Interior design concept of Ukrainian brands clothing store

Abstract

The issue of retail establishments design and planning is considered based on the example of clothing store interior conceptual development. The relevance of finding new forms of expression of Ukrainian identity in design is justified, in particular, clothing stores of Ukrainian brands, which today are not only trade establishments, but also the popularizes of Ukrainian culture. Based on the results of the analysis of literary sources and design experience, trends regarding the formation of the interior space and content of modern clothing stores were revealed, including: versatility; combination of various functions; a new interpretation of mannequins; change of exposure according to the principle of the gallery. A separate direction of form creation is the combination of national iconic elements of culture and modern requirements for arranging space. The purpose of the research is to develop a concept of a modern, multifunctional retail space, a color and style model that combines modern European trends and a new look at Ukrainian culture and its origins. The main theses of the concept are modeled on the example of the design development of the interior of a clothing store of Ukrainian brands. It is proposed to organize the store space as an exhibition platform for local artists with a new interpretation of elements of Ukrainian culture. Means of expression of the defined task are: space zoning, color model, use of ornament, design of decorative and compositional element. The purpose of the conceptual composition of stylized mannequins is to allegorically and abstractly depict the national idea and peculiarities of the history of the Ukrainian nation with the help of images, shapes, poses, and colors. The color model is based on the connection between Ukrainian culture and the culture of Northern Europe, and the placement of the figures refers to the ancient Slavic understanding of the sides of the world and their symbolism. Stylized ornaments with unconventional presentation are offered as decor on architectural and structural elements. It was concluded that the interior of a Ukrainian clothing store should be formed as an exhibition and presentation platform for Ukrainian designers, combining a recognizable identity with modernity; to represent Ukraine in a new way for Ukrainians and foreigners. The means of expressing the formulated demands should influence the historical national consciousness through indirect associations and symbols, which are based on historical and cultural artifacts.