UK design group Above Consultancy has designed the interior for Russian telecoms retailer Beeline’s flagship store in Moscow.
Above was appointed in July 2006 following a three-way unpaid creative pitch against a Russian and German design group.
Wolff Olins designed Beeline’s brand identity, which Above claims inspired the interior concept for the store.
‘The design brief we received from Beeline was not detailed, which meant we were lucky enough to be able to work up concepts almost from scratch,’ explains Above design director David Wood.
‘We wanted to make the store a real talking point with a strong experiential element, so we have made use of 3D models, multimedia, and moveable internal walls that can create exhibition spaces to display local design projects,’ he says.
Above plans to open a Moscow office next year, and Woods is enthusiastic about the opportunities the Russian market holds for UK designers.
‘Russian clients seem keen to embrace fresh ideas, more so than most other markets, as it is all new to them. They are really waking up to the importance of design, and the coming year should bring huge changes, particularly in retail design.’
Above was founded in 2003 in Brighton. It has since opened offices in London, Singapore and Dubai. Its UK clients include FIFA (through a joint venture with Global Brands Retail) and cricket organisation MCC, which awarded Above its global retail rights.
The Moscow Beeline flagship store opens on 4 September.