The opening of a standalone store in Yekaterinburg, Russia‘s fourth largest city, is a bit of a homecoming for SHU. The young fashion brand may have been launched hundreds of kilometres away in St. Petersburg, but it’s here where its founder Andrey Kravtsov‘s roots lie. The company has secured a unit on the second floor of Grinvich, a large shopping centre in the heart of the city, and once again features an interior design by Russian brand communications consultancy Adept Works. The chosen aesthetic is similar to other SHU retail spaces, albeit adapted to the location’s specific dimensions and featuring site-specific tweaks. Large floor-to-ceiling windows reveal a minimalist open space, featuring a partition wall of shiny metal panels and a matching sales counter. Additional furnishings and fixtures include steel clothing racks, tiered plexiglass displays, and rows of suspended tubular lights overlay the exposed ceiling. The interior design aims to reflect SHU‘s brand values and product line of stylish garment basics, while it also allows the collections top pop. The store’s back section, behind the partition wall, accommodates the fitting rooms.
SHU
Grinvich, Ulitsa 8 Marta 46, Second Floor (Tsentr)
620014 Yekaterinburg
Daily 10am-10pm
Telephone: +7 800 1000661
Publishers Note
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