Rostelecom's flagship store is an expensive monument to inefficiency

Working with retail stores is always interesting, because almost everything depends on how the retail space is organized - whether your customer will leave empty-handed or find what he needs, and often does not need at all, but he liked. A special art is to create a space in which it is easy for both sellers and buyers to be. Knowledge is banal, it is literally understood by everyone, although they are described in different words. In 2020, many retail chains in Russia were creating their own vision of the stores of the future, playing with the format of flagship retail projects. Even unsuccessful projects can give something to understand what should never be done, what decisions should be avoided.

At the end of January 2021, the flagship store of Rostelecom appeared in Moscow, I planned to visit it much earlier, but somehow everything did not work out, unforeseen factors or trips constantly intervened. The store is located in the very center of the city, not far from the high-rise of the Ministry of Foreign Affairs, in the pedestrian zone of the Old Arbat. The exact address is Old Arbat, house 46, building 1.

How do you envision a flagship store? The city center, a lot of strolling tourists, they have to look into the windows, attracted by the light of advertising and those offers that Rostelecom makes them. I had about this understanding of the flagship store, as they pump in a lot of money that never pays off. This is a vanity fair, an expensive demonstration of opportunities, and the key here is not even earnings, but the opportunity to show oneself from the best side. So, you will not find Rostelecom on the Arbat by chance, you can get there only with the goal of entering this store.

I know the center well, I remember approximately where the Rostelecom store should be, so I went without a map. I easily missed the store, I had to return. The ATS building was built in 1928, the architects of the past worked, keeping in mind that the telephone exchange should not be conspicuous, and therefore they drowned the building deep into the street. Trees grow in front of the building, a Rostelecom sign flashes between them. There is practically no hint of a store.

Few people know that Rostelecom has its own stores, but it is impossible to enter this store by chance. You enter the building and see the guard's desk at the top, some kind of turnstiles. The entrance to the store is located to the right of the stairs, it does not make any impression, it seems that there is a closet hiding there.

It is clear that the building belongs to Rostelecom, it is clear that it was chosen on the principle that it is free for the company. But it was possible to come up with a lot of interesting things, for example, put signs on the street, put up interactive screens, in a word, figure out how to solve the problem that no one knows about Rostelecom's flagship store here. But none of this was done.

The first room should acquaint us with the Rostelecom brand, set it up in the right way.

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Review of the smartphone Samsung Galaxy A22s 5G (SM A226B/DSN)

A niche smartphone with 5G support for minimal money - it's not even on the Samsung website, but it's sold in Russia. Compare with Galaxy A22 - is it worth the money?

Kia Picanto test. The last of the city cars

Somehow imperceptibly, almost all compact city cars left Russia, which replaced compact class sedans and liftbacks like Hyundai Solaris and Skoda Rapid. There are always two real city cars left on our market, this is the hero of our material Kia Picanto and Chevrolet Spark, along with its counterpart under the Ravon brand.

TCL TW30 MoveAudio S600 TWS headphones review

Any decent smartphone manufacturer is bound to offer their own TWS headset with them. So TCL introduced in December on the Russian market not only a flagship smartphone, but also a flagship headset. Let's see what happened ...

Let's quote the press release: “The salon design was developed by Art. Lebedev Studio, which integrated technology into the space, intelligently used colors and textures, ensured the most native user interaction with the environment, and formed a single store ecosystem. The studio has also developed tools for self-study of products.

There is a coffee machine next to it, cups stick out in it, spoons and sugar lie. On the terminal for payment, the inscription "Temporarily not working" glows brightly. To the right of him is a water cooler, there are no cups. Therefore, the people who came first try to make themselves coffee, and then they take a coffee cup and are content with water. I watched this picture a couple of times, I especially liked the woman with the child, who commented on the non-working coffee machine: “They have everything through ***.” Was inside for about half an hour, but the sea of ​​impressions.

In the welcome area there is a Tinkoff ATM, perhaps this is a place of attraction. People come to him, but two machines nearby are empty (one for connecting to Tele2, the second for paying for services).

Inscriptions are projected onto the floor, for example, they write: "The most interesting thing is ahead." They lure you into the main space of the store.

But we need to look at the table, next to the corner sofa. There are some papers and a lone ballpoint pen on the table.

I take the top paper from the table, I read that this is a statement about the termination of the contract for communication services. Before my eyes, several visitors returned to the table and began to fill out these contracts. It's funny, but life always takes its toll, and it's not superficial but real that comes to the fore. Most visitors to this store do not come here to look at new technologies, to study something, but to close the contract. And that's why such a large stack lies at the entrance, so this is the main function of the flagship store. Those who built this monument to inefficiency did not even think that this was possible. But this irony is infinitely good.

There are two chairs nearby, you can swing in them. Probably, there should be some good emotions, but they come here for something else!

