The Largest 12storeez Flagship Store

The iconic Ural-based brand 12storeez has opened its newest flagship store in GUM, taking over the former Hermès space. This location has become not only the largest in the brand’s history but also offers guests a completely new design concept.

“Panoramic windows and seven-meter-high ceilings create a sense of openness and fill the store with light. At the centre, a spiral staircase, designed by French architect Denis Montel, appears to ‘float.’ We preserved it as part of the Hermès heritage that previously occupied this space,” the brand shares.

Spanning three floors in the heart of Moscow, the store features women’s and men’s collections, over ten spacious fitting rooms, and relaxation zones with soft chairs and sofas where guests can rest and enjoy coffee.

The store is located on GUM’s Third Line, occupying the 1st and 2nd floors. Visitors can also enter directly from the street at Ilyinka 2.