For the launch of the new BMW 7 Series, BMW Russia opened a temporary luxury store in the GUM on Red Square in Moscow, in a space alongside the BOSCO Café. The store had to read as BMW luxury retail while sitting inside one of the country's most prominent historic buildings.
The Moscow store was one realisation of BMW's Luxury (GKL+) store design guideline, which Luxoom rolled out internationally — besides Moscow, to London, Seoul, Shanghai, Manhattan, Brussels, Paris and BMW Welt in Munich. Each location took the same design language into a different building and market; Moscow's task was to adapt it to the GUM.
“GUM Showroom is received fantastically! Thanks for the great cooperation on this, was fun!”
— Hans de Visser, Marketing Director, BMW Group Russia
Working from BMW's luxury store standard, Luxoom developed the Moscow design against the actual measurements and conditions of the GUM space — the floorplan, the window frontage onto the mall, the door and access constraints, and the ceiling and services already in place. The result keeps the guideline's identity intact while resolving it to a specific, historic room rather than a generic shell.
The material language is built on a few precise choices: vertical brass elements and brass-framed panel walls, high-gloss lacquer surfaces in NCS 8500N, and a glossy-polished high-quality stoneware floor laid to carry the weight and movement of the cars without cracking. Glass vitrine "cubes" and the BMW 7-pattern wall structure the room; mirrored acrylic and backlit imagery extend it. Because the panel walls and floor are glossy and reflective, the lighting and ceiling were planned so that nothing unfinished shows in the reflections — spot-based iGuzzini lighting for the cars, pictures and vitrines, and concealed LED lines detailed to avoid mirrored "dots" in the polished floor. Seating and tables were specified from B&B Italia, with Sabrina Landini floor lamps and a fragrance bar completing the lounge.
Luxoom carried the project from concept through to all the detailed drawings and floorplans needed to build it — spatial and interior design, material and finish specification, lighting design, and furniture selection — and it was realised on site in Moscow.
The store was designed and delivered on a short schedule: the design was set at the end of September 2015 and the store opened in the GUM that December.
The store opened in December 2015 and drew 24,000 visitors between 3 December and 10 January, on BMW Russia's first evaluation. Beyond the launch itself, Moscow stands as one instance of a consistent luxury-retail language Luxoom took across eight locations — London, Seoul, Shanghai, Manhattan, Brussels, Paris, Munich and Moscow — each adapted to its own building while holding to the same standard.
- Luxoom scope: Concept, spatial and interior design, material and finish specification, lighting design, furniture selection, and all detailed drawings and floorplans. Part of Luxoom's international rollout of BMW's Luxury (GKL+) store design guideline.
- Client: BMW Group Russia / BMW
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