Victoria
Beckham has been known for her expert knowledge in fashion,She had combined these experiences in unveiling her
first-ever boutique, a 6000sq ft store, which opens today in London’s
Mayfair.
‘It’s the first
time people can see the brand
through my eyes,’ she said. ‘I didn’t want a traditional shop window, just a
plain window, and a huge concrete sliding
door.’
As
you enter, there’s no avoiding the colourful handbags that line one wall – as
much art installation as it is product display. Tucked away to the left are
smaller leather goods such as purses and keyrings (from £150), sunglasses (we love the sky blue aviators,
exclusive to the store) and the more affordable Victoria Victoria Beckham
collection displayed on a zig-zag rail that echoes the designer’s initial.
‘Payment is with an iPad,
so we can go to the customer
on whatever floor she’s on.’
A wall of bottle
green glass defines the changing
rooms, which, unlike many we have all experienced, are decently sized with
generous rail space and a bench to sit.
‘I’ve
been very lucky in the past that
David’s been shopping and bought me gifts,’ she says. ‘I want men to know that
whether it’s for a birthday or Christmas, Valentine’s Day, whatever it might
be, a guy can come here and select the right gift. That’s very important for
me. I don’t want an intimidating environment. We’ve all been shopping and felt
awkward. I don’t want that.’
The new Victoria
Beckham store is at 36 Dover
Street, London W1. For more information visit www.victoriabeckham.com
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