Victoria Beckham New York
The ambition for the showroom in New York for the fashion label ‘Victoria Beckham’ was to create a crafted solution to showcase and compliment the seasonal collection in an existing building in Chelsea, on the West Side of Manhattan.
The open plan space of high ceilings and large windows overlooking ‘The Highline’, was to be planned to house different activities; from the day to day creative office space, to meetings, private viewings and catwalks.
The idea was to ‘frame’ items within the extent of a ‘square’. Display frames were designed to showcase the individual ‘key’ piece, like an exhibit within a museum, whilst also being adaptable to showcase a complete collection to be viewed by fashion buyers during New York Fashion Week. We designed and fabricated a series of thin black steel square structures to frame the fashion label’s collection. Folded acrylic frosted black shelves slotted onto frames to be reconfigured to exhibit accessories. Mobile clothes rails allow buyers to carry the selected pieces with ease around the showroom, into the changing room to be modelled, then assessed, rearranged, added and removed until the buyer is satisfied. A series of handwoven rugs in New Zealand Wool, branded by the letter “V” of Victoria, were designed by Roz Barr Architects and were arranged in the space to define different areas within the large open plan showroom. That were inspired by the materiality of the content and emulating this within the interior.
The colour scheme and fabrics selected for the classic contemporary furniture, were chosen to compliment the design collection considering this will be change throughout the year.
The shelving and display frames, as well as the rugs, were a continuation of the detailed design for the pop-up shop in the London Department Store, Harrods.
The timescales for the delivery of the project meant we worked closely with contractors and furniture suppliers in New York. The bespoke items were fabricated in the UK to allow us to test ideas and construct prototypes as well as to ensure the continuity of quality between the project in Harrods and the new showroom.
Photographs: Mark Craemer