Predubezhdai — A Retail Interior in the Context of Hyperphysical Space
The PREDUBEZHDAI store is an exploration of design through the lens of hyperphysical space. Inspired by the brand’s aesthetics and philosophy, I set out to create an environment where every touch and movement evokes an emotional response.
The principles of hyperphysical space form the foundation of the store’s architecture. It becomes more than just a point of sale—it is an immersive experience that fosters a sense of involvement and personal connection with the brand.
Functional zones are seamlessly integrated into the artistic composition. The central columns, once seen as a challenge, have been transformed into structural anchors for sculptural installations. These elements create a spatial rhythm, guide visitor movement, and unify the layout into a cohesive narrative.
At the heart of the concept is nostalgia for childhood—both personal and collective. The space translates the visual and emotional codes of post-Soviet upbringing into the language of contemporary design. There are no literal references, yet everything feels deeply familiar: textures, scents, forms, and a distorted sense of scale.
A key element of this zone is an oversized plush toy. It evokes memories of childhood, when the world felt vast and almost magical. The deliberately exaggerated scale awakens a sense of softness and safety.
A zone designed in the spirit of a shower room references the familiar aesthetic of white tiles—like those found in many homes of the 1990s.
The fitting rooms resemble shower cabins, and nearby are creams and shower gels. This space evokes tactile and visual memories of everyday self-care rituals and the comfort of home.
PULSAR
A CGI installation displayed on an LED screen
A pulsating wave that evokes water and bodily sensitivity, becoming the meditative core of the space—fluid, living, and breathing.