We haven't fully figured out the welcome area yet, as we need to focus on the plants. Plastic fakes for living plants collect dust, they just never wipe it off, they look beaten by life. Desolation hovers over this plastic, a sense of deadness. And nearby, SIM-card vending machines are brightly lit in neon.

I ran it over a large sheet, and there was a trace of dust on it. And you know what's the most fun? On the stairs in front of the store entrance there are flowers, which also belong to Rostelecom, but they are alive.

The contrast is amazing, it’s even hard to imagine it on purpose, it’s just that someone who built the salon didn’t think about the context of the place, the connection of this space with the street and the building as such. This is a spherical store in a vacuum, which was drawn on a computer and did not think how to make it alive. Dead fake bad sense.

We enter a large trading room. Weekday, but the store is empty.

Someone came up with a stupid slogan "Technology of something", and then substituted a second word for it, it turned out "communication technologies", "control technologies", "comfort technologies", "entertainment technologies". The idea is frankly stupid, since the word “technology” is not directly associated with the same entertainment, and control technologies even hint at the fact that the 5G population will be chipped here. Just a poorly thought up designation of zones, which the customer accepted as is.

There are two sales assistants in the store, they are in soap, despite the fact that there are almost no visitors. Every ten minutes one or two people come, they need to close the contract. They rush about with statements, they type something, they open the printer, which is hidden behind their counter. They just don't have time to pay attention to me. I wander around the store, poke into the exhibits of this museum of lost hopes and try to do something with them. I feel like an archaeologist who stumbled upon the traces of a civilization that once existed.

ASUS Zenbook Vivobook 14 OLED. The most affordable OLED screen!

A laptop with an OLED screen that will still be relevant in 5 years.

Samsung Galaxy A22 (SM-A225F/DSN) review

A model for 18 thousand rubles, which has become adequate in terms of price / quality ratio. AMOLED screen, which is unusual for this money, AoD and other characteristics.

New items of the month: 5 main smartphones of January

Second tier flagships from Samsung, Sony, OnePlus and Honor. And the new Xiaomi Redmi Note 11 Pro!

Review Honor MagicBook 15 (2021) on AMD Ryzen 5500U

Performance laptop with excellent value for money.

The display of goods is normal, but it is also a little covered with dust, even behind the glass it is clear that the boxes have not been touched for a long time. People don't come here for shopping, which is very sad, they go here for something else.

There is artificial grass on the window, it is illuminated by the July sun, it has just rained, and the light plays on the plastic blades.

No one can say why this grass is here and what it is for. Apparently, it is needed, since grass was included in the estimate. In general, the feeling that the designers of this burial ground hammered everything they could into it, the customer agreed with everything, since they are professionals and they know better how to do it.

Electronic price tags show the cost of goods.

There are joysticks nearby, you can't buy them, but there are price tags, and they don't work! Usually in such cases, something encouraging is written on them: “This product is out of stock, but there are a million cool things on our site, go to the site!”. Here they were simply turned off, sales do not bother anyone.

There is a smart speaker at the table, it should demonstrate technologies in a home environment, apparently, turn on the lamp installed right there. The girl is sitting at the table and trying to say something to the column, the latter is silent, however, like the sellers, they are still busy. Does not work. Perhaps, here you can experiment on how civilization is being destroyed, equipment is gradually breaking down, people who knew how to turn it on disappear.

The far room is dedicated to games, it has two gaming seats and a huge chair from Acer, it's called Predator Thronos. A real throne for the player, a place that could attract hundreds of teenagers every day.

The throne is turned off, there is no more life in its wires. A light coating of dust, I climb inside and sit in a chair. No one cares what happens in this closet, the sellers don't go here anymore, everything is reliably de-energized here. Several gaming stations (expensive-rich) in the same condition, they are simply turned off, as no one needs them. Conventionally, we can say that only the picture on the wall works. Advertising sounds like a mockery that there are 800 games on this computer and they will all go with a bang.

Director of Rostelecom Retail Systems LLC Denis Goleshchikhin:

“In the new flagship salon under the Rostelecom brand, we have combined complexity and simplicity. The needs of our customers are becoming more and more complex, and it is important for us that even “complex” products are easy to use. The salon concept immerses the user in a simple, intuitive ecosystem. Here, customers can get to know the company's brand better, get acquainted with innovative solutions and quickly find exactly what they need.

What do you think of this flagship store format? Am I overly biased and all wrong? Tell us about your impressions, or even better, go to the store if you are in Moscow and share your impressions.

The first Google store in America - a five-year long-term construction

Google has been building its branded flagship store for five years, and this is what came of it - we look at the first Google Store.

