DDi - April/May 2013 - (Page 75)

| 75 Kitchen confidential CookHouse is Russia’s first retail destination dedicated to all things home cooking By Erin M. Loewe Photos: Jon Meade Photography, London W Opposite: CookHouse is the first retailer in Russia dedicated to those who love to cook. Above: Inspiration panels educate and motivate customers to try something new. hen the Soviet Union collapsed more than 20 years ago, it was clear that an idealistic sea change was just beginning. But, certain cultural shifts—like how people live, shop and dine—are difficult to predict many years down the road. Fortunately, some entrepreneurial minds are paying close attention to new attitudes and desires, and are there to meet the demands of Russia’s growing middle class. CookHouse is the country’s first retailer dedicated to those who love to cook, featuring kitchenware and small appliances. The debut flagship opened last year, in Moscow’s Golden Babylon Shopping and Entertainment Center. Evgeny Butman is chairman of Ideas4Retail, which operates a handful of international brands in Russia. But, CookHouse is the company’s first unique brand creation, catering to a new middle class who, after enjoying the liberation of finally being able to dine out during the ’90s and early 2000s, now is re-discovering the delights of eating in. “For many families, cooking at home has now become a form of entertainment, an opportunity to spend their free time together and invite friends over, and a fun way to demonstrate their individuality or healthy lifestyle,” Butman explains. “Subsequently, the attitude to kitchenware has also changed—with a more selective and demanding approach to the products. This new type of consumer is typically a well-traveled person who knows what they want. To date, there have been no specialized kitchenware retail chains in Russia that could satisfy this demand, which presented an opportunity for us. We researched international best practices and realized the great potential to create something similar and even better in Russia.” The London office of Columbus, Ohio-based design, branding and architectural agency FITCH seemed to fit the bill when it came to designing the 7,104-sq.-ft. Moscow flagship. The store is www.ddionline.com http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - April/May 2013

DDi - April/May 2013
Table of Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Visual Perspectives
Editor’s Choice
Design Snapshot
Design Snapshot
Markopoulos Award
Tazo Tea
Tiffany & Co.
Experience Makers
Piperlime
Mattel Experience
CookHouse
Aéropostale
Paris Kids Department
Technology & Customer Engagement Section
Technology Trends
Big Data Column
In-Store Technology
Product Spotlight
Design Leaders 2013
Right Light
GlobalShop Coverage
Special Events
Conference Schedule
Chicago Retail
Exhibitor Products
Calendar
Advertisers
Classifieds
Shopping with Paco

DDi - April/May 2013