Ukrainian designer Victoria Yakusha has transformed a SoHo space with her unique approach known as her minimalist style, creating a sculptural, tranquil haven for the jewelry brand Guzema‘s flagship boutique in New York City. Nestled on Wooster Street, this 1,100-square-foot (102-square-meter) shop marks Guzema’s first U.S. location, elegantly combining intimacy with visual artistry.
Victoria Yakusha’s Minimalist Sculptural Touch
Yakusha’s minimalist aesthetic shines through in every corner. She aimed to create an environment akin to a sculptor’s gallery, modeled far from typical retail experiences. “We wanted something more intimate,” explains Yakusha, founder of the Victoria Yakusha Studio. This approach is a hallmark of her understated design philosophy.
Design Details
The interior is long and narrow, featuring recessed niches on both sides and a central path lined with sculptural vitrines. These elements, upholstered in a calming dove-grey suede, mimic rounded river stones, offering a serene experience that is quintessentially subdued.
The overall color palette employs mineral-toned plaster and coordinated storage units, presenting a unified aesthetic. Eye-catching, hand-sculpted white vessels also grace the store window, used innovatively to display Guzema’s jewelry in a way that reflects this minimalist ethos.
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Artistry and Function
The vessels boast a unique visual language, akin to the Sonaih floor lamp from Yakusha’s Faina brand, known for its furniture and lighting pieces. “Each vessel is hand-sculpted, layer by layer, becoming part of the experience,” Yakusha notes, insisting that jewelry should be “discovered, not just displayed.”
Consultation Sanctuary
At the store’s rear, a semi-private area invites personalized consultations, thoughtfully partitioned by glass blocks. This nook features more of Faina’s designs, including a curved sofa, ottoman, and sconce, alongside a stylish metallic table and tableware by Natalia Criado. These elements complement her design style seamlessly.
Beyond Design
Transitioning from a fashion editor to a design luminary, Yakusha has opened galleries in Antwerp and Miami. Her design for Kyiv’s Istetyka restaurant reflects her signature interplay of rough and smooth textures. In the wake of the 2022 invasion of Ukraine, Yakusha crafted a furniture line paying homage to her homeland and envisioned a museum to protect Ukrainian cultural heritage.
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Photography by Matthew Williams.
Source: dezeen.com
Frequently asked questions
Where is Guzema’s flagship boutique located in NYC?
Guzema’s flagship boutique is located on Wooster Street in SoHo, New York City.
What design style does Victoria Yakusha bring to Guzema’s boutique?
Victoria Yakusha brings her minimalist design style to Guzema’s boutique, creating an environment similar to a sculptor’s gallery, with a focus on intimacy and tranquility.
What features are in the consultation area of Guzema’s store?
The consultation area at the store’s rear features a semi-private setting with glass block partitions, including designs by Faina such as a curved sofa, ottoman, sconce, and a metallic table with tableware by Natalia Criado.