Victoria Beckham has opened its first brick and mortar store in Asia in partnership with the JOYCE Group as part of its ongoing retail expansion.

The 2,198 square-foot Victoria Beckham Hong Kong store is the brand’s first stand-alone unit in Asia. Currently the brand has just one other brick-and-mortar store, its flagship on London’s Dover Street that opened in 2014.

Located on the second floor in Shop 213 of the Landmark, the impressive boutique was designed by multi-award-winning London-based architect Farshid Moussavi. The distinctive space brings together refined materials, artisanal craftsmanship and modern design language, embodying a bold and elegant environment in the bustling urban Asian capital. Channeling the essence of the brand’s first flagship store located on London’s Dover Street, the Victoria Beckham Hong Kong store showcases an ease and ingeniuty underpinning a flexible interior scheme devised to complement rather than overpower the clothing on display. Wafer-thin shelves retract into walls, moveable blonde gold hanging chains and bottle green glass surfaces are orchestrated to make way for installations, event and developments in the Victoria Beckham collections. This collection is a statement of the continuing evolution of my personal style and design ethos.

“I’m so excited to finally see my store opening in Hong Kong. It is such a great market for me and my brand,” said Victoria Beckham of the opening on March 18th.

Looking to further strengthen the Victoria Beckham following in Asia, Greater China remains the brand’s fastest-growing market and this new dedicated space serves as a vital platform for the brand to deepen its relationship with its Chinese customers.