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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
view all stores
Section
www.gumsection.ru
+7 (495) 620 3328
1- 2 level | 3 line
Location

Pop-up Store SECTION is the first space in GUM where the goods only by Russian designers are presented. The Pop-up Store will work for 5 months and become a 3D showcase of Russian fashion. It offers something more in addition to the things created by Russian designers. GUM - the most popular tourist spot in Moscow, will offer an alternative to the usual souvenirs like carefully selected books or photo albums and also will give an opportunity to understand the environment fr om which the Russian fashion has emerged. Zones of popular Moscow creative associations, which had never been at one and the same site before, will plunge the SECTION visitors into the community, inspiring the Russian fashion today.

The design of the space, made using Cyrillic, is created on the basis of the concept of RGB-colors, not associated with Russia. It visually echoes not only the fashion for everything Russian, but also the main global design trends of the recent years. Now, when the engine of the fashion industry has become a system of artificially created deficit and the brands build their strategies upon the limited editions or drops, the USSR's deficit, under which GUM has worked for decades, is perceived in a completely different way. In Soviet times, there was the 200th section with scarce goods, wh ere common people could not get. Now the phenomenon of deficiency - artificial and real - is rethought. The SECTION was opened without an ordinal number and with unlimited access for everyone. The scarce goods are the unique things produced by Russian designers. They are in focus today.

Pop-up Store SECTION is the first space in GUM where the goods only by Russian designers are presented. The Pop-up Store will work for 5 months and become a 3D showcase of Russian fashion. It offers something more in addition to the things created by Russian designers. GUM - the most popular tourist spot in Moscow, will offer an alternative to the usual souvenirs like carefully selected books or photo albums and also will give an opportunity to understand the environment fr om which the Russian fashion has emerged. Zones of popular Moscow creative associations, which had never been at one and the same site before, will plunge the SECTION visitors into the community, inspiring the Russian fashion today.

The design of the space, made using Cyrillic, is created on the basis of the concept of RGB-colors, not associated with Russia. It visually echoes not only the fashion for everything Russian, but also the main global design trends of the recent years. Now, when the engine of the fashion industry has become a system of artificially created deficit and the brands build their strategies upon the limited editions or drops, the USSR's deficit, under which GUM has worked for decades, is perceived in a completely different way. In Soviet times, there was the 200th section with scarce goods, wh ere common people could not get. Now the phenomenon of deficiency - artificial and real - is rethought. The SECTION was opened without an ordinal number and with unlimited access for everyone. The scarce goods are the unique things produced by Russian designers. They are in focus today.