"She wanted the site to be a very tongue-in-cheek view of her life, basically feeding the press with exactly what they want and have said about her," says Iredale, new media director at multimedia company Integrated Media Services.
She even toyed with the idea of calling it Beckingham Palace, but Iredale says she feared people would not realise that she meant it as a joke.
The site has a distinctly palatial feel all the same, complete with three thrones, one for each of the three Beckhams. "The thrones were my idea," says Iredale.
Three other people worked on the site with Iredale for the four months prior to launch. It was important to get the look and the feel of the site right, so the design was Iredale's top consideration. The difficulty was that the team had never actually seen the Beckham household. "It is funny because Victoria couldn't believe how absolutely spot-on the rooms were," says Iredale. "She thought we had seen some secret shots but it was all down to guesswork."
The next project on the site is building a large VIP section that will work in conjunction with a mini-magazine that will be sold in newsagents. In this section, visitors will be able to take advantage of all sorts of "personal Victoria goodies". To gain access to the VIP quarters, visitors simply collect a VIP "club card" from the magazine for a 30-day pass.