In Okhta Mall, the biggest shopping mall of St Petersburg, has now a new sela moms & monsters concept store featuring the children’s playground inside. This space is designed in the shape of a cardboard box turned upside down. Inside the box, there is a mini fashion store with fitting rooms and a cash-desk, where children can play while their parents choose clothes. Under the guidance of a store assistant, a kid can easily turn into a salesperson or a customer, and try themselves as creative merchandisers.

They can get a special “monster card” at the cash- desk, worth any amount so that little customers could “pay “ at the mock cash-desk in their mini store and get a gift of stickers.

Apart from the interactive playground, the flagship store presents an upgraded interior design. It uses neutral colour palette combined with dark wood, concrete and black metal. Such mix enhances the best presentation of women’s and kids’ clothes. The store interior decoration has been enriched by Veggie figures – a mascot of sela, and original navigation.

The new 432-sq m store is located on the second floor of the Okhta Mall.