Victoria Beckham opens debut New York City store

Victoria Beckham has opened its first New York store, debuting in SoHo at 150 Mercer Street. And it said the space “brings the visual language established at the brand’s Dover Street flagship in London into dialogue with a new, distinctly New York setting”.

It carries the brand’s complete offer including ready-to-wear, fragrance and beauty “within an intimate space rooted in a sense of home”. 

The opening is clearly an important milestone in the brand’s international expansion with the US being a key market for the label.

Following Beckham’s Miami retail experience at Bal Harbour Shops that opened on May 29 and runs through next month, the new store “deepens the brand’s existing connection to the US and establishes a physical presence in a city that has long played an important role in Victoria Beckham’s journey as a designer and entrepreneur”.

“New York is where I started my brand, showing my collections there for the first time in 2008, and it’s also where I launched my beauty business,” she said. “Today, my teams are based in London and New York, so to now have retail spaces in both cities feels incredibly special and exciting. They are two places that have truly become home to my brands.”

“Co-designed and realised” with artist Alexander May and designer Ole Lund of LNP, the new store “reflects their instinctive understanding of New York and its creative character”.

They set out to draw from the brand’s visual universe while showcasing the distinctive character of its SoHo surroundings, the designers have retained original features, including the building’s ceiling, “to preserve the architectural charm so unique to the area”.

Visitors arriving at the store first see a 1930s Fontana Arte lantern at the entrance, designed by Gio Ponti.

Inside, there’s a “considered palette” of Farrow & Ball paints, layered with burgundy and pale marble, timber and “tactile finishes”. There are also bespoke sofas by Pierre Augustin Rose and velvet drapery by The Shade Store in mineral tones, alongside custom handmade brass clothing rails. 

The work of Polish painter Tamara de Lempicka, “whose Art Deco aesthetic has also informed previous Victoria Beckham collections, provides a further point of reference, expressed through a tension between masculine and feminine elements and touches of lacquer throughout the space. The result is an atmosphere of ease, designed to make visitors feel as though they have stepped into Victoria’s home away from home”.

The new AW26 collection is the star feature but visitors will also find the brand’s ‘iconics’, accessories, footwear and eyewear, as well as the newly launched Sloane Frame Bag and the signature Harlow Mules.