Here’s a step! Secular Moscow gathered for the opening of the flagship of the fashion brand 01.09.2023, 17:48

People grow and change, and so do brands. And for these stages of adolescence, to be honest, it can be very enjoyable to watch. Yes, yes, these considerations prompted us to open the EKONIKA flagship store, for which a significant part of the fashionable crowd of the capital gathered on weekdays.

Ambassadors and friends of the brand came to congratulate the brand on an important event, evaluate the new space (we will tell you about it separately – you must see it!) and view the FW 23/24 collection: Marianna Eliseeva, Alexej Sukharev , Karina Nigai, Maria Chervotkina, Dasha Klyukina, Vika Romanenko, Nino Ninidze, Masha Fedorova, Anton Gulevsky, Alyosha Slavko and others.

Photos from the opening were scattered on social networks, it seems, within hours – guests took home stylish finds from the fresh autumn collection as well as the entire photo gallery. Mandatory positioning: the brand was serious about developing a new concept and rebranding. The team was inspired by nature, the aesthetics of natural textures and minimalism – all these ideas are reflected in the design of the flagship.

Pay attention to the symbolism: every detail in the design is a kind of small story. An installation made of tinted glass (as if glowing amber) reveals a part of the store that is usually hidden – boxes of new shoes are stored here. This time, however, the designers decided to illuminate this “third wall” so that customers do not feel the border between the hall and the “backstage” of the store.

The blue light concrete stages look like rivers crossing a stone valley – with walls that are rough boulders. Hidden behind them is another section – the dressing room, where you can book to try on shoes and bags with multiple looks. And if you get tired of the bags, you can leave them for storage in the same place, in the store – and pick them up after shopping.

In general, I would like to think about this bright space longer to reveal the full intention of the designers. But to be honest, we only managed to do that after trying on boots, ankle boots and boots from the brand’s autumn-winter collection. As always, they steal the hearts of fashionistas!