interactive fitting rooms define the symbol digital showroom in kyiv

step inside the symbol digital showroom by balbek bureau

Ukraine-based practice balbek bureau reveals its latest retail project, an interactive luxury showroom in the heart of Kyiv. The team was approached by Symbol, the largest Ukrainian distributor of luxury segment brands, requesting a boutique interior with a fresh new concept powered by digital features. Located on Horodetskoho Street, the Symbol showroom is housed within a 19th-century building that succumbed to WWII damages. Today, restored to its former glory, the structure offers a touch of tradition to Symbol’s futuristic space.

Speaking of war, balbek bureau began project during the 2021 invasion: ‘the implementation was put on hold due to the full-scale invasion. Work resumed in May. The cost of materials has increased by 2-3 times. Some people taking part in the project went off to war – builders, contractors and a project manager from the bureau. Despite its compact area, the Symbol digital showroom has become a fantastic cluster of atypical and unique solutions. Against all the obstacles, the team managed to implement a project that offered a fresh vision for an experienced and demanding audience,’ shares the team.

all images © Andrey Bezuglov, Maryan Beresh

focusing on tactile and sensorial experiences

Concept-wise, ‘We focused on tactile and sensorial sensations and sought to create the effect of novelty,’ says the balbek bureau team. ‘The inspiration was the actual items presented across Symbol stores – objects of timeless aesthetic, like a classic cashmere coat, the quality of which is preserved for years. This is not a space created according to current trends; our task was to make the interior relevant and timeless simultaneously.‘

The interior of the Symbol digital showroom is a single elongated space connected by arched passages. At its core are wavy walls boasting a metallic effect that recalls waves of fabric swaying in the wind. Upon entering, Symbol shoppers are greeted by the reception area located to the right of the entrance. Opposite the counter, a sofa serves as a waiting area for guests since the showroom also functions as a delivery point for online orders.

Unlike most retail stores, the Symbol showroom does not feature rails and shelves. Instead, from the reception area, customers can enter the interactive fitting rooms and assemble a complete look on the brand’s website through a sofa space fitted with opposite screens. Once the outfit is selected, the showroom staff compiles the items, preparing them for fitting.

Tables are placed close to the sofas, the tops of which have built-in Apple Magic Trackpads. The niches under them were milled to create a seamless, built-in touch panel effect that allows users to flip through clothes on the screens by swiping their fingers across the tabletop. On the right, traditional showcases are replaced by miniature stands with tablets lit by floor lamps. With them, customers can try on clothes and accessories via Symbol’s interactive mask filters on Snapchat.

Inside the second hall, three classic fitting rooms await the guests, designed to be spacious enough to accommodate several poufs and allow guests to twirl in front of the mirror. On the large sofa opposite, one can try on shoes or wait for a friend. The mirrored doors of the fitting rooms and the light box in this area create a chamberesque atmosphere with uniform lighting, tempting guests to take a couple of selfies.

In the far corner of the showroom is a technical area with rooms for staff, a kitchenette, and a toilet. ‘Organizing storage was another task we were presented with, for which we used all remaining available space. We provided multi-tiered rails for storage, equipped with a ladder for convenience. All showroom furniture – sofas, floor lamps, screen stands, and reception desks – is custom-made according to our own designs,’ continues balbek bureau.

A distinctive feature of the Symbol showroom is its sculptural, metallic-like, wavy walls that set the tone for the rest of the design elements. Its execution was far from simple; the contour of the walls moves in complex curves, not in a simple radii. After mapping them out on the floor, the team assembled a frame of closely spaced wall profiles to which a plasterboard cut into thin strips and polished with wax was attached, giving the walls that metallic shine.

Meanwhile, balbek bureau used Microcement as flooring on the first floor; with its smooth and flexible quality, the material covers the reception desk and takes over the exhibition area, making the furniture seem as if it has grown out of the floor. The fitting room area is carpeted to match the plaster and concrete, creating a uniform color block.

creating a uniform and seamless lighting design

When working with the showroom’s lighting, ‘it was necessary to think about how to evenly illuminate and organically combine the fitting rooms, window displays, and reception areas. At the same time, it was important to adhere to a minimalist style and not add too much visual noise. This is how the idea of a large lightbox on the ceiling appeared,’ explains the team.

Faced with the challenge of curved surfaces, construction workers assembled the entire structure by hand. The profile was initially made to order at the factory, milled, and bent to imitate the required contour, making it possible to stretch the canvases without any visible seams around the perimeter.

The lightbox consists of a grid of LED modules directed to the ceiling and reflecting downwards. Past the grid, two films stretch over the profile: one diffuses light, and the other casts a matte effect. Together, these features compose a uniformly lit lightbox without visible diodes.

On the other hand, the wall-mounted lightbox near the fitting rooms reveals separate cells: inside each is a Smart RGB lamp that can change color and brightness independently. With the help of programming, unique lighting scenarios have been created to turn the room into an alluring photo zone. ‘Due to the high ceiling, we had to arrange sufficient light in the fitting rooms. They are illuminated with the help of hidden lights in the ceiling and behind the mirror, as well as a spotlight from above,’ notes balbek bureau.