It first opened on December 14, 1893. The history of GUM began even before the 19th century. The building of the Upper Trading Rows, as the future Main Universal Store was originally known, was constructed on Red Square – a historically significant trading hub in the capital. The passage, built in the neo-Russian style, was designed to become the most fashionable and technically advanced European department store, featuring shops, telegraph offices, a bank, restaurants, barber shops, exhibition halls, and workshops. The modern name – Main Universal Store (GUM) – was adopted in 1923 with the advent of the New Economic Policy. At that time, it was “advertised” by poet Vladimir Mayakovsky, who penned the line: “Stop whining about prices – to GUM, comrades, to GUM, students of workers’ faculties!” During Stalin’s era, trading in the building ceased – it was repurposed to house state ministries and dormitories. Moreover, Marshal of the USSR Lavrenty Beria worked from GUM, as did chief announcer Yuri Levitan, who read the announcement of Germany's surrender from this location. GUM reopened in 1953, becoming the main store in the country. Long lines would form early in the morning to buy goods at Gastronom No. 1, the store frequented by the Soviet elite. Each year, GUM is decorated for the country’s main holiday – New Year.