Capital Department Store Tsvetnoy is reloading

The main "conceptual" department store Tsvetnoy in Moscow will become even more conceptual. The management of the department store announced the restart of the project, which includes updating the logo, floor concept, brand portfolio and the return of the cultural space ARTBasement.  

“During its existence, the department store has gradually undergone changes that have not always been in its favor. So over the past few years, the conceptual space has begun to decline, the experience associated with the buying process has become less vivid, and often completely negative, the portrait of Tsvetnoy's audience has become quite blurry. But we are confident that the business still has great potential,” say department store representatives. 

The new visual style of Tsvetnoy was developed by the DesignWorkout studio under the creative direction of Dima Barbanel. 

A new website was created based on the new identity. Now this is a full-fledged online representation of the department store with information about corners, brands and events in the Tsvetnoy space. Since mid-March, the Tsvetnoy loyalty card has been going digital. Visitors will be able to issue it directly on the site - when registering in their personal account. 

The key audience of the Tsvetnoy Department Store is 80% women, 20% men. Age - 30-40 years, income - above average: they spend on the purchase of clothes, shoes, accessories from 50 thousand rubles a month. These are people who feel young regardless of age, they follow trends, but at the same time are free from the dictates of brands. They value freedom, independence, and perceive shopping as an act of creativity, the press release notes.

The department store's management team believes that creating clearer floor concepts will help increase the average check, as a customer's need will be met entirely within a single floor.

In the renovated department store, the second floor will become a concept store, with streetwear collections, limited-edition sneakers, luxury and concept brands. It will house the corners of Kixbox, Sneakerbox, Diesel, the collections of Balenciaga, Comme de Garcons, OFF-WHITE, Palm Angels, Heron Preston, Ushatava and other brands.

The third floor will be reserved for casual upper middle & premium. It will be occupied by the brands IRO, IRO Man, Marc O'Polo, 12Storeez, Gerard Darel, Liu Jo, Pinko, Tara Jarmon. There will also be a Nuself project corner and an expanded Poison Drop space. Among the completely new is the Trussardi brand space, which will open in the department store before the end of spring.

On the 4th floor, brands with all the necessary trendy casual and basic clothing, Top Top, 2 Mood brands will be collected, there will be a corner with a selection of underwear, etc. “This will help stretch traffic through the entire department store, while maintaining a sense of concept,” the company said. .

With the departure of a number of international fashion brands from Russia, Tsvetnoy put temporary pop-ups of interesting local brands on empty places and thus solved the problem of empty spaces and introduced the audience to current Russian brands. This paid off, and the department store's traffic grew by 15% last year. “We plan to actively expand the portfolio and geography of brands, while not focusing on local ones. The selection of luxury brands will noticeably increase,” say representatives of the department store.

Until the end of March, Tsvetnoy will also open a corner with premium conceptual brands from India — NorBlack NorWhite, Ode to odd, Aroka, Khanijo, Fool dost, Dhruv Kapoor. Some of the collections are already presented on the fourth floor of the department store.

Another important component of the updated project will be the return of the ARTBasement cultural space. Tsvetnoy will host pop-up art galleries, film screenings and art lectures.

It is noted that a complete restart of the department store project should be carried out before the end of 2024.