The flagship boutique of the Russian women's clothing brand FASHION REBELS (15/1 Petrovka Street) has doubled in size, with a selection of more than 30 local and international brands in tune with the brand, now available on an area of almost 300 m2 on two floors.

The brands presented include niche Italian, French and Asian brands, in particular, minimalist bags from the Korean brand OSOI, the Italian brand Lubello, whose aesthetics are inspired by the works of the legendary Helmut Newton, mules and loafers from the Parisian Bobbies, bodysuits from Undress Code, accessories and hats from Kloshar, avant-garde handmade glasses from Hong Kong Rigards, as well as niche perfumes - Miya Shinma (France), Baruti (Netherlands) and Rubini Profumi (Italy). A separate place in the space is given to the vintage collection. Here, as in a precious box, you can find things with history: furniture, design, clothing and accessories from brands such as Louis Vuitton, Hermèsès, Chanel, Jil Sander, Gucci, Fendi, YSL, Lam Lee, Mazzega, Stilnovo, Carla Tolomeo, Maison Jansen, Lalique and others. The selection is made by the vintage store Rouge, a participant in major antique salons. Music lovers are not bored in the concept store either - the project presents a unique selection of vinyl.

The interior designer was Anastasia Ilyina, who united in space the spirit of Moscow's main shopping street and global concept stores. Carefully zoned space conveys the mood of the brand mix through expressive visual solutions and deep symbolism. In the center of the retail space on the first floor is a composition of an elongated massive table, a delicate floral chair and a Moooi coffee table. The components are very different from each other, but at the same time they look organic and fresh together, and most importantly, each has its own symbolism and function. The large spacious table houses the trade display, its reflection in a large vertical mirror expands the space, it is the table that greets the showroom guests and makes them slide their gaze further along it. The coffee table in the style of a chessboard symbolizes the multi-layered and multi-level nature of fashion. As in a chess game, every detail matters and can influence the overall result, adds an element of play and dynamics to the space, reminding that fashion is a field for experiments, but at the same time, awareness of each step and decision is important.

The Hortensia Armchair by Moooi is not only an instagrammable place to relax and view the collection from the center of the room, but also a contrast to the clear lines of the perimeter, giving lightness and streamlining for comfortable movement around the salon.  The surreal flower chair is a striking accent against the backdrop of the historic cast iron column, which was incorporated into the renovated interior without any additional decoration. The bright red Brand van Egmond chandelier of floating roses complements the space, giving it a unique style. The smooth lacquered surfaces of the furniture echo the softer textile elements, creating a balance between boldness and sophistication. Particular attention has been paid to the materials: the use of soft textures, glossy surfaces and metal details creates a sense of sophistication.

“Zoning determined the entire interior, since it was necessary to accommodate a significant volume of diverse brands,—says Anastasia. — There are many unique items for the exhibition: rare glasses found their place on mirrored shelves, shoes and bags were placed in light niches made of plasterboard, dishes and home decor were taken out to a separate volume in the checkout area, and perfume and accessories found their home in glossy joinery in rich colors — pink and red. The hangers are in the shade of natural stainless steel — a thin thread encircling the room, which does not distract from the exhibition. The concept store inherited the floor from the previous project, and there was no opportunity to change the flooring due to the tight opening deadlines. It was decided to leave the background dark tiles. But in order to make the mass of the floor easier to perceive, it was elected to lay carpet spots in the main exhibition areas and dilute the space with Portuguese handmade tiles of a rich green color New Terracotta. Two high and recognizable shelves with a rare collection of books form a portal in the center of the first-floor space.

In addition to the main exhibition on the ground floor of the space, there is a cafe Sintra by Egor Ryabchik, a popular stylist and founder of the Bublik chain of hairdressers, whose name is inspired by the love for the summer residence of the Portuguese kings. The coffee shop, integrated into the space of the concept store, has its own identity - it is an extravagant eclecticism in design, a combination of different shapes and textures: natural cowhide on the wall, podium, chairs, finished with cowhide, chrome lamps, vintage dishes. The coffee shop is separated from the main hall of the concept store by a velvet curtain, which creates a cozy and romantic atmosphere, in creation of which Egor himself participated.

In addition to shopping opportunities, the space presents a number of partnership projects with art creators, artists, performers, and contemporary galleries: on the -1st floor, vintage art pieces are juxtaposed with contemporary art pieces, where you can get acquainted with a selection from the best galleries, as well as purchase works by contemporary artists, antique works, and vintage posters.

Team:

Interiors: Anastasia Ilyina

Photo: Dmitry Suvorov