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GUM is open daily from 10:00 to 22:00
Single Enquiry Service: +7 (495) 788-4343 | info@gum.ru
Daily from 10:00 to 22:00
+7 (495) 788-4343 info@gum.ru
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12 november 2017
The first show of SECTION 1 RUNWAY in GUM
On Friday, November 10th, the first show of pop-up store SECTION was held within the BOSCOAFASHIONWEEK.  It is the only spot in Moscow that exhibits all the achievements of modern Russian clothes design. The show was replaced by an immersive performance held in GUM basement. The models of the show acted as servicemen and workers, immersing the guests in the Soviet era - the time when the pop-up ancestor, Section 200, worked in GUM at Red Square.
According to the best BOSCOAFASHIONWEEK tradition, actors, musicians, DJs, young designers, popular bloggers and trendsetters acted as models and guests of the SECTION 1 RUNWAY. Also, there was no distance between the catwalk and the places for guests. According to the rules of the immersive theater genre, every spectator becomes its participant.
So, clothes from the new releases by Artem Shumov, ZDDZ, Outlaw, Fusion, Erma, Sorry I'm not, Fusion, Alexander Rogov and other brands presented in the SECTION could be viewed at arm's length. Light installations from the interactive SILA SVETA media studio conduced full immersion into the production.
The guys from the Chiranuma band - three musicians from Moscow, whose work is primarily inspired by the science fiction classics of the 80's and 90's, were responsible for the musical part of the event.
12 november
The first show of SECTION 1 RUNWAY in GUM
On Friday, November 10th, the first show of pop-up store SECTION was held within the BOSCOAFASHIONWEEK.  It is the only spot in Moscow that exhibits all the achievements of modern Russian clothes design. The show was replaced by an immersive performance held in GUM basement. The models of the show acted as servicemen and workers, immersing the guests in the Soviet era - the time when the pop-up ancestor, Section 200, worked in GUM at Red Square.
According to the best BOSCOAFASHIONWEEK tradition, actors, musicians, DJs, young designers, popular bloggers and trendsetters acted as models and guests of the SECTION 1 RUNWAY. Also, there was no distance between the catwalk and the places for guests. According to the rules of the immersive theater genre, every spectator becomes its participant.
So, clothes from the new releases by Artem Shumov, ZDDZ, Outlaw, Fusion, Erma, Sorry I'm not, Fusion, Alexander Rogov and other brands presented in the SECTION could be viewed at arm's length. Light installations from the interactive SILA SVETA media studio conduced full immersion into the production.
The guys from the Chiranuma band - three musicians from Moscow, whose work is primarily inspired by the science fiction classics of the 80's and 90's, were responsible for the musical part of the event.