On one of Moscow’s liveliest streets, a new concept store for children has opened its doors. Wisteria spans 550 square meters and blends a carefully zoned multi-brand retail space with a playroom, a family lounge, and design collectibles more often seen in interior magazines than in children’s environments.
Architect and interior designer Ariana Ahmad approached the project as a hybrid format: not just a retail space, but a place with a clearly defined flow and a focus on comfort—for both children and parents. Of the total area, 365 square meters are dedicated to shopping, while the rest is reserved for equally important functions: spacious fitting rooms with podiums, a small coffee bar, and a back-of-house zone with a separate staff entrance.
“We began by mapping out the customer journey — how people would move, where their attention would land, where they might pause — and only then layered in the details,” says Ahmad.
An interior that feels like an expression
In mood and palette, Wisteria has more in common with an old-fashioned sweet shop than a luxury boutique. The flooring resembles glazed porcelain nougat, glass pendants shaped like candy float overhead, and everything is bathed in soft pastels. Festive elements are present, but never overwhelming: the cash desk nods to a fairground kiosk, while a rainwater pipe is discreetly hidden inside a balloon-shaped sculptural element.
Behind the visual lightness lies technical precision and meticulous attention to detail. The walls are clad in textured, commercial-grade wallpaper; the furniture is stable and tactile; and every fabric and finish is chosen with care.
“The client personally tested the inner seams of garments to make sure they wouldn’t irritate a child’s skin,” Ahmad notes. “That level of care set the tone for the entire project.”
Design icons at eye level
While much of the furniture was custom-designed by Ahmad’s studio, she also introduced iconic pieces — scaled for a child’s world — that serve as subtle lessons in design. Among them are Dirk van der Kooij’s Chubby stool, the Bold chair by French brand Moustache, the F598 Groovy lounge chair by Pierre Paulin, and of course the Ultrafragola mirror by Ettore Sottsass, whose wavy silhouette and pink neon glow have made it an instant photo favorite.
“I believe it’s important to develop a sense of form from an early age,” says Ahmad. “A child may not remember the designer’s name, but they’ll recognize what good proportions, balance, and color harmony feel like.”
Wisteria is a store for slowing down — a place to have a coffee while weighing a choice, to let a child try things on without pressure, and to simply enjoy the experience. Everything here is designed to invite you to linger just a little longer.
