When the tsum was built. TSUM

This year one of the oldest stores in Moscow turns 110 years old. The building in the neo-Gothic style with Art Nouveau elements, which now houses this store, in its present form was built in 1908 according to the design of the architect Roman Klein for the company Muir and Meriliz.

1. After the revolution, Muir and Meriliz was nationalized, the building on Petrovka was occupied by Mostorg, and in 1922 by the Central Department Store (TSUM).

Muir and Meriliz was founded in 1857. Scots Andrew Muir and Archibald Meriliz were engaged in wholesale trade in English lace, fabrics and other goods coming from the British Empire in St. Petersburg. They settled in Russia in the first half of the 19th century and in the 80s they moved from St. Petersburg to Moscow.

2. In Moscow, Muir and Meriliz opened a wholesale store of ladies' hats and haberdashery on Kuznetsky Most in 1888. It was the first shopping center in Russia for middle-class people, where you could buy almost everything except groceries.
The four-story building on Kuznetsky Most, 19 is known as the apartment building with shops of Prince Andrei Gagarin, built in two stages: according to the design of architects V. A. Kossov and R. I. Klein.

Soon the trading house "Mur and Meriliz" bought a building for a large store on Teatralnaya Square, on the site of today's Central Department Store. The store on this site opened on September 10, 1885 - in a three-story building converted into a store by Roman Klein.

Photo from 1900. To the right of the Bolshoi Theater is the old Muir and Meriliz building.

In the same year, Muir and Meriliz began trading by mail. Four times a year, the store published a product catalog, which, along with fabric samples, was sent out free of charge to everyone. The company covered the costs of delivering the ordered items (within the European part of Russia).

Muir and Meriliz. Catalog "Autumn-Winter 1913/1914"

In November 1900, a fire completely destroyed the store building on Petrovka. And already in December, Muir and Meriliz opened in a new location. For some time, the company had a wholesale store of ladies' hats and haberdashery on the corner of Kuznetsky Most and Petrovka (in Khomyakov's house).

Khomyakov Trading House (Kuznetsky Most, 6/13) Photo: wikimedia.org User:Sigwald

3. In 1906, construction of a new building began. Architect Roman Klein designed a seven-story department store in the neo-Gothic style. This is the first building in Moscow to use reinforced concrete structures, the same ones used in the construction of skyscrapers in New York. The store was innovative in its equipment: an information desk, a waiting room, two elevators and a restaurant were equipped for customers. Widespread use of metal structures and a steel frame of the building, designed by the famous engineer V.G. Shukhov, provided an abundance of light and internal space.

4. The stylistic decision of the building caused controversy among contemporaries - for Moscow at the beginning of the 20th century it was to some extent an anachronism.

10. In August 1908, the General Store of the Muir and Meriliz Trade and Industrial Partnership opened. The building was completely built in two and a half years. 1.5 million rubles were spent on construction - a very large investment for that time.

11. In December 1918, the store was nationalized. Under the name "Store No. 1" he entered the Moskommun. According to contemporaries, the department store was quickly looted and closed.

12. In March 1922, Mostorg opened - the largest department store in the country. The main buyers were workers who purchased goods using limit books issued to them.

13. In 1933, the department store received a new name - TSUM, Central Department Store.

14. At the beginning of the war, barracks were equipped on the upper floors of the Central Department Store, and card trading continued on the lower floors.

15. In 1944, TSUM was the first Moscow store to switch to trading without cards at commercial prices. Factories were assigned to TSUM, which produced goods only upon order from the department store.

16. In 1955, TSUM was the first Soviet store to give customers access to goods. The obstacle of the counter and the seller has disappeared. Buyers selected goods based on the samples provided and paid for them at the checkout.
In 1961, TSUM opened 12 branches. The most famous are Petrovsky Passage and the Svetlana store, which sold exclusively women's clothing. In 1965, TSUM switched to self-financing.

17. In 1976, a new building of the Central Department Store was built, strikingly different from the previous one. Another building was built in 2004-2007.

18. Now TSUM is a huge department store - on an area of 70 thousand square meters there are collections of more than two thousand brands. Among them are Dolce&Gabbana, Valentino, Celine, Ralph Lauren, Alexander McQueen, Brioni, Loro Piana, Chopard, Rolex, Graff, Garrard, Patek Philippe, etc.

19. The department store has transformed from once accessible to everyone into a store of luxury goods - clothing, shoes, accessories and perfumes. The TSUM website even reports that since the beginning of 2016, prices in the department store have been equal to Milan prices.

