Style / Fashion

Victoria Beckham’s first flagship store opens today

On September 25, Victoria Beckham will open the doors to her debut boutique, a flagship store located in London’s West End.

Sep 25, 2014 | By AFPRelaxnews

Victoria Beckham at her new store

On September 25,  will open the doors to her debut boutique, a flagship store located in London’s West End.

Situated on Dover Street, the boutique is set to be a typically minimalist, flexible affair, with no display window packed with glossy wares.

Victoria Beckham London store

Instead, the 560m2 store has been built around the concept of a flexible interior, with retractable shelving for the accessories on the ground floor and clothes hung from moveable, hexagonal blonde gold hanging chains on recessed ceiling tracks.

The space was designed by Farshid Moussavi Architecture, with added touches including caramel onyx and mirror stainless steel counters, free-standing modular seating made from American walnut, a polished concrete floor and stairway, and bottle green glass fitting rooms.

Victoria Beckham store London

Following the lead of Apple and other retailers like Burberry, there are no tills and payment is set to take place throughout the store via iPad.

The three level boutique houses all of the eponymous label’s lines from ready to wear to accessories and denim.

Victoria Beckham Dover Street store

In addition to the regular collections, you’ll be able to get your hands on a new eyewear model, the Classic Aviator in Sky Blue, which has been created exclusively for the boutique.

The store opening also sees the introduction of small leather goods (from wallets to pouches) that range from £150-£480 (around €190-€615) and are only available at 36 Dover Street and online.

Victoria Beckham London store handbags

To coincide with the store launch, Posh has posted this arty video online, which features some nice London scenes – and lots of cute animals.

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