From the Daily Mail;
‘It’s the first time people can see the brand through my eyes,’ she said. ‘I didn’t want a traditional shop window, just a plain window, and a huge concrete sliding door.’
‘The floors weren't connected, and I said, “Wouldn’t it be incredible to drill a hole through all three floors, so you could stand on the top floor and see the ground floor,”’ she recalled. ‘ I didn’t think it would be possible, but it was.’
As you enter, there’s no avoiding the colourful handbags that line one wall - as much art installation as it is product display. Tucked away to the left are smaller leather goods such as purses and keyrings (from £150), sunglasses (we love the sky blue aviators, exclusive to the store) and the more affordable Victoria Victoria Beckham collection displayed on a zig-zag rail that echoes the designer’s initial.
‘We’re not going to have any ugly tills anywhere,’ Mrs Beckham explained. ‘Payment is with an iPad, so we can go to the customer on whatever floor she’s on.’Shoppers likely won’t recognise an American walnut bench as the ‘cash and wrap’ area though.
A wall of bottle green glass defines the changing rooms, which, unlike many we have all experienced, are decently sized with generous rail space and a bench to sit.
The lower level will be dedicated to personal shopping, while the upper level houses the main Victoria Beckham collection. Each piece hangs from the ceiling on a ‘blonde gold’ chain that is a larger version of those that feature on her handbags. A giant screen streams the autumn/winter 2014 catwalk show at one end, while a cluster of wooden benches in the centre invites partners, friends and kids to linger.
To read the whole article visit the Daily Mail or to check out Victoria Beckham's latest collection visit her website here. Personally I love the store and I can't wait to visit it, next time I am in London.
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