JHP on ‘journey of discovery’ with luxury Russian retailer

JHP is designing the new store concept for the Moscow flagship outlet of Russian chain Dom Farfora, which specialises in luxury gifts and homeware.

The consultancy was appointed in November 2010 having been recommended by another Moscow-based client, and subsequently presented a creative proposal.
JHP says the client spoke to about two other international consultancies.

JHP associate director Helen Shelley says, ’It’s a very established company in some ways, it’s a bit nostalgic for people in Moscow. It got to the stage where there’s a lot of great store design happening there, and they need to move themselves forward.’

JHP aims to give the interiors the sense of ’a journey of discovery’ through the use of lighting and textured marble flooring throughout, with different colour schemes denoting separate ’zones’. The store consists of five rooms with different finishes to suit the products within.

The Luxury room uses marble and glass with museum-style lighting to enhance the products on display, while the Household room uses concrete, terracotta tile and white glass.

Shelley says, ’We tried to categorise the immense amount of product types and sizes, otherwise it was quite confused.’

Dom Farfora will feature two ’ante’ rooms one of which is for VIP clientele a florist and a café.

The refurbished store will open in the autumn and JHP says it is hoped the concept for the flagship store will then be rolled out across the eight other Dom Farfora outlets in Moscow.