One by One Flagship Showroom Is a Space for Resilience and Joy

Water holds memory, with modern representations steeped in human traditions surrounding the element. Purification, reflection, and even jubilation. The Kyiv, Ukraine, flagship showroom for fashion retailer One by One is mindfully crafted to tap into this phenomenon recalling the child-like spirit of joy and whimsy, which flows through a collective consciousness sharing the same fondness for a summer’s day poolside. Completed by world renowned architecture and interior design studio Between the Walls (BTW), this space unites a community burdened by war and uncertainty. What’s more, the aquatic theme not only influences the spatial concept but also the client’s marketing and branding strategy.

The minimalist clothing store, One by One, features white walls and floors. Hanging garments include dresses and jeans, while modern lighting fixtures illuminate the space. A round display table stands centrally, enhancing the sleek aesthetic.

“I asked myself, ‘what do I truly miss in life right now?’ The answer was lightness, air, and the feeling of being by the water. This project was a personal reception of the opposing emotions I’ve been feeling due to the ongoing war in Ukraine,” says the lead designer and BTW co-founder Victoria Karieva. “Through the concept of the interactive pool and playful design elements, we wanted to offer an escape – a place where people could experience joy, ease, and a sense of distraction, even if just for a short while.”

The modern clothing store interior, with its white and blue theme, invites customers to explore, One by One. A central display features a circular pit filled with blue balls, while clothes hang neatly around the perimeter under elegant white light fixtures.

Guests are fully immersed in the evocative interior architecture upon entry. The roughly 2,100-square-foot space comprises a main showroom floor with large niches for display and an adjoining dressing room lined with private changing booths. This more intimate area is akin to high fashion’s traditional salon typology where shopping and styling potential purchases is also an elevated social ritual.

A pool filled with numerous light blue balls, each marked with a barcode, lies against a background of white tiles with red grid lines.

A modern clothing store interior with white tile flooring showcases a variety of denim apparel and white tops on racks, displayed one by one against a blue and white backdrop.

Leaning into this, the design blends beautiful displays with various interactive moments peppered throughout the store to create Instagrammable vignettes – something crucial for visibility and subsequently business in the digital age. Each fitting room is expertly staged to offer a sleek, modern aesthetic, with more white tiles, round metallic stools, and perfectly placed mirrors. Customers are invited to share their visits online, which expands the showroom’s reach and audience.

A modern clothing store interior designed with a minimalist touch features white walls, checkered displays, and racks filled with denim jeans and white tops. Bright overhead lights illuminate the space, inviting customers to discover each stylish piece One by One.

The One by One clothing store interior boasts a chic white and blue decor. Stylish displays feature white t-shirts, light blue denim skirts, and folded gray shirts on sleek white grids. Modern lighting and reflective surfaces complete the look for a contemporary shopping experience.

The entire floor plan is flooded with soft, ambient light emanating from thoughtfully placed panels to avoid harsh glares. Anchoring the main area is a small ball pit – a recreational-style pool filled with cerulean orbs – where people can ‘splash’ for a photo opportunity against white tiles with red grout that provide the perfect backdrop. Another photo-worthy fixture is the cluster of custom 3D-printed pendants hanging just above it. And special niches punctuated within the walls are awash in the same expressive hue first introduced by the spheres.

A series of cloud-shaped pendant lights hang from the ceiling with white fixtures, creating a seamless cascade of ethereal beauty.

A minimalist store display features white sneakers, folded shirts, and books on a white shelf against a pristine white wall adorned with a subtle "One by One" text pattern, creating an elegantly unified aesthetic.

The modern, minimalist surroundings feel expansive as the scale of tiles shifts to something larger while striated wall treatments help draw the eyes upward. Many of the furnishings even echo the grid established by grout lines. White surfaces elsewhere provide a clean backdrop for the curated clothing displays, which also feature stainless steel rods that resemble the chrome handlebars often found in public pools. The varying heights, textures, and orientations of visual elements create a unique sense of undulation across the room. All the furniture was custom-designed by the BTW team and fabricated locally, with every piece customized to go with the flow.

Modern interior with silver metallic walls and a blue cushioned alcove. The text "ONE BY ONE, ONE BY ONE" seamlessly integrates into the design, echoing throughout the space.

Here, the Ukrainian spirit boasts its ability to adapt and thrive amid adversity. This project reflects a mutual commitment, by businesses and creatives alike, to innovation and excellence in spite of the most difficult circumstances.

A white, sleeveless dress from One by One hangs gracefully on a wooden hanger inside a blue padded dressing room with soft lighting.

“The client’s reactions were positive,” adds Karieva. “A ‘let’s keep moving forward’ attitude.”

The One by One clothing store features blue padded walls and sleek metal racks displaying casual wear, set against pristine white tiled flooring.

The clothing store interior, exuding minimalist elegance, showcases racks of jeans and a sleek white counter. A playful ball pit with blue balls complements the light blue tiled wall adorned with a sign reading "One By One," creating a harmonious shopping atmosphere.

Modern retail store interior with metallic walls and a blue grid panel. The sleek white counter displays clothing alongside a computer. In the background, the store name "One by One" is elegantly showcased, adding to the chic ambiance.

A retail store interior with a light blue wall adorned with the text "One by One," showcasing clothing on display. A computer rests on a sleek white counter, adding to the modern ambiance.

A sign with "Gift for Every Story" hangs over a metal surface, perfectly complementing the tiled blue wall and offering a nod to the phrase "One by One" in the background.

The clothing store interior features a sleek white tile floor and metallic accents. Racks display shirts and jeans, arranged one by one for easy browsing. Large photos of models hang on the walls, adding a touch of inspiration to your shopping experience.

A modern clothing store interior with a minimalist design, where style is curated one by one. White walls and a red grid counter are in the foreground, while racks of neatly hung clothes are visible in the background.

A modern, minimalist store with white tiled walls and floor, featuring a blue cushioned bench and a circular mirror. Shelves display shoes and bags one by one, creating a clean aesthetic, while hanging lights add softness to the scene.

Modern dressing room with white tiled walls, circular stools, floor-to-ceiling mirrors, and metal rails. Step in One by One to experience the elegance of this meticulously crafted space.

A silver handrail graces a tiled wall, adorned with Ukrainian text: "You are going home with me. Need to think. Not today."

A modern changing room boasts two large oval mirrors on tiled walls, illuminated by vertical lights one by one, and featuring gray and red plaid rugs near blue cushioned stools.

The modern dressing room features pristine white tile walls and floors, where mirrors line the space one by one. Stainless steel handrails and fixtures add a sleek touch to this contemporary design.

The modern showroom features a soft blue sofa, a large circular mirror, and white spherical pendant lights aligned one by one against the tiled wall and floor.

A minimalist store interior features a pastel blue sofa alongside wall shelves that display shoes and handbags one by one, all under white lighting that creates a clean, modern ambiance.

The minimalist shoe store interior, named "One by One," features white walls and bright lighting. Shoes and a few colorful baskets are elegantly displayed on pristine white shelves and in two sleek glass display cases.