SV fashion boutique (Moscow) Denis Kryuchkov Cheerful, appetizing orange space of the boutique, representing the clothes of famous designer brands

Passing the gallery

A photo: Evgeny Luchin

Text: Julia Blagova

Designer: Denis Kryuchkov

Builder: Sergey Sinyaev

Magazine: (Specific) 2002

The new boutique under the laconic name SV, representing the clothes NARCISO RODRIGUEZ, CHLOE, VOYAGE and other designer brands, is located on the third floor of the fashionable Smolensky passage. If you try to define a boutique in a nutshell, then perhaps you should say this: the interior is cheerful, "appetizing" and with its own secrets. Exactly half of the space is absolutely virtual - and this is the main surprise of a very small, in essence, room: the longitudinal wall that “divides it in half” is completely mirrored. The mirror doubles the space and leads the visitor into a funny mistake: no, no, but you will reach out for the dress hanging ... in the mirror! Sellers say that visitors, like children, rejoice in deception - a game with its own reflection. Secret number two - the exposure itself. If one wall is occupied by a mirror, then, of course, the shelves and hangers with clothes are located on the opposite wall. In this case, these are special hangers-lifts, which helpfully fall into your hands on demand. SV's appetizing flavor to the interior is given an intense orange color. Ceiling, walls and floor - the entire three-dimensional reality is a cheerful orange "field". Cloth panels, interlaced under the ceiling like a coarse “net” or improvised awning, add similarities to the hot terrain where juicy tropical fruits grow. After immersion in a "warm" atmosphere, it's time to try on!