Snow Queen, the largest and most modern chain of fashion outlets in Russia, commissioned BDI member CampbellRigg to propose a new store design concept for their expanding chain of new stores.
Snow Queen sell the widest choice of fur and leather clothes in Russia today with brands from Italy, France, Germany, Greece, and Turkey. They wanted a brand environment that looked less rational than before, more emotional in design, and modern looking. The result was a concept that would create a vibrant new brand environment for the discerning customer.
Such was the positive reaction to the new concept CampbellRigg were immediately given the task of adapting their concept to a new flagship store opening in Moscow’s Europeyskiy’s shopping centre in mid-April 2012.
With a challenging lead time the brief was to design the interior of the store, shop front, fascia entrance and window treatment, ceiling, lighting and floor finishing plans, wall system plans, cashier area, and dressing rooms.
CampbellRigg proposed simple, effective merchandising solutions for the interior: modular zones that could be moved and extended depending on the store format priorities, thus eliminating wasted space; graphic panels to express the own brand zones and create focal points in the store; new interior lighting to induce the right atmosphere; centre floor and perimeter wall systems to make product ranges more visible and exciting.
All in all a design proposal aimed at leading the customer to feel that the Snow Queen brand has finesse and heading for success. The reaction from store personnel has been very positive to the new ‘look and feel’. The store has enjoyed a strong sales performance in the months since opening. CampbellRigg will be working on other stores in the months to come.
Contact: Philip Henry, Business Development Manager, CampbellRigg
· Illustrated selections of BDI’s news stories and events are emailed direct to subscribers. For a free subscription, send a blank email with “Subscribe to BDI Broadcasts” in the subject line to