A phenomenon in Russia’s flourishing streetwear and sneaker scene, Fott evolved from a popular online streetstyle forum to a leading store. After opening up shop in 2008, Fott recently moved to bigger premises in the high-end shopping district of Tverskaya to accommodate its savvy following’s growing appetite for an expanded collection of cool imported trophy styles. The store occupies a spacious unit in a hangar-like downtown building that’s also home of Le Form, another retail institution in the Russian capital.
It not only accommodates ample retail space, a showroom, office, warehouse, but also Fott’s new retail spin-off, the newly opened Carhartt store. Moscow-based architecture practice Wowhaus signed up for the interior and created a multifunctional space, spread over three levels. As the new location offers a wider variety of brands, different shopping zones were conceptualized, each with a distinct design character.
The retail space has been set up to allow maximum flexibility and easy reconfiguration. Existing concrete walls and floors have been retained and matched with new materials such as dark wood, metal and wired glass. These have been applied in such a way that they seamlessly match the industrial character of building and also add a modern urban vibe.
Most of the furnishings and light fixtures are custom-made especially for the store and supplemented by vintage pieces sourced in Germany and on local flea markets. Similar to bigger premises, Fott’s offerings have expanded and now include more contemporary fashion items than ever before.