I kept to my word and did in fact visit London again for
a university trip! One of our stops that day was to the newly opened Victoria
Beckham store opposite Dover Street Market. The 2014 opening saw a three floored monumental boutique
exude the designer’s minimalist essence through its streamlined construction
and sculptural features, completely portraying its designer in all her stylish
glory.
Upon first approach you are greeted with an industrial, heavy looking
door which ironically glides open quite gracefully to reveal a corridor shaped
like a catwalk, adorned with muted coloured hand bags. Minimal and sleek, the
room exudes every inch of VB's signature style with cascading mirrors and sharp
silhouettes. The store feels expensive as the products sit like museum artifacts on the glossy shelves. A staircase that is questionably an art form
in itself, leads up the right hand side to a cinematic projection of Beckham's
latest catwalk show on the wall before entering the second tier of the store.
Although most
of the store feels spacious and futuristic, the design includes wooden benches
and beams that run through the middle, bringing a homely atmosphere to a space
dominated by concrete and glass. The store is a complete exhalation of the designer’s
breath; with every corner emulating Beckham's sophisticated style helping us as consumers to visualise
the concept behind the brand, its product and the lifestyle that ultimately
comes with it.
As I have now begun writing my final year dissertation I
am constantly looking for inspiring things to write about or reference – the atmosphere
that was present within the walls of VB’s store reiterated to me how important
it is to have a brand essence shine through a customer’s experience. For me as
a potential consumer, it’s incredibly important that I can walk into that store
and feel a part of the brand. Beckham claimed in an interview that she wanted
the store to feel welcome to everybody, and the store experience helps to soften
the lines drawn between consumer and company, allowing interaction between
channels and contextualising the designer’s vision.
An innovative way to sell and display Tshirts!
Other beautifully merchandised stores
