GUM Central Department Store isn’t just a shopping mall—it’s a living monument to Soviet-era grandeur. With its 1930s neoclassical façade, intricate ceiling carvings, and vintage neon signs, every step feels like walking into a movie set. Browse handcrafted matryoshkas, Lenin postcards, and an entire floor dedicated to those iconic red knit hats—take home a piece of Moscow’s soul with every souvenir.