Rostelecom's flagship store is an expensive monument to inefficiency

Working with retail stores is always interesting, because almost everything depends on how the retail space is organized - whether your customer will leave empty-handed or find what he needs, and often does not need at all, but he liked. A special art is to create a space in which it is easy for both sellers and buyers to be. Knowledge is banal, it is literally understood by everyone, although they are described in different words. In 2020, many retail chains in Russia were creating their own vision of the stores of the future, playing with the format of flagship retail projects. Even unsuccessful projects can give something to understand what should never be done, what decisions should be avoided.

At the end of January 2021, the flagship store of Rostelecom appeared in Moscow, I planned to visit it much earlier, but somehow everything did not work out, unforeseen factors or trips constantly intervened. The store is located in the very center of the city, not far from the high-rise of the Ministry of Foreign Affairs, in the pedestrian zone of the Old Arbat. The exact address is Old Arbat, house 46, building 1.

How do you envision a flagship store? The city center, a lot of strolling tourists, they have to look into the windows, attracted by the light of advertising and those offers that Rostelecom makes them. I had about this understanding of the flagship store, as they pump in a lot of money that never pays off. This is a vanity fair, an expensive demonstration of opportunities, and the key here is not even earnings, but the opportunity to show oneself from the best side. So, you will not find Rostelecom on the Arbat by chance, you can get there only with the goal of entering this store.

I know the center well, I remember roughly where the Rostelecom store should be, so I went without a map. I easily missed the store, I had to return. The ATS building was built in 1928, the architects of the past worked, keeping in mind that the telephone exchange should not be conspicuous, and therefore they drowned the building deep into the street. Trees grow in front of the building, a Rostelecom sign flashes between them. There is practically no hint of a store.

Few people know that Rostelecom has its own stores, but it is impossible to accidentally enter this store. You enter the building and see the guard's desk at the top, some kind of turnstiles. The entrance to the store is located to the right of the stairs, it does not make any impression, the feeling that a closet is hiding there.

It is clear that the building belongs to Rostelecom, it is clear that it was chosen on the principle that it is free for the company. But it was possible to come up with a lot of interesting things, for example, put signs on the street, put up interactive screens, in a word, figure out how to solve the problem that no one knows about Rostelecom's flagship store here. But none of this was done.

The first room should introduce us to the Rostelecom brand, set it in the right way.

Reality and prospects of the IT professions market

What professions are the most popular and highly paid?

Review of the smartphone Samsung Galaxy A22s 5G (SM A226B/DSN)

A niche smartphone with 5G support for minimal money - it's not even on the Samsung website, but it's sold in Russia. Compare with Galaxy A22 - is it worth the money?

Kia Picanto test. The last of the city cars

Somehow imperceptibly, almost all compact city cars left Russia, which replaced compact class sedans and liftbacks like Hyundai Solaris and Skoda Rapid. There are always two real city cars left on our market, this is the hero of our material Kia Picanto and Chevrolet Spark, along with its counterpart under the Ravon brand.

TCL TW30 MoveAudio S600 TWS headphones review

Any decent smartphone manufacturer is bound to offer their own TWS headset with them. So TCL introduced in December on the Russian market not only a flagship smartphone, but also a flagship headset. Let's see what happened ...

Let's quote the press release: “The salon design was developed by Art. Lebedev Studio, which integrated technology into the space, intelligently used colors and textures, ensured the most native user interaction with the environment, and formed a single store ecosystem. The studio has also developed tools for self-study of products.

The friendly and calm interior microclimate, openness to communication, geometric clarity and clarity of space - all these solutions emphasize the character and features of the Rostelecom brand.

In the interior design, light shades of finishing materials with violet and orange accents are used, which emphasizes the color scheme of the Rostelecom brand. Modern building materials and interactive lighting form an up-to-date technological interior and emphasize the customer-oriented concept.

The salon is equipped with a Welcome zone with comfortable armchairs and a soft sofa, where you can solve any operational tasks, relax and drink coffee. A special screen is placed right on the wall, which reacts to movement, "reads" the face, determines gender, age and issues a targeted offer.

The first disappointment is that the motion screen does not work, some icons are reflected, but it simply did not start. The feeling that the person who knows how to turn it on quit and the technology in the store ended there.

There is a coffee machine next to it, cups stick out in it, spoons and sugar lie. On the terminal for payment, the inscription "Temporarily not working" glows brightly. To the right of him is a water cooler, there are no cups. Therefore, the people who came first try to make themselves coffee, and then they take a coffee cup and are content with water. I watched this picture a couple of times, I especially liked the woman with the child, who commented on the non-working coffee machine: “They have everything through ***.” Was inside for about half an hour, but the sea of ​​impressions.

In the welcome area there is a Tinkoff ATM, perhaps this is a place of attraction. People come to him, but two machines nearby are empty (one for connecting to Tele2, the second for paying for services).

