Dezeen · Creativity & design

Victoria Yakusha Designs Sculptural Boutique for Guzema in NYC

Ukrainian designer Victoria Yakusha has created a minimalist, sculptural interior for Guzema, a Ukrainian jewellery brand, in its first US flagship store located in SoHo, New York.

The 1,100-square-foot boutique features a cohesive, warm beige palette, with Yakusha aiming for an intimate, curated feel rather than traditional retail. The design emphasizes sculptural elements, including rounded, suede-upholstered vitrines and recessed niches for product display.

Walls and ceilings are finished with mineral-toned plaster, creating a textured, unified surface. The store's window display showcases Guzema's jewellery within hand-sculpted, vessel-like installations, echoing the aesthetic of Yakusha's own design brand, Faina.

Yakusha described the vessels as artworks designed to make the jewellery feel "discovered." A consultation area at the back of the store includes Faina furniture and pieces by other designers.

This project adds to Yakusha's portfolio, which includes galleries for her Faina line and interiors for various establishments. She has also created works inspired by her homeland following the 2022 Russian invasion of Ukraine.

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