The renovated Chitai-gorod introduces a new retail concept designed to create a unique atmosphere where readers and books come together. The aim was to deliver a fundamentally different customer experience, combining the coziness of a home library with the comfort and convenience of advanced omnichannel services.
The store is conceived as an immersive environment that encourages exploration. Striking installations and focal displays greet visitors, while reading areas and carefully designed spaces invite them to discover every corner. Illuminated niches, themed graphics, neon accents, and three-dimensional elements create a visual language uncommon in book retail.
The idea of diversity is reflected in bespoke fixtures tailored to each category. Multi-level displays enhance the stationery area, industrial-inspired shelving defines the comics and manga section, and bookcases in different wood tones emphasize the breadth of the assortment. Individual lighting scenarios range from intimate accent lighting and residential-style chandeliers to a brightly illuminated checkout area with a large digital screen.
Thoughtful navigation and visual merchandising create a warm and welcoming atmosphere. The brand identity evolved without losing recognition, introducing a refined logo, expanded color palette, new typography, and graphic elements. The first flagship stores under the new concept opened in Moscow’s iconic Aviapark and Afimall City locations.