Inscriptions are projected onto the floor, for example, they write: "The most interesting thing is ahead." They lure you into the main space of the store.

But we need to look at the table, next to the corner sofa. There are some papers and a lone ballpoint pen on the table.

I take the top paper from the table, I read that this is a statement about the termination of the contract for communication services. Before my eyes, several visitors returned to the table and began to fill out these contracts. It's funny, but life always takes its toll, and it's not superficial but real that comes to the fore. Most visitors to this store do not come here to look at new technologies, to study something, but to close the contract. And that's why such a large stack lies at the entrance, so this is the main function of the flagship store. Those who built this monument to inefficiency did not even think that this was possible. But this irony is infinitely good.

There are two chairs nearby, you can swing in them. Probably, there should be some good emotions, but they come here for something else!

We enter a large trading room. Weekday, but the store is empty.

Someone came up with a stupid slogan "Technology of something", and then substituted a second word for it, it turned out "communication technologies", "control technologies", "comfort technologies", "entertainment technologies". The idea is frankly stupid, since the word “technology” is not directly associated with the same entertainment, and control technologies even hint at the fact that the 5G population will be chipped here. Just a poorly thought up designation of zones, which the customer accepted as is.

There are two sales assistants in the store, they are in soap, despite the fact that there are almost no visitors. Every ten minutes one or two people come, they need to close the contract. They rush about with statements, they type something, they open the printer, which is hidden behind their counter. They just don't have time to pay attention to me. I wander around the store, poke into the exhibits of this museum of lost hopes and try to do something with them. I feel like an archaeologist who stumbled upon the traces of a civilization that once existed.

ASUS Zenbook Vivobook 14 OLED. The most affordable OLED screen!

A laptop with an OLED screen that will still be relevant in 5 years.

Samsung Galaxy A22 (SM-A225F/DSN) review

A model for 18 thousand rubles, which has become adequate in terms of price / quality ratio. AMOLED screen, which is unusual for this money, AoD and other characteristics.

New items of the month: 5 main smartphones of January

Second tier flagships from Samsung, Sony, OnePlus and Honor. And the new Xiaomi Redmi Note 11 Pro!

Review Honor MagicBook 15 (2021) on AMD Ryzen 5500U

Performance laptop with excellent value for money.

The display of goods is normal, but it is also a little covered with dust, even behind the glass it is clear that the boxes have not been touched for a long time. They don't come here for shopping, which is very sad, they go here for something else.

There is artificial grass on the window, it is illuminated by the July sun, it has just rained, and the light plays on the plastic blades.

No one can say why this grass is here and what it is for. Apparently, it is needed, since grass was included in the estimate. In general, the feeling that the designers of this burial ground hammered everything they could into it, the customer agreed with everything, since they are professionals and they know better how to do it.

Electronic price tags show the cost of goods.

There are joysticks nearby, you can't buy them, but there are price tags, and they don't work! Usually in such cases, something encouraging is written on them: “This product is out of stock, but there are a million cool things on our site, go to the site!”. Here they were simply turned off, sales do not bother anyone.

There is a smart speaker at the table, it should demonstrate technologies in a home environment, apparently, turn on the lamp installed right there. The girl is sitting at the table and trying to say something to the column, the latter is silent, however, like the sellers, they are still busy. Does not work. Perhaps, here you can experiment on how civilization is being destroyed, equipment is gradually breaking down, people who knew how to turn it on disappear.

The far room is dedicated to games, it has two gaming seats and a huge chair from Acer, it's called Predator Thronos. A real throne for the player, a place that could attract hundreds of teenagers every day.

The throne is turned off, there is no more life in its wires. A light coating of dust, I climb inside and sit in a chair. No one cares what happens in this closet, the sellers don't go here anymore, everything is reliably de-energized here. Several gaming stations (expensive-rich) in the same condition, they are simply turned off, as no one needs them. Conventionally, we can say that only the picture on the wall works. Advertising sounds like a mockery that there are 800 games on this computer and they will all go with a bang.

The feeling of visiting some kind of burial ground is enhanced by the red backlight and the monitors turned off. Advertising is still working, it seems that civilization will die out at the moment when the last advertising message disappears. I go out of the closet into the hall to see new visitors, they still fill out applications, the consultants draw them up and are completely busy. They literally run around on the spot, as they do not have time. An empty store, a few visitors, but they understand that now, like in Tetris, new people will pile up, new statements will appear.

