РУEN
The Dom Slate — project image 1

Name of the project

Giulia Novars showroom at The Dom Interior Center

Main character

Giulia Novars — a Russian premium furniture brand, winner of prestigious awards including Red Dot and participant of leading international exhibitions such as Salone del Mobile.

Setting

The Dom Fashion Interiors Center, Shelepikhinskaya emb., 34, building 2, Moscow.

Giulia Novars Showroom “The Dom Slate”

Objective

To create a unique exhibition space by merging two separate showrooms into one with a strong visual and functional identity that reflects the brand’s status and enhances product perception.

Conceptual scenario

To achieve this, we physically and visually united the two previously disconnected spaces. Given the height restrictions imposed by the center, the space was organized using translucent furniture elements, refined lighting, and architectural accents.

Transparent displays, a glass island with built-in appliances, and slatted partitions were developed to visually separate zones while maintaining openness. A continuous cornice with integrated lighting framed the composition into a cohesive whole.

Client’s role in the project

Active involvement from showroom director Irina Stepanova ensured precision and expressive quality in all furniture decisions during both the design and execution phases.

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  4. The Dom Slate showroom interior for Giulia Novars
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Architecture of the idea

The concept is rooted in clear functional and visual organization:

  • The space is divided into thematic zones — three kitchens with islands, wardrobes, a living room, and a bathroom furniture area.
  • The Giulia Novars “house” acts as the central symbol of home comfort and emotional connection to the brand.

The lighting design creates an intimate, magnetic atmosphere, highlighting the strengths of the exposition and guiding attention to key elements.

On site

The implementation took place under tight deadlines and included: merging the two spaces, installing partitions and openings, stone cladding, tailored lighting setup, and final decor.

Details and meanings

  • The “house” mock-up acts as the emotional anchor of the space, reflecting the brand’s family values.
  • The display house is made from tempered glass and oak veneer.
  • A carefully calibrated lighting system based on proprietary studies of visual contrast and comfort.
  • Decorative elements were chosen to harmonize with the product range and overall visual tone.
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Final result

The Giulia Novars showroom at The Dom became a space where every detail emphasizes the brand’s premium nature and technical sophistication.

Thoughtful layout and lighting design make the exposition both comfortable and memorable — turning the visit into a complete emotional and aesthetic experience. This is a place where clients can truly feel the atmosphere of their future home.

Other case studies

The name Zariza

Engraving of historic Tsaritsyn by Adam Olearius, 1636

In 1663, a book by Adam Olearius, a German scholar and secretary to the Holstein embassy to Russia and Persia, included a plate with six engraved views of Russian cities.

Tetus, Samara, Soratof, Zariza, Tzornogar, Kusmamedianski. Olearius passed Tsaritsyn on 6 September 1636.

Partners and clients sometimes jokingly associate our name with royalty. We do not mind, although for us it is rooted above all in the history of a place.

The city’s name is associated with the Tsaritsa River. One explanation traces it to the Turkic “sary-su”, meaning “yellow river”; another links it to “yellow sand”.

The fortress in the engraving stands at a meeting of currents: goods and embassies travelled along the river, and routes crossed here. This image resonates with us. Design and implementation also form a system of many factors, whose parts need to work together.

The studio’s name is tied to the history of Tsaritsyn, a city at the confluence of the Volga and Tsaritsa rivers. Our first office opened here, near the Architecture University. The studio began work on 21 December 2012, the day a 5,125-year cycle of the Maya calendar came to a close.

“Art” was added later, when we registered the domain. The name retains our connection to our place of origin, while the studio’s work has long reached beyond its geography.

Brand Identity

Brand identity is a combination of visual, verbal, and emotional characteristics that make your brand recognizable and unique. It is a holistic system of meanings, images, and values that reflects the essence of the company and shapes how it is perceived by the audience.