1. Site Analysis
Threegornaya Manufactory
Threegornaya Manufactory is a historic industrial district in Moscow, now transformed into a multifunctional urban environment.Location: Rochdelskaya St., 15, bldgs. 17–18.
Area: 157 m².
Entrance: separate, from the street.
Transit: «Krasnopresnenskaya» and «Ulitsa 1905 Goda» metro stations are about a 12-minute walk away; vehicle access and parking available.
Target Audience of the area: Ages 18–35—young professionals, representatives of creative industries, and patrons of restaurants, clubs, and shops.
Missing element: a distinct streetwear focus for young people.
Rent: Estimated at 55–73 thousand RUB/sqm/year based on current listings in the area.
Hypothesis: «Selah’s Season» will supplement the existing fashion and nightlife environment of Threegornaya with Russian streetwear.
What currently exists on the grounds:Threegornaya already has an established fashion infrastructure, featuring stores such as Angelina Erf, Costume Code, Elyts, JF Store, Miss Corset, Omnia Store, Yana, and others. In Buildings 17–18, where the proposed space is located, Miss Corset and the «Dmitry Fedorov» jewelry house are already operating.Additionally, the grounds house restaurants, cafes, beauty spaces, and nightlife venues—MEMO, «Zavarka,» «Laski,» «Secretrum,» and «Druzhba.»
2. Brand Analysis
Season of Glory—a Russian streetwear brand that reinterprets the aesthetics of Russian urban and popular culture from the 1990s–2000s.
Values: local identity / nostalgia / irony / self-expression / musical culture.
Target Audience (TA): Ages 16–30.
Interests: streetwear, music, local brands, internet culture, nightlife.
Identity: A public brand book is unavailable. The visual language is built upon large typography, graphics, inscriptions, and Russian cultural codes.
Interior Palette: black / white / gray / red / metal.
Materials: brick / concrete / metal / mesh / corrugated sheet metal / rubber / carpet.
The showroom is dedicated to the modern interpretation of Russian street culture and the aesthetics of the 1990s–2000s.
Competitive Landscape: Russian streetwear brands with a similar young audience and price segment.
4. Selection and Collections
Assortment: T-shirts / long-sleeved shirts / hoodies / tracksuits / pants / outerwear / bags / accessories.
Collections: RUSSIA CAPSULE / KOZHAN CAPSULE / «Russia Multiverse» / seasonal collections / music collaborations.
Segment: Russian streetwear.
Merchandising: Outerwear—rails; T-shirts and hoodies—rails + shelving; Accessories—stands and display cases; New drops—individual podiums.
5. Target Audience Assessment and Brand Analysis
Age: 16–30 years old.Interests: music / streetwear / social media / nightlife / Russian pop culture.Values: individuality / local culture / recognizable visual code.Behavior: follows drops and collaborations, buys clothing as part of their identity.Expectations from the showroom: a vibrant look / atmosphere / unique display / photogenic qualities / alignment with the brand’s aesthetic.
6. References
