We had already designed a corner shop for YOUWANNA inside Tsvetnoy — and that project became the starting point for this new one. The format worked so well that the brand came back to us for a full-scale store: we needed to turn a localized solution into a spatial formula for the brand that could scale across new locations. Today, by our own tracking, this store outsells every other YOUWANNA location — the brand currently operates five stores in total.
The brief: giving the brand a face it didn’t yet have
YOUWANNA is a brand for “bold girls” and bold occasions: experimental materials, confident moves, pieces built to draw attention. Before our corner shop in Tsvetnoy, the brand — by its own team’s admission — was still searching for a visual language. The corner shop was the first solution that truly landed, and we deliberately carried several of its ideas into the new store: the fabric textures, the carpet, the veneer in the furniture (though we revised the grain and texture for this project), and the columns’ shape, which later reappeared in the rail design.
At the same time, we changed the material of the rails themselves. In Tsvetnoy, they were soft, velvet-upholstered columns; here, we used stainless steel tubes — a harder, more sculptural solution that reads differently depending on the angle and pulls its share of attention within the room.
The space is built around the image of a jewelry box: one material and color on the outside, a different one inside.