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Eliseevsky grocery store, Moscow

By | Architecture, Design, Interiors, pos, Retail Design, Stores

Eliseevsky grocery store Moscow 02 Eliseevsky grocery store, Moscow

Eliseevsky store is probably one of the most famous stores in the entire Moscow. Do me a favor, if you’re strolling along the beautiful Tverskaya st., don’t forget to find that wonderful place. Muscovites always loved it. Even right after Perestroika, when all Moscow stores were completely empty, people still came to Eliseevsky to admire its beauty. Well, I guess that’s perfect justification for the proverb “Man does not live by bread alone”!

Eliseevsky grocery store Moscow 09 Eliseevsky grocery store, Moscow

Anyways, even the building of Eliseev’s Gastronome is historic by itself. It was built in the 18th century and at first was a luxurious apartment block. The owners were slowly changing until the 19th century when St. Petersburg millionare Grigory Eliseev decided to purchase it. Oh, he had a whole Moscow to choose from, from Petrovka and up to Arbat. However, Grigory preferred to set up Eliseevsky store on Tverskaya.

Eliseevsky grocery store Moscow 03 Eliseevsky grocery store, Moscow

The whole rebuilding thing was completely secret. The house was covered with scaffolding, and nobody really knew what was going on inside. There were lots of rumors spreading around including the most ridiculous ones, like the one that Eliseev was building a Bacchus temple (Bacchus was a Greek god of drinking). However, the truth was that Grigory wanted to set up a store that would stun the entire Moscow.

Eliseevsky grocery store Moscow 04 Eliseevsky grocery store, Moscow

The works were finished by 1901. The gastronome was finally opened, and huge crowds of Muscovites flooded the place. No wonder – no one in Moscow has ever seen anything like that! The famous Russian writer Vladimir Gylyarovsky later wrote about his experiences. He jokingly called the store “the temple of gluttony”, and to be honest his descriptions of the place were very precise. During the Soviet times, we couldn’t believe all those tasty things were once sold there. In fact, we perceived it as just another Russian fairy tale!

Eliseevsky grocery store Moscow 05 Eliseevsky grocery store, Moscow

Let’s see what was so special about Eliseevsky store. The first two stories were turned into huge, sumptuous halls with stunning decor. Amazing fretwork, gold coating and chrystal chandeliers were more than enough to blow anyone away! In short, it was a one, big, breathtaking palace! By the way, the assortment completely matched the level of decor, as the store probably had anything that could ever come to mind. There were all kinds of foreign goods – olive oil, French truffles, oysters and more. Don’t forget that we didn’t have shopping malls in Russia back then, and many Muscovites never even heard about those things let alone saw them.

Eliseevsky grocery store Moscow 07 Eliseevsky grocery store, Moscow

However, the choice of Russian goods was no less, as you could easily buy caviar, fish, ham, milk and anything else your Russian heart desired. The tea and coffee department of Eliseevsky store quickly became famous, as there were many sorts of those drinks brought from around the globe. Plus, there was a bakery right in the store, and it also became very popular since the baking was fresh and very tasty.

Eliseevsky grocery store Moscow 08 Eliseevsky grocery store, Moscow

There also was a fruit department where you could buy exotic fruits from all around the globe. Until today, the thought of it amazes me – how on Earth did Eliseev Gastronome manage to pull that off? We didn’t have strong logistics back then, and yet the place had no less choice than modern retail stores. Amazing! In addition, there was a wine section in the gastronome. By the way, the store’s full name was “Eliseev Gastronome with Russian and Foreign Wine Cellars”, so you can say that the rumours about Bacchus Temple weren’t very far from the truth. Oh, and I forgot to tell there were so many wine sorts that it was nearly impossible to choose one without the help of the staff.
The variety of goods wasn’t the only priority, as Grigory also cared a lot about the service and the design. It was his idea to put the fruits on counters in form of pyramids, and it’s been that way since then. In short, the place abided by the highest standards as even the shop assistants were educated and spoke foreign languages. Needless to say, after the Revolution the store was done for. Grigory moved to France, and his former store became “Gastronome #1″. Judging by the number, even Bolsheviks respected the place. However, despite their attempts, even during Soviet times people continued to refer to it with its original name. Many came from the farthest places in USSR to just look at the former Russia’s most famous gastronome, and although the decor was slowly deteriorating, Eliseevsky still retained its original charm.

