There was a flurry outside number 36 Dover Street in London on Thursday 25th September as fans waited for Victoria Beckham's first store to open. One noticeable person absent from the opening however was VB herself. However she was off on a much bigger and greater cause than fashion. She had been named Goodwill Ambassador and was in New York giving a speech at the UN.
Back at the store on the other side of the pond the 6,000 sq ft space stood in all its grander. A stunning almost art gallery feel, showcasing her clothes to perfection in a minimalist setting.
The space has mirrored walls with concrete staircases and clothes hanging in a way to exhibit them in their best light.
This is the first store for Victoria, who after launching her brand in 2008 has seen her brand become nothing short of a small empire that just continues to expand.
The store took two years to realize. She worked with the architect Farshid Moussavi, who's design aesthetic Victoria loved, despite never having worked in retail architecture, the modern, clean cut of Moussavi's aesthetic is akin to the Victoria Beckham clothing line.
Moussavi also happens to be one of the most successful female contemporary architects around . She was the mastermind behind the design of the London Olympic Park as well as the Museum of Contemporary Art in Cleveland, Ohio which perhaps is the reason why the store has such a modern art gallery feel to it. Another reason the two women were so similar in their style? Moussavi is extremely glamorous and wears five-inch heels to site meetings. A girl after VB's own heart.
A lot of thought and detail went into the creation of the shop. The store, built on three levels took a huge amount of work with the second floor grid ceiling taking seven builders, seven days a week for 9 weeks to complete.
As with an art gallery, there are no tills in sight, simple iPads are used for all purchases and neither are there any mannequins adorning the clothes. The front of the shop, unassuming, sans window displays, with just a simple Victoria Beckham sign out front.
The store opening was a classy sophisticated event, with the customers being welcomed in as they were surrounded by the stores signature scent, Diptyque’s Feu de Bois candles and handed a glass of champagne.
Customers and fans of Victoria Beckham spoke highly of the store as they left, praising the stylish architectural design of the store which is so coherent with the rest of the Victoria Beckham brand. The shop seemed to bring her customer closer to her with one saying:
“The shop is a real showcase for the beautiful pieces: architecture-wise it is so impressive and it lets the clothes speak for themselves,” continuing, “She’s so stylish isn’t she and her collection is just so lovely so it’s brilliant. I’m a long-term fan of Victoria and I think her style is fabulous and things you can wear forever. This shop is a real testament to that.”
Victoria Beckhams favaourate part of the store? The beetle-shell green glass wall of the changing room below:
Back at the store on the other side of the pond the 6,000 sq ft space stood in all its grander. A stunning almost art gallery feel, showcasing her clothes to perfection in a minimalist setting.
The space has mirrored walls with concrete staircases and clothes hanging in a way to exhibit them in their best light.
This is the first store for Victoria, who after launching her brand in 2008 has seen her brand become nothing short of a small empire that just continues to expand.
The store took two years to realize. She worked with the architect Farshid Moussavi, who's design aesthetic Victoria loved, despite never having worked in retail architecture, the modern, clean cut of Moussavi's aesthetic is akin to the Victoria Beckham clothing line.
Moussavi also happens to be one of the most successful female contemporary architects around . She was the mastermind behind the design of the London Olympic Park as well as the Museum of Contemporary Art in Cleveland, Ohio which perhaps is the reason why the store has such a modern art gallery feel to it. Another reason the two women were so similar in their style? Moussavi is extremely glamorous and wears five-inch heels to site meetings. A girl after VB's own heart.
A lot of thought and detail went into the creation of the shop. The store, built on three levels took a huge amount of work with the second floor grid ceiling taking seven builders, seven days a week for 9 weeks to complete.
As with an art gallery, there are no tills in sight, simple iPads are used for all purchases and neither are there any mannequins adorning the clothes. The front of the shop, unassuming, sans window displays, with just a simple Victoria Beckham sign out front.
The store opening was a classy sophisticated event, with the customers being welcomed in as they were surrounded by the stores signature scent, Diptyque’s Feu de Bois candles and handed a glass of champagne.
Customers and fans of Victoria Beckham spoke highly of the store as they left, praising the stylish architectural design of the store which is so coherent with the rest of the Victoria Beckham brand. The shop seemed to bring her customer closer to her with one saying:
“The shop is a real showcase for the beautiful pieces: architecture-wise it is so impressive and it lets the clothes speak for themselves,” continuing, “She’s so stylish isn’t she and her collection is just so lovely so it’s brilliant. I’m a long-term fan of Victoria and I think her style is fabulous and things you can wear forever. This shop is a real testament to that.”
Victoria Beckhams favaourate part of the store? The beetle-shell green glass wall of the changing room below:
The lower ground floor level is reserved for VIP customers. It's rumored that the Beckham's daughter Harper was gifted a £600,000 Damien Hirst pink heart decorated with butterflies for her first birthday. This same piece hangs on the wall, whilst the rest of the space is kept clean.
vICTORIA BECKHAM ON THE DESIGN OF THE STORE
THE WORK BEFORE THE OPENING
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