Russia. Flowers as art installed in a white cube shop

The interior of a boutique designed by architect Eduard Eremchuk becomes a bridge between the Soviet Constructivism and contemporary design.

Boutique di fiori, foto di Inna Kablukova

If the installation of artworks in the “white cube” may have tired the art world, it is not like that in the new world of flowers. In Russia, in Rostov-on-Don, a special flower boutique was opened in a building dated 1928 in the constructivist era designed by Michail Kondratyev. Nothing to do with the classic flower shop that smells of Provence, full of plants, illuminated by natural light and accompanied by lemon-colored linen cloths. Guapa, this is the name of the Russian shop designed by Eduard Eremchuk, is a minimalist, entirely white, whose lighting comes from the ceiling and is futuristic, far from natural, inspired by Kubrick, “2001: A Space Odyssey” . Of “equipment” there is only one window, so lighting is above all a good stylistic choice to face the poor light. This interior represents a new wave of Russian design that blends with the context of Soviet history. The curved walls are a reference to the exterior, creating a visual and historical link between the inside and the outside. The impact to the eye is in fact minimal and geometric, the light is intense and cold. A silver counter divides the private space where the bouquets are made from the public one, where the client can wait for flowers reading art and design magazines. Guapo, in name and in fact.

Negozio di fiori
Eduard Eremchuk
Russia, Rostov-on-Don
43 sqm
Inna Kablukova

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