Moschino expands

Moschino is about to open a brand new boutique in the historical shopping area of Saint Petersburg. Moschino S.p.A., part of the Aeffe Group, will open a 270 square meters boutique on 27th October in Bolshoy Prospekt. For the launch of the boutique, Moschino is cooperating with Bosco di Ciliegi, with whom they opened boutiques in Moscow in the Petrovski Passage (July 2003) and at GUM mall (July 2004).

The new two levels boutique will follow the store concept conceived by Moschino's creative director for recent and forthcoming spaces. The new interiors are a surrealistic take on the theme of the fairy tale. A heart-shaped handle, one of the symbols of Moschino, opens the door onto a space of pale, luminous color that transforms the classic furnishings into the main characters of a tale set in an enchanted forest. Light fixtures turn traditional plexiglass teardrops into transparent hearts that magically rain down to the ground to form metallic embellishments. Racks are in the shape of aluminum or black metal trees that spread against the walls like branches and leaves, with clothing hanging down and display units dropping like fruit. A rug with flora and fauna motifs shot with iridescent Lurex yarn lends warmth to the white marble floor.

The chairs, too, play up the surrealistic tone of the new concept. Upholstered with red fabric hearts or classic menswear cloth, several chairs are arranged near the ‘handbag’ sofa so that guests, transformed into princes and princesses for the occasion, can try on footwear in a world populated by diamond- and ring-shaped displays and little display ‘houses’ in lacquered wood.
The new shop will feature Moschino, Moschino Cheap and Chic, Moschino Jeans and Moschino Uomo lines, ready-to-wear and accessories.

With this new boutique, the growing Moschino retail network reaches a total of 69 boutiques in the world and it continues to pursue his expansion project.