KM20 creates an anti-luxe stage for high fashion

Moscow – After eight years in its namesake street address, Kuznetsky Most 20 – aka KM20 – moves to a new location. The concept store supplying a curated selection of high-end subculture clothing and accessories to fashionable Muscovites now spans 2,500 sq-m across two retail levels, an underground garage reserved for temporary exhibitions, parties, and product launches, and a rooftop restaurant with views of Moscow’s city centre. 

Gosha Rubchinskiy’s football field-inspired installation features original seats from Moscow’s Lokomotiv Stadium.

The interior’s structure is left bare for a raw, anti-luxury feel à la Dover Street Market, funnelling attention to the objects, furniture and installations created specifically for the space in collaboration with various creatives. The streetwear-focused ground floor stocks collections from the likes of Heron Preston, 032c and Comme des Garçons Play, as well as beauty products, footwear and books for the in-crowd by London publisher Idea.

The first floor – with two rows of windows and eight-metre-high ceilings – features a selection of statement brand installations. Wooden crates such as those used to transport works of art are outfitted with customized interiors for a blend of established labels and emerging local talent.

Brands such as Gosha Rubchinskiy, Raf Simons and Ashish have worked with KM20 in the design of their respective retail spaces. A bright-blue structure evocative of Do Ho Suh’s work encloses Virgil Abloh’s Off-White label, serving as a temple to commercialism. Meanwhile, 150-sq-m of carpet unfurls down the wall to mark Vetements’ ‘Carpet Shop’.

Exclusive items from KM20’s series of collaborations – including Off-White’s first Russian capsule collection, Ambush’s padlock choker for acid rave parties, and Vetements’ welcome rugs – are being released gradually throughout the year to establish the store’s status in the international scene.

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