Womenswear brand Embody was founded only one-and-a-half years ago by entrepreneur Regina Kurbangalieva, and its body-conscious range of designs resonated very well with a young and fashionable demographic. Banking on its success, the company has recently inaugurated a second retail space in the country’s most dynamic retail market—Moscow. Here, Embody has secured a 152 sqm. (1,636 sq.ft.) unit, divided into two rooms, on the third floor of AFIMALL City, a sizeable shopping centre on the banks of the Moskva river. Designed by Muno Design, an interior and product design practice based in Moscow, the chosen aesthetic is an extrapolation of sorts of the first store. Similar to the shop façade, the front section of the Embody store has an open lay-out and is dipped in a striking, soft pink hue. The dividing wall, with its smooth surface and rounded edges, seems inflated, almost becoming an independent spatial object
An arch, crafted with the same fluid lines, offers a peek of the back section in a contrasting creamy yellow colour, and which sees an opposite, enclosed configuration. The custom-made furnishings and fixtures, may first and foremost be functional, but some pieces, such as the sales counter, satellite display table, and large ottoman, which takes centre stage in the back section’s fitting room, have been created as if autonomous art objects, adding even more character to the settings. One of the objectives of the interior design was to create areas where shoppers would want to linger—indeed, to snap pictures, interact, and feel part of the brand. As such, the path to the fitting room is a true exploration. Mind you, an authentic Gashapon dispenser has been installed, adding a fun element to the shopping experience. The new Embody store carries the brand’s full range of apparel, swimwear and accessories. © superfuture
Embody
AFIMALL City, Presnenskaya Naberezhnaya 2 (Presnenskiy)
123112 Moscow
Telephone +7 937 5753100
Daily 10am-11pm
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