David Beckham opened Belstaff House at 135-137 New Bond Street. 

The event marked the announcement that David Beckham will front Belstaff's Spring/Summer 2014 global advertising campaign, which will be photographed by Peter Lindberg and inspired by the late great Belstaff aficionado Steve McQueen.

BELSTAFF DAVID BECKHAM

Photo credit Belstaff House. 

Beckham officially opened the doors to the 26,000 square foot historical building and greeted the band of bikers – who were dressed in vintage and current Belstaff – as they dismounted their motorbikes outside Belstaff House, the brand's new Londonflagship, to great excitement from the surrounding crowds and over 700 guests.

Beckham then celebrated the opening and announcement inside the store with an exclusive party made up of VIPs, Londonsociety and international fashion press into the night.

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