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