12 STOREEZ: interview with the architect

Architect Svetlana Azarova chose the Pigmento by Ergon surfaces when designing the new Moscow stores of clothing brand 12 STOREEZ. It was a pleasure to interview her and find out about her design vision and the creative approach underlying the project for these locations.

Every detail of the stores has been precisely designed to deliver a shopping experience consistent with the brand’s identity, with a seamless blend of style, luxury and practicality.

What is the philosophy that inspires your interior design projects?

For me, architecture isn’t a matter of building walls; it means following a natural flow, which guides the entire project. It springs from a pathway that runs from inspiration to light, from materials to the character of the space, with every phase helping to create coherent, unique interiors. Every project is an experience of total immersion, and no two are the same: each one evolves continually, adapting to its context and the relative needs. My golden rule is simple: be flexible, never predictable and always extremely effective.

What was the most exciting thing about this project?

The most exciting thing was transforming the store into an authentic extension of the 12 STOREEZ philosophy. I wasn’t just designing a retail space; I was building a location that would express an idea of understated luxury through every detail: materials, lighting, surfaces and furniture. Working on such a complex project, carefully planned in every detail and in a prestige context, was particularly stimulating and enabled us to conceive the architecture as a genuine product of the brand in all respects.

What did you most appreciate about the Emilgroup materials?

The things I appreciated most about the Emilgroup materials were the surfaces’ excellent quality, the strong customer-orientation and the outstanding advice and support provided.
What’s more, the surfaces integrated wonderfully into the design scheme, ensuring uniform light distribution while providing excellent technical performance. These characteristics make them especially suitable for heavily-used commercial locations and particularly severe climates.

Discover the project