With over 300 stores across 104 cities, Moscow Jewelry is one of Russia’s leading jewellers. Selling more than one million items in-store every year, their retail network is critical to their success.
Moscow Jewelry wanted to create a new modular retail concept which could be scaled to fit any size space. We designed and implemented a brand new retail concept in two of Moscow’s top shopping malls – Metropolis and AFIMALL. It will be rolled out at all future stores.
Since the new retail concept has been implemented, sales at their stores have grown by 30-35%, bucking the retail trend for luxury items in this market.
Central to success was an in-depth knowledge of their brand proposition and how this is reflected across their different product ranges.
Our aim was to successfully translate their brand proposition into the retail environment, ensuring that the interior design and architecture engages every customer in the right way. The design incorporates a high level of digital interaction, with high quality video used to actively engage visitors.
The 1000m2 store in Moscow’s AFIMALL is laid out in zones, one for each product range. Every zone is designed with specific customer profiles in mind. The design concept considers every aspect, from lighting, fittings and finishes to carefully planned seating areas with handpicked furniture.
The result is a welcoming environment where every customer feels comfortable browsing and is motivated to purchase.