Selfmade | Сlothing store
2025 | 117,1 sq.m
Team: Egor Bogomolov, Valerii Egorov, Sonya Plyusnina, Darya Shubina, Antonina Polevaya, Alyona Minaeva, Anna Obolenskaya
Photo: Dmitry Suvorov
Team: Egor Bogomolov, Valerii Egorov, Sonya Plyusnina, Darya Shubina, Antonina Polevaya, Alyona Minaeva, Anna Obolenskaya
Photo: Dmitry Suvorov
For the new Selfmade space, we rethought the conventional retail format, transforming the store into a place people visit not only for shopping, but also for a sense of celebration at the end of the workday.
The brand pays close attention to detail and atmosphere, so the brief was to create a new image that would reflect this care and make each visit feel relaxed and warmly inviting.
The concept is rooted in the idea of an apartment — local, intimate, and composed of personal gestures. We moved away from a typical retail typology and sugested an interior where visitors feel like guest.
moodboard ↓
The space doesn’t overwhelm or impose itself, but gently invites people to stay, explore, and unwind.
plan ↓
The apartment-like atmosphere emerges through a set of familiar yet subtly integrated elements. Parquet flooring, unusual for retail, immediately breaks expectations and sets a more intimate tone. Ceiling rosettes, moldings, and wall sconces reinforce the residential feel.
Furniture groupings — armchairs, tables, floor lamps — create a cohesive domestic scenario.
The wall color was selected with particular care: a nuanced shade with depth that evokes
a sense of history and soft, diffused light.
axonometry
The main planning feature is located in the second room: the waiting area is placed at the center and framed by a tall wall that separates the fitting rooms. This central composition forms a full living room — rugs, armchairs, floor lamps, and a large pink chandelier that acts as a vertical focal point.
Behind it hangs a custom artwork in the brand’s signature color. Rails are pushed to the perimeter so the clothing feels natural and doesn’t overload the center.
We aimed to avoid long retail lines: in some areas, rails are integrated into “wardrobes” with pull-out drawers
for storage; freestanding structures are broken up with mirrors and fronts to prevent monotony and maintain
a sense of lightness.
colors ↑
In the first room, there are no central rails — instead, a display table allows a clear view from the entrance toward a golden portal leading into the second room with its accent furniture group.
The apartment atmosphere is enhanced by decorative elements: consoles, wall sconces, and soft lighting make the space especially cozy in the evening.
Despite its residential character, the project is designed for intensive use. All furniture and rail systems incorporate hidden storage, preserving visual clarity.
Engineering solutions are seamlessly integrated: lighting scenarios allow the space to shift easily from daytime to evening modes. Materials were chosen for durability and ease of maintenance, while maintaining a tactile sense of comfort.
process ↓
↓ project team
