Project 3,14
Situated in the heart of Moscow, Project 3,14 is the latest cathedral of style to be heralded as one of the most interesting and particular retail spaces in the world. Opened in late 2010, it is the bricks and mortar, glass and steel realization of the thoughts, dreams and vision of Sasha Moiseenkov.
At first approach, the boutique has a minimal façade with a tall, one-way mirrored exterior, and an entrance pointed by a chrome and neon sign – a stark contrast to the warm, old-world charm of the interior. Through the door, the steps going down take visitors to a whole other world. The vast space takes a total of three stories. A mezzanine located a full floor above the main floor gives scale and is cropped with an ancient wooden banister which is between three to four hundred years old. A seat )
by the mantle provides the perfect place to contemplate the surroundings under an antique statue of the legendary Greek “Titan“ Kronus. This wooden statue, one of many, is from a church in France dating back to the 16th century. Many of the pieces are connected with ancient symbolism in one way or another and create a very unique and timeless feel to the space.
A familiar face in the men’s fashion scene, Moiseenkov can often be seen in the showrooms of avant garde labels in Paris and Milan, typically dressed in Carol Christian Poell or other labels carried by his store. Born and raised in Moscow, he fell in to retailing without knowing that fashion would play a central part in his life.
Tell about the path leading to opening Project 3,14.
At my first job interview, they actually told me I was not right for this business. However, as soon as I began to work with all these unique and special designers and labels, I quickly felt a connection with the creators, and this became what I truly wanted to do. I actually started by working in a store for a casual and mainstream American label, and as it was my first experience, I actually really enjoyed it.
I soon ended up working for perhaps the biggest and most famous fashion superstore in Moscow, and later on I became the international buyer for them. I began working with designers )
like Carol Christain Poell and Maurizio Amadei, as well as darker Japanese brands such as The Viridi-Anne and Julius. I had a great time there, but fact is that it’s a huge store, and sold a lot of labels which I couldn’t really connect with personally. So, when I got the chance to create my own specialized, highly directional project, I decided to go for it. This was certainly not an easy decision to make.
“When I got the chance to create my own specialized, highly directional project, I decided to go for it.”
What about the concept behind the store and its name?
To me, the name of the store represents a place outside time and space. The idea is that it is its own self-contained environment situated in Moscow, but with roots and connections to all parts of the world, with its own unique atmosphere and experience. This illusion is further promoted through the use of opaque windows on the outside, and inside by a mixture of ultra-modern and antique details. It contains its own secret universe. When I first began to work with the labels we carry, I realized that there was a need to showcase them in a unique dedicated atmosphere and space. This is what I wanted project 3.14 to be.
What are some of the labels you are stocking?
My selection process is to find new talents and mix it with more classic avant-garde designers who reflect my life-style and share my philosophy. I would call this “noncomformist” meets “luxury” in the underground. “Underground luxury” for short. My favorite Designer personally is Carol Christian Poell. Additionally we stock Lost & Found, M.A+, In Aisce, Devoa, Volga Volga, Damir Doma, Guidi and several others.
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What was your goal with the location and space?
We are actually located right in the heart of the city, close to Red Square, alongside nearly every other fashion boutique. The competition for the labels was a nightmare, but I am happy to say that in the end, I was able to secure all my favorite designers, most exclusively too.
The feel of the store is ergonomic and relaxing, underground but very warm, rather like entering my own private apartment. I wanted it to have a strong, hidden atmosphere like the brands we represent here. The space is actually 110 years old. Before, it was a store selling classic suits and shirts, but we deconstructed it down to its original condition with the old doors and fittings still visible, with fantastic details hidden under gypsum plasterboard. My own favorite feature is a secret room which is another totally separate environment with its own music and feel. We reserve it for special events, installations and projects. Right now it is totally dedicated to M.A+.
We are very serious about introducing artists, musicians and other creative projects here. We want to host Art Installations, live music and so on. For the opening party we featured an installation / collaboration between The Viridi-Anne and an avant-garde Japanese art collective called SHIMURA BROS.
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What is it like to run a store in Moscow?
Moscow is still quite a mysterious place to most people in the west and not really yet a part of the established fashion map. It’s obviously very much the fashion capital of Russia and is really without rival. There is a huge concentration of Russian creative types in the city, which makes this project possible.
The Fashion scene here is still in its infancy but it’s growing stronger, even the recent economic crises have not been able to slow that down. Our clients are people with specific needs who have a desire for these special labels and it’s our aim to provide this for them. This is why it is important to keep the vision pure and unique and not too commercial or obvious.
visit the scoute.blog to view a video presentation of Project 3,14
Written by Marc R. / Arto M.
special thanks for Chase at Stealthprojekt