Victoria Beckham’s SoHo Store Is Officially Open. We Received a Special First Look.

Since founding her brand in New York in 2008, Victoria Beckham has spent 18 years on global runways, red carpets, and even in one’s makeup bag. Now, she and her ready-to-wear brand have landed at 150 Mercer Street as well, where a Gio Ponti lantern lights the door, Pierre Augustin Rose sofas exude a sumptuous rhythm, and handcrafted brass rails give the U.S. flagship a decidedly home-forward feel (all part of Beckham’s strategy).

“Today, my teams are based in London and New York, so to now have retail spaces in both cities feels incredibly special and exciting. They are two places that have truly become home to my brands,” Beckham shares. The space was co-designed with artist Alexander May and designer Ole Lund, featuring Art Deco influences from artist Tamara de Lempicka. The result: a series of rooms sharp enough to hold their own against the fiercest retail competition.

To fête the brand’s entry into one of the city’s most-watched shopping districts, CULTURED sat down with Beckham to reflect on the artisans at the center of the store’s design, as well as the key markers (both physical and sentimental) that have played a role in bringing the boutique to life.

New York is where you launched your brand in 2008. Can you share the personal significance of opening a store here almost 20 years later?

I showed my first collection in New York in 2008, so it holds a special place in my heart. To be back, with a space of our own, in a city that feels like a second home is a full-circle moment. It’s a really exciting next step for the brand, and one that means a lot to me after working so hard to build and expand the business. 

How did Tamara de Lempicka’s aesthetic shape the design choices in this space?  

Her work had a strong influence on my Fall/Winter 2026 collection, which we showed in Paris earlier this year, so it felt very natural to carry some of that inspiration through into the space. You can see it in the tension between masculine and feminine, and in the Art Deco nods throughout.

Can you take us into your initial vision for the space?  

I really wanted the space to feel warm and intimate, almost like an extension of my own home. I love to host, so we made the space feel really welcoming with soft furnishings, rich tones, and tactile finishes. Even the bespoke sofas and handcrafted brass rails were chosen to make it feel considered but lived-in. The product is central, but so is the experience. It’s about how the space feels, how things are presented, and most importantly, how you feel when you walk through the door.

Walk us through the experience of working with Alexander May and Ole Lund. 

They have such an instinctive understanding of New York and its creative character, and they brought so much of that insight to the project. The challenge was to make the space feel distinctly New York, while still feeling completely authentic to the Victoria Beckham world. We were very deliberate about preserving some of the building’s original character, while considering every detail so that fashion, fragrance, and beauty would come together in a coherent, physical extension of the house.