Victoria Beckham opened the doors to her new boutique store in London’s exclusive Mayfair district on Dover Street last week, and early signs are that she has another success on her hands.
The ex-Spice Girl was very clear on how she wanted the store to look, and has shunned the traditional for a more contemporary and technological feel. For instance, there are no shop window displays, and payment is via an iPad:
“We’re not going to have any ugly tills anywhere,” Victoria said. “Payment is with an iPad, so we can go to the customer on whatever floor she’s on.”
Victoria created the store with the help of esteemed architect Farshid Moussavi, the woman who was responsible for coming up with the design of the London Olympic Park:
“I didn’t do this on my own. I worked very closely with the architect Farshid Moussavi, and my team. My CEO Zach Duane has been hugely instrumental with regards to the shop. We had a vision and we worked together,” she added: “I’m very proud of what we’ve created, I think it’s really beautiful. We haven’t cut any corners.”
The store itself is a huge space, comprising of 6,000sq feet, with polished concrete and pieces of solid oak furniture complementing the designer clothes, which are hung up using gold chains. But this is not meant to be a snooty high-end designer store, as Victoria herself pledges:
“If we don’t have what you’re looking for in the store, then the staff will find what you are looking for somewhere in the world. I don’t want this to be intimidating, the way some stores are,” she says. “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.”
The store was a very different space when the 40-year old first looked at it, as the floors were all separate:
“The floors weren’t connected, and I said, ‘Wouldn’t it be incredible to drill a hole through all three floors, so you could stand on the top floor and see the ground floor?’ I didn’t think it would be possible, but it was.”
Now customers are greeted by a huge concrete spiralling staircase that connects all floors, giving a much more modern and fresher feel:
“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.”
The mum of four has also given the changing rooms a current vibe, with their sheer size and ample rail space, they are hidden behind polished bottle green glass doors:
“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.”
As for the actual clothes, the ground floor will be dedicated to personal shopping, whilst the second and third floors will contain the main collection. There is also space dedicated to Victoria’s more affordable line – Victoria, Victoria Beckham which you can see on zigzag railings throughout the store.
Victoria is also happy for people to just visit the store and have a look around, as she appreciates that not everyone can afford her designer brand. As for her future in the fashion world, it may be that she needs a little time off to get used to opening her first boutique:
“Five years ago, if you’d said that I’d have a store on Dover Street, I’d never have believed it. I feel really really lucky.”
You can visit the new Victoria Beckham store at 36 Dover Street, London W1.