Victoria Beckham opens its first New York store at 150 Mercer Street in SoHo. The new space extends the visual language established at the brand’s Dover Street flagship in London while responding to the distinctive architectural and creative character of its New York setting.
Co-designed and realised with artist Alexander May and designer Ole Lund of LNP, the store brings the Victoria Beckham visual universe into conversation with its surroundings. Original architectural features, including the building’s ceiling, have been retained, preserving elements of the character that define the SoHo setting
A 1930’s Fontana Arte lantern designed by Gio Ponti establishes a distinctive sense of arrival, introducing a space where historic references and contemporary luxury meet without losing the intimacy of a private interior.
Much of this mood is created through May and Lund’s curation of furnishing and textiles, which add a feeling of richness to the otherwise simple, wood-floored space. Velvet drapery and curtains, created in collaboration with The Shade Store, line the space’s entranceway, while bespoke sculptural, curving sofas were designed by Pierre Augustin Rose. Elsewhere, a pair of monolithic marble counters intersect the space, used to display accessories and beauty, while a Gio Ponti lantern hangs over the entranceway staircase. Paints draw on the palette of Dorset-based company Farrow & Ball.
