Location: Minsk, Belarus
In a shopping mall where everything moves fast, we decided to create a space that invites people to slow down. The Base.vi flagship store is about light, air and taking your time. For Minsk retail, this kind of atmosphere is still quite unusual. The brand started as an Instagram project in 2018 and grew into a full-cycle clothing company, creating its own patterns and producing all clothes in-house. This process became the main idea behind the interior. At the centre of the store, the reception desk looks like a fold of heavy silk frozen in motion. Fringe chandeliers move gently with the air, while microcement plinths blend into the background, keeping the clothes in focus. The sewing corner is a real working space rather than a decorative installation. It shows how the clothes are made and makes the brand feel more personal. The store had a challenging layout, with several columns in the middle. Instead of hiding them, we made them part of the design, placing storage around them and creating a circular flow through the space. The palette was inspired by the materials themselves. Warm beige walls with textured plaster create a soft background, while the French herringbone floor adds rhythm. Wood and soft white carpet make the fitting rooms warmer and more intimate. Lighting was especially important. The fitting rooms have no harsh shadows and natural colour rendering, allowing customers to see the clothes in their true colours. Reddish-copper rails add warmth and energy to the neutral palette. Almost all furniture — including sofas, poufs and light fixtures — was custom-made from our designs to give the store its own character. In the end, we created not just a store, but a “Base.vi Home”. The clients say they enjoy staying here even after the store closes. For us, this is the best sign that the space works as planned: a place to meet, slow down and feel comfortable — both for the brand and its customers.
