Iconic British brand Fred Perry announces the opening of its first Laurel store in Moscow, on 19/1 Petrovka street.
“Each Fred Perry Laurel store is marked with individual design, based on the spirit of the city, where it’s been opened, its culture and history. In Moscow we open on one of the oldest streets, surrounded by buildings from different epochs: from XVII century brick chambers to Soviet modernism of the 1920s. Here, we merge the versatile influence of those epochs with the Russian aspiration to change and the modernist spirit of Fred Perry». – John Flynn, Managing Director, Fred Perry
Fred Perry Laurel stores are created by unique projects, inspired by each city’s atmosphere and the brand’s aesthetics. For the Moscow store, Styleoperators LTD, the Managing Company and Exclusive Fred Perry Partner in Russia invited a Japanese studio Wonderwall, one of the leading specialists in concept stores design creation.
“After studying the visual environment that surrounds the Muscovites and the way the national history is reflected in it, Wonderwall presented a design comprising two contrasting spaces – “an official hall” with a red carpet strip and a “secret” room: a parlour, replete with vintage furniture and carpets.
Born out of a specific place, this store is about the rejuvenation of the unseen past. Imagining a salon where intellectuals may have met in secret, the interior reflects contrasts of the past and the contemporary. The past and the future: Russia, England, and Japan. The key was the synchronization of these three cultures.” – Masamichi Katayama, Designer and Founder|Principal, Wonderwall Inc.