Retail Concept - Milange Department Store Moscow
Retail Concept - Milange Department Store Moscow from Rob Atkinson
Retail Concept - Milange Department Store Moscow

Milange is 7 story-department store in Moscow containing the latest in fashion and consumer brands.
The Client had secured a prominent site and needed an analysis of how brand concessions in the department store would be laid out with a view to implementing the proposals submitted.
I developed a series of feasibility studies to examine merchandising and brand opportunities for a retail operation of approximately 22 000 square meters.
The proposed design created a unique concept store on all 7 levels, each with its own corresponding material, texture and accent colour arrangement.
In addition each level had designs for stand-alone food and beverage offers, each uniquely designed.
The approved concept later formed part of the existing retail strategy and allowed the individual leasehold brands to plan and allocate their concessions within the Master plan.

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Proposed exterior entrance from street level
Entry level, customers were greeted with the florist concession. A perfect accompaniment to the adjacent perfumery
Branding opportunities ran vertically through the escalator atrium along with a coordinated wayfinding strategy for ease of movement across horizontal levels
Ladies Fashion level indicating smaller concessions laid out mid-floor
Arrangement of potential boutique stores was a crucial element designed to attract key fashion brands
Mens fashion department with a completely different arrangement of materials, lighting, design language and graphics
Emphasis in the mens department was on overall visibility across the level, which meant a clean, minimal aesthetic that maximised brand visibility.
A bright, playful treatment to the children's department where clothing, accessories, toys and books merged seamlessly and created ample opportunities for cross-merchandising and sales
Upper-level bookstore, nestled within the audio visual level to create an exciting showcase of art, design and technology books
Proposed Top level restaurant which maximised views of moscow through the glass curtain walling t the exterior
Customer service offices
Boutique on the ladies fashion and accessories level
Information points were proposed at every level, with opportunities to swap between manned and unmanned interactive directory pods
Ladies shoe and accessory level
Audio visual department with technology 'pods' creating a rich immersive environment
The design concept of the facilities extended to the washroom facilities
The design concept of the facilities extended to the washroom facilities
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Retail Concept - Milange Department Store Moscow

Milange is 7 story-department store in Moscow containing the latest in fashion and consumer brands.
The Client had secured a prominent site and needed an analysis of how brand concessions in the department store would be laid out with a view to implementing the proposals submitted.
I developed a series of feasibility studies to examine merchandising and brand opportunities for a retail operation of approximately 22 000 square meters.
The proposed design created a unique concept store on all 7 levels, each with its own corresponding material, texture and accent colour arrangement.
In addition each level had designs for stand-alone food and beverage offers, each uniquely designed.
The approved concept later formed part of the existing retail strategy and allowed the individual leasehold brands to plan and allocate their concessions within the Master plan.

Rob Atkinson
Design Director at Imagination London, United Kingdom