yinjispace

INTERIOR
Ariana Ahmad
STYLING
Natalia Onufreichuk
PHOTOGRAPHY
Mikhail Loskutov
WORDS
Gina
Collection

A new children’s concept store in Moscow combines premium fashion, play areas, and iconic design — WISTERIA is a 550 m² multi-brand boutique for kids that reimagines the shopping experience through playful zoning, collectible furniture, and an atmosphere designed for the whole family. Created by architect and interior designer Ariana Ahmad, the project sets a new benchmark for thoughtful, family-friendly retail.

Ahmad’s task was to go far beyond aesthetics: she was asked to create an intuitive layout that would be equally comfortable for parents and children. Of the total 550 m², 365 m² are dedicated to retail, with the remaining space housing extras like a playroom, a lounge corner with barista-style coffee, spacious changing rooms with podiums, and a fully equipped back-of-house zone with a separate staff entrance.

“We started with a compositional approach and mapped out the customer journey before layering in standout details,” says Ahmad. The store is organized into themed areas — shoes, babywear, girls’ and boys’ apparel, plus a zone for embroidery and tailoring. The interior takes inspiration from a candy shop, translated into soft pastels and rounded, tactile forms.

Custom glass pendants shaped like lollipops float above, while the porcelain tile flooring evokes fruit-speckled nougat. A rainwater pipe is cleverly hidden inside a decorative balloon sculpture near the register, which itself resembles a festive kiosk. “I believe in nurturing a sense of aesthetics from an early age,” says Ahmad. “Even if children don’t consciously recognize the design, they’ll absorb what good form and color harmony look like.”

Durable commercial wallpaper adds texture and depth to the walls. Every detail has been carefully considered, reflecting the client’s meticulous standards. “The owner even tests the softness of inner seams to make sure they won’t irritate a child’s skin,” Ahmad explains.“That level of care influenced every surface and finish we used.”

Much of the furniture was custom-designed by Ariana Ahmad Studio. To complement it, she selected bold collectible pieces that also serve an educational purpose: Chubby stools by Dirk van der Kooij and stools by Normann Copenhagen. The result is a bright, joyful, and carefully curated space where retail becomes a memorable experience — for children and adults alike.

MORE PHOTOS