Федор Тардатьян resto praktiki2013

Curtain Opening

Monty Python

G e t r e a d y

in MOsCOw

that is soon to be launchedfor a v ery spec i a l pro jec t

to see a rather unusual presentation

A u t u m n 2 0 1 2

Lo n d o n – m o s c o w

z A z A h o u s e

DOn'T FORGET TO GET UP

Act one

The Introduction

Follow the white rabbit...

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Londonthe capital of Great Britain. one of the major cities in the

world. cars drive on the left, policemen wear funny hats and

Queen elizabeth II has reigned for over 60 years. London loves

its traditions and history, which are reflected dramatically in

British fashion.

Moscowthe Golden city. the city that is painfully trying to reinvent

itself. self expression is only allowed strictly within the frame

of law. But nobody knows what that law is and there are no

traditions. organic food is a rarity. the metro is spectacular

but most uncomfortable. the city is in conflict with its own

past: historic buildings are being demolished to be replaced

by unsightly developments. But moscow is never boring!

new Yorkthe Big Apple. the most American city, where movie stars

mingle with taxis and tourists, where harry met sally. new

York is crazy about organic food and finds smoking tasteless.

the usA, as a country, is a baby compared to her brothers

sand sisters across the pond and thus treasures it’s recent

history; old things don’t get thrown away here, they are

either sold in garage sales, recycled or given to charity.

Vintagethe term vintage has been lent to the fashion world from the

world of wine making. According to wikipedia, vintage refers

to pieces that were produced in XX century and became

fashionable again in XXI. Vintage gained new popularity in the

90’s when it became separated from antique and second–hand.

The Cast

FAshiOn is bORn in CiTiEs

ThAT CARRY MEMORiEs OF ThE PAsT

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Autumn 2012. London — Moscow. Zaza House

L O n D O n :dandyism, George Brummell and oscar wilde, tie pins, ethnic motives, all those turbans brought back from colonies, the Beatles, glam rock, Vivienne westwood, punk culture, Alexander mcQueen and damien hurst. cool Britannia rules as ever.

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n E w Y O R k :has influenced greatly the fashion and style in XX century. think prohibition, speakeasies, Great Gatsby, golden 30’s, hippies, Andy warhol and his “Factory”. new York style is not just denim jacket and jeans combo — the James dean look.

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M O s C O w :moscow seems modest when compared with new York and London with it’s cliches: bears, vodka and fur hats. In addition to stalinist’s military style and cozy long swimming suits of the 50’s, moscow gave the world aesthetics of the Russian constructivism, now studied at st. martins and Fashion Institute of technology. they say that moscow has no taste. But, believe me, moscow is grossly underestimated.

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Vintage clothes shops became an integral part of western cities. Vintage allows history to live in the present, the popularity of vintage reflects chaucer’s famous words “there’s never a new fashion but it’s old”.

But sadly there are no vintage shops in Moscow. one has to travel to new York, London, Berlin or Paris in pursuit of vintage shopping.

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Everywhere excluding Moscow

The term vintage clothing usually refers to original clothes of previous generations (over 30 years old) featuring recognizable fashion trends of the era.

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A bit of History. Why vintage is so popular?

every piece is one of a kind

Vintage does not have an environmental foot print

every item is a link between now and times gone by

street fashion is responsible for a variety of styles weakening the influence of fashion gurus.

Vintage shopping is exciting, one has to search, dig and hunt out the interesting purchases

It’s chicIt’s street fashion

It’s nostalgic It’s like a treasure hunt

It’s sustainable

It’s original


act two

Hero enters

“Girls do not dress for boys. They dress for themselves and, of course, each other. If girls dressed for boys they’d just walk around naked at all times”

Betsey Johnson

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WE HAVE SUBJUGATED YOU TO READ TOO MANY TEXTS AND EXPOSED YOU

TO A VAST AMOUNT OF PICTURES AND PHOTOS, SO APOLOGIES, BUT WE HAVE SAVED THE MOST

IMPORTANT TILL LAST!

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Autumn 2012.Will see the New Venue open in Moscow

the very first in Moscow

T H E R E A R E M O R E T O C O M E W I T Hsurprises B u t wa i t. . .

we a r e O P e N N i N G

TRUE Vintage Store GEnU inE

Bolshaya dmitrovka, 11

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OldichLOADinG. . .

