Poison Drop is a multi-brand jewellery shop positioning itself as a ‘jewellery department store’ where everyone can find a stylish accessory reflecting the latest trends. The brand aims to change stereotypes about jewellery as something expensive and inaccessible, while avoiding the mass-market approach associated with low quality. Poison Drop carefully positions its selection of jewellery in the middle price segment, which is a bright accent and a spectacular addition to any brand. The stylistics of the presented jewellery are diverse - from super minimalist and basic jewellery, to flashy and large statement jewellery.

The brand already had an online platform and a few offline shops, but their interiors were rather bland and lacked the manifestation of the very strong ideology of the brand. At the same time, all the internal technical processes at Poison Drop were organised at the highest level and needed to be preserved.

We had a task to rethink the visual image of the brand, giving it brightness, uniqueness and recognisability, combining it with suitable logistics of the space for the convenience of visitors and staff. We wanted to visualise the brand ideology and bring the interaction of customers with the shop space to a whole new level. We developed a new visual corporate style and implemented it in our first project - Poison Drop on the Patriarch Ponds in Moscow. We are also working on several more shops in different locations.
For the shop on the Patriarch Ponds, we distributed all the functionality over two floors, with a different visual concept.

The ground floor is bright and open, with basic and trendy jewellery within the medium price segment. All showcases here are open - part of the display is located on the upper surface of the racks, the rest is placed in the front-open pallet boxes. This is the idea of a jewellery box, where you can dig around and look at all the jewellery as much as you want, and where you can find a piece of jewellery of your dreams. Here you can open the drawers, measure the jewellery, take the items you like most in the fitting area and choose in a quiet atmosphere with a glass of non-alcoholic special cocktail (we have provided a small cocktail station on this floor).

In order to emphasise the concept of a ‘jewellery department store’, we created a unique type of showcases for each direction. They are like pebbles scattered in the space of the hall - bright, interesting, different, reflecting the ideology of each segment.

Around the perimeter, there are the basic display cases: they present everyday universal jewellery. The central counters are more characteristic. In the centre, there is a large wooden showcase with jewellery from world brands, a fitting area and an automated conveyor belt (like in a sushi bar) where jewellery is moved in a circle; this which adds to the interactivity of the selection.