Detsky Mir Unveils a New Flagship Store with Interactive Features and Fantasy Art Installations

Moscow, Russia, 28 December 2020 – Detsky Mir Group (“Detsky Mir” or the “Company”, MOEX: DSKY), the largest specialized omnichannel children’s goods retailer in Russia and Kazakhstan, announces the launch of a new flagship hypermarket in Moscow’s MEGA Teply Stan mall.

With a total area of more than 6,000 sq. m, the flagship store occupies two floors in the new wing of the mall and features over 20,000 SKUs. The hypermarket offers goods for children and future mothers, including newborn products and food, toys for boys and girls, as well as products for the early and school development of children and young adolescents.

The creative concept behind the flagship hypermarket’s design was fully developed by the Detsky Mir team assisted by Fitch, a brand consultancy renowned for its retail environment design innovations.

The new store is designed as a shopping and entertainment space for children and their parents. It boasts over 40 brand areas designed in partnership with the largest Russian and international manufacturers of children’s toys and goods, including LEGO, Disney, Mattel, Hasbro, Gulliver, Simbat, Universal, Warner, as well as several wonderful art installations, including a cave of wonders and a real pirate ship.

Young visitors will have a lot of fun in the new Detsky Mir store, having the opportunity to shoot a Nerf space blaster and take a look at an exhibition of all kinds of guns from the wildly popular brand, or by feeling like a princess in a Disney castle, walking around a LEGO city, and, of course, by having their picture taken with our three-meter tall statue of Zmey Gorynych, a classic Russian fairytale character.

The entertainment space in the flagship hypermarket is filled with a variety of interactive areas featuring virtual and AR attractions. Each little visitor will be able to look at the world through the eyes of an ant, a bee or a fish, explore the four elements (earth, water, air, aether) and bring exciting characters to life on a huge screen.

The Detsky Mir team was particularly focused on the store’s conceptual design. The first floor of the hypermarket is set out just as if you were in nature, with a riot of various greenery, grass, vines and trees, and with a host of toys, board games and building sets dotted about. The second floor, by contrast, is designed in an urban style with unusual shapes, street lights and traffic lights. This is a realm of little fashionistas and products for the youngest. All this variety is adorned by fluffy white clouds and a real sun, which customers can already see from outside as they walk up to the store.

The store also features innovative lighting and sound solutions, placing visitors into an immersive atmosphere with birds singing, waves crashing and seagulls calling on the first floor, and traffic sounds, a tram ringing and an airplane humming in the sky on the second floor. By the way, the plane is no illusion – it is a real model made from LEGO!

Our stores are also stocking centers, so customers will be able to pick up their online orders at the new store within 60 minutes of placing them via the website or mobile app.

“Today we open a beautiful flagship store in MEGA Teply Stan, one of the Moscow region’s iconic malls, where some of the largest international and Russian retail brands are concentrated. We believe that the new store will offer a comfortable shopping experience for parents and a fun time for children. We now operate two flagship hypermarkets – the first, with a total area of 4,000 sq. m, was opened on Novy Arbat in 2019,” said Maria Davydova, CEO of PJSC Detsky Mir.

The new Detsky Mir store is located at MEGA Teply Stan mall, 21st km of Kaluzhskoye Highway, Bld. 1.

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