47 Store in SENO: A Jewelry Shop Under a Factory Ceiling
At 47 Store on Gorokhovaya Street, the mirror you need to try on a pair of earrings is right above the jewelry. Several round mirrors are set into the light fixture over the main display table. You can see how a pair looks without stepping away. Look a little higher and you can see what the room used to be: the vaulted ceiling belongs to a Saint Petersburg factory built in 1911.
One metal, three finishes
The shop opened in 2022 on the pedestrian lane inside SENO. Alexander Frukht, the architect who founded FruitDesign, kept the old factory surfaces. For the new displays he chose steel coated with zinc, but treated it in three different ways. The finishes look so different that you could easily miss what they have in common.
The cases along the walls have a matte finish. At the center of the room, the broad top and legs of the display table show the mottled pattern of galvanized steel, the kind more often hidden beneath a finishing layer. At the far end, the wall and the shop counter have the iridescent colors of an oil slick. The pink you can see from the lane comes from the glass in the window. See the interior photographs and Frukht’s account of the design (in Russian).
The jewelry on those counters ranges from silver to porcelain and beadwork. One of 47 Store’s own collections, Super Sticker Star, pairs silver rings and earrings with raised stickers. Peel one off and replace it: the silver stays the same, but the image you wear is yours to change. SENO’s guide to the shop has a closer look.
On STRUGA’s Wire Heart necklace, a small gap breaks the silver outline of the pendant. Even with that gap, the heart is easy to recognize.
From Sennaya Square to the shop
From Sennaya Ploshchad metro station, follow the pedestrian lane through SENO toward Gorokhovaya Street. The white façades and green arch mark Sennoy Boulevard.
Saint Petersburg, 49 Gorokhovaya Street.
The shop is open from 11 am to 10 pm. To try on a particular piece from 47 Store’s STRUGA selection, call the Gorokhovaya shop to check availability.
Across town on the Petrograd Side, the flagship on Bolshoy Prospekt was designed by another team and has a story of its own. For other places to try on STRUGA, see our partner directory.
