Victoria Beckham will open her first London flagship store on Dover Street. The 6,040-sq.-ft. space will encompass three floors and resemble a contemporary art gallery.
The artistic representation of the fashion line was designed by architect Farshid Moussavi, a Harvard professor, reported Women's Wear Daily.
"I wanted a space that was conceptual, but also warm and welcoming," Beckham told Women's Wear Daily. "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 [they] walked through the door."
Beckham helped to design not only all the clothing and accessories but the dressing rooms and the zigzag rails and hanger chains. To avoid ugly cash registers, all transactions will be done on iPads.
Beckham said she wants the space to feel flexible and adaptably accomodate new products, adding that every customer visit to the store should be different from the last.
Products include sunglasses, small leather goods, key rings, skate chains and apparel seen on the catwalk.
A polished concrete staircase visible throughout the store connects the three levels. It will be contrasted by stainless steel counters and ceilings. However, the top floor ceiling will be patterned as a diagonal concrete grid.
There is no display in the street-facing window, so those walking past can see straight to the ground floor. Midway up the staircase is a blank wall where Beckham plans to project runway images or her own backstage footage of models. Upstairs sports ready-to-wear and the super-sized dressing rooms, with doors covered in bottle-green glass.
The ground floor has space for presentations and room for stocking products both for the physical and e-commerce stores.
Beckham's store joins a host of fashion retailers with ornate flagships in the United Kingdom's capital city. Jimmy Choo recently opened its largest store on New Bond Street, with walls and cabinet doors lined by gold mesh panels, walls colored grey and pink, and a chandelier adorned with gold hoops and raw crystals. And a new J.Crew to open in London will total 3,700 sq. ft. across two stories, with pine floors and '60s-inspired wall art from the likes of Robert Rauschenberg and Matthew Lasinski.
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