The guests were invited to the new space of the store, where at some point they’ve heard an unexpected evacuation signal and were led to the basements of GUM through the back door. It was a planned part of the show!
Magnetic passes of GUM employees served as invitations to the show, which allowed our guests to go down to the basement on the rights of GUM stuff members: storekeepers, sales or labelers.
We have supplemented the pragmatic setting of the underground technical rooms with a lighting design performed by our friends Sila Sveta: the space was flooded with red, and the podium line marked by laser beams. The descending guests were met by the controller. The bars zone was ready behind the turnstiles as well as free seating.
Chiranuma was in charge of the sound design, appearing on the podium right on the warehouse forklift. We can say that everyone in the room participated in the show, because there was no tangible distance between the guests and the artists.
Traditionally, we’ve invited friends of the Section to walk on the podium as models (including GUM's chief baker!). The styling of the show consisted of the latest collections of Russian designers, presented in the Section: Artem Shumov, ZDDZ, Outlaw, Fusion, Ruban, Inshade, Sorry I’m not, Alexander Rogov and others. We worked on the show together with Herman Lavrovsky (style) and Valeria Vitko (hair and makeup).
photos taken by Alexey Kalabin
video shot by cinica film studio