Victoria Beckham Beauty is trading its usual sleek counters for a cozy Italian café in Manhattan. The brand has taken over Caffe Paradiso in New York's SoHo neighborhood, transforming the beloved spot into an intimate pop-up where visitors can experience its signature fragrance, Portofino '97.
The activation turns the café into a sensory playground, letting guests smell the perfume while surrounded by the warm, nostalgic vibe of an old-school espresso bar. It's a deliberate move away from sterile retail spaces - Beckham's team wanted the scent to feel like a memory, not a product. Portofino '97, named after the year she and David Beckham got engaged, is built around notes of bergamot, jasmine, and amber.
Inside, the café's original tiled floors and vintage decor remain untouched, but the menu now includes a custom cocktail inspired by the fragrance. Visitors can also snap photos in a dedicated corner styled with Italian linens and citrus fruits. The pop-up runs through the end of the month, with no word yet on whether it will travel to other cities. For now, it's a one-stop shop for Beckham fans and fragrance lovers alike to breathe in a bit of Portofino without leaving Greenwich Village.
Originally reported by WWD