Pop star-turned-fashion designer Victoria Beckham opened the doors of her London store on Thursday (25Sep14) and revealed a hi-tech shopping experience with no cash registers.
The former Spice Girls star does not want 'ugly tills' getting in the way, so employees will navigate sales entirely from iPad computers.
Another premise for the designer was to ensure the self-titled shop is not intimidating and that even men and mothers will feel welcome.
Beckham tells Britain's Daily Mail newspaper she took inspiration from her shopping-mad husband David, saying, "We're not going to have any ugly tills anywhere. Payment is with an iPad, so we can go to the customer on whatever floor she's on...
"I've been very lucky in the past that David's been shopping and bought me gifts. I want men to know that whether it's for a birthday or Christmas, Valentine's Day, whatever it might be, a guy can come here and select the right gift. That's very important for me. I don't want an intimidating environment. We've all been shopping and felt awkward. I don't want that."