Victoria Beckham: My shop will illuminate brand

Victoria Beckham hopes her first ever boutique will show shoppers her brand ”through her eyes”.

The doors to the 40-year-old fashion designer’s new store selling her self-titled label will open on Dover Street in Mayfair, London, today (09.25.14) and she insists the design of the store is an interpretation of her vision for her clothes.

She told MailOnline: ”It’s the first time people can see the brand through my eyes. I didn’t want a traditional shop window, just a plain window, and a huge concrete sliding door.

”The floors weren’t connected, and I said, ‘Wouldn’t it be incredible to drill a hole through all three floors, so you could stand on the top floor and see the ground floor.’ I didn’t think it would be possible, but it was.”

Although high-end boutiques are not obviously child friendly stores, the former Spice Girl insists her shop will always be welcoming for women with their kids.

Victoria – who has four children with retired soccer player David Beckham: Brooklyn, 15, Romeo, 12, Cruz, nine, and three-year-old Harper – said: ”There’s plenty of room if somebody’s got a child with them – a child can wait. [There is] lots of hanging space, space where they can put their bags down.”

the star has also banned tills from the shop, insisting on taking payment through more modern technology.

She said: ”We’re not going to have any ugly tills anywhere.

”Payment is with an iPad, so we can go to the customer on whatever floor she’s on.”

Victoria’s store has three floors and a personal shopping area as well as a space to house the main collection.

Each statement piece is hung from the ceiling on chains whilst a screen streams the catwalk show from Autumn/Winter 2014.

Speaking about the new store, Victoria added: ”Five years ago, if you’d said that I’d have a store on Dover Street, I’d never have believed it. I feel really really lucky. I mean, I didn’t do this on my own. I worked very closely with the architect Farshid [Moussavi], and my team. My CEO [Zach Duane] has been hugely instrumental with regards to the shop.

”We had a vision and we worked together. I’m very proud of what we’ve created.”