Beckham & GOAT

Beckham Emporium on Dover Street

Unless you have been living under a rock, you’ll know that Queen Victoria Beckham has recently opened her flagship store on Dover Street, Mayfair. I was dying to take some illegal shots of the emporium but also wanted to combine the trip with another long awaited shop project, GOAT’s first shop on Conduit Street.

Yesterday, post a George Northwood flying visit (Lotte (video clip here), his junior stylist, was my snipper this time and would TOTALLY recommend her!), I headed across the west end to admire shop fits rather than make any purchases.

GOAT Conduit Street

Worn by a particularly discerning (mostly fashionista) clientele, GOAT has made its name as the understated cashmere brand. Even Mrs Beckham herself has been seen in their signature knits.

signature knits at GOAT shop

The boutique is neutral to say the least.   Some might even suggest a blank canvas but the clothing still manages to scream luxury, quality and simple, chic style.

GOAT conduit street

The 6,000 sq ft of Beckham-ness is nothing less than breathtaking.

Beckham flagship store on Dover St

The mirrored walls, concrete staircase, angular images and suspended clothes from chains on the ceiling are the work of architect Farshid Moussavi and the detail perfectionist herself.Beckham flagship store on Dover St

complete with Damien Hirst art

complete with Damien Hirst art

With no mannequins, no tills and not even a door to open, this work of (retail) art feels more like a gallery than somewhere I might try anything on.

GOAT 4 Conduit St. W1

Victoria Beckham 36 Dover St. W1

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