Victoria Beckham has opened her first store at 36 Dover Street in London, directly opposite Dover Street Market.
The three storey store opened in September and has been designed by multi-award-winning London-based architect Farshid Moussavi.
The Mayfair space brings together the refined materials, artisanal craftsmanship and modern design language for which the fashion brand is recognised. The design team used Dover Street’s Georgian façades as a starting point, accentuating the building’s front door which is cast in concrete. The store’s door slides open automatically to reveal a vast, fluid space where grand, graphic statements are offset by delicate details and luminous surfaces.
A centerpiece of the store is an imposing flight of four metre wide polished concrete stairs leading to a giant projection on the first floor’s end wall, as is the spectacular cast-concrete latticed ceiling above. Farshid Moussavi Architecture, known as FMA, have boldly cut away diagonal portions of the floor plates on the upper and ground levels uniting all three floors of the 560-square-metre space. The innovative design brings a sense of light and drama to the space.
The elegant interior design scheme has been devised to complement rather than overpower the clothing on display. Wafer-thin shelves retract into walls and moveable blonde gold hanging chains are set in recess tracks to make way for installations, events and developments in the five different Victoria Beckham collections. The collections available to purchase include Victoria Beckham ready-to-wear, Victoria and Victoria Beckham, Accessories, Eyewear and Denim.
Smooth American walnut and bottle green glass surfaces highlight large changing rooms and cash and wrap areas which have all been designed for a discreet and personal shopping experience. The warm materials used throughout the store are reflected by the stainless steel mirrors that line the stores walls and ceilings.
The ground floor’s load-bearing columns act as feature pieces in the store and boast impressive glass display cases. All of the freestanding furniture is bespoke as is the modular, triangular seating hewn from a single piece of walnut.
Victoria Beckham has personally selected pieces for the store’s launch, several of which are unique to 36 Dover Street and victoriabeckham.com customers, together with exclusive sunglasses styles. A range of small leather goods are also being introduced for the first time, including a small and large pocketed pouch, a journal, a wallet, a credit card holder, key rings and key chains – all produced in soft calf.
This store is the first in a series of own-name stores planned for Victoria Beckham.
Since launching in 2008 the Victoria Beckham fashion brand has developed a distinctive and modern language of clothing. Bold, intuitive and refined the brands wide array of apparel and accessories are now stocked in over 500 stores in over 60 countries internationally. With each collection Victoria adapts her own personal style to the needs and desires of the international women who swear by the labels luxurious and flattering garments.
Using only the finest craftsmanship, fabrication and materials, all five Victoria Beckham lines are developed at Victoria’s studio in London. The Victoria Beckham ready-to-wear collection is primarily handmade in the UK, whilst the Victoria, Victoria Beckham and Denim collections are made in Europe. The Accessories and Eyewear are both expertly handcrafted in Italy.
As the Victoria Beckham collections become ever more progressive, so this passion for innovation extends to the brands communications and creative projects. In 2013 it launched victoriabeckham.com, a website offering e-commerce and interactive content curated to provide a more intimate view of Victoria’s design approach and working processes.
Farshid Moussavi Architecture
Farshid Moussavi is principal of Farshid Moussavi Architecture, FMA, and Professor in Practice of Architecture at Harvard University Graduate School of Design. She previously co-founded the London-based Foreign Office Architects which was recognised as one of the world’s most creative design firms.
At FMA, Moussavi has completed her first USA commission, the Museum of Contemporary Art in Cleveland and its installation at the 13th Architecture Biennale in Venice. FMA are also currently working on a wide range of prestigious projects including a residential complex in the La Défense district of Paris, a residential complex in Montpellier, a department store in Paris; an office complex in the City of London, as well as the flagship store for Victoria Beckham in London.
During her varied career Moussavi has established an impressive portfolio working on an array of high profile projects. Previous projects at Moussavi’s last practice include the Yokohama International Cruise Terminal and the Spanish Pavilion at the Aichi International Expo in Japan; in the UK, the John Lewis Department Store and Cineplex in Leicester, and Ravensbourne College of Media and Communication in London; in Spain, the South-East Coastal Park in Barcelona, the Municipal Theatre and Auditorium in Torrevieja, and the Carabanchel Social Housing in Madrid; as well as the Meydan Retail Complex in Istanbul, Turkey.
FOA was also part of the team that designed the Olympic Park and its legacy vision for the Lee Valley as part of the London bid to the International Design Committee. FOA was subsequently appointed as part of the consortium that developed the park design for planning permission. Moussavi was the partner in charge at FOA, responsible for the project.
The work of FOA has been widely published and exhibited, and represented Britain at the 8th Venice Architecture Biennale in 2002. The firm has also received numerous awards for its innovative design approach including the Enric Miralles Prize for Architecture, six RIBA Awards, the 2004 Venice Architecture Biennale Award and the Charles Jencks Award for Architecture.
Steyson Granolithic Concrete
Steyson Granolithic Concrete specialises in the laying and finishing of polished concrete floors and have been in operation for over 45 years. Since their inception the firm have worked alongside a plethora of high profile clients working on projects such as the installing the power floated polished concrete floors at the Tate Gallery’s White Cube Galleries.
Most recently the firm have been involved with the new Victoria Beckham store in London advising the project managers and architects on the installation of the concrete floors. We caught up with Keith Branscombe from the firm to find out more, he commented:
“We are happy to be involved in any challenging projects and have worked with many of the project managers on this project previously. We pride ourselves in offering our vast knowledge in concrete flooring to clients, as well as delivering a successful product that is long lasting and looks good.”