Victoria Beckham has opened her first store on London's Dover Street in Mayfair, which she describes as her ''second home''.
Victoria Beckham has opened her first store in London.
The former Spice Girl turned fashion designer has set up shop on Mayfair's Dover Street in London, selecting the 6,040-sqaure-foot retail space to house her luxury flagship store, which she has described as her ''second home''.
The brunette beauty - who has children Brooklyn, 15, Romeo, 12, Cruz, nine, and Harper, three, with husband David - teamed-up with architect Farshid Moussavi to design the stunning space which is intended to be ''warm and welcoming'' to all.
She told WWD: ''I wanted a space that was conceptual - but also warm and welcoming.
''There are a lot of people - the general public - who've continued on this journey with me, and I want everybody to feel welcome, whether they're going to buy something, or whether they just want to come and check out the architecture. And I really wanted people to get a sense of me the minute they walk through the door.''
Victoria revealed that the store - which sells accessories, the VVB and Denim collections, as well as her ready-to-wear line - is intended to reflect her personal ''vision'' and aims to create a ''beautiful'' but functional space, using iPads to complete transactions instead of ''ugly'' tills.
She explained: ''For the first time, it's my designs, my vision. This is how I feel the clothes should be showcased, how I like them to be seen. That's been very exciting for me - to be able to buy what I believe the customer wants.
''I think it's important that women can actually buy what they see on the catwalk and what they're seeing in magazines.
''When I go shopping, I've always got at least one child. There's lots of room to hang clothes -- and flattering lighting. I wanted the store to look beautiful, but I also wanted it to work as well.''
The store is set to open its doors tomorrow (24.09.14).