by Brooke Varney
Not many celebrities can make the transition from pop star, to famous-for-being-famous, to high-fashion designer. In just a few short years, Victoria Beckham has done just that. The beyond-fabulous mother of four has taken the fashion industry by storm, creating an empire built purely on her vision that has seen £158 million in annual sales, and has been admired by the likes of fashion industry greats Anna Wintour and Karl Lagerfeld. It’s only natural that Mrs. Beckham open her first standalone store in Mayfair that’s every bit as stylish as she is.
Victoria Beckham in her beautiful flagship store.
Set to open September 25, every aspect of the Dover Street flagship store is undeniably Victoria, who wanted a space that was “conceptual, but also warm and welcoming.” Her vision has been brought to life by Farshid Moussavi, one of the most successful female architects in the world, who oversaw every last detail including the imposing polished concrete staircase at the center of the store. The details, in fact, are what make the store so spectacular. Victoria seems to have thought of every last thing, from the use of iPads to replace “ugly” cash registers, to comfortably-sized fitting rooms large enough to accommodate shoppers’ children, to large pieces of furniture scattered throughout the store for any reluctant men tagging along. “It is very important that men can come and watch – like David, who sometimes goes shopping with me,” she says. We’re keeping our fingers crossed that he will be working as the doorman from time to time.
“The moment people come into the store, they see the brand through my eyes,” the designer says.
Victoria with her favorite aspect of the store, the emerald green glass wall of the dressing room.