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Victoria Beckham opens first store

Victoria Beckham has opened her first-ever store at 36 Dover Street in London’s Mayfair.

GENERAL MERCHANDISE

Victoria Beckham opens first store

Victoria Beckham has opened her first-ever store at 36 Dover Street in London’s Mayfair.

Designed by London-based architect Farshid Moussavi, the three-storey space features imposing flight of four metre wide polished concrete stairs leading to a giant projection on the first floor's end wall and a spectacular cast-concrete latticed ceiling above.

Wafer-thin shelves retract into walls and moveable gold hanging chains are set in recess tracks to make way for installations, events and developments in the five different Victoria Beckham collections of Victoria Beckham ready-to-wear and Victoria, Victoria Beckham, Accessories, Eyewear and Denim. 

The store does not feature any tills. Instead transactions are made via in-store iPads thereby removing the need for “ugly” cash desks.

The first in a series of own-name stores, 36 Dover Street follows the launch of the Victoria Beckham e-commerce site in April 2013.

 

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