ЦУМ / TSUM Krasnodar

Krasnodar's central department store, at the corner of Krasnaya and Gogolya streets, opened in the mid-1950s (sources give 1953 and 1955) and was built in the Stalinist Empire style. For generations of residents it was the city's main retail place. The store later closed for reconstruction, and in 2019 its façade was fully renewed.

The building was being transformed into a new commercial space in the luxury-fashion segment — a boutique-showroom for international brands (among them Christian Dior, Prada and Loro Piana), aimed at a premium international clientele. According to Excelsior, the boutique that opened hosts, among others, Gucci, Prada, Saint Laurent, Valentino, Loro Piana, Brunello Cucinelli and Dolce & Gabbana.

The works were completed approximately between late 2020 and early 2021 (according to the designer's memory); by 2021 Christian Dior, Prada, Loro Piana and other international brands were present in the space. This is information from MORO DESIGN's project and professional memory, not an independently verified public timeline.

The main showroom is arranged over three levels: first floor, second floor and mansard. The mansard also houses a private boutique of about 50 m² for VIP clients. The basement is given over to storage, materials, services and functions supporting the retail programme. The attic was fully recovered and integrated into the project; the beams were left exposed as part of the configuration of the recovered volume.

MORO DESIGN developed the interiors of the entire complex involved. The work included: total demolition of the previous internal partitions; a new distribution layout; complete interior design; reinforcement of the existing structures; two new lifts and four escalators; full recovery of the attic; the design of the external façades; and the design of the exterior and night-time lighting system. The design of the façades and exterior lighting belongs to MORO DESIGN.

The existing building required reinforcement for its new uses. According to MORO DESIGN's project memory, the composition of the building's reinforced concrete required particular attention relative to the standards needed for the new works. Installing the new escalators and lifts called for reinforcing the horizontal and vertical structures. This is part of the design complexity, not an independent structural assessment.

One of the conceptual elements was linking the attic to the first floor through a Masiero lighting system, as tall as the building and weighing approximately 800 kg. This is design information provided by MORO DESIGN.

Excelsior Fashion Group already had design standards from other showrooms. MORO DESIGN worked within those standards, adapting the project to a premium international clientele; the concept was developed taking into account, in particular, the requirements of Christian Dior. The project logic: existing standard → luxury-brand requirements → MORO DESIGN → customer experience. Not the application of a decorative style, but the building of an experience.

The project's central question: how to turn an existing building into a new luxury environment without losing the complexity and identity of the place. MORO DESIGN's answer is to govern the existing building, structure, distribution, new vertical connections, recovered attic, interior, retail, façades and light as a single system of decisions, not a set of separate works. It is in this coordination that the project acquires value.

Note on the data: about 3,000 m² is the total area of the MORO DESIGN intervention, of which roughly 2,000 m² is retail space and about 1,000 m² is basement, technical and service areas. Excelsior's public figure (≈ 2,000 m²) refers precisely to the retail area and does not contradict the total. The total project cost is about 510,000,000 ₽ (MORO DESIGN data); we do not quote a per-m² cost: the levels of finish and investment across the boutique, VIP areas, basement and technical spaces differ, and such a figure would be misleading.