STELLA MCCARTNEY STORE OPENS IN MOSCOW
Following in Stella McCartney’s recent retail store openings, the designer expands into Russia with her first free-standing boutique in Moscow under the franchise agreement with Feru Group at the prestigious Vremena Goda Galleries (Four Season Mall in English), located in the bustling Kutuzovskiy Prospekt neighborhood. The 120 square meter store in the shopping center’s first floor reflects the world of Stella McCartney within an intimate, personal and architectural atmosphere carrying the brand’s luxury women ready-to-wear, accessories, lingerie and kids collections. The new shop features the designer’s recently updated façade concept featuring 3 dimensional rhombus recyclable glass blocks that create a diffused light effect in and out of the store. Inside the shop, a concrete slab floor with calacatta marble and carpet inserts guides the customer through the stone’s interior. Brass and steel linear rails fixed into walls finished in an array of textures display Stella’s ready-to-wear designs that famously play on hard and soft, masculine and feminine. Handbags including the popular Falabella are merchandised on a block relief wall. For the kids collection the sculptural brass rail installations are reworked into vibrant primary pop colours with rubber shaped ball accents to express the fun, modern and playful collection which include “mini me” versions of styles from the women’s collections. Completing the space, playful fitting rooms feature perspex pendants in bright colours and abstract shapes.The new Vremena Goda Galleries shop is operated under the expanded franchise agreement with Feru Group and follows in the opening of the Kazakhstan location in Almaty last November. The Stella McCartney collections are also available within the region at Tsum, Moscow.