The Victoria Beckham Hong Kong store occupies a corner space within Landmark Shopping Centre. The design provides a variety of experiential moments that invite different types of interaction in time and space. Garments hanging from distinctive zig-zag rails provide the only colour and softness, set against the backdrop of a neutral, angular space.
The location offers three broad store fronts but has a shallow depth. In order to maximise the interface between the store and customers, the windows are fully glazed and free from displays that would block views of the interior. This sense of transparency activates the store from all three sides.
Inside. the existing structural columns are appropriated and transformed into sculptural, concrete elements for the display of accessories and folded clothing. Functioning both as storage and seating in the centre of the space, these monolithic forms invite customers to interact with them in a variety of ways.
The ceiling is clad in mirrored stainless steel to create a virtual double of the space, and intrigue customers with optical illusions that blur the boundaries between the real and imagined edges. Changing rooms too are mirror-clad kiosks that blend into the background and provide customers with viewing surfaces.