Next-gen children’s boutique Wisteria in Moscow with collectible design

WISTERIA is a 550 m² multi-brand children’s store in Moscow where fashion, interior design, and comfort come together in a thoughtfully curated retail experience. Designed by architect and interior designer Ariana Ahmad, the space blends premium brands, intuitive age-specific zoning, play and lounge areas, a dedicated barista corner, and iconic design objects — all positioned at a child’s eye level.

A layout where everything makes sense
 Ahmad’s vision went far beyond aesthetics. The challenge was to create an environment that would feel natural and welcoming to both children and adults. Out of the total 550 m², 365 m² are dedicated to retail, while the rest of the space accommodates thoughtful extras: spacious changing rooms with raised platforms, a separate staff and back-of-house entrance, a playroom, and a comfortable lounge area for parents with coffee service.
“We started with composition: mapping the customer journey, planning the transitions, pauses, and rhythms — and only then added the standout details,” Ariana Ahmad explains.
The boutique is structured into clear functional zones: footwear, babywear, collections for girls and boys, and a dedicated customization area for embroidery and tailoring.

A child’s world, shaped by form and texture
 The interior draws inspiration from a candy shop — both literally and metaphorically. Walls are wrapped in soft pastels, custom glass pendants hang like oversized lollipops, and porcelain floor tiles are speckled like fruit-studded nougat. A drainage pipe near the register is cleverly hidden inside a decorative balloon sculpture, while the counter itself resembles a festive street kiosk.
Durable commercial-grade wallpaper with textured finishes adds tactile interest. Gentle curves and rounded edges repeat throughout the space — from custom furniture to architectural features. Every element is intentional. “The boutique’s owner even checks the inside seams of clothing to make sure nothing irritates the skin — and that level of care guided every material decision we made,” says the project’s author.

Design icons at child height
 While most of the furniture was custom-designed by Ariana Ahmad Studio, the boutique also features collectible pieces that are visually striking, tactile, and subtly educational. Among them are Chubby chairs by Dirk van der Kooij, Bold chairs by French brand Moustache, minimalist stools by Normann Copenhagen, the iconic F598 Groovy lounge chair by Pierre Paulin, and Ettore Sottsass’s Ultrafragola mirror, with its undulating pink neon glow — now a visual centerpiece and a favorite photo spot.
“I believe aesthetic sensitivity is formed in childhood,” the architect says. “Even if a child doesn’t yet know the words ‘harmony’ or ‘ergonomics,’ they’ll remember what good form feels like.”

WISTERIA is a space designed with quiet precision — never theatrical, but always playful and warm. It’s a compelling example of how thoughtful design can transform retail into a living, breathing experience.