A short afterword

Rostelecom is a huge company, a business with conditionally unlimited resources. But here is the situation when the mountain gives birth to a mouse, although it can rather be called a living monument to the hopes of retail projects. The flagship store of Rostelecom was opened at the end of January; in six months it fell into complete disrepair and no one needs it. The management reported on the opening of the flagship, the press posted beautiful pictures from the opening and talked about how cool everything is. By any standards, huge funds were driven into the equipment of the store, the creation of its concept, which even on paper or on a computer screen looks dead. This project is not about business, not about the desire to make money, but rather about ambitions that are not supported by anything. You look at all this, and a picture forms in your head, you remember other statements of the company, and an empty playing area covered with dust immediately pops up. For its money, Rostelecom forms the perception of the brand, which, to put it mildly, raises many questions. What Rostelecom tried to do and say is best demonstrated by a quote from the press release.

Director of Rostelecom Retail Systems LLC Denis Goleshchikhin:

“In the new flagship salon under the Rostelecom brand, we have combined complexity and simplicity. The needs of our customers are becoming more and more complex, and it is important for us that even “complex” products are easy to use. The salon concept immerses the user in a simple, intuitive ecosystem. Here, customers can get to know the company's brand better, get acquainted with innovative solutions and quickly find exactly what they need.

What do you think of this flagship store format? Am I overly biased and all wrong? Tell us about your impressions, or even better, go to the store if you are in Moscow and share your impressions.

The first Google store in America - a five-year long-term construction

Google has been building its branded flagship store for five years, and this is what came of it - we look at the first Google Store.

Rostelecom's flagship store is an expensive monument to inefficiency

Working with retail stores is always interesting, because almost everything depends on how the retail space is organized - whether your customer will leave empty-handed or find what he needs, and often does not need at all, but he liked. A special art is to create a space in which it is easy for both sellers and buyers to be. Knowledge is banal, it is literally understood by everyone, although they are described in different words. In 2020, many retail chains in Russia were creating their own vision of the stores of the future, playing with the format of flagship retail projects. Even unsuccessful projects can give something to understand what should never be done, what decisions should be avoided.

At the end of January 2021, the flagship store of Rostelecom appeared in Moscow, I planned to visit it much earlier, but somehow everything did not work out, unforeseen factors or trips constantly intervened. The store is located in the very center of the city, not far from the high-rise of the Ministry of Foreign Affairs, in the pedestrian zone of the Old Arbat. The exact address is Old Arbat, house 46, building 1.

Few people know that Rostelecom has its own stores, but it is impossible to accidentally enter this store. You enter the building and see the guard's desk at the top, some kind of turnstiles. The entrance to the store is located to the right of the stairs, it does not make any impression, the feeling that a closet is hiding there.

It is clear that the building belongs to Rostelecom, it is clear that it was chosen on the principle that it is free for the company. But it was possible to come up with a lot of interesting things, for example, put signs on the street, put up interactive screens, in a word, figure out how to solve the problem that no one knows about Rostelecom's flagship store here. But none of this was done.

The first room should introduce us to the Rostelecom brand, set it in the right way.

Reality and prospects of the IT professions market

What professions are the most popular and highly paid?

Review of the smartphone Samsung Galaxy A22s 5G (SM A226B/DSN)

A niche smartphone with 5G support for minimal money - it's not even on the Samsung website, but it's sold in Russia. Compare with Galaxy A22 - is it worth the money?

Kia Picanto test. The last of the city cars

Somehow imperceptibly, almost all compact city cars left Russia, which replaced compact class sedans and liftbacks like Hyundai Solaris and Skoda Rapid. There are always two real city cars left on our market, this is the hero of our material Kia Picanto and Chevrolet Spark, along with its counterpart under the Ravon brand.

TCL TW30 MoveAudio S600 TWS headphones review

Any decent smartphone manufacturer is bound to offer their own TWS headset with them. So TCL introduced in December on the Russian market not only a flagship smartphone, but also a flagship headset. Let's see what happened ...

Let's quote the press release: “The salon design was developed by Art. Lebedev Studio, which integrated technology into the space, intelligently used colors and textures, ensured the most native user interaction with the environment, and formed a single store ecosystem. The studio has also developed tools for self-study of products.

The friendly and calm interior microclimate, openness to communication, geometric clarity and clarity of space - all these solutions emphasize the character and features of the Rostelecom brand.

In the interior design, light shades of finishing materials with violet and orange accents are used, which emphasizes the color scheme of the Rostelecom brand. Modern building materials and interactive lighting form an up-to-date technological interior and emphasize the customer-oriented concept.

The salon is equipped with a Welcome zone with comfortable armchairs and a soft sofa, where you can solve any operational tasks, relax and drink coffee. A special screen is placed right on the wall, which reacts to movement, "reads" the face, determines gender, age and issues a targeted offer.

The first disappointment is that the motion screen does not work, some icons are reflected, but it simply did not start. The feeling that the person who knows how to turn it on quit and the technology in the store ended there.

But we need to look at the table, next to the corner sofa. There are some papers and a lone ballpoint pen on the table.

