Occupying a 106 sqm. (1,141 sq.ft.) unit on the ground floor of a monumental 1930s residential building, Brand Designer Vasilevskaya tapped architects Roman Gulyaev and Maria Tsakharias of architecture practice Gulyaev \ Tsakharias to create a matching interior design. Inspired by the building’s bare concrete walls, the duo envisioned a palette of natural, monochrome materials that also underpins the signature style of YULIAWAVE.

The concept of the store is based on natural, monochrome materials that complement each other and are responsible for the bold character of the brand.One of the inspirations was the concrete walls, which Roman Gulyaev and Maria Tsakharias cleaned of paint, showing the aesthetics of concrete and building structures.The lack of a large number of familiar finishing materials on the market has become a challenge for they. The initial idea of using non-finish coatings and showing the "nature" of building materials has made sense.

Upon entering the premises, shoppers find themselves in a small yet lofty salon furnished with steel clothing racks lining the wall and in the middle where they flank a seating unit. An elongated sales counter ushers shoppers towards the back of the store, while overhead, a large LED screen features branded footage. 

Embedded in the small corridor leading to the back section is a small office and a bathroom. Equally light-filled thanks to three large windows, YULIAWAVE‘s back room sees an additional showcase of apparel, but also cabinets laden with jewellery, positioned opposite three steel-clad fitting rooms. Additionally, an entire corner serves as a lounge where to sit back in between shopping sprees. The new YULIAWAVE store carries the brand’s full range of womenswear, underwear, shoes and accessories.