Eliseevsky grocery store Moscow 10 Eliseevsky grocery store, Moscow

It was pretty weird to see all those rude, Soviet sellers with tiny amount of low quality goods inside the store. However, it’s good they didn’t close it or even demolished Eliseev’s Gastronome. After the fall of Communism, it was restored by the new owners, with all the fretwork and chandeliers put back into their place. By the way, the restoration was made using the old blueprints, so rest assured you’re aren’t shown a cheap copy. The choice has also returned, but it’s hard to surprise us with loads of goods anymore, with all those “Mega” and “Ashan” stores around. However, there is and there will be no second Eliseevsky store in Moscow, so I think it well deserves your time!

The Candy Room by Red Design Group, Melbourne

By | Design, pos, Retail Design, Store concept

The Candy Room by Red Design Group Melbourne The Candy Room by Red Design Group, Melbourne

Sweet Enough is an importer of sugar free candy products selling to stores across Australia including major department stores Myer and David Jones. Following their success in the wholesale market, Sweet Enough decided to enter the retail market, approaching RED Design Group with a brief for a store that had to be edgy, humorous and uniquely charismatic. It was not to be simply a shop; it had to be a destination and an experience.

The Candy Room by Red Design Group Melbourne 02 The Candy Room by Red Design Group, Melbourne

Their new venture ‘The Candy Room’, located in the heart of Melbourne’s CBD has a design that toys with the concept of illusion and draws the inner child out of the customer using a strong connection with childhood, fantasy, fiction and of course, sweets.

The Candy Room by Red Design Group Melbourne 03 The Candy Room by Red Design Group, Melbourne

Being strongly influenced by the idea of designing a playful, simple and somewhat illusional space for the Candy Room, the exaggeration of a ‘room’ idea was formulated. The application was to use line artwork on white space to represent a room.

The Candy Room by Red Design Group Melbourne 04 The Candy Room by Red Design Group, Melbourne

Everything including the fixtures is painted in white, while graphically applied line artwork produce the suggestive elements of a room – A kitchen splashback is drawn complete with a boiling pot on the stove or a framed portrait of one of the kids. RED was also responsible for the branding and all the packaging throughout the store. Allowing the space to be predominately white allowed the colours of the confectionery to dress the space. In a sense, the interior design for the Candy Room creates a fantasy and experience of a room without creating one.

The Candy Room by Red Design Group Melbourne 05 The Candy Room by Red Design Group, Melbourne

The Candy Room by Red Design Group Melbourne 06 The Candy Room by Red Design Group, Melbourne

The Candy Room by Red Design Group Melbourne 07 The Candy Room by Red Design Group, Melbourne

The Candy Room by Red Design Group Melbourne 08 The Candy Room by Red Design Group, Melbourne

The Candy Room by Red Design Group Melbourne 09 The Candy Room by Red Design Group, Melbourne

The Candy Room by Red Design Group Melbourne 10 The Candy Room by Red Design Group, Melbourne

The Candy Room by Red Design Group Melbourne 11 The Candy Room by Red Design Group, Melbourne

The Candy Room by Red Design Group Melbourne 12 The Candy Room by Red Design Group, Melbourne

The Candy Room by Red Design Group Melbourne 13 The Candy Room by Red Design Group, Melbourne

The Candy Room by Red Design Group Melbourne 14 The Candy Room by Red Design Group, Melbourne

The Candy Room by Red Design Group Melbourne 15 The Candy Room by Red Design Group, Melbourne

Telecom store by Gascoigne Associates & Designworks, Wellington – New Zealand

By | Interiors, pos, Retail Design, Store concept

Telecom store Gascoigne Associates Designworks Wellington Telecom store by Gascoigne Associates & Designworks, Wellington   New Zealand

Telecom’s new concept store, a 145m2 space under their new head office, was developed in a strong collaboration of Telecom New Zealand Ltd, retail interior design company Gascoigne Associates and brand experience design companyDesignworks.

Telecom store Gascoigne Associates Designworks Wellington 02 Telecom store by Gascoigne Associates & Designworks, Wellington   New Zealand

Brief
Telecom’s new store concept brief was to engage with its customers in a fun way while promoting a full range of products and services. Telecom’s marketing strap line defines the brief: “Our products and services in your world”.

Telecom store Gascoigne Associates Designworks Wellington 03 Telecom store by Gascoigne Associates & Designworks, Wellington   New Zealand

Objective
To encourage its customers to actively discover solutions that suits their needs, more like browsing the internet than a traditional “hard sell” retail experience. A hands-on environment, where customers can play with laptops, check their Facebook page on the hottest phone or learn how home connections would work for them.

