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Take a tour of Victoria Beckham's sleek first store in London


Victoria Beckham has given the public a look behind-the-scenes of her new store, which opened in London today.

Overall the design is an urban and slightly industrial aesthetic - a look which is clearly seen in VB's popular clothing designs too.

For starters, there are no tills in the Dover street-located store, just iPads for customers to pay anywhere they want, and there won't be a window display either.

Speaking to the MailOnline, VB spoke of her desire to offer a very untraditional shopping experience:

"It’s the first time people can see the brand through my eyes. I didn’t want a traditional shop window, just a plain window, and a huge concrete sliding door."

The central feature of the whole store is a concrete staircase, in-keeping with the slick and minimal design. The lower level of the shop will be for personal shopping and the upper level will be where shoppers can find the main Victoria Beckham collection.

While the handbags appear to be placed almost as an art installation, the clothes are all hung from gold chains that are the same chains that feature on the handbags, only bigger, of course. The shop even has its very own signature scent - Diptyque’s Feu de Bois candles.

Candles aside, Posh also suggested that David Beckham might be working as a bouncer on the door. Well, every customer can dream, right?

And for shoppers who want to sit down (particularly if they've just seen David on the door), or if they have children with them, they can talk a seat on the large walnut benches which were “really, really expensive”, according to VB who told the Guardian.

The business woman said that London was always her first choice for the place of her first store, and that she's "very proud to be British".

As part of the incredible team who created the store, Farshid Moussavi, currently one of the most in-demand architects in the world, collaborated with the former Spice Girl in a classic contemporary urban aesthetic.

Farshid is the same woman who was responsible for the infrastructure of the London Olympic Park and although she’d never worked in retail before, Victoria confirms that this is exactly why she wanted to work with the architect.

Amusingly, and rather dangerously, the designer refused to wear a hard hat when the shop was being built:

"They didn’t want to tell me to put on a hard hat, they just kept walking around with it. And eventually I said, 'Is that for me?' Honestly, I’d rather get hit over the head! Let’s try and keep this chic!”

She also wanted to ensure that the shopping experience is just as good for men as it is for women, as she’s anticipating men wanting to shop for their other halves.

“I’m lucky, David buys me clothes sometimes and I wanted to make sure the men were as looked after as the women.”

The business woman and mother of four also added that she wants women to be able to come into the store and shop for the clothes they’ve seen on the catwalk.

“The public have come on this journey with me. So it’s important that when a customer comes through the door that she enjoys it.”

VB’s first store comes six years after she launched her eponymous label in 2008. She debuted at New York Fashion Week in 2011, and its since become one of the more popular shows, with the likes of US Vogue editor Anna Wintour always in attendance.

A-listers such as Gwyneth Paltrow, Beyonce, and Eva Longoria are fans of her designs and are regularly spotted donning them on the red carpet.

Victoria also shared this amusing, tongue-in-cheek video of her dedication to London.

For more info head to victoriabeckham.com



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