Place of power. "Bookstore of Pyresheva"

People read paper books less and less, so non -set bookstores in Moscow can be found infrequently. Nevertheless, at the intersection of Gagarinsky and Chertolsky lanes for several years, the “Bookstore of Pyresva” has been working for several years. Artem Alexandrov found out whether her slogan corresponds to reality: “More than just a bookstore.”

The entrepreneur Kira Pureva opened her first bookstore in 2017 on Usacheva Street. “There was once a large store in the residential complex where I went, but at some point it closed. And then I was inspired by the idea of creating a bookstore as space, so that it was not a chain store, but something more. For local residents, with an individual approach, so that a person is pleased to be there, ”says Pyreseva.

The visitor, having entered the Pyreseva Bookstore, will first see a small hall with brick walls, along which there are book racks stretching to the ceiling. To the left of the entrance on a small elevation is a cash desk where two sellers work. In the center of the hall on the tables are books about Russian and Soviet posters, as well as stationery and postcards.

“In the old store on Usachev, I had a coffee shop and a large area of about 700 square meters,” continues Pyreseva. “But I could not pull such a large rent, and we moved.” First in the building next to this, and then here. ”

According to the mistress of the book, the owner of the premises handed her the room “on good conditions”, because he likes that the store “gives the house and the district a special style”.

Pyreseva explains that the mention in another slogan of the Soul store is not a cynical commercial reception, but the idea with which the store was created. According to her, the store is very careful about choosing books.

They do not chase fashionable news in the shop, do not find popular detective series in it. The procurement manager leafs through each book in electronic form before purchasing it.

“When you come to large stores, you are faced with the fact that they answer you“ look on the computer, ”says Pyreseva. - Or, for example, the same book will be a lot in different versions. I am not comfortable there, there is no soul there. I always liked small bookstores from Hollywood films in which the heroes are found and communicated. ”

The hostess of the book insists that she managed to create a similar atmosphere: "A professor came to us, who had lived in France for a long time, who said that our store reminded her of a shop that was in Paris next to her house." According to Pyreseva, people are attracted to her store "Atmosphere of a secluded place that allows to hide from the city rhythm."

On the shelves in the store, you can find, for example, white folios of Dostoevsky, volumes about the wines of Spain, Chile and Georgia, the Finno-Ugric epic “Kalevala”, “Chronicles of Narnia” with a lion on the cover, Shakespeare, “Three Musketeers” in colorful design, witty cards and much more. The most popular store book is about Khamovniki from the series "Old Moscow with Gauthier Dufaye."

According to Pyresva, a portrait of a typical buyer in her store: an intelligent well -read indigenous resident of Khamovnikov, with a higher education, worried about what is happening in the country.

“People in Khamovniki are special. They read more than others. Perhaps the fact is that this is an old area, ”says Pyresev. - It is important for local residents that there is a high -quality, solid edition, so that there are good illustrations. Residents of the district have no demand for top news, they prefer verses, biographies. ”

She says that recently the former Minister of Culture of the USSR Vasily Zakharov, who was living in the area, came to the store and offered his book for sale.

Audiobooks are in good demand in the shop, and especially Pureseva is proud of stationery. “We are constantly updating the assortment of the office. There are many schools next to us and, for example, one of the children has a tradition before each new control to buy a new pen. We try to be mobile, ”she says.

At the weekend, free lectures are sometimes held in the store. Basically, art historians read them, but, for example, in September, a psychologist in a shop talked about narcissism and co -dependence.

Pureva admits that her dream is to spend as many similar events as possible so that people come and discover something new for themselves. But so far, not everything is smooth with advertising of the shop in social networks. “We somehow tried to advertise ourselves in the Facebook group dedicated to the Khamovniki, but its residents asked us to stop PR. Although advertising, say, there is a vegetable shop there. I don’t really understand why such a reaction, ”the hostess of the book complains.

The fact that books enjoy in people less popularity does not scare Purev.

“I began to engage in the book business, when almost all the literature was already electronically and, if we say that people began to read less, now the situation is normalized: who reads still reads, there is no fall. I myself prefer books in paper form, ”she says. According to Pyreseva, more problems are creating that the standard of living has fallen in Russia, and books after quarantine began to be sold worse.

Last year, the Pyreseva shop experienced heavily. Nevertheless, the owner of the store looks at the future with optimism: “I am generally an optimist in life and I think that you need to count only on good. My team supports me - it is very important. ”