When avoiding the usual political connotations that prevail in the West, Moscow beckons as one of the planet’s most vibrant and interesting capitals, sheltering not only a flourishing creative scene, but also cool local brands that are, quite unbelievably, underexposed or unknown abroad. Designer Natalia Bryantseva hails from Yekaterinburg, and launched her jewellery brand Avgvst four years ago. The minimalist designs have resonated well with both consumers and fashion professionals, and have spawned a number of boutiques and corners across Russia. Bryantsova acknowledges the importance of a brick and mortar presence, allowing its customers an immersive brand experience. Given the importance of the Russian capital’s market to any homegrown brand, the latest Avgvst standalone store has just opened its doors in a leafy pocket of the city’s Presnenskiy district, and only a stone’s throw away from the scenic Patriarch’s Pond.
The jewellery designer secured a compact 35 sqm. (377 sq.ft.) ground floor unit, but what it may be lacking in size, is fully compensated by cool contemporary design by architect Harry Nuriev of New York City and Moscow-based practice Crosby Studios. Inspired by the month of August’s usual sunny disposition, the interior sees an infusion of bright yellow, captured by tiled surfaces and a comfy velvet sofa. One side of the store is covered in entirely covered in mirrors and while a wall-mounted shelving system runs across almost the entire length of the wall, showcasing Avgvst‘s many collections. Interestingly, the sizeable light box at the far end of the store will feature different imagery, each time a new collection is launched. Speaking of which, the new boutique carries the most elaborate jewellery selection of all stores, but will also feature a pieces from other compatible jewellery brands, and a tightly curated selection of international lifestyle books and magazines.
Avgvst
Maly Kozikhinskiy Pereulok 8/18 (Presnenskiy)
123001 Moscow
Telephone: +7 925 0646838
Daily 11-10
Publishers Note
Just to be clear – superfuture® is a design blog and not a political commentator. No surprise there. The scope of our content has always been global and borderless, however that can often mean covering projects in countries where we will not agree with the politics or actions of those countries. In a world that’s as screwed up as ever right now, the focus of our support is to those designers, architects and other creatives who aim to make the world a more liveable one – as opposed to people that try their hardest to destroy it. So if a project hits our desk and we like it based on its design credentials, we may choose to publish regardless of its location or creators nationality. superfuture® has always been inclusive and hopes for all current wars, aggression, violence, hate and extremism to end.
