link.png Victoria Beckham conquers London← Back

36 Dover Street, London, opened its doors on a new resident today. Fashion designer Victoria Beckham has set up shop on the street that is home to other luxury names such as footwear designer Christian Louboutin. Situated opposite multi-brand store Dover Street Market, the building presents a sober shop front through which you enter the glamourous world of Victoria Beckham.  
 


Totaling 6,040 square foot, the shop is spread across three floors. Beckham called upon Farshid Moussavi, architect known for the Cleveland Museum of Cotemporary Art, to design the space, making it Moussavi’s first foray into working on a retail space. Featuring polished concrete floors, walnut wood panels, mirrors and a large staircase, the airy, open space conveys a minimal, industrial feel. Clothes hangers are suspended from chains (the same used on her bags), for customers to peruse through.
 


The ground floor is home to her diffusion line as well as a wall of Beckham’s handbags, whilst the ready-to-wear collection (shown at New York Fashion Week) can be found on the second floor. Prices start at £150, with purchases being made on iPads, for an unltra-modern touch.  
 
One of Beckham’s priorities in creating the layout of the shop was wanting to make everyone feel welcome, from children to husbands. Opening her first retail space is also an opportunity to give a true reflection of herself and solidify her brand identity. 


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