The store as a 'second street': architecture bureau WALL's case for employing the shop-as-gallery strategy

Moscow – Watch out museums, retail spaces are still coming for you: the shop-as-gallery trend has been a predominant trend in the sector, and we’ve shared a multitude of examples, from Spain to South Korea. The spatial strategy doesn’t seem as if it will fall out of popularity any time soon. And why should it, if it helps keep people in – and interested in – bricks-and-mortar stores?

As was the motivation for architectural bureau WALL during a project for Russian fashion brand Rasario, establishing this parallel allows retailers to position their posts not only as places for commerce, but multifunctional urban spaces. Located in Moscow’s Smolenskaya Embankment, the 900-m2 WALL-designed Rasario boutique is indeed envisioned as a ‘flexible, transformable art space’.

‘We wanted to avoid directly quoting the interior as a showroom,’ explains Ruben Arakelyan, head architect at WALL. ‘All proportional solutions, perception plots, visual images and details strive to create the impression of a “second square” or “second street”, where all visitors become part of the theatrical action in the art space.’ The store’s monolithic interior comprises showrooms on the first and second floors, in addition to fitting rooms, an office and production area.

Repeating archways and mirrors make for an illusory atmosphere, with Venetian plaster, mirrors, glass and metal in tones of black and grey working in tandem. WALL developed custom metal medallions for the flooring, to further evoke the feeling of standing in the middle of a city square.

Read about more retail spaces here.

Location Ulitsa Skladochnaya, 1,с.1, Moscow, Russia, 127018

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