Children’s World in Moscow reopens after seven-year reconstruction

Russia’s legendary Central Children’s World on Lubyanka Square in Moscow has reopened after seven years of closure for reconstruction. Yesterday’s opening ceremony was attended by Moscow Mayor Sergei Sobyanin, who praised “the opening of the largest store in Moscow, the country and one of the largest in the world” as a “momentous event”.

Around 250 shops, including a Hamleys, are expected to open in the centre, which also has different educational and entertainment interactive areas on each floor, including a “Virtual Aquarium”, “Space Area”, Library and “Magical Zone”.

Prior to its reopening, the toy shop launched a controversial advertising campaign which appeared to depict scenes based on KGB interrogations. Appearing to play on the association of its location on Lubyanka Square, across from the notorious former headquarters of the KGB, the adverts sparked outrage and were temporarily removed from the company’s YouTube channel. In one clip, a little boy paces around a darkened room brandishing a wooden hammer, telling his parents who are sat on chairs, “You have left us no choice. We’ll have to up the pressure,” prompting his little sister to set off a tantrum.

The Children’s World building, which is recognised as a historical monument, has been under reconstruction since July 2008 and now has a number of new features, including the biggest clock in the world, weighing 4.5 tons, and a stained-glass dome designed from illustrations by 20th-century illustrator Ivan Bilibin and avant-garde artist Aristarkh Lentulov.