Following stores in Yekaterinburg, Moscow and St. Petersburg, jewellery brand Avgvst shows off it’s just as innovative on the entrepreneurial side as on the creative side, opening a new store in Berlin. The brand has been founded in 2015 by advertising professional-turned-designer Natalia Bryantseva who secured a location in the city’s buzing Mitte district. Occupying a ground floor unit of a traditional residential structure built in 1863, the interior design is a renewed collaboration with architect Harry Nuriev and his sought-after practice Crosby Studios. Nuriev’s design for Avgvst‘s first store in Moscow, which opened almost five years ago, sees an all-yellow interior, and the new retail space in the German capital can be seen as extrapolation of sorts albeit one with a concept all its own with bright yellow accents. The retail space is built around the idea of a ‘dark kitchen’, one that operates solely for delivery and takeaway orders and without a physical space for guests to dine in.
That said, there’s a lot of manual labour and attention to detail, quite similar to the making of jewellery. Additionally, the premises are seen as a nomadic retail space, and as such, put together from scratch, and including upcycling as a design element. Office blinds have been repurposed as wall finishing materials, loosely concealing bare brick walls red and windows, while foldable camping chairs and tables take the place of ‘permanent’ furniture, and restaurant equipment was transformed into display cases. One side of the space is entirely clad in slabs of mirrors which optically enlarge the space. In an adjacent room behind Avgvst‘s retail space, a full-fledged tattoo studio can be found. Here, all walls are mirror-clad, and all furnishings, except for the treatment chair, have been dipped in a yellow hue. A similar light stretch ceiling ties in the two spaces. And that’s not all—the new Avgvst store also comes with a secret garden.
Avgvst
Alte Schönhauserstrasse 27 (Mitte)
10119 Berlin
Mon-Sat 11am-8pm
Publishers Note
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