THE WHAT? Victoria Beckham Beauty has launched an eight-day pop-up experience on the High Line in New York’s Chelsea, following the recent release of the brand’s latest fragrance, 21:50 Rêverie.
THE DETAILS The pop-up showcases the 21:50 Rêverie fragrance, which was recently unveiled at Beckham’s Spring 2025 runway show in Paris. The three-room installation features campaign imagery shot by renowned photographer Steven Klein and Beckham’s personal account of the fragrance’s origin, tracing back to a dinner in Java, Indonesia, with her husband David Beckham.
THE WHY? Victoria Beckham Beauty has largely operated in the digital space, but the pop-up marks its first large-scale consumer-facing event in the U.S., designed to offer a tactile experience that complements the brand’s online presence.
