Snow Queen Retail Fashion Store Design
We build brands designed to transform markets.
Profitable. Store Optimization.
A leading fashion retailer in Russia received creative solutions for POSM, unique display merchandising, store interior design, and brand communications.
CampbellRigg partnered with Snow Queen (Снежная Королева), one of Russia’s leading fashion retailers, to transform its retail environment, evolve its brand identity and enhance the customer experience. The project delivered a cohesive store design, distinctive brand expression and an immersive visual merchandising approach that embodies Snow Queen’s fashion positioning while deepening engagement and emotional connection with customers.
Best branding and fashion retail store design for Snow Queen in Moscow.
Snow Queen is one of Russia's larger multi-fashion store chains selling fur coats and fashion apparel.
The store design included interiors, merchandising
systems, lighting and graphic communications.
Location - Europeisky Shopping Mall, Moscow.
After conducting a store audit and benchmarking analysis, we created a design direction that addressed several challenges from previous store concepts. For instance, the colour contrasts within store zones were too busy, the in-store navigation for Snow Queen’s own-brand lines needed improvement, and the POS materials were stylistically inconsistent.
Our work helped Snow Queen align store aesthetics, spatial planning and brand storytelling with a modern fashion consumer’s expectations, driving both emotional engagement and commercial performance.
Retail Challenge
Snow Queen approached CampbellRigg with a clear need to transform its retail spaces so they:
• Convey a stronger, more consistent brand identity
• Improve customer flow and in-store navigation
• Elevate visual merchandising and product presentation
• Create an immersive shopping environment
The existing stores lacked cohesion between brand positioning and spatial experience, resulting in missed opportunities to connect with shoppers and maximise sales.
To address this, Snow Queen needed a strategic design framework that bridges brand strategy, store design and customer experience optimisation.
Above and below: Acasta and Le Monique branding and merchandising system department design solution.
Store Layout & Spatial Planning
Core deliverables included:
• Intuitive store layouts that encourage exploration
• Strategic product zones to highlight key collections
• Seamless circulation and wayfinding
• Interior finishes and lighting that enhance brand perception
Bringing this store concept to life in under 12 weeks demanded deep expertise and precise execution. The outcome is a brighter, cleaner, and more stylish environment that radiates confidence and optimism. Optimized product density and space utilization drove higher sales per square meter, while the addition of a sleek black-tiled runway introduces a modern, fashion-forward flow that unifies the entire store experience.
Shopper Experience Focus
From entry to purchase, every touchpoint was considered to improve:
• Navigation and customer flow
• Product discovery and spotlighting
• Visual storytelling and brand engagement
• Comfortable and dynamic space planning
This shopper-centric approach enhances customer satisfaction and social sharing moments.
Our Four-Step Process:
1. Book a consultation call for free
2. Co-create a bespoke brief
3. We execute the creative work fast
4. You see sales, brand loyalty and market share uplift
Schedule your consultation today and receive a free quote.
Cost-Effective Excellence:
Our pricing structure is highly competitive, offering exceptional value without compromising on quality or creativity.
Rapid Execution:
We move fast. From concept to implementation, our agile team ensures your project is delivered on time and to the highest standards.
Multidisciplinary Expertise:
Our team brings together seasoned brand strategists, architects, interior designers, and graphic designers, collaborating to create seamless, end-to-end brand environments.
Global Reach, Local Insight:
With successful projects delivered across Europe, the Middle East, and Asia, we combine international experience with local market understanding.
Scalable Project Delivery:
Whether it's a flagship fashion store, an urban network or mall store, we manage and execute projects of all sizes, efficiently and effectively.
Proven Track Record:
Our designs evolve branch networks from purely transactional spaces into experiential, relationship-focused brand environments, enhancing engagement, elevating customer experience, and driving tangible business results.
Full-Service Creative Agency:
From rebranding and marketing campaigns to spatial design and rollout, we provide an integrated service tailored to your goals.
