If Moscow's fashion scene were a dinner party, it would serve more than just a plate of black caviar. Let’s take a sneak peek into the city's most fashionable corners, starting with the newly opened masterpiece in retail therapy. Imagine a space so artfully designed that you might momentarily forget you're in a shop, not an art gallery. Moscow isn't just throwing a fashion show; it's curating an avant-garde exhibition where the clothes are as thoughtfully considered as any contemporary installation. Yes, the major international fashion brands left my hometown because of sanctions, but it made the local scene bloom tremendously.
By the way, I'm a co-founder of a PR agency that specializes in culture, fashion, and lifestyle. Our dynamic team at CO-WORKING Agency has been instrumental in launching the first three stores, providing PR support to ensure their success.
P.Y.E. OPTICS
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Tomorrow marks a significant moment for P.Y.E Optics as they unveil their latest venture, a meticulously designed flagship store in the heart of St. Petersburg. This isn't just another optical shop; it’s a revolution in eyewear shopping. Designed by the renowned design studio EDXXKAT, this store offers a full spectrum of optical services under one roof—from eye exams to complex repairs. At CO-WORKING, we are in charge of PR support and guest management.
The space is a testament to thoughtful design, blending futuristic elements with natural motifs. This creates an atmosphere of comfort and tranquillity, encouraging visitors to linger. A central feature is a five-meter multifunctional table where customers can test the UV protection of lenses and choose tints for sunglasses, all under one roof. Should I say that I have already got three new pairs of glasses?
VIVA LA VIKA
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VIVA LA VIKA’s flagship store on Patriarshiye Ponds is transforming its corner of Moscow into a capsule of style and luxury. Opened last year, we at CO-WORKING were in charge of PR, guest management, creative concepts, and. event production.
This isn't just any jewellery store; it’s an art installation where every element, from the plush 300 sq. m. tufted carpet to the two-ton centrepiece display tumbler, is meticulously designed to enhance the shine and texture of each piece. Lights are strategically placed to cast just the right glow, ensuring that the gold and silver pieces from top-tier brands like Hermina Athens, Timeless Pearly, and VIVA LA VIKA's own premium designs are displayed in their full splendour.
SORELLE
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Sorelle is a dynamic brand by Vera Holmova, distinguished by its commitment to "high fashion for low life." The brand infuses a sense of refined taste with audacious undertones aimed at the modern urban woman. Known for its sophisticated, detailed designs and high-quality fabrics, Sorelle captures elegance and streetwise edginess, positioning itself as a unique voice in contemporary fashion. The store in Moscow, designed by Alexandra Burmistrova, mirrors the brand's bold and luxurious identity, making it a magnetic spot for fashion enthusiasts. CO-WORKING was involved in influencer marketing, partnerships, and public relations, emphasizing the brand's unique aesthetic and community engagement.
AVGVST
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The Avgvst store in Moscow, designed by Harry Nuriev of Crosby Studios, transcends traditional retail by incorporating elements of art galleries and casual social spaces. The interior, bathed in a golden-yellow hue, is not just about displaying jewellery but offers a complete experience. This includes a unique tattoo parlor and a cozy cafe area, reflecting the founder Natalia Bryantseva’s vision of blending daily life with art. The store layout, with its expansive mirrors and carefully placed seating areas, invites customers to linger and engage with the jewelry in a personal, immersive setting. The decor, including a striking lightbox display and bespoke coffee cups, emphasizes Avgvst’s dedication to a distinctive shopping experience that merges aesthetic appeal with functionality. Should I say that I bought pretty much every piece of jewellery there?
PREDUBEZHDAI
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In the heart of Saint Petersburg, the PREDUBEZHDAI store, aptly named the "Red Room," opened its doors last year. This unique boutique is designed to evoke the ambience of a darkroom where cherished memories are preserved through photographs. The fragrances of PREDUBEZHDAI are crafted to awaken memories, urging visitors to pause and reconnect with their personal histories. This concept of introspection is central to PREDUBEZHDAI, a brand that cherishes the journey of self-discovery and emotional experiences that shape us. Their approach encourages revisiting cherished moments, emphasizing that the most profound connections are found within ourselves.
Contact me: write.dariakonovalenko@gmail.com
+447591204704