GLAMOUR's Shopping Editor Lucy Walker had a guided tour of Victoria Beckham's new London store - by the woman herself, no less! The Spice Girl turned bona fide fashon designer opens the doors of her Mayfair store today. But what is it like? Lucy investigates...
Emerging from her current make-shift office (a changing room at the back of the store), Victoria Beckham greets the small group of journalists in a black cape of her own design and sky-high Alaia heels. Her enthusiasm for this new venture is infectious as she explains that this 560m² space "feels like a second home, it feels like me".
There's no traditional shop window, the rails are made from blonde gold - the same hardware used on her handbags - and the hangers, worktops and seating is made from a single walnut tree, Victoria proudly informs us. There's a focus on modernity and newness, echoed by the design and lack of tills - all purchases are made though iPad.
Somehow this impressive space avoids feeling intimidating. "I wanted it to feel warm", she says. "A lot of us have been to stores and felt really unwelcome. I want husbands, boyfriends and children to feel comfortable here. I stood in the changing room with two of my kids to make sure it was practical". So why London, and why now? "London is the most beautiful and inspiring city in the world. I did it back to front, selling online first but personally I still like to go shopping. Its important for customers to be able to step into my world".
Victoria even joked: "I'll be behind the till, David will be on the door, with Brooklyn working as a Saturday boy."
And does this Dover Street store feel like Victoria Beckham? It certainly feels stylish, polished and modern. Mission accomplished.
