a wall of bottle green glass. The mum of four understands the need of space for shoppers and added, “There’s plenty of room if somebody’s got a child with them – a child can wait. There is lots of hanging space, space where they can put their bags down.”
While the lower level is reserved for personal shopping, the upper level acomodates the main Victoria Beckham collection. The boutique will also house the affordable Victoria Victoria Beckham line which is distinguished by being displayed on zig-zag rails.
Acknowledging that all footsteps in the store will not belong to serious shoppers, Victoria wants to welcome window shoppers and curious onlookers too. She states, “I hope it’s fun. Some people may not come to buy, but just to look and that’s great. A lot of the public have been on this journey with me and I want them to enjoy the experience. Shopping should be fun.”
36 Dover St, London
