EMBODY - Afimall Flagship store

About The Entry

Our collaboration with Embody began a year ago with a boutique in Metropolis Mall, Moscow. The new flagship in Afimall became a natural continuation — a space where every idea found support, allowing us to bring our vision to life with freedom.

The founder, Regina Kurbangalieva, brought a sharp visual intuition and openness to experimentation. Together, we shaped not only the spatial layout but the deeper narrative of the space. At 152 m², the boutique’s elongated layout required inventive zoning. Rather than a traditional partition, we introduced a sculptural wall with soft, inflated contours that organically merge into the floor, ceiling, and walls. A fluid arch within it opens to a second zone in a creamy yellow hue, offering a contrasting yet inviting ambiance.

This wasn’t just a retail space — it was a series of scenographic moments. We wanted people to linger, engage, and feel part of the brand. Even the path to the fitting room becomes a sensory journey. One playful touch is a Japanese-style Gashapon machine — insert a branded coin, turn the knob, receive a surprise. A small act of wonder that leaves a lasting emotional connection.

At the heart of the fitting room area is “Maslik” — a large pouf with legs. Initially a furniture piece, it evolved into the boutique’s mascot and even inspired candle souvenirs. Each custom-designed furniture piece serves both function and storytelling. The central display table was coated in a complex finish: pink base, pearlescent layers, chameleon pigment, and glossy lacquer.

All textiles were dyed using custom infusion techniques to match the exact palette. Lightboxes, curved walls, and layered textures create a balance of precision and airiness. In one zone, a ceiling-mounted “pizza slice” lightbox reflects in the mirror as a glowing sun, producing a surreal, dreamlike effect.

This interior is more than a space — it’s where the Embody brand lives, speaks, and connects. Every element is a continuation of a narrative told through material, form, and light.