Inside Victoria Beckham's new London store Inside Victoria Beckham's new London store Elle

A look inside Victoria Beckham flagship in Dover Street

The former Spice Girl-turned-fashion designer's flagship store looks more like an art gallery than a shop.

 

by 01 October 2014

The former Spice Girl-turned-fashion designer's flagship store looks more like an art gallery than a shop. Designed by architect Farshid Moussavi, the retail space is the culmination of over two years of work. This is Beckham’s first, since she launched her fashion line in 2008, and covers 6,040 square feet and is spread over three floors, connected through a huge staircase.

The interior of the exclusive Mayfair store is a mix of graphic minimalism and welcoming touches. Other design features include polished concrete floors and an abundance of floor-to-ceiling mirrors, clothes are hung on gold chains from the diagonal-grid ceiling and fans will be happy to hear that the changing rooms are enormous. The store also includes huge screens which project Victoria’s latest fashion show. Customers will find Beckham's full catwalk collection, the (slightly) more affordable Victoria, Victoria Beckham sister line (or ‘VVB’ as she calls it), as well as her handbags, her debut collection of shoes and those “iconically Victoria” mirrored aviator sunglasses she so often wears.

According to an assistant, the most popular items comprised a black-and-white tunic dress, priced at £2,250, a white shift dress with an ornate feathered hem (£2,100) and a white “micro twill” coat with a gold chain (£2,750), which came from Beckham’s A/W ready-to-wear collection. Her sunglasses, sold exclusively at her store, were also a bestseller.

In the VIP shopping section, on the lower ground floor, only piece of artwork hangs on the wall – a £600,000 Damien Hirst pink heart decorated with butterflies, the same piece that was reportedly bought for the Beckhams’ daughter Harper for her first birthday.

There are no tills to interfere with the minimalist design as all purchases are made through iPads – and there is no mannequin display in the window.

According to Victoria Beckham, this is the first in a series of own-name stores planned.