I take the top paper from the table, I read that this is a statement about the termination of the contract for communication services. Before my eyes, several visitors returned to the table and began to fill out these contracts. It's funny, but life always takes its toll, and it's not superficial but real that comes to the fore. Most visitors to this store do not come here to look at new technologies, to study something, but to close the contract. And that's why such a large pile lies at the entrance, so this is the main function of the flagship store. Those who built this monument to inefficiency did not even think that this was possible. But this irony is infinitely good.

There are two chairs nearby, you can swing in them. Probably, there should be some good emotions, but they come here for something else!

We haven't fully figured out the welcome area yet, as we need to focus on the plants. Plastic fakes for living plants collect dust, they just never wipe it off, they look beaten by life. Desolation hovers over this plastic, a sense of deadness. And nearby, SIM-card vending machines are brightly lit in neon.

I ran it over a large sheet, and there was a trace of dust on it. And you know what's the most fun? On the stairs in front of the store entrance there are flowers, which also belong to Rostelecom, but they are alive.

The contrast is amazing, it’s even hard to imagine it on purpose, it’s just that someone who built the salon didn’t think about the context of the place, the connection of this space with the street and the building as such. This is a spherical store in a vacuum, which was drawn on a computer and did not think how to make it alive. Dead fake bad sense.

We enter a large trading room. Weekday, but the store is empty.

Someone came up with a stupid slogan "Technology of something", and then substituted a second word for it, it turned out "communication technologies", "control technologies", "comfort technologies", "entertainment technologies". The idea is frankly stupid, since the word “technology” is not directly associated with the same entertainment, and control technologies even hint at the fact that the 5G population will be chipped here. Just a poorly thought up designation of zones, which the customer accepted as is.

There are two sales assistants in the store, they are in soap, despite the fact that there are almost no visitors. Every ten minutes one or two people come, they need to close the contract. They rush about with statements, they type something, they open the printer, which is hidden behind their counter. They just don't have time to pay attention to me. I wander around the store, poke into the exhibits of this museum of lost hopes and try to do something with them. I feel like an archaeologist who stumbled upon the traces of a civilization that once existed.

ASUS Zenbook Vivobook 14 OLED. The most affordable OLED screen!

A laptop with an OLED screen that will still be relevant in 5 years.

Samsung Galaxy A22 (SM-A225F/DSN) review

A model for 18 thousand rubles, which has become adequate in terms of price / quality ratio. AMOLED screen, which is unusual for this money, AoD and other characteristics.

New items of the month: 5 main smartphones of January

Second tier flagships from Samsung, Sony, OnePlus and Honor. And the new Xiaomi Redmi Note 11 Pro!

Review Honor MagicBook 15 (2021) on AMD Ryzen 5500U

Performance laptop with excellent value for money.

The display of goods is normal, but it is also a little covered with dust, even behind the glass it is clear that the boxes have not been touched for a long time. People don't come here for shopping, which is very sad, they go here for something else.

There is artificial grass on the window, it is illuminated by the July sun, it has just rained, and the light plays on the plastic blades.

No one can say why this grass is here and what it is for. Apparently, it is needed, since grass was included in the estimate. In general, the feeling that the designers of this burial ground hammered everything they could into it, the customer agreed with everything, since they are professionals and they know better how to do it.

Electronic price tags show the cost of goods.

There are joysticks nearby, you can't buy them, but there are price tags, and they don't work! Usually in such cases, something encouraging is written on them: “This product is out of stock, but there are a million cool things on our site, go to the site!”. Here they were simply turned off, sales do not bother anyone.

There is a smart speaker at the table, it should demonstrate technologies in a home environment, apparently, turn on the lamp installed right there. The girl is sitting at the table and trying to say something to the column, the latter is silent, however, like the sellers, they are still busy. Does not work. Perhaps, here you can experiment on how civilization is being destroyed, equipment is gradually breaking down, people who knew how to turn it on disappear.

The far room is dedicated to games, it has two gaming seats and a huge chair from Acer, it's called Predator Thronos. A real throne for the player, a place that could attract hundreds of teenagers every day.

The throne is turned off, there is no more life in its wires. A light coating of dust, I climb inside and sit in a chair. No one cares what happens in this closet, the sellers don't go here anymore, everything is reliably de-energized here. Several gaming stations (expensive-rich) in the same condition, they are simply turned off, as no one needs them. Conventionally, we can say that only the picture on the wall works. Advertising sounds like a mockery that there are 800 games on this computer and they will all go with a bang.

Director of Rostelecom Retail Systems LLC Denis Goleshchikhin:

“In the new flagship salon under the Rostelecom brand, we have combined complexity and simplicity. The needs of our customers are becoming more and more complex, and it is important for us that even “complex” products are easy to use. The salon concept immerses the user in a simple, intuitive ecosystem. Here, customers can get to know the company's brand better, get acquainted with innovative solutions and quickly find exactly what they need.

