On August 1, a new flagship store, Choux, opened on Patriarch's Ponds. By betting on an iconic location, the brand plans to increase awareness and move towards even larger goals.
Source: Aspirational Marketing & PR Solutions
“For me, this space is a manifesto for the experience economy. We don't want to just sell things, we want to make people a little happier through space. So that the guest not only fulfills his need, but also leaves with something more. For the brand, this is a transition to a new level,” says brand founder Victoria Moldavskaya.
The new two-story space on Patriarch's Ponds is not only a clothing store, but also an art object of the future. Both floors of the store are imbued with a consistent visual aesthetic inspired by bionic shapes.
“Bionic gigantism or hallucinogenic two-story luxury,” this is how the author of the interior, designer-architect Elena Lokastova described the design project .
The main and brightest accent of the space is a giant golden “bean” in the middle of the mirrored hall, which seems to have been flattened by the planes of the floor and ceiling. To cover the eight-meter installation in chrome, a sealed room with an exhaust hood and a swimming pool was built around it. And in order for the chrome to lay evenly, it was sprayed simultaneously by six craftsmen using special devices that were assembled specifically for this object.
Source: Aspirational Marketing & PR Solutions
An innovative approach to creating a store interior was implemented for the first time by a team of contractors: the largest functional eight-meter installation, covered in mirror gold; the largest wall area covered with one hundred meters of fabric. In addition to the main assortment, the flagship boutique will feature limited drops – exclusive prints and a men's collection. As well as brand accessories in a new aesthetic: branded soap, mini key bags, caps, key chains and much more.
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