In Soviet times, there was a section number 200 in GUM, where you could get rare goods in exchange on coupons. In 2017, inspired by the word and story behind, we have opened a concept store Section – there were no coupons in it, but the hunt for limited drops was no less serious. Globally, the idea was to unite remarkable Russian brands, interesting to the international community, under one roof. To show that the context behind the ubiquitous Cyrillic inscriptions on T-shirts is not a "chip" or a "trend", but a full-fledged, diverse, bold young fashion industry that can easily fit into the world context. The idea was a success – Section eventually developed into an international multi-brand store with a powerful list of like-minded brands.
The concept store opened its doors in a three-level historical space on the first line of GUM. We developed the architectural project together with Andrey Yanshin’s team.
We have developed special branding for the store: simple, but lively and playful at the same time – resonating with a young fashion audience and blurring the archaic boundaries between premium fashion retail and modern culture. The visual identity was developed in collaboration with Alexey Larionov.
We have not only built the Section, but were supervising the purchases, developed the identity as well as took care of all communication: look books, collateral materials, social media, windows, merchandising and shows (read more about each of them in separate cases). Art directing of visual communications of the store was handled by Ilona Skorobulatova, buying – Marusya Kovylova.