What do you think of this flagship store format? Am I overly biased and all wrong? Tell us about your impressions, or even better, go to the store if you are in Moscow and share your impressions.

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Rostelecom's flagship store is an expensive monument to inefficiency

Working with retail stores is always interesting, because almost everything depends on how the retail space is organized - whether your customer will leave empty-handed or find what he needs, and often does not need at all, but he liked. A special art is to create a space in which it is easy for both sellers and buyers to be. Knowledge is banal, it is literally understood by everyone, although they are described in different words. In 2020, many retail chains in Russia were creating their own vision of the stores of the future, playing with the format of flagship retail projects. Even unsuccessful projects can give something to understand what should never be done, what decisions should be avoided.

At the end of January 2021, the flagship store of Rostelecom appeared in Moscow, I planned to visit it much earlier, but somehow everything did not work out, unforeseen factors or trips constantly intervened. The store is located in the very center of the city, not far from the high-rise of the Ministry of Foreign Affairs, in the pedestrian zone of the Old Arbat. The exact address is Old Arbat, house 46, building 1.

How do you envision a flagship store? The city center, a lot of strolling tourists, they have to look into the windows, attracted by the light of advertising and those offers that Rostelecom makes them. I had about this understanding of the flagship store, as they pump in a lot of money that never pays off. This is a vanity fair, an expensive demonstration of opportunities, and the key here is not even earnings, but the opportunity to show oneself from the best side. So, you will not find Rostelecom on the Arbat by chance, you can get there only with the goal of entering this store.

I know the center well, I remember approximately where the Rostelecom store should be, so I went without a map. I easily missed the store, I had to return. The ATS building was built in 1928, the architects of the past worked, keeping in mind that the telephone exchange should not be conspicuous, and therefore they drowned the building deep into the street. Trees grow in front of the building, a Rostelecom sign flashes between them. There is practically no hint of a store.

Few people know that Rostelecom has its own stores, but it is impossible to accidentally enter this store. You enter the building and see the guard's desk at the top, some kind of turnstiles. The entrance to the store is located to the right of the stairs, it does not make any impression, the feeling that a closet is hiding there.

It is clear that the building belongs to Rostelecom, it is clear that it was chosen on the principle that it is free for the company. But it was possible to come up with a lot of interesting things, for example, put signs on the street, put up interactive screens, in a word, figure out how to solve the problem that no one knows about Rostelecom's flagship store here. But none of this was done.

The first room should introduce us to the Rostelecom brand, set it in the right way.

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Let's quote the press release: “The salon design was developed by Art. Lebedev Studio, which integrated technology into the space, intelligently used colors and textures, ensured the most native user interaction with the environment, and formed a single store ecosystem. The studio has also developed tools for self-study of products.

There is a coffee machine next to it, cups stick out in it, spoons and sugar lie. On the terminal for payment, the inscription "Temporarily not working" glows brightly. To the right of him is a water cooler, there are no cups. Therefore, the people who came first try to make themselves coffee, and then they take a coffee cup and are content with water. I watched this picture a couple of times, I especially liked the woman with the child, who commented on the non-working coffee machine: “They have everything through ***.” Was inside for about half an hour, but the sea of ​​impressions.

In the welcome area there is a Tinkoff ATM, perhaps this is a place of attraction. People come to him, but two machines nearby are empty (one for connecting to Tele2, the second for paying for services).

Inscriptions are projected onto the floor, for example, they write: "The most interesting thing is ahead." They lure you into the main space of the store.

But we need to look at the table, next to the corner sofa. There are some papers and a lone ballpoint pen on the table.

I take the top paper from the table, I read that this is a statement about the termination of the contract for communication services. Before my eyes, several visitors returned to the table and began to fill out these contracts. It's funny, but life always takes its toll, and it's not superficial but real that comes to the fore. Most visitors to this store do not come here to look at new technologies, to study something, but to close the contract. And that's why such a large pile lies at the entrance, so this is the main function of the flagship store. Those who built this monument to inefficiency did not even think that this was possible. But this irony is infinitely good.

There are two chairs nearby, you can swing in them. Probably, there should be some good emotions, but they come here for something else!

We haven't fully figured out the welcome area yet, as we need to focus on the plants. Plastic fakes for living plants collect dust, they just never wipe it off, they look beaten by life. Desolation hovers over this plastic, a feeling of carrion. And nearby, SIM-card vending machines are brightly lit in neon.

I ran it over a large sheet, and there was a trace of dust on it. And you know what's the most fun? On the stairs in front of the store entrance there are flowers, which also belong to Rostelecom, but they are alive.