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If you are asked,whAT is OLDiCh*?

*Oldich is a made up word based on words old and ending –ich like in Ipswich, Northwich, Woolwich, Greenwich & Aldwych (derives from the Old English eald and wic meaning "old trading town" or "old marketplace"). There is an allusion here to Shoreditch in London, an area famous for its vintage shops and markets.

Vintage clothingand

accessories

B a r a N d r e s t a u r a N t w e e k d a y s

club at weekendst h e m e d P A R t I e s , e t I Q u e t t e L e s s o n s , A F t e R n o o n t e A ,

L u n c h e s A n d B R u n c h e s . G I G s A n d d J s

l I k e I n W e s T e r n e u r o p e a n c I T I e s

THE ATRIC A LUnusual for Moscow

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Who is it for?OLDiCh bEGins wiTh ThE wARDRObE,

As LOnG As ThERE ARE EnOUGh hAnGERs!

In the first half of XX century wearing second hand clothes was seen as a sign of poverty. nowdays it’s a sign of originality, good taste, non–conformism, originality. Individuality is more important nowa-days than belonging to a class and one’s style is the best way to express one’s individuality.

OUR CLiEnTs:

People from creative professions from 18 to 80 and above! journalists, photographers, designers, people working in fashion and advertising.

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PlanTO FinD OnE’s wAY AROUnD OLDiCh is As EAsY As FinDinG OnE’s wAY AROUnD An EnGRAVinG bY EsChER…..

iT is An EniGMA; A PUzzLE FOR ADULTs TO bE AbLE TO LOsE ThEMsELVEs in TiMEs GOnE bY.

oldich dress&drink is a venue that covers two floors, with two large shop windows facing the street and enclosed winter and summer gardens at the back of the shop. Both rooms of the shop are located upstairs. the bar and restaurant are found in the basement/cellar and

can be accessed via the stairs at the back of the shop. At night, when the shop is closed, access to the club can be gained via the front stairs. one can also enter oldich from the courtyard, where there are both winter and summer gardens.

O L D I C H D R I N K

B. DMITROVKA

COURT

BAR + RESTAURANT = CLUB

OLDICH DRESS

OLDICH DRINK

YOU CAN SMOKEYOUR CIGARETTE

HERE!

OPEninG hOURs:

Oldich dress 10.00–22.00

Oldich drink su–th 11.00–2.00, fr–sa 10.00–5.00

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Armchair, Shoolbred and Co, end of XX century. Rumoured to have belonged to Oscar Wilde

Swedish sofa, leather and wood, 1900’s

Decorative rosette, with Chicago, Illinois marking, 1900’s

Marble top bar stand, painted wood, 1930’s

Sideboard with four doors, Mid XIX century

Shell shaped wall lights, 1920’s

Set of bar mahogany chairs, 1910s

Set of lyre shaped golden plated wall lights

The InteriorwE CAnnOT YET shOw YOU ThE COMPLETE OLDiCh, bUT wE CAn ACqUAinT YOU wiTh sOME OF

ThE AnTiqUE DETAiLs ThAT wiLL GRACE ThE inTERiOR OF OLDiCh.

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David CarterwE ARE GLAD TO inTRODUCE YOU DEsiGnER OF OLDiCh

carter has been running his interior design practice for over sixteen years, taking part in the design of the popular scetch cafe in 2003.

he has also been short listed for the highly prestigious Andrew martin International Interior designer of the Year Award — widely regarded as the ‘oscars’ of the interior design industry — in 2001 and 2007. carter doesn’t like labels. his signature style might loosely be

described as ‘contemporary classic’, but all this really means is that he loves mixing old and new, and he is equally adept at conjuring up all the theatrical flamboyance of a marie Antoinette-inspired boudoir as he is masterminding the muted machismo of a Bond-esque bachelor pad.

All of the furniture items where created or acquired for oldich in the uK and many are unique.

