Victoria Beckham Launches First Store
Instantly recognizable for its Georgian style architecture, London’s Dover Street has been both documented and fictionalized. It’s also home to famous spots like The Arts Club that was founded by Charles Dickens, popular bars like tiki-themed Mahiki – where royals and celebrities frequent alike – and it possesses a plethora of cutting edge shopping. Victoria Beckham has become the newest kid on the block as she opened her first flagship store at 36 Dover Street on Thursday.
Taking over a three-story, 560 square meter space in the Mayfair district, the store is a lesson in minimalism designed by renowned architect Farshid Moussavi. Known for clean, angular lines, Moussavi has modernized the interior with warm surfaces of American Walnut, lattice ceilings and delicate shelving. Light ricochets off myriad surfaces: the concrete front door slides open to reveal polished concrete floors and a grand staircase, beetle shell green glass walls the private changing area and mirrored stainless steel runs throughout the store.
It’s impossible to find the distracting image of a cash register or store front display. The bespoke furniture is modern, geometrically mesmerizing and crafted from the same tree. Moveable gold chains hang in recess tracks and can easily make way for installations, events. All the while, a dance of wintery wood fire aroma rises from the Diptyque’s Feu de Bois candle, the store’s signature scent.
The design is definitely in the details and it is no surprise. Moussavi’s previous work includes the Museum of Contemporary Art in Cleveland, Ohio.Her aesthetic belief in ornament being actual function in architecture that helps a building distinguish itself from another structure shows proudly. Her approach to minimalism can never be accused of monotony. The affect in Beckham’s store makes clothes seem more art displayed in a metropolitan gallery.
Perfectly located across from Dover Street Market, the brand is taking up great company like Céline, Alexander Wang and Givenchy. While paparazzi might visit to see whether David Beckham lends a hand at the hidden register or serve as a proxy doorman, the real draw should be the atmosphere.