20. Over the past 110 years, the Central Department Store has changed many times, and, unfortunately, almost nothing remains of the interior.

History of TSUM

Foreign photographers at Mostorg, 1931.

In 1857, merchants Andrew Muir and Archibald Meriliz founded the trading company Muir and Meriliz.

In the 1880s, a trading house bought a building for a store on Teatralnaya Square.

In 1908, a new building was built in the European Gothic style with Art Nouveau elements. The famous architect R.I. Klein worked on the project. "Mur and Meriliz" was a large department store where they bought clothes, shoes, jewelry, perfumes, and children's toys.

The store aroused the interest of contemporaries:

During the 20th century, the building was reconstructed several times. The most recent reconstruction was carried out in 2007.

Modernity of TSUM

The appearance of new collections in TSUM is accompanied by seasonal advertising campaigns with fashion business stars - Milla Jovovich, Naomi Campbell, Daria Werbowy, Malgosya Belaya, Mathias Lauridsen. Famous fashion designers such as Carolina Herrera, Roland Mouret, Victoria Beckham participate in TSUM events.

TSUM branches

In April 2008, the TSUM Luxury Village opened in Barvikha,

In July 2009, TSUM Outlet (a store selling collections of leading TSUM brands) appeared in the Teply Stan Mega.

Charitable and cultural activities

Illumination of the TSUM building

Exhibitions and art projects are held under the auspices of the TSUM Art Foundation (the foundation specializes in contemporary art). In 2007, as part of the 2nd Moscow Biennale of Contemporary Art, TSUM presented the project “American Video Art”. In 2009, Yoko Ono’s monographic exhibition “The Odyssey of a Cockroach” was also held here, as well as the exhibition of Chinese art “China, Go!” and the installation project by artist Oleg Kulik “Moscow. TSUM"

In September 2009, TSUM organized an event to raise funds to help orphans. In March 2010, a photo project in support of the fight against cancer was presented to the public.

Scandals around TSUM

In August 2007, during the period of excitement in connection with the start of the new school year, citizens were outraged by a series of billboards placed in the windows of the Central Department Store and addressed to junior schoolchildren.

The girl, the heroine of the billboards, stated:

“Whoever is not in PRADA is a loser!”

"Daddy! If you really love me, buy it! buy it! buy it! I need shoes, a dress, a hat!!! Dolce & Gabbana, Armani and Prada"

“Here I go to school! Now I'm only interested in clothes! And I don’t need you two old freaks anymore!”

“My dear, TSUM, tell me, am I the most fashionable at school?”

In May 2011, another scandal broke out. Stickers depicting the President of the Russian Federation Dmitry Medvedev and Prime Minister Vladimir Putin in sportswear appeared on the territory adjacent to the Central Department Store. The country's top officials “advertised” the new spring-summer collection. The posters featured the TSUM logo. The department store stated that the action took place without the knowledge or approval of the department store management: “We will definitely inform the security service so that they understand what happened.” According to official data, the authors of the advertisement were never found.

On October 29, 2011, the Central Department Store had to abandon another advertising idea - the “Acrobatics and Aesthetics” installations. The acrobatics consisted of pairs of mannequins in the form of robots periodically changing poses.

However, members of the public organization “Trade Union of Citizens of Russia” and some Moscow citizens discovered an unambiguous sexual connotation in the poses themselves and staged a picket at the shop windows. According to activists of the organization, robotic mannequins imitate copulating human figures, and some of these vulgar “installations” were exhibited directly in front of the Bolshoi Theater building, the opening of which, after a protracted restoration, is awaiting the cultural community around the world.

The saying, “They meet you by their clothes, they see you off by their mind,” is more relevant now than ever. These days it is very important to look stylish and fashionable. The stores are filled with a variety of different styles and prints that help both women and men create their own unique look. In the very heart of Moscow is the center of fashion and style - TSUM.

What is TSUM?

There are two options for deciphering the abbreviation TSUM. They are not particularly different, but still there is a certain difference.

Firstly, TSUM is the central department store, which is located at the intersection of Teatralnaya Street and the famous Petrovka. From the times of the USSR to today's Russia, this shopping center has been an important shopping point for any Muscovite and tourist. Here you could buy everything you wanted, from food to jewelry.

Secondly, TSUM is the central department store in Moscow. This name was common among visitors who were frequent guests of the capital. However, there is some inaccuracy in this transcript. This decoding of TSUM is associated with the emergence of its new competitor - GUM. It was he who subsequently won the hearts of people as the main shopping attraction of Moscow.

