圣彼得堡的“Viva la Vika”与“Choux”全新联合精品店项目，为设计师带来了一次充满挑战的创作旅程。项目的目标不仅是将两个品牌融合在同一空间内，还需在延续它们既有的视觉美学基础上，注入全新的、独特且令人印象深刻的元素。在保持各自品牌独特性的同时，营造出一个独一无二的氛围。因此，设计的出发点自然落在了“Viva la Vika”标志性的粉色美学上。

The new joint boutique project for brands “Viva la Vika” and “Choux” in Saint Petersburg became another exciting challenge for me. The task was not only to combine two brands under one roof but also to infuse the already established visual aesthetic of their previous stores with something entirely fresh, unique, and memorable. It was essential to preserve each brand’s identity while creating a distinctive atmosphere. Naturally, the starting point was the iconic pink aesthetics of Viva la Vika’s stores.

▼店铺外观，exterior view of the building © Sergey Krasyuk

▼门头设计，storefront © Sergey Krasyuk

精品店的核心区域摆放着品牌标志性的粉色桌子——这一设计最初于2023年为Patriki店铺打造。然而，本次项目的核心概念更注重打造极具视觉冲击力的店面呈现，使店铺在街道上便能吸引目光。因此，空间本身被塑造成一个通往异次元的“入口”，最终催生出“吹起泡泡糖”的设计概念。这一灵感来源于品牌既有的视觉语言，设计师着迷于泡泡糖独特的流动性和可塑性——它可以被拉伸、膨胀，并定格成意想不到的形态，宛如凝固的魔法物件。

At the boutique’s center, we placed the signature pink table, designed specifically for the Patriki location in 2023. However, the core concept revolves around something else entirely—crafting an eye-catching storefront clearly visible from the street. For this, the space itself had to become a portal into another dimension. Hence, the concept featuring blown-up bubblegum emerged naturally from previous brand concepts. I was inspired by the unique fluidity and plasticity of chewing gum bubbles, their malleability, and their ability to take on surprising shapes, frozen in time like magical objects.

▼核心区域摆放着品牌标志性的粉色桌子，

at the boutique’s center, we placed the signature pink table © Sergey Krasyuk

▼粉色展桌近景，closer view of the pink table © Sergey Krasyuk

▼极具视觉冲击力的店面，highly visual storefront © Sergey Krasyuk

在店铺内部，设计团队没有掩盖或避开分隔两大展厅的承重墙，而是将其纳入艺术装置的一部分，使其被“泡泡”包裹。为了节省时间和预算，团队首次采用3D打印技术，其中塑料材质的泡泡方案完美呈现了设计理念。这一3D打印结构成为整个设计的核心，如同为旧店铺披上了一层崭新的泡泡糖粉色外壳。整个空间仿佛是Patriki店的那团黏稠软化的泡泡糖，在此化作了一连串膨胀的气泡，换了形态，也换了地址。

Instead of hiding or bypassing the load-bearing wall dividing two halls, we turned it into part of an art installation encased in “bubbles.” To save time and budget, we utilized 3D printing technology for the first time, and the option with plastic bubbles proved ideal for bringing our vision to life. The 3D-printed structure became the cornerstone of the entire concept, effectively dressing the old store in a new bubblegum-pink shell. Imagine if the gum from Patriki decided to change its location and state—from a sticky melting substance to inflated bubbles.

▼被“泡泡”包裹的墙体与展柜，

walls and display cases wrapped in “bubbles” © Sergey Krasyuk

▼展区宛如艺术装置，the display area is like an art installation © Sergey Krasyuk

毫无疑问，粉色是这个项目的绝对主角。它不仅让品牌在众多零售商中脱颖而出，更精准捕捉到了品牌顾客的情绪与氛围。这家店铺将“Viva la Vika”和“Choux”两个品牌巧妙融合，带来了一场令人惊喜的蜕变。如果说Choux过去从未如此大规模地使用粉色，现在，这种粉色已彻底“感染”了整个空间，宛如置身于一个粉色版本的Choux，内部则陈列着Patriki风格的展示区。这股粉色“病毒”甚至强大到将原本的绿色调也转化为泡泡糖粉色。

Pink, undoubtedly, is the central color of this project. It perfectly distinguishes the brand among other retailers and precisely captures the mood of its customers. The store merges the two brands, Viva la Vika and Choux, leading to a remarkable transformation. If previously Choux had never used pink to such an extent, now pink entirely “infects” the space. It feels as though one enters a pink Choux with a Patriki display inside. This pink “virus” is so powerful it even transformed the original green hues into a bubblegum-pink shade.

▼醒目的泡泡糖粉色，the bubblegum-pink shade © Sergey Krasyuk

▼展柜细部，details of the display cabinet © Sergey Krasyuk

与此同时，设计仍保留了“Viva la Vika”门店一贯的光泽感表面。如果Choux和Viva la Vika进行联名合作，那么这间坐落于圣彼得堡的精品店，无疑便是最完美的具象化呈现。

At the same time, we retained the glossy surfaces characteristic of Viva la Vika’s shops. If Choux and Viva la Vika were ever to collaborate, it would surely look exactly like this boutique in Saint Petersburg.

▼衣架细部，details of the clothing display shelves © Sergey Krasyuk

▼更衣室细部，details of the fitting room © Sergey Krasyuk

▼平面图，plan © Elena Lokastova

Architect: Elena Lokastova @Lokastova_Elena

Store: “Viva la Vika x Choux”

Address: Bolshoy Prospekt Petrogradskoy Storony, 57/1, Saint Petersburg

Area: 140 sq.m.

Photographer: Sergey Krasyuk

Materials: mirrors and plastic.