Sergey Zverev participated in a press conference at the opening of "Dubrovka Loft."

      A new space "Dubrovka Loft" has opened in Moscow, which develops the "Dubrovka" brand in a new format. The project combines fashion retail, personal service, educational and business events, and is aimed at forming a professional community around fashion, personal branding, and creative industries.

      As part of the opening, a press conference was held, one of the participants being superstar Sergey Zverev.

      The discussion at the press conference focused on the transformation of the traditional retail space, the role of personal style in modern society, and the development of new formats for business and professional interaction.

      Among the participants of the press conference were: project director "Dubrovka Loft" Nazifat Kaidova, strategic partner of the project and founder of the Producer Center "Status Speaker" Yana Zhuravleva, fashion designer Tiana Lyamova, historian and art critic Oksana Morozova.

      The moderator of the press conference was journalist, editor-in-chief of the media brand "Business Russia" Diana Guts.

      As noted by guests and participants of the event, the launch of "Dubrovka Loft" reflects a broader trend of transforming traditional offline retail. Competition with marketplaces and changing consumer habits lead to retail spaces expanding their functions: alongside the ability to make purchases, service, expert support, and event formats are becoming increasingly important.

      This concept is the foundation of the work at "Dubrovka Loft" today. In addition to the retail component, the space is intended for professional meetings, educational projects, fashion events, and collaborations among representatives of creative industries.

      "We want to preserve the 'Dubrovka' brand but present it in a new format that meets the demands of the market and the modern consumer. Today, a person comes not only for shopping. They come for quality, service, communication, and experiences. Therefore, our task is to create a space that people want to return to," noted project general director Nazifat Kaidova.

      One of the areas of work will be the event program. "Dubrovka Loft" plans to hold fashion analyses, lectures by fashion historians, educational and business events, and meetings of entrepreneurs, designers, and representatives of professional communities.

      According to Kaidova, the project's goal is to create an environment where interaction among participants leads to new partnerships and joint initiatives.

      From a retail point to a professional community

      A separate direction of the project is related to the development of personal branding and professional self-presentation.

      Strategic partner of "Dubrovka Loft," founder of the Producer Center "Status Speaker" Yana Zhuravleva noted that the visual image is becoming an important element of business communication for entrepreneurs, experts, and public figures.

      "Our strategic task is to form a professional community around 'Dubrovka Loft' where fashion, personal branding, and expertise work as a unified system. We see this space not just as a venue for events, but as a point of attraction for partnerships, new projects, and professional growth," she emphasized.

      Thus, the project complements the traditional format of fashion retail with educational and business components.

      Sergey Zverev: fashion becomes part of everyday communication

      As Sergey Zverev noted in his speech at the press conference, the "Dubrovka" brand has historically been well-known among representatives of the Russian show business: elements of stage images have been selected here for many years.

      At the same time, today working with style is becoming relevant not only for artists.

      "One needs to learn style and use the services of professionals, especially if a person is public. It is important not only to look good on stage or in a magazine — a person should be able to look stylish in everyday life," noted Sergey Zverev.

      Fashion designer Tiana Lyamova pointed out the changing attitude of consumers towards fashion: instead of following mass trends, individual style, connected to a person's personality, profession, and lifestyle, is becoming increasingly sought after.

      Historian and art critic Oksana Morozova examined fashion from the perspective of cultural capital. According to her, clothing and visual self-presentation can reflect values, professional identity, and an individual's personal story.

      A new model of offline space

      During the press conference, participants discussed the changes occurring in the format of modern retail spaces. In their opinion, one of the possible directions for the development of modern fashion retail is the transition from the "came — chose — bought" model to a multifunctional space that combines trade, personal service, education, events, and professional networking. This transformation is associated with changes in consumer behavior and the development of new formats for interaction with visitors.

      One of the first activities of the "Dubrovka Loft" space was "Fashion Shoko Therapy" — an image performance for ten entrepreneurs. The format combined elements of image consulting, psychology, and performative art.

      In the future, the space plans to host events featuring designers, entrepreneurs, experts, and representatives of creative industries.

      According to the participants of the press conference, the development of such projects reflects a general trend of changing the format of urban retail spaces, which increasingly combine commercial, educational, and communication functions.

      The gift partner at the opening was the communication agency "Legpro Media - Center," providing special conditions for participation in the exhibition "INTERFABRIC." The catering partner was the company "Gifts of Kamchatka."

      Photo: Arina Zimina