The 1,100-square-foot space utilizes sculptural forms and a monochromatic palette.
Ukrainian designer Victoria Yakusha has designed a flagship boutique for jewellery brand Guzema in SoHo, New York. Located on Wooster Street, the 1,100-square-foot interior utilizes a warm beige tone and mineral-toned plaster to create a cohesive, textured environment. The layout departs from traditional retail by placing products in recessed wall niches and central monolithic islands. These vitrines feature rounded edges and dove-grey suede upholstery, designed to resemble river stones. In the store window, hand-sculpted white vessels with textured skins serve as presentation tools for the jewellery collections. Yakusha described the process as closer to sculpting than traditional interior design, aiming for an intimate rather than commercial atmosphere. The project marks the first US flagship for the brand, prioritizing a curated aesthetic through minimalist surfaces and consistent materiality across the walls, ceiling, and storage units.
This project demonstrates how consistent materiality and sculptural forms can redefine traditional retail layouts for high-end craft. Designers can observe how monochromatic palettes and unconventional display vessels create an intimate, gallery-like experience for physical products.
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