B-No7 by CuldeSacTM

March 17, 2017

B-No7- CuldeSacTM opens doors in Russia with the redesign of the recognised fashion boutique ‘B-No7’
• The Spanish studio has celebrated in Moscow the opening of its last retail branding project for one of the most important fashion shops in the country.
• The project developed includes a new interior design concept focused on the idea of art gallery.


Inspiration at an art gallery
The last project of CuldeSac™ Custom Retail, which was presented in Moscow at the end of the last year, responds to the idea of a minimalist space conceived as a real art gallery. Exclusive fashion items and complements become objets d’art, which are selected in an exquisite way by Armida, recognised figure of the Muscovite society that leads the space. Once again, the Spanish studio surprises with a project of great relevance in the fashion world, which has spread beyond our borders.

On this occasion, the attention has been focused on the contrast that exists between architecture and the detail of the pieces. This has made possible to conceive a boutique in which collections are the real focus and fashion designers are raised to the level of heroes. For Pepe García, director of CuldeSac™ Custom Retail, working internationally has been -from the beginning- “the great approach for the company”. “It has been a great luck to carry out this project with Armida and to do it through this kind of spaces; because of her deep respect for our work and, at the same time, because of her strong personal bet.

I find specially appealing the relationship we achieve in this type of personal projects, in which we initiate a direct conversation with our client. It is not a multinational brand that sends you a document of brand platform that has to be answered. This is what satisfies me about these type of projects: the human part and the true relationships generated.”

Finesses and fine materials
The project combines an architectural pure skin without artifices and different expository solutions that help to highlight the clothes that are present in the shop. Elements characteristic of museums –such as glass cabinets, bases or suspended panels-, find its place in the renewed B-No7. Therefore, at the same time that they complement this minimalist and industrial skin, they have the power to highlight the key elements of each designer.

In addition, the aesthetic function of the furniture merges with functionality: it is possible to move and adapt the different elements of the space to the collections showed in each moment. The possibility to modulate the furniture is so extensive that even separation panels of the different areas turn on themselves. A range of pastel colours and powdered tonalities accompany a wide range of fine materials which are, at the same time, light, and provide the space with elegancy and great delicacy.

Customised furniture and in different heights helps the public to go over the shop (in the same way as in a gallery). Materials such as steel, brass, velvet or natural stones such as onyx are present in a space that has been configured through different stagings. In addition, through the itinerary, it is possible to find elements such as cordoned areas, that –in the same way that happens in large museums- emulate the presence of important art treasures.

There are also impressive curtains that refer to the cultural and artistic background of Armida, owner of the boutique and famous figure of the Russian society. The message of artistic gallery has been reinforced, moreover, due to an important lightning work. The fineness that accompanies the different clothes through the mood lightning is occasionally complemented by the focal lightning that emphasises and creates headlines, such as if it was an authentic fashion magazine. The entrance has been designed in such a way that a set of mannequins present the latest developments, this time without drama or sense of theatre: providing the clothes and complements with the importance of the scene.

We will also find a VIP area framed by an extraordinary backlighted light box.
“The great challenge was to be able to translate the tremendous personality of a figure like Armida into her new sales space: her passion, her energy, her charisma, and, above all, her way of understanding the business. She does not sell; customers come to her shop in search of her sensitivity and advice.

We wanted to create her new fashion temple, her new home, where she can welcome her large clientele of personalities through a renewed experience. In this way, the space is conceived as a journey, where the destination is so important as the road, and in which we spread with accessories and complements with which Armida finishes its looks.”— Lucía del Portillo adds, Creative Director of CuldeSac ™ Custom Retail.

Faithful to its collaborative space, CuldeSacTM decides to make contact with the studio -also from Spain- Lavernia and Cienfuegos, for the development of the new branding and the whole of its implementations in commercial materials: labels, hangers, bags…
“This has become a work dynamic applied from CuldeSacTM whenever the project allows it: after several years in the commercial spaces sector, we create a platform of collaborators that manage to complement and enrich each project in which we work. From the user experience, lighting, graphic image, to the customers’ own human resources. Our objective is to offer the best collection of specialiased solutions, hand in
hand with our usual partners” — Pepe García says.

A new temple for international fashion
The result is, ultimately, a mandatory visit for the unconditional public to the latest developments in the fashion world. A real reference point for the Russian capital, which opens its doors in the shopping centre Vremena Goda; location in which it coexists with large international firms such as renowned Cartier, Versace, Chanel or Montblanc.

The inauguration held at the end of last year was attended by renowned personalities
from the fashion world such as Josep Font and Santiago Letamendia (Creative Director and International Director of Delpozo brand, respectively); Antonio Berardi, Fausto Puglisi, Gareth Pugh and Lie Sang Bong. Along with them, Pepe García and Lucía del Portillo were able to share an exclusive evening on behalf of CuldeSac ™. This project joins the long list of works that are carried out in a sector where CuldeSac™ Custom Retail is increasingly present thanks to its association with national and international brands of first level.

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