The contrast is amazing, it’s even hard to imagine it on purpose, it’s just that someone who built the salon didn’t think about the context of the place, the connection of this space with the street and the building as such. This is a spherical store in a vacuum, which was drawn on a computer and did not think how to make it alive. Dead fake bad sense.

We enter a large trading room. Weekday, but the store is empty.

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  • Someone came up with a stupid slogan "Technology of something", and then substituted a second word for it, it turned out "communication technologies", "control technologies", "comfort technologies", "entertainment technologies". The idea is frankly stupid, since the word “technology” is not directly associated with the same entertainment, and control technologies even hint at the fact that the 5G population will be chipped here. Just a poorly thought up designation of zones, which the customer accepted as is.

    There are two sales assistants in the store, they are in soap, despite the fact that there are almost no visitors. Every ten minutes one or two people come, they need to close the contract. They rush about with statements, they type something, they open the printer, which is hidden behind their counter. They just don't have time to pay attention to me. I wander around the store, poke into the exhibits of this museum of lost hopes and try to do something with them. I feel like an archaeologist who stumbled upon the traces of a civilization that once existed.

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    The display of goods is normal, but it is also a little covered with dust, even behind the glass it is clear that the boxes have not been touched for a long time. People don't come here for shopping, which is very sad, they go here for something else.

    There is artificial grass on the window, it is illuminated by the July sun, it has just rained, and the light plays on the plastic blades.

    No one can say why this grass is here and what it is for. Apparently, it is needed, since grass was included in the estimate. In general, the feeling that the designers of this burial ground hammered everything they could into it, the customer agreed with everything, since they are professionals and they know better how to do it.

    Electronic price tags show the cost of goods.

    There are joysticks nearby, you can't buy them, but there are price tags, and they don't work! Usually in such cases, something encouraging is written on them: “This product is out of stock, but there are a million cool things on our site, go to the site!”. Here they were simply turned off, sales do not bother anyone.

    There is a smart speaker at the table, it should demonstrate technologies in a home environment, apparently, turn on the lamp installed right there. The girl is sitting at the table and trying to say something to the column, the latter is silent, however, like the sellers, they are still busy. Does not work. Perhaps, here you can experiment on how civilization is being destroyed, equipment is gradually breaking down, people who knew how to turn it on disappear.

    The far room is dedicated to games, it has two gaming seats and a huge chair from Acer, it's called Predator Thronos. A real throne for the player, a place that could attract hundreds of teenagers every day.

    The throne is turned off, there is no more life in its wires. A light coating of dust, I climb inside and sit in a chair. No one cares what happens in this closet, the sellers don't go here anymore, everything is reliably de-energized here. Several gaming stations (expensive-rich) in the same condition, they are simply turned off, as no one needs them. Conventionally, we can say that only the picture on the wall works. Advertising sounds like a mockery that there are 800 games on this computer and they will all go with a bang.

    The feeling of visiting some kind of burial ground is enhanced by the red backlight and the monitors turned off. Advertising is still working, it seems that civilization will die out at the moment when the last advertising message disappears. I go out of the closet into the hall to see new visitors, they still fill out applications, the consultants draw them up and are completely busy. They literally run around on the spot, as they do not have time. An empty store, a few visitors, but they understand that now, like in Tetris, new people will pile up, new statements will appear.

    A short afterword

    Rostelecom is a huge company, a business with conditionally unlimited resources. But here is the situation when the mountain gives birth to a mouse, although it can rather be called a living monument to the hopes of retail projects. The flagship store of Rostelecom was opened at the end of January; in six months it fell into complete disrepair and no one needs it. The management reported on the opening of the flagship, the press posted beautiful pictures from the opening and talked about how cool everything is. By any standards, huge funds were driven into the equipment of the store, the creation of its concept, which even on paper or on a computer screen looks dead. This project is not about business, not about the desire to make money, but rather about ambitions that are not supported by anything. You look at all this, and a picture forms in your head, you remember other statements of the company, and an empty playing area covered with dust immediately pops up. For its money, Rostelecom forms the perception of the brand, which, to put it mildly, raises many questions. What Rostelecom tried to do and say is best demonstrated by a quote from the press release.

    Director of Rostelecom Retail Systems LLC Denis Goleshchikhin:

    “In the new flagship salon under the Rostelecom brand, we have combined complexity and simplicity. The needs of our customers are becoming more and more complex, and it is important for us that even “complex” products are easy to use. The salon concept immerses the user in a simple, intuitive ecosystem. Here, customers can get to know the company's brand better, get acquainted with innovative solutions and quickly find exactly what they need.

    What do you think of this flagship store format? Am I overly biased and all wrong? Tell us about your impressions, and even better, go to the store if you are in Moscow and share your impressions.

    The first Google store in America - a five-year long-term construction

    Google has been building its branded flagship store for five years, and this is what came of it - we look at the first Google Store.