I’d read a few interviews with Victoria Beckham in the run up to her new store opening in London’s Dover St and was curious to see for myself the alleged attention to detail that had gone into everything from the designs of the hanging rails to the generous size of the changing rooms allowing yummy mummies to bring their brood and get changed in comfort.

To be honest I wish I’d had my brood with me when I went to see the store last Saturday. It would have been a good ice breaker to start chatting to Victoria who actually arrived at the store with a few pals whilst us commoners waited patiently in line.

I have to say the experience was slightly surreal but also strangely normal. Maybe because she was surrounded by what looked like a bunch of good mates, or maybe because of her media exposure I felt as if I’d met her a dozen times before or maybe because I’m just super cool. Yeah… right!

What did blow my mind though was the interior design by Farshid Moussavi currently one of the most successful female architects around. I read that VB worked closely with her and I have to say that the minimalist design compliments her collection beautifully, showing off the designs and quality fabrics.

I was surprised how the classic Mayfair facade hides an almost warehouse like interior with polished concrete floors, mirrored walls and a concrete zigzag ceiling on the first floor that cleverly hides the grooves and runners for the free hanging chain rails. Walking up the almost sculptural concrete staircase you can see the latest runway collection being projected on to the wall ahead of you before entering a world of luxurious materials, beautiful cuts and exquisite details.

It’s a fabulous shopping experience and one that I gather VB has put her heart and soul into. For me the piece de resistance was the scent of Diptyque’s Feu de Bois which was subtle but distinctly present and left me feeling as if I’d just been to a luxury spa.

Last but not least I have to mention the amazing sales staff. One thing that always bugs me about high end fashion stores are the often snooty assistants who seem to judge you the minute you walk in. Something unlikely to happen at VB who I hear hand selected the staff who could not have been more friendly and helpful. I genuinely felt welcome and not just because of the glass of champagne (or fizzy elderflower cordial) but I had a lovely chat with the store manager who also informed me politely not to take any photographs of VB – fair enough considering the hordes of paps outside.

I admit I was tempted to try a few things on but in the end I was afraid my Dutch courage would lead me to spend a months rent on a beautiful winter coat that would look lovely in a Mayfair restaurant but slightly unsuitable for my daily playground outing.

 
PHOTOGRAPHY | Victoria Beckham with thanks
INTERIOR DESIGN & ARCHITECTURE | Farshid Moussavi Architecture
 
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