things are looking up for moscow's savvy sneaker-obsessed demographic as yet another dedicated store opens with a wide range of cool options. aptly called drop, it's a new venture of a3 retail group, a company which already operates a handful of sneaker emporiums across the russian capital. contrary to the majority of the other stores, drop is a multibrand retail concept, but one with a strong lifestyle edge, and it isn't surprising that it has been allocated a prominent location in the heart of tverskaya, arguably the city's most coveted shopping zone. following a previous collab, the russian retailer once again enlisted london-based creative agency rosie lee to create a brand identity and a matching store interior that appeals to a young and in-the-know audience. the retail space is situated in the basement of a large historic building with a stuccoed façade, but has direct street access and features large windows that allow in floods of daylight.
a small staircase leads down into the store, flanked on either side by a trapezoid wooden display system that runs along the lenght of the façade. fusing old and new, the setting incorporates the original brick walls, albeit dipped in a white hue, and paired with a gradient white to black tiled flooring, and a ceiling superimposed by a industrial-looking metal grid. furnishings comprises of timber displays and sales counter that add a warm element to the retail setting, in addition to shelving systems that cover most walls. the new drop store carries both men's and women's sneakers by a variety of leading brands, such as nike, adidas originals, asics, puma and vans, in addition to a selection of eastpak bags and apparel items by the north face. location: kuznetskiy most ulitsa 20 [tverskaya].