Between the Walls Designs the One by One Flagship Space
Amy Duong — March 19, 2025 — Art & Design
References: design-milk & design-milk
Fashion retailer One by One gets a new flagship showroom location in Kyiv, Ukraine. It is designed by architecture and interior design firm Between the Walls. The space brings a sense of community feeling in a time that is burdened by uncertainty. There is a theme centered around aquatic notions and this is translated through the spacial concepts but continues to the marketing and branding as well.
The lead designer and co-founder of BTW, Victoria Karieva shared, “I asked myself, ‘what do I truly miss in life right now?’ The answer was lightness, air, and the feeling of being by the water. This project was a personal reception of the opposing emotions I’ve been feeling due to the ongoing war in Ukraine. Through the concept of the interactive pool and playful design elements, we wanted to offer an escape – a place where people could experience joy, ease, and a sense of distraction, even if just for a short while.”
Image Credit: Between the Walls
The lead designer and co-founder of BTW, Victoria Karieva shared, “I asked myself, ‘what do I truly miss in life right now?’ The answer was lightness, air, and the feeling of being by the water. This project was a personal reception of the opposing emotions I’ve been feeling due to the ongoing war in Ukraine. Through the concept of the interactive pool and playful design elements, we wanted to offer an escape – a place where people could experience joy, ease, and a sense of distraction, even if just for a short while.”
Image Credit: Between the Walls
Trend Themes
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Aquatic-themed Retail Spaces — Retail environments incorporating aquatic themes offer immersive experiences that evoke a sense of escapism and tranquility for customers.
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Community-centric Showrooms — Integrating elements that build a communal atmosphere in retail spaces fosters stronger emotional connections with customers during uncertain times.
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Emotionally-driven Design — Designs that tap into current emotional climates resonate deeply with audiences, providing innovative pathways for retail to navigate challenging periods.
Industry Implications
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Architecture and Interior Design — The blending of immersive and emotionally resonant design concepts in physical spaces is reshaping the architectural landscape and interior design approaches.
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Fashion Retail — As fashion brands embrace experiential showrooms, there is potential for remodeling how consumers engage with fashion products in physical spaces.
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Marketing and Branding — Aquatic themes can extend beyond physical design into the branding realm, offering new directions for storytelling and customer engagement in marketing.
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