Snow Queen Fashion
We build brands designed to transform markets.
Profitable. Store Optimization.
A leading fashion retailer in Russia. Creative solutions
to POSM and display merchandise uniqueness, Store
interior design, and brand communications.
Best branding and fashion retail store design for Snow Queen in Moscow.
Snow Queen is one of Russia's larger multi-fashion
store chains selling fur coats and fashion apparel.
The store design included interiors, merchandising
systems, lighting and graphic communications.
Location - Europeisky Shopping Mall, Moscow.
Fashion is the armour of every day life
Snow Queen, one of Russia's largest multi-brand fashion retailers, specializes in fur coats and fashion apparel. The chain launched its first store in Moscow in 1998 and has since grown to over 100 locations across the country.
Snow Queen’s management team tasked us with designing a new store concept for their flagship location at the Europeisky Shopping Mall in Moscow. As part of their expansion strategy, they aimed to open 40-50 new stores and sought a design that was less rational and more emotional, with a modern, fashionable personality. The project needed to stay within budget while inspiring both staff and customers.
After conducting a store audit and benchmarking analysis, we created a design direction that addressed several challenges from previous store concepts. For instance, the colour contrasts within store zones were too busy, the in-store navigation for Snow Queen’s own-brand lines needed improvement, and the POS materials were stylistically inconsistent.
To enhance the Snow Queen brand’s prominence, we focused on making it stand out at the store entrance. We also incorporated a monolithic cash desk with integrated display cases to reinforce the brand’s presence in the interior. Prominent lighting effects were added to highlight key areas. To emphasize Snow Queen’s private label brands, we reimagined their visual identities, applying fresh designs to walls, pillars, wardrobes, and furniture. We also introduced distinctive visual merchandising solutions with bold graphic elements to define zones, and we designed versatile merchandising systems capable of adapting to seasonally changing fashion stories—solving the rigidity of the previous store layout.
Delivering this store concept in under 8 weeks required extensive experience. The result was a brighter, cleaner, and more stylish space that reflected confidence and optimism. Product density and space utilization were significantly improved, leading to higher sales per square meter. A sleek black-tiled runway was added, evoking a sense of modern style throughout the store.