There is no one strictly established decoding of TSUM, so everyone calls this fashion house according to their own taste.

Store history

What is TSUM in historical terms? Few people know that the birthplace of the country's central department store is Scotland. In 1857, it was in this country that Archibald Meriliz and Andrew Muir registered the trademark “Mur and Meriliz”. After its move to Moscow, which occurred in the 80s of the 19th century, in 1885 the described Scottish brand opened its own retail outlet in the very center of Russia, which sold ladies' hats and various items for women's beauty.

Unfortunately, in 1892 and 1900 there was a fire in the building of the Muir and Meriliz store, after which the owners decided to rebuild the building. In 1908, a seven-story building built in the neo-Gothic style rose on that very spot, so it clearly stood out among other buildings in the center of Moscow. In addition to increasing the space of the new store, the product range was also increased. Now in the “Mur and Meriliz” store you could buy goods for children, perfumes, jewelry, men's and women's clothing.

With the coming of Soviet supporters to power, the nationalization of production began, which also affected the described Scottish store. In 1922, Mostorg opened a department store on the same site. Subsequently, namely in 1933, this store received its name - TSUM (Central Department Store). During the Great Patriotic War, it changed its specificity. During this period, barracks were located in the general store building.

In 1953, the Central Department Store in Moscow was reoriented, which consisted of selling high-quality goods at increased prices. The innovations did not end there: payment through the cash register appeared, the practice of open display of goods was introduced, as well as the introduction of a self-service system. The reorientation ended in 1974 with the reconstruction of the central department store building.

In 2002, TSUM passed into the hands of the Russian company Mercury, which sells luxury goods. During the period 2007-2008. The central department store doubled its area thanks to the construction of a new building next to the main one. This construction gave the central store a bad reputation because the traffic situation in the narrow streets around the building worsened.

TSUM structure

As mentioned earlier, due to the fact that the central department store belongs to a company that deals with luxury goods, you can only see expensive brands in this building. According to rough estimates, there are about 2,000 different brands within the walls of the fashion house.

The TSUM store consists of 7 floors, which feature watches, jewelry, accessories, bags, perfumes, cosmetics, men's and women's shoes and clothing, children's products, underwear and swimwear, youth clothing, as well as goods for home and travel. In addition to the above goods, shopaholics can visit a cafe, of which there are three on the territory, dry cleaning, and shoe repair. For the convenience of clients, an underground parking lot was built.

Among the features of the Central Department Store, a special department should be highlighted, which contains a variety of goods selected by the director of the central Moscow store, Natasha Goldenberg.

TSUM stores

All seven floors of the fashion house are filled with a variety of branded goods. Here you can buy watches from Rolex, women's and men's clothing from Dolce&Gabbana, Balenciaga, Comme des Garcon, Chanel, Louis Vuitton, Marni, Kenzo, Prada, La Perla.

Sports representatives - Adidas Originals, New Balance, Nike, Puma. You can also purchase cosmetic products from brands such as Cosmotheca, MAC Cosmetics. The female part of visitors can please themselves with jewelry from Tiffany&Co, Swarovski. This is only a small part of those brand stores that are ready to delight shopaholics with their goods.

TSUM branches

The goods of the Central Department Store can be found not only in the center of Moscow. For the convenience of its customers, several branches were created. Thus, the Mercury company opened the Barvikha Luxury Village shopping complex in 2005, where there was a place for the Central Department Store.

In 2004, Mercury received the rights to reconstruct the department store building in St. Petersburg - the “House of Leningrad Trade”, which is located on Bolshaya Konyushennaya Street. Already in 2012, a branch of the Central Department Store in the northern capital opened its doors to customers.

In order to expand the circle of its customers, the administration of the central department store decided to create a TSUM discount. They were opened in the Afimall, Belaya Dacha, and Europark shopping centers.

Scandalous facts

What is TSUM? This is a trading house that attracts with its beauty and luxury. Such a store does not need advertising - it is often talked about and creates reasons for discussion in society. But, unfortunately, all the advertising that was done did not create a positive image in the eyes of people.

This is evidenced by the following scandal, which occurred in 2007. The first reason was created before the start of the school year, when a store advertisement incorrectly criticized those children who did not wear branded clothing. Representatives of the FAS announced a violation of 5 laws “On Advertising”, namely: advertising should not form a negative attitude of people towards persons who do not use the advertised goods, or condemn such persons.

