“This is the first time that people will be able to come and see and feel the brand through my eyes, so I’m very excited about that,” says Victoria Beckham. “I think from the moment that you walk through the front door, you know this is a Victoria Beckham store.”
Back in January, Victoria Beckham confirmed rumors that she was opening her first standalone store in London. And today the space has finally been open to the public.
The 6,040-square-foot, three-floor store is located on Dover Street in London’s Mayfair area. The store, which was designed by architect Farshid Moussavi, resembles a contemporary art gallery and was created to be a democratic space. Sleek, minimal, stylish: this is Brand Beckham.
“I wanted a space that was conceptual – but also warm and welcoming,” Beckham told WWD during a tour of the space.
“There are a lot of people – the general public – who’ve continued on this journey with me, and I want everybody to feel welcome, whether they’re going to buy something, or whether they just want to come and check out the architecture. And I really wanted people to get a sense of me the minute walked through the door.“
In addition to Dover Street Market and John Rocha, Beckham’s store also neighbors a number of art galleries and restaurants.
“I looked at lots of different locations, but I do believe in fate, and this just happened to be the perfect space in the most perfect street. I did look at other streets, but this just felt right. I feel very honored to actually be in a street amongst such incredible stores. The energy is incredible,” the designer told WWD.
“There’s no way we could have opened a store like this on Bond Street. For the company we are today, and the size we are, it would have been impossible. So we decided that we’d go slightly off the track,” Zach Duane, Victoria Beckham’s CEO, added of the space and its location.
All transactions inside the store will be made using iPads, so there is no need to clutter the space with “ugly” cash registers. Beckham plans to use the ground level to do presentations and hold appointments with customers.
