moscow: sneakerhead white store opening

© sneakerhead / photography: valeriy belobeev

white sneakers are a staple in the wardrobe of discerning males across the planet, and chances are they're first and foremost put to use as a style statement than for athletic purposes. russian retailer sneakerhead is a major purveyor of sports footwear in moscow, and as of late it has aniticipated the increasing demand of a cool pair of white sneakers with a new dedicated store. simply called sneakerhead white, the new shop, its sixth in the russian capital, is situated in the basmanniy neighbourhood, just outside the city's inner ring road. local practice bureau praktika was enlisted to create a fitting interior design, and the result is a minimalist retail space dipped in an appropriate, pristine white hue. interestingly, the paint used for the premises also adorns the façade of the white house in washington d.c.

furnishings are sparse, comprising of wall-mounted shelving to showcase the many trophy sneaker models, metal benches, and just for fun sake, a specially commissioned retro-style arcade game console, all in matching white. the front wall is clad in slab of mirrors which optically enlarge the space. an illuminated sales counter with built-in display is located in a smaller backroom. the sneakerhead white store carries a curated range of men's and women's sneakers by nike, asics, reebok and adidas originals, in addition to matching socks by lecharlatan and g-shock watches. mind you, this place is intended as a transitional retail space which will see a number of transformations in the coming months. location: ulitsa pokrovka 2 [basmanniy].

© sneakerhead / photography: valeriy belobeev