belle you Store at Paveletskaya Plaza — renovated flagship (opened Oct 27, 2025; expanded from 67 to 155.7 m²). Sinitsa Buro rethought the space from a scalable, rational, vandal-resistant mass-market concept into an interior with the brand’s softness and “living breath”. Cold minimalism was replaced by rounded forms, warm wood, and a milky palette, assembled from simple materials yet kept light and feminine.

A central column was integrated into a wooden shell and linked to the checkout, becoming part of a cohesive composition. Wood, a delicate milky tone, and soft geometry form a frame for a green-blue accent and expressive furniture. Rounded rails, glossy “white chocolate” cabinetry, soft cushions at the base of the rails, and backlit niches echoing body lines create a calm, intimate atmosphere. The checkout reads as a small “room” clad in veneer panels, adding focus. Enlarged fitting rooms and a carefully tuned rhythm of light and zoning let customers pause, relax, and choose what truly suits them.

• Timeline: Mar–Oct 2025.