Victoria Beckham knows a thing or two about shopping.
The British pop-star turned style icon, now designer, has revolutionised he way women will shop with her first-ever boutique store in Mayfair, London.
The Dover Street store opens today, but don’t expect to find Beckham proudly positioned behind the store’s till – because there are no tills to speak of.
Nor is there a display window or rails of designer frocks as soon as you enter the 6,000 square feet store.
“Weâ€™re not going to have any ugly tills anywhere,” Beckham explained in a recent interview.
“Payment is with an iPad, so we can go to the customer on whatever floor sheâ€™s on.”
The huge contemporary space is completely understated with concrete floors and dominated by a soaring staircase.
“Itâ€™s the first time people can see the brand through my eyes,â€™” Beckham told reporters.
“I didnâ€™t want a traditional shop window, just a plain window, and a huge concrete sliding door.”
“It is unrecognisable from the original space,” she revealed.
â€˜The floors weren’t connected, and I said, â€œWouldnâ€™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 didnâ€™t think it would be possible, but it was.”
An American walnut bench acts as a seat and ‘cash and wrap’ area. Colourful handbags adorn one entire wall – looking like as much of an art feature as a product display.
Tucked away on the left are smaller leather goods like purses and key rings (starting from Â£150) and sunglasses.
The more affordable Victoria – Victoris Beckham collection is also on display along a zig-zag rail that echo the designer’s initials.
A bottle-green glass wall defines the changing rooms which writers have been happily reporting as decently sized with generous rail space and a bench to sit on.
The mother-of-four, whose youngest child, Harper, is just three, said: â€˜Thereâ€™s plenty of room if somebodyâ€™s got a child with them – a child can wait. [There is] lots of hanging space, space where they can put their bags down.”
Husbands and partners have also been carefully considered with a cluster of wooden benches and a giant screen that streams catwalk shows at the other end.
“Iâ€™ve been very lucky in the past that Davidâ€™s been shopping and bought me gifts,â€™ she says. â€˜I want men to know that whether itâ€™s for a birthday or Christmas, Valentineâ€™s Day, whatever it might be, a guy can come here and select the right gift. Thatâ€™s very important for me. I donâ€™t want an intimidating environment. Weâ€™ve all been shopping and felt awkward. I donâ€™t want that.”
But with handbags and main collection dresses starting from Â£1,500, those men will need deep pockets if they are shopping here.
Fans will be happy to hear that the fashionista does promise to be a regular feature of the store, even if she can’t quite believe how far she has come.
Five years ago, if youâ€™d said that Iâ€™d have a store on Dover Street, Iâ€™d never have believed it,â€™ she admited. â€˜I feel really really lucky.â€™
The new Victoria Beckham store is at 36 Dover Street, London W1. For more information visit www.victoriabeckham.com