What is TSUM for ordinary people? This is a store where popular singers, actors, politicians, and oligarchs dress. In 2011, we decided to play on this stereotype. On the territory that was located next to the Central Department Store, advertising posters were placed depicting D. A. Medvedev and V. V. Putin in clothes that advertised the new collection in the central department store. The administration of the famous department store claimed that it had nothing to do with this action. The culprits were never found.

Shopping arcades. After his death, Golofteyev bought the passage. And in 1892, a store was opened here by Scots Andrew Muir and Archibald Meriliz.

The ruble has fallen terribly due to low grain prices and poor harvests for two years. Both manufacturing and wholesale trade are in poor condition. Muir and Meriliz are winding down their wholesale trade and are going to switch entirely to retail, which is much less risky.

Muir and Meriliz became the first store for the middle class, where you could buy everything except food. The goods were of high quality, and the sellers were impeccably polite. The Moscow store "Mur and Meriliz" became known throughout Russia: it sent out free catalogs, and any resident of the country could order goods by mail with free delivery.

There was also a special room without windows. It was illuminated by gas lamps, and Moscow fashionistas could imagine how the chosen outfits would look in the evening on or on Tverskoy Boulevard.

On November 24, 1900, the Muir and Meriliz store burned down. Only the walls remained of the building. The owners commissioned the design of the new building from Roman Klein.

Guide to Architectural Styles

We decided to build in the English Gothic style. This was the first time reinforced concrete was used. And already in 1908 the store opened again. It was innovative in its equipment: there was an information desk, a waiting room and a restaurant for customers. Electric elevators have become a sensation. True, at first this new product scared buyers.

The room, bright as the light itself, easily and airily glides up and down, taking and bringing back ladies, gentlemen, children, falling into the flights of floors with the fearlessness of witchcraft, emerging from the abyss with the invulnerability of enchantment... When someone's hand firmly takes my hand and we move towards what is called the “elevator” - my courage leaves me, and I am already preparing for my “and-and-and”...
But Musya’s pose and face sober me up: she’s afraid, I can see it very well - she’s so pale, like when she’s sick, but she smiles a little at the corners of her lips and steps forward towards the elevator. Our feet step as if into a boat, elastic on the waves, and, enveloped in shine, as if you were in a mirror, we slowly slide up past the floating ceilings (he is the ceiling and the floor at once)... we were led once again to the elevator. He was driving down. The floor broke under our foot, flew, as if in a dream, with a terrible slide, weakness became in my body, my feet were scalded with fear, and I burst out, to Musya’s shame and contempt, all over “Mur and Merilize” “and-and-and.” .

Metal structures and steel frame of the building according to the design of V.G. Shukhov provided an abundance of light and internal space. And visitors were greeted by another engineering novelty - revolving doors. But customers sometimes found themselves trapped by the structure, which is why the doors were dubbed “traps.” Those who gaped could get a tasty slap on the wrist or a kick with the door. Eventually, due to many complaints, the revolving doors were removed.

Muir and Meriliz remained a luxury store. They said that you could enter it naked and come out fully clothed. And not just go out, but ride a bike. It is not surprising that the saleswomen were selected very carefully. People called them Murmeriliskas.

After the revolution, Muir and Meriliz was nationalized. In the 1920s it opened under the name Mostorg. Soon this name was changed to the familiar “TSUM” - Central Department Store.

There you could buy anything - from paper clips to luxurious mink coats. Also, for the first time in Russia, TSUM tested a self-service system.

In the 1970s, a new building was added to the store. And a few years ago another part appeared. Now the Central Department Store occupies an entire block.

Current advertising considers the word “store” dissonant and claims that TSUM stands for “Central. Universal. Fashionable". Nowadays, five of the seven floors of TSUM present more than 1,500 brands of clothing, shoes, perfumes, cosmetics and accessories. And they plan to arrange summer terraces with cafes and restaurants on the roof.

They say that......Anton Pavlovich Chekhov was very fond of “Mur and Meriliz” and even named his dogs these names.
...the city's swindlers were operating in the Central Department Store. They hid in a secluded corner before the store closed. And at night they went fishing: they ate delicacies and collected valuables. After the store opened, they disappeared.
There were even schoolchildren among the city dwellers. One day a couple of girlfriends “went out to do something.” First they feasted on sweets, then doused themselves in expensive perfume and dressed in new clothes. Finally, the girls drank light wine. And in the morning they were found sleeping in luxurious beds in the furniture department.
...TSUM was famous for its ice cream. For crispy waffle cups with scoops of vanilla and chocolate ice cream, long lines lined up to the surprise of foreigners.

What do you know about the TSUM shopping center?