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Bolshaya Dmitrovka, 11OLDiCh is LOCATED hERE AnD YOU wOn’T bE AbLE TO Miss iT

here on Bolshaya dmitrovka street there once stood General nicolai muraviev’s manor house. the General established a famous english gentlemen’s club, known to be frequented by Pushkin. the english club was one of the first of it’s kind in Russia and membership was not easy to obtain. writer zagoskin wrote in his “moscow and muscovites” book: “I’ve known one member (of the club), and he is one of many, who used to mark four major events in his life: Birthday, entry into of-fice corps, marriage and Joining the english club.”

In 1903-05 the manor house was refurbished and joined with the new Building no 11 designed by the architect of “Russian Art nouveau” Adolph ericsson, to become a lodging house. the ground floor was oc-cupied by a furs boutique run by the royal house official fur supplier tradesman mikhailov, selling hats, muffs and fur scarfs to wealthy public.

In 1910 the house staged a real–life, shakespearian tragedy, resulting in three suicides and involving Baranov’s manufacture owner zuravlev,

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oil magnate nicolai tarasov, industrialist Ryabushinskii and famous so-cialite and beauty olenka Gribova.

the life of Building no11 was far less dramatic in soviet times, the place was mostly used by various offices, including state’s prosecutors’ of-

fices which still occupies part of the building. nowadays only the fur warehouse nearby reminds one of past times.

other neighbours of oldich include conde nast Russia publishing house offices (Vogue, GQ, Ad), a chess club and a vegetarian restaurant.

act three

Meet the Hero

The moment you throw out old clothes they become fashionable again

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is A UniqUE PLACE inViTinG iT’s GUEsTs TO jOin

in ThE TRAnsFORMATiOn GAME. iT is MORE ThAn jUsT

A CLUb. iT is MORE ThAn jUsT A VinTAGE CLOThEs

shOP. iT is MORE ThAn jUsT A bAR AnD REsTAURAnT

wiTh UnUsUAL CUisinE

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Oldich. DressnEw DREss FOR ThE kinG AnD qUEEn

It’s english and european vintage with emphasis on theatrical and ex-clusive style. these are not clothes just to wear, these are clothes to dress up in. evening dresses, sequin, silk, fur, velvet, lace, whitework embroidery, hats, gloves, bags and hats — all that is loved by women, but is not always clear where to wear in moscow.

oldich dress&drink is the answer. one can buy an outfit in our shop and wear it to one of our vintage themed parties.

our pricing policy is more democratic than one usually adopted in moscow. But the prices will not be too low to avoid the “second hand”

shop feel. day dresses will be priced around 1-5 thousand rubles, evening dresses — up to 40 thousand rubles. Accessories — between 300-5000 rub. different price ranges are to allow the customer to buy at least two items within 5000 rubles price range or one more elegant or exclusive piece.

In addition to vintage clothes, oldich features items of furniture and interior decorations, collectable LPs, contemporary and vintage books on fashion and photography, vintage jewelry, exclusive modern per-fumery created from antique receipts, glasses, vintage souvenirs, hats and gloves.

2 6 0 0 р 2 2 6 8 0 р 7 8 0 0 р 1 6 4 0 0 р 1 0 7 0 0 р 3 3 0 0 р

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2 5 4 0 р

1 0 0 0 0 р

4 8 0 0 р

1 5 0 0 0 р

2 8 0 0 р

9 0 0 0 р

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3 0 0 0 р

Shop frontOLDiCh TALks TO ThE CiTY

oldich’s two big shop windows are not only showcasing the new ar-rivals and collections but are art installations in their own right and are designed based on the current collection and theme taking inspiration

from memorable dates, hollywood films premieres, new fashion maga-zine launches and other cultural events.

Moscow — London Summer 2012

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Vivienne westwood shop 30’s anniversary sex

Leather, studs, metal Bikers&Rockers

1930s style cruises Queen mary

“Live” shop window pin up style Pin up Girls

American retro bbq Pary Like It 1955

coltrane lives! Jazz-altar in memory of the famous sax player

oh, Audrey! tribute to the actress

Phantom of the opera halloween display

hitchcock themed after hitchcock movies

Video Killed the Radio star wall made of old kinescopes

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Oldich. DrinkКлуб в исКонном значении слова, КаК объединение людей по интересам

oldich’s doors lead into a venue where everybody feels part of the show. Active interactions with clients, feel like part of the atmosphere in the bar that is new to moscow, in more ways than one! help make oldich stand out from the usual watering holes and be part of a new moscow experience.

we love themed parties, with however, an appropriate dress code, role playing parties where every guest will be able to take part, liter-

ary soirees and aroma music gigs, dance classes and etiquette class-es, burlesque, cabaret, members only diners, re-enacting rituals and menus from the past, cocktail parties with historic drinks no longer found in moscow; passwords and mysterious entry keys (i.e. old pho-tographs to be shown at the entrance to gain admission), imaginary words and other tricks will make one feel submerged in the magical world of Lewis carroll.

