House of Victoria Beckham pop-up in London’s Selfridges Corner Shop

Home as Inspiration

Coinciding with the release of Victoria Beckham’s Netflix series, the takeover invites customers to become guests as they discover products in the comfort of Victoria’s ‘home.’ Two striking archways welcome guests out of the bustling energy and bright lights of Central London’s streets and into the peaceful atmosphere of the Hallway. The first arch is marked with a golden doorbell, the second frames a replica of a staircase and black-and-white checkerboard floor from Victoria’s home with soft, deep green curtains. Recurring throughout the design, arched doorways guide guests from room to room, while dark wood, muted yet rich tones and warm lighting cocoon the space.

Domestic Architecture

Product displays and fitting rooms are integrated into a domestic architecture, allowing guests to encounter the brand against the narrative backdrop of daily life. The Powder Room serves as a lounge complete with a classical fireplace, its central feature a large vanity table showcasing the beauty line. Guests come across the fragrances on the bookshelves in the Study, the most intimate nook of the space, before entering the Dressing Room which houses the fashion line. Evoking the privacy of a real dressing room with a golden-leaf paravent shielding the room from the window, garments and accessories are displayed on a clothing rack, in wooden niches and on shelves.

Tucked away from the busy environment of the department store, the space-within-a-space offers guests a personal and intimate encounter with the House of Victoria Beckham.