The largest fashion retail operator SELA has signed a lease agreement for a new store in the BOTANICA shopping gallery, which is being constructed near the “Botanicheskiy Sad” metro station by the PIONEER company.
The new tenant will occupy approximately 1300 sq.m on the first floor of the shopping center. The store’s design will feature light natural shades. Tactile-friendly materials in the design will create a cozy atmosphere: the retailer actively uses wood, concrete, jute, and greenery. Additionally, the SELA moms & monsters store will have a “library of cult products”: a separate area with basic items designed in the form of a “everything at your fingertips” shelf.
The SELA design principle of “less is more” reflects the brand’s values: sustainable use of natural resources, respect for people and the environment. SELA’s store concept was awarded “Best retail concept in the fashion category” at the NatMall international awards in April 2023.
“The multifunctional complex BOTANICA meets the key needs of the SELA brand’s audience: convenient location just a minute from the metro, proximity to modern residential development and recreational areas motivates families with children to spend more time in the project. One of the distinguishing features of SELA stores is the focus on family shopping, so we create kids friendly spaces: our stores have play areas for children with a creativity table in the shopping area with a gallery of drawings, and spacious fitting rooms have been added specifically for moms with strollers. There is also a relaxation area for dads with partitions and comfortable armchairs. SELA has established itself as a brand that knows how to surprise with creative collaborations and unconventional architectural solutions in store design. BOTANICA will also feature unique spaces for comfortable family shopping,” noted SELA.
“Earlier this year, the opening of a full-fledged family cluster in the shopping gallery was announced, which will include not only stores but also an entertainment center with an area of about 3000 sq.m. The SELA brand will be an important addition to this concept. The BOTANICA shopping gallery will offer not only comfortable shopping but also a variety of recreation and activities for children of all ages,” emphasized Alena Umbetkhalieva, Head of Leasing and Commercial Real Estate Concept Development at PIONEER.
Remind, the BOTANICA Multifunctional Complex from the developer PIONEER will be one of the rare openings in the Moscow shopping center segment in 2024. Currently, active work is underway on the interior finishing of the building, facade work is being completed, lifts and escalators are being installed in the shopping center and business centers. The design of the public and commercial spaces for the facility was developed by the Spanish CLK bureau: the concept is characterized by an abundance of natural greenery, an ecological approach to the selection of materials, and high-quality workmanship. The total area of the BOTANICA Multifunctional Complex is 90,000 sq.m: the facility includes offices and a shopping gallery. The completion of construction and the commissioning of the facility are scheduled for the first half of 2024.
About PIONEER Company
The developer PIONEER is a company with a 22-year history. It has a portfolio of 40 projects in residential, commercial, social, and multifunctional real estate. Since 2001, 2.8 million square meters of quality architecture have been implemented. Currently, 1.7 million square meters are in the design and construction stage. Among the company’s key projects are residential quarters under the LIFE brand, the premium complex HIGH LIFE, the club house OPUS, the premium residential quarter PRIDE, Ostankino Business Park, the BOTANICA Multifunctional Complex, and other multifunctional complexes within the TPUs that are developing the urban infrastructure to a qualitatively new level.