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The ClubiT’s nOT OnLY MODERn MUsiC Торжественно Приглашаем Вас

Modern dance mus i c w i th e lements of v in tage theme

DJs Todd Terje, Eoin Long, Alkalino, Chris Jylkke, Disco Syndicate, Edwin Van Cleef, Greg Wil-son, Harvey, Hot Toddy, Moon Boots, The Metaphysical, Tim Zavada, Andrew Weatherall

Andrew Bird, The Pipetts, The Baseballs, Janelle Monae, Aloe Blaac, Mayer Hawthorne, Duffy, Mark Ronson,

Charlie Winston, The Polka Dot Dolls, Imelda May, Jamie Lidell

e l e c T r o s W I n g

f o x T r o T

r e T r o d I s c o

n e o f u n k a n d n e o s o u l

r o c k a b I l ly

One touring artist a month...

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The ClubwhAT TO DO iF OnE DOEsn’T DAnCE Торжественно Приглашаем Вас

r e s I d e n T a n d I n V I T e d d J s

W I l l b e p l ay I n g M u s I c I n T H e e V e n I n g s

L i t er ary so irees , where e veryone takes part

D inners based on menus from famous f ic t ion novels or descr ibed h i s tor ic e v en ts

R are w ine and dr inks tas t ing

bedt ime s tory so irees , imported from London

Lec t ures and other educ at ional pro jec ts

Once a monthV e r y s p e c I a l e V e n T s

promoters are entrepreneurs party is a theater show

guests are spectators and actors all at once

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The RestaurantMEnU — is nOT A MOsCOw bEsTCELLERs ChART

Take a small camembert cheese, place it in on the baking parchment, add some thyme, red peppercorns, sprinkle with farmer’s honey and place some pecan halves on top, wrap all in and bake at 200C for 15minutes. Serve with garlic bread. That dish goes really well with Zinfandel Napa Valley California.

Forget all the cliches of moscow restaurants! there will be no caesar salad, sushi or burgers with mash. oldich’s menu resembles a travel blog, featuring dishes from all over the world. here French oysters are neighbours to Italian olives spiced with fennel and oranges, fig salad from morocco, spanish fish soup, American burgers and eng-lish roast dinners. oldich offers no classic dishes that are abundant in other restaurants. It will be served simply in the style of home-made

cuisine, which will be a pleasant surprise for our guests. every item on the menu has been tried and tasted and is presented and described on the menu in such a way as to make one want to try it. For example, our burgers made with 100% hereford beef, served with yeast free bun and Aioli sauce based on free range eggs, gruyere cheese and rose-mary. the food is served on vintage plates that our team sourced out at London vintage markets.

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Oysters with white, wine vinegar and lemon

250 rubles per oyster

Lamb salad with mint and sesame seeds

450 rubles

Camembert baked with thyme, honey and pecan nuts

320 rubles

Duck leg confit with thyme and mashed potatoes

550 rubles

Chicken liver pate served on toast with onion chutney

350 rubles

Roasted veal with rosemary and blanched tomatoes

750 rubles

The MenuqUOTATiOns FROM MEnU

Salmon baked with fennel and orange750 rubles

Raspberry jelly270 rubles

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GardenjUsT iMAGinE — A LiTTLE PiECE OF LOnDOn in MOsCOw

A hiDDEn GATEwAY TO ThE bRiTish CAPiTAL

Garden will be arranged summer 2013

[email protected] A n B e m e A s u R e d I n t h e s I n c e R I t Y

o F Y o u R s m I L e s A n d t h e Q u A n t I t Y o F e m A I L s

Федор Тардатьян resto praktiki2013

Education

london moscow

vintage shops

fashion world

vintage refersbut

brothersbritish fashion

vintage clothes shops

zaza housel o n

new york style