BETBOOM DINAMO HOUSE AT GUM

BetBoom Dynamo House is a pop-up space opened in GUM for the centenary of the Dynamo football club and realised together with BetBoom. The project was conceived as a two-year brand platform at the meeting point of sport, culture and the city’s community.

For two years the three-storey venue ran a permanent free cultural programme and became a vivid point of attraction. The first floor held a merch store, the second a cultural and leisure space with a bar open to all, the third a VIP area for premium guests. It hosted concerts, theatre productions, film screenings, lectures, public talks, charity markets, match screenings and other events.

The interiors created for the space are eclectic, in the style of the 1970s, and look fresh and contemporary at the same time. Every detail was carefully chosen or made by hand: furniture ensembles, textiles and original rugs, mosaic and decor, lighting, furniture and installations of non-standard construction — all to create the welcoming atmosphere of the Dynamo House.

By day it is a mesmerising enfilade of halls under white vaults, with windows onto Red Square and the Historical Museum. Towards evening the white halls sink into lilac light, and only the towers, with their centuries of history, remain in the windows.