Victoria Beckham has launched her first store today
Victoria Beckham has finally opened the doors on her first ever store and wants her boutique to show people her brand through her eyes.
The store opened today on Dover Street in Mayfair, London and the designer has extended the vision of her clothing into the concept of the store.
She told MailOnline: "It's the first time people can see the brand through my eyes. 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.' I didn't think it would be possible, but it was."
Victoria Beckham's London storeAnd she was also quite firm about the idea of having no tills in the store as she didn’t want them to clutter the space.
She said: "We're not going to have any ugly tills anywhere.
"Payment is with an iPad, so we can go to the customer on whatever floor she's on."
Victoria's store has three floors and a personal shopping area as well as a space to house the main collection.
Whilst you may be mistaken for thinking that fashion and kids don’t mix, Victoria was insistent on making this a place you can come with your children.
Victoria - who has four children with retired soccer player David Beckham: Brooklyn, 15, Romeo, 12, Cruz, nine, and three-year-old Harper - said: "There's plenty of room if somebody's got a child with them - a child can wait. [There is] lots of hanging space, space where they can put their bags down."
Statement pieces from the collection are hung on chains, and an interactive screen streams the catwalk show from Autumn/Winter 2014.
Speaking about the new store, Victoria added: "Five years ago, if you'd said that I'd have a store on Dover Street, I'd never have believed it. I feel really really lucky. I mean, I didn't do this on my own. I worked very closely with the architect Farshid [Moussavi], and my team. My CEO [Zach Duane] has been hugely instrumental with regards to the shop.
"We had a vision and we worked together. I'm very proud of what we've created."
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