Victoria Beckham is celebrating her London store’s first Christmas season with an upside-down tree.
The installation, which hangs above the Dover Street boutique’s dramatic staircase, was designed by Iranian artist Shirazeh Houshiary and is an updated take on her Christmas tree installation at the Tate in 1993.
Mrs Beckham unveiled the tree to the public this morning via Instagram, writing: ‘VB elves have been at work at my Dover Street store…’
Discussing it in more detail in a press release, she said: ‘It felt right to celebrate our first festive season not with a traditional Christmas display but with something more integral to the space and the architecture.
‘I fell in love with Shirazeh’s original upside down Christmas tree that she created for the Tate in 1993. I am so thrilled that she has agreed to revisit elements of that concept for Dover Street and collaborate with me on my first Christmas installation for the store…
‘The store has had such an incredible response since it opened in September and its modular and gallery feel really allows for some exciting collaborative concepts.’
For her part, Ms Houshiary was inspired by the design of the Victoria Beckham store, which was transformed from a neglected Mayfair townhouse by architect Farshid Moussavi.
Describing her creative process, she said: ‘In a playful subversion of the tradition of decorating trees to celebrate the festive season, I have chosen to focus on the natural qualities of the tree itself, exposing the root and coating it in red pigment.
‘By turning the tree upside down and suspending it above the stairwell, it appears as if floating – its roots freed from their earthly constraints and the intricate beauty of their form revealed. The use of pure red pigment lends the roots radiance and illuminates that which is normally concealed.’
Mrs Beckham, 40, opened the boutique in September, the first standalone store for her high-fashion brand which has been winning critical acclaim since it launched in 2008.
The store houses handbags, sunglasses and the Victoria Victoria Beckham collection on the ground level and her main collection upstairs.
In an exclusive tour of the Dover Street space back in September, the designer told MailOnline why she shunned traditional features such as a till and a window display in favour of a more contemporary space.
‘It’s the first time people can see the brand through my eyes,’ she said. ‘I didn’t want a traditional shop window, just a plain window, and a huge concrete sliding door.’