brief
Closet Case store
Moscow, 2025/2026
Portrait of your Moscow guest
Tell us about your ideal customer: age, occupation, lifestyle. Where and how do they spend their time? Where do they go besides shopping? In your opinion, how might the Moscow audience differ from your guests in the UK?
Environment and positioning
Please name a few places in Moscow or around the world that you consider: Direct competitors. Inspiring examples in terms of atmosphere (even outside of retail).
Stylistic taboos: Are there any elements or techniques that you believe are categorically unsuitable for your brand and would spoil the impression? (For example, specific colors, patterns, typography in graphics).
How everything will be organized and function
The ideal guest visit.Describe how you see the customer's journey: from entry to exit. What happens to them and in which zone? What role does a consultant play? Are private zones needed for styling sessions or special clients?
Assortment and logistics.Are there special collections (seasonal, vintage, collaborations) that require dedicated space? How is the "backstage" life of the store organized? Where will goods be received and prepared? Do you want to make the stockroom part of the aesthetic?
Technical details.Are you planning to use any proprietary equipment from the UK? What are your wishes for fitting rooms (quantity, size, equipment)? Is a specific type of lighting in the fitting rooms important to ensure fabric colors are rendered perfectly?
Checkout zone: Should it be discreet or become a striking art object?
Visual language and atmosphere
Materials and sensations. Which materials or effects do you categorically want to avoid?
Light. Lighting is the key to atmosphere. What kind of light do you prefer: dramatic and spot-focused, even and soft, or dynamic, changing throughout the day? Should light influence the mood?
Sound. Is the soundscape important to you (background music, its genre, volume, silence in specific zones)?
Non-obvious details
Do you have an idea of signature service details that would surprise the guest and be memorable? (For example, the way a purchase is presented, a drink during fitting, scent in the space).
What is your attitude toward interactive or digital elements in the space (screens, touch panels, the possibility of trying on clothes digitally)?
Send
Thank you!