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A fashion house, a digital gallery or a palazzo from Italian furniture catalogues? We wanted to unite all three themes in the new flagship Nude Story on Kuznetsky Most. All these 3 trends are united by grand and inspiring architecture, airy layouts and high ceilings. For the flagship-store the brand has chosen a building from 1899 - the profitable house of A.S.Khomyakov at the intersection of Kuznetsky Most and Petrovka.The boutique is divided into 4 halls: 2 halls are given for retail space among which there is the main front hall with digital chandelier and a small lounge zone, the third one is for the cash desk area with media panels in the windows and 4x metre onyx cash desk, the fourth hall is a fitting area. It was also possible to integrate a full-fledged recreation area with a kitchen for the staff and a packing area on the 1st floor, and an office and warehouse area was placed on the mezzanine. The centrepiece of the main hall is a stone ‘carpet’ on which the waiting area is located. Italian design is characterised by building the lounge zone with a certain type of composition of sofa and armchairs, we even consulted with specialists in Italian furniture. We tried to design the interior not deliberately Italian, but to show our vision using techniques that can be felt only on the tips of our fingers. But the main starting point for us was the house itself and its architecture. We wanted to remove all unnecessary decorations and partitions built by the previous tenants.
The main ideaThis is not the first time our team has translated the aesthetics of travelling into their work. This theme is topical nowadays, it's always nice to dream a little - to be on a small journey while staying in the centre of Moscow. Some of the references were catalogues of Italian furniture brands, which skillfully place their modern sofas and other products in historical palace interiors. The contrast results in a spectacular and modern style. Contrast of styles: Modern furniture contrasts with historical architecture, creating an interesting dialogue between past and present. This emphasises the uniqueness of both the furniture and the space. Playing with space: The use of large halls and open spaces allows the product to be shown from different angles, emphasising the product.
Digital gallery / art space The main advantage of the space is its historical architecture, 6-metre high vaulted ceilings and incredible arched windows that decorate the facade. The building is over 100 years old (125 years) and has changed many functions and tenants over the years, each leaving a mark. A lot of work has been done to remove old utilities and lay new ones. It seemed that with each new tenant the cable networks only grew in number. But we managed to put them in order and as a result the premises breathed.Modern customers are no longer surprised by just a beautiful interior, developing the theme of dialogue between the past and the present we created a multi-space and integrated digital tools with the help of which the brand can tell about its product in different formats. This design emphasises the exclusivity of the presented products and creates the impression of an art space rather than a typical retail space.
Materials Brick. The main material of the project forming the architecture of the space and a reference to the historical heritage. We tried to tidy it up as much as possible without compromising the integrity of the vaults and walls. An honest approach to the material, the brick is over 120 years old, it is important to show its ‘history’, its cracks and time imprints. We tried to preserve the historic masonry as much as possible. We added double-sided tyre tracks: one part shines into the ceiling to illuminate the brick vaults and the texture of the brick. The other part on the retail equipment.Stainless steel. As opposed to textured bricks, we went for clean technological and modern materials that add a contemporary and futuristic feel. Stainless steel with its reflective brushed surface and sophisticated bright green colour (repeated in natural onyx) - locally form separate functional areas. The green colour of stainless steel was a challenge and we had to invent a new material that had never been used before. It was decided to add local engraving in the style of graphics of the current collections of the brand on top of the clean surfaces of stainless steel. We added graphics with goddesses weaving thread as a reference to the brand's teamwork and sewing.Onyx and marble. One of the centrepieces of the interior is an onyx and marble ‘carpet’ with a checkerboard pattern - an element of classic luxury that adds elegance to the space. The floor with a checkerboard pattern seems to refer to the classics of Italian architecture, but in a new, more graphic reading. The search for the perfect stone took almost 2 months. Onyx, which was suitable in colour and texture, was perfectly combined with stainless steel and the green shade of the fitting room area. In this way, all the elements of the overall composition came together. The green shade became a perfect complement to the orange colour of the brick, and also served as a reference to the first shop of the brand in Petrovka and the colour of traditional Tatar culture (a reference to the place of origin of the brand and the native land of the brand's founders).
Technological solutionsMedia panels for brand content organically integrated into the space play an important role. We have identified 3 main digital chips:In the first hall, visitors are greeted by a large screen on the entire wall, which occupies almost 20 square metres and is 7.3m wide. The screen creates a unique background and atmosphere by broadcasting content like in fashion houses. The reflective surface of the mirrors on the ceiling further enhances its effect by working on the flow of people passing by the shop. When we did the removal of all the partitions, we discovered real windows under the plasterboard! Which used to overlook the courtyard (now there's an extension). We came up with the idea to use the windows as niches for LED screens. In them the content of the brand will be broadcasted: a model moving from one window to another or a wide landscape on all 4 screens, creating the atmosphere of being on a journey.A separate element of the composition was the chandelier of screens in the main hall with vaulted ceilings. Such execution refers to traditional chandeliers, and the screens serve as an effective media sales tool. Its work looks particularly spectacular at night.
FurnitureIn contrast to the modern stainless steel equipment, the concept of ‘palazzo’ is complemented by a textured sofa of classic shape in the lounge area. It is hand-upholstered in a fabric reminiscent of antique tapestries. We took an old fresco as the basis for the fabric print and recreated it using neural networks.Continuing the theme of historical heritage and historic architecture of the house are the tables in the sales area and fitting rooms in the form of fragments of columns - the green shade of the new concept.
- Nude Story storeArchitects: Roman Gulyaev, Maria Tsakharias
- Photo: Daniel Annenkov
- 转载自：behance
- 作者：原文作者
- 图片@原文作者
- 语言：英语
- 编辑：序赞网
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