The store of Primrose, a sleepwear, home and leisurewear brand, has recently opened. In honor of its tenth anniversary the brand presented not only a new visual concept, but also a unique space of the flagship store, which was designed by Sinitsa Buro architects.

Today the brand’s assortment includes not only branded pajamas made of silk and cotton, but also products made of knitwear and cashmere – so in Primrose you can find everything for a full-fledged rest in any circumstances. All of this needs to be presented in-store, and in a flexible enough way to allow for seasonal, novelty and special collections.

The premises are located on Neglinnaya Street in Moscow. The main task of the interior was to combine the presentation of goods and the comfort of customers – spacious fitting rooms, waiting area. And of course, to find a “chip” that would allow to express the brand, to make it so that from the first visit to the store remained in the heart of the customer forever, to create an emotional connection.

The solution was found suddenly – at the creative storming we delved into the theme of home, family and pleasant memories. This is how we came up with the idea of using “grandmother’s” tulle, a fabric that literally connects different generations with shared memories of a beautiful shadow pattern on a pillow.