Tsvetnoy / Moscow
The vision of the owners of RGI, Chairman Boris Kuzinez and consultants Minima Retail, was for Tsvetnoy Central Market to be accessible, entertaining, daring and utterly contemporary.
HMKM had the privilege to lead the collaborative design team in creating the 25,360m2 Tsvetnoy store, which opened on Moscow’s former historic Central Flower Market site in 2011.
HMKM created the brand narrative and pre-launch identity which established the spirit, aspiration and quality benchmark for the store. This enabled RGI to engage with prospective retailers and key stakeholders to build a clear vision for what then became the Tsvetnoy brand.
HMKM lead the architectural and retail design / masterplanning of the five fashion floors, as well as creating the store’s own-bought areas and working closely with all the brand tenants to ensure distinctiveness and coherence throughout. The HMKM design embraced the owner’s love of art and theatre demonstrated in the amazing atria installations to in-store collaborations with both local and global artists – it is a truly curated department store.