The boutique has been designed by Farshid Moussavi, and it
is simply striking. There is no window display. Instead, the façade consists of
a very heavy sliding door (I hear it weights 340 kilograms) and a glass frontage,
which allows the passers-by to view the collection.
The door slides effortlessly as soon as you step in front of
it, bringing you into something which can be described as a modern-day jewellery
box. Immediately, you will notice a broad rectangular staircase in front of
you, and a mirrored wall, as well as a ceiling, which is also clad in mirror. I am wearing a dress by James Lakeland, and
fox collar from the Soho Furrier, sunglasses by Dolce & Gabbana. Bag is
from Victoria Beckham collection and I bought my shoes in Singapore.
A row of shelves seem to be floating in front of the
mirrored wall, packed with delightful collection of handbags in black, blush,
red and raspberry.
The bag I am sporting on the photo has an intricate locking
system, and an added security, in form of an additional bolt, which also serves
as ornamental detail. I`ve never seen anything like this before, and – as a
result - I started warming up to Victoria Beckham`s designs.
The clothes are hanging on zig-zag rails, allowing each item
to be spaced evenly, and be fully accessible to a customer. There is also a
light-reflecting column of shelves, which hosts a selection of
sunglasses. By now I was rather taken by this amazing space, which in reality
is long and not terribly vast, but with clever design, it feels very spacious,
and - dare I say – luxurious.
More pleasant surprises waited upstairs, including large
mirrored walls and a concrete ceiling with triangular geometric pattern. This
boutique plays host to several Victoria Beckham collections: Victoria Beckham,
Victoria Victoria Beckham, denim, optical and accessories.
White walls provide neutral background for sublime palette
of clothes, which are very well made. Long, metal chains allow the display to
be moved, to vary the height, and position of clothing.
I love a subtle detailing on this coat.
Adore the amusing element on this dress.
Am bowled over by almost architectural design of this top.
Kudos
to Victoria Beckham and her team for designing such a fabulous collection!
Back on the ground floor, I discovered expansive changing
rooms clad in a dark green laminated glass, and being furnished with a set of
sculptural benches, which can be re-positioned to create a different look, if
desired. Damien Hirst`s artwork hangs in the lower-ground area, which can be
seen from the ground floor, giving illusion that the whole space is bigger than
it actually is.
Attention to minute detail is the driver here and they even
have a wrapping paper with images of the latest fashion show – how thoughtful!
This
whole place is cool and exciting and everyone working here is fun to be around.
I love the fact I could come close to and easily inspect every item displayed
in the store, thanks to the innovative zig-zag hanging rail. I appreciate that
the assistants were knowledgeable about the collection as well as the store`s
design. And they eagerly played the role of my photographers – thank you!
I
embarked on this visit as a sceptic but after seeing the designs closely, and
experiencing this space, I – unexpectedly - turned into Victoria Beckham`s aficionado.
Mrs Beckham, this shopaholic will be back. This is not a threat, this is a
promise.
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