They walked into a 6000ft² space which looked more like an art gallery than a shop. The store covers three floors in Dover Street, London. It is covered in dark-mirrored walls with a spectacular polished concrete staircase, and clothes hanging from ceiling chains or on a jagged rail.
#SHOWGALLERY#
This is Beckham’s first store since the launch of her fashion line during 2008. It finally reached fruition after two years of work by architects and builders. No tills have been placed in the store as there is no space in the minimalistic design. Purchases are done on iPads, and there are no mannequins in the windows.
Victoria Beckham was unable to attend the launch as she was speaking at a UN general assembly in New York. However, her husband, David, was one of the first to step through the door. Customers were handed a glass of champagne as they entered the store.
Some of the most popular items included a white-and-black tunic dress, at a cost of £2250, a white ‘micro twill’ coat with gold chain at £2750, and a white shift dress with an ornate feathered hem for £2100.
The VIP shopping section, which is placed on the lower ground floor, contains one piece of artwork on the wall – a
Damien Hirst pink heart with butterfly decoration, valued at £600000. This is apparently the same piece which was given to Victoria’s daughter, Harper, on her first birthday.
Adjoining store owners who visited the opening were completely bowled over by the store.