Telecom store Gascoigne Associates Designworks Wellington 04 Telecom store by Gascoigne Associates & Designworks, Wellington   New Zealand

Idea
To provide a retail space that ’empowers people to try’ and which amplifies the joy of ‘user discovery’ by creating a hands-on learning experience where trying turns into buying and brand strategy into a powerful brand experience. Make it less about Telecom’s products, technology and networks, and more about its customers and New Zealanders doing what inspires them. The concept store reflects Telecom’s ongoing programme of transformation to put customers at the heart of the company’s thinking and decision-making.

Telecom store Gascoigne Associates Designworks Wellington 05 Telecom store by Gascoigne Associates & Designworks, Wellington   New Zealand

Solution
The store has been divided into five unique spaces that reflect the different environments in which customers use technology ‘Home-Sweet-Home’, ‘Work and Play’, ‘On the Move’, ‘Let’s Talk’, and ‘Help is Here’. The ‘Help is Here’ wall area features recycled native New Zealand timber chosen to bring warmth and texture to this service area to make it inviting and non-intimidating. The rear wall uses a brick print (real brick was too heavy for the floor slab) for the outdoor ‘On the Move’ area.

Telecom store Gascoigne Associates Designworks Wellington 06 Telecom store by Gascoigne Associates & Designworks, Wellington   New Zealand

This area features messaging along with non-brand images displayed like posters as might be found pasted to walls in an alley. A mixture of memorabilia, framed messaging and selected ‘found’ objects are used to provide warmth and interest to this ‘Home-Sweet-Home’ area.

Telecom store Gascoigne Associates Designworks Wellington 07 Telecom store by Gascoigne Associates & Designworks, Wellington   New Zealand

The walls themselves have had decorative timber mouldings applied and then been finished in blackboard paint, which allows some casual and easily changed messaging to be added. Most of the ‘found’ items, the brick wall, cuckoo clock and fireplace (featuring an LCD screen showing ‘flames’ or digital presentations) are custom made. The wing back chairs have been hand painted by New Zealand artist ‘Misery’ (aka Tanja Jade).

Telecom store Gascoigne Associates Designworks Wellington 08 Telecom store by Gascoigne Associates & Designworks, Wellington   New Zealand

New Zealand designed furniture by Simon James Design and Wellington-based Artikel together with artwork by Christchurch artist John Coley is featured along with eclectic international pieces ranging from Kartell to classic Eames chairs. The flooring is a mixture of exposed aggregate concrete, ‘timber look’ vinyl plank, which was chosen for its durability and basalt stone was selected to represent the outdoor area.

Telecom store Gascoigne Associates Designworks Wellington 09 Telecom store by Gascoigne Associates & Designworks, Wellington   New Zealand

Retail point-of-sale has also been overhauled with a non-traditional approach, messaging is integrated into the store environment on touch-screens, blackboards, picture frames, postcards, screensavers and water bottles. The store has few traditional signs or posters but instead uses digital LCD screens. Traditional branding is conspicuously absent; the biggest sign in the window just says ‘Shop’. The counter is partly illuminated by an opal acrylic ‘Halo’ which is lit with L.E.D. for energy efficiency, long lamp-life and to minimise heat.

Telecom store Gascoigne Associates Designworks Wellington 10 Telecom store by Gascoigne Associates & Designworks, Wellington   New Zealand

The ceiling itself was painted black to make it disappear and to emphasise the custom-made white A.C.M. (aluminium composite material) lighting grid which is suspended at an angle to the store to break the rectangular shape of the space. At night, computer-controlled theatrical lighting create a light show to attract passers-by.

Telecom store Gascoigne Associates Designworks Wellington 11 Telecom store by Gascoigne Associates & Designworks, Wellington   New Zealand

The space itself was technically challenging with a smaller than ideal floor plate, an unchangeable shop front and an extremely tight time frame. The project proved to be a true showcase of ‘the power of positive partnership’.

Telecom store Gascoigne Associates Designworks Wellington 12 Telecom store by Gascoigne Associates & Designworks, Wellington   New Zealand

Telecom store Gascoigne Associates Designworks Wellington 13 Telecom store by Gascoigne Associates & Designworks, Wellington   New Zealand

Telecom store Gascoigne Associates Designworks Wellington 14 Telecom store by Gascoigne Associates & Designworks, Wellington   New Zealand

Telecom store Gascoigne Associates Designworks Wellington 15 Telecom store by Gascoigne Associates & Designworks, Wellington   New Zealand

Telecom store Gascoigne Associates Designworks Wellington 16 Telecom store by Gascoigne Associates & Designworks, Wellington   New Zealand

Telecom store Gascoigne Associates Designworks Wellington 17 Telecom store by Gascoigne Associates & Designworks, Wellington   New Zealand