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Alexey Hegay, Partner of the Dostyk Plaza management company (TSPM.), commented:
“The renovation of Massimo Dutti is part of the consistent development of Dostyk Plaza. The project reflects our strategy of offering audiences relevant international concepts. This year our management company is strengthening its tenant mix with several significant openings. A large-scale Avrora project covering 900 square metres has already been launched. The globally iconic brand Agent Provocateur is officially entering the Kazakhstan market for the first time, and Dostyk Plaza will host the country’s first store. In the near future, a Starbucks in an обновлённая концепция is also expected to open.”
Collections combining everyday wardrobe essentials with premium lines take centre stage in the new Massimo Dutti space. Sophisticated designs crafted fr om high-quality natural leather, silk, and cashmere are now available to brand admirers year-round. Thoughtful zoning has transformed footwear, accessories, and fragrance departments into intimate standalone areas that encourage a more mindful discovery of the brand’s signature style.
“For Massimo Dutti, store interiors are an extension of the brand philosophy. We strive to preserve and develop spaces wh ere architecture and materials create an atmosphere of serene elegance. Environmental efficiency remains a key element of this approach: Inditex technologies significantly reduce energy consumption and promote more responsible use of resources, which is a standard for our projects,” commented Stanislav Kapchunov, Regional Visual Merchandiser at Massimo Dutti.
Soft, carefully designed lighting and olfactory сопровождение further emphasise the project’s core idea — creating an atmosphere of absolute calm. In a world defined by rapid change, Massimo Dutti remains faithful to timeless values. For Dostyk Plaza, this opening represents another step in the consistent evolution and renewal of its retail environment.
Scale and Geometry: Architectural Features of the New Massimo Dutti Concept at Dostyk Plaza
A renewed two-level Massimo Dutti space has opened in Almaty, redefining the traditional interaction between fashion and interior art. The spacious store unveiled at Dostyk Plaza embodies the brand’s new global concept. This marks the next stage in the evolution of “quiet luxury,” where the focus shifts to noble materials and refined geometry.
The key visual dominant is the monumental four-metre-high entrance doors made of dark wood. These massive portals set the scale and create a transition into an atmosphere of calm and harmony, leaving the bustle of the мегapolis behind the threshold.
The 360° Concept and Attention to Detail
Inside, the space unfolds through the philosophy of “360°,” where architecture, lighting, and materials form a holistic interior perception. The design is built on a subtle dialogue between natural linen, stone, and wood. High ceilings and decorative glass partitions create a sense of openness filled with air and light. The ambience is enhanced by art objects — handcrafted ceramic vases and painted canvases.Alexey Hegay, Partner of the Dostyk Plaza management company (TSPM.), commented:
“The renovation of Massimo Dutti is part of the consistent development of Dostyk Plaza. The project reflects our strategy of offering audiences relevant international concepts. This year our management company is strengthening its tenant mix with several significant openings. A large-scale Avrora project covering 900 square metres has already been launched. The globally iconic brand Agent Provocateur is officially entering the Kazakhstan market for the first time, and Dostyk Plaza will host the country’s first store. In the near future, a Starbucks in an обновлённая концепция is also expected to open.”
Intelligent Wardrobe and Comfort
Collections combining everyday wardrobe essentials with premium lines take centre stage in the new Massimo Dutti space. Sophisticated designs crafted fr om high-quality natural leather, silk, and cashmere are now available to brand admirers year-round. Thoughtful zoning has transformed footwear, accessories, and fragrance departments into intimate standalone areas that encourage a more mindful discovery of the brand’s signature style.
Sustainability and Conscious Design
“For Massimo Dutti, store interiors are an extension of the brand philosophy. We strive to preserve and develop spaces wh ere architecture and materials create an atmosphere of serene elegance. Environmental efficiency remains a key element of this approach: Inditex technologies significantly reduce energy consumption and promote more responsible use of resources, which is a standard for our projects,” commented Stanislav Kapchunov, Regional Visual Merchandiser at Massimo Dutti.
Soft, carefully designed lighting and olfactory сопровождение further emphasise the project’s core idea — creating an atmosphere of absolute calm. In a world defined by rapid change, Massimo Dutti remains faithful to timeless values. For Dostyk Plaza, this opening represents another step in the consistent evolution and renewal of its retail environment.