Njoy Shop in Kyiv by Nastia Mirzoyan: Redefining Retail with Intimate Education and Playful Design

A New Vision for Retail and Intimacy

The Njoy Shop, designed by Ukrainian architect Nastia Mirzoyan, is far more than a contemporary retail store. Conceived as a hybrid between a modern sex shop and an educational space, the project reimagines how intimacy, sexuality, and relationships can be explored in an environment that feels safe, playful, and approachable.

Located in the heart of Kyiv, the 60-square-meter interior creates a balance between retail, education, and social engagement. By combining intimate products, books, and workshops, the space supports open conversations around sexuality, self-discovery, and human connection.

Educational Core and Book Collection

At the heart of the project is a strong educational mission. One of the shop’s founders is directly involved in publishing, shaping the book collection into a cornerstone of the interior. Visitors are invited to engage with a curated library that bridges intimate knowledge and practical exploration, creating a cultural and intellectual dimension rarely seen in retail design.

Interior Design Concept

The spatial design is conceived as a single open-plan zone, wrapped by a perimeter system of shelves for products and literature. At the center stands the defining architectural feature: a ring-shaped shelving structure.

• This circular installation serves as both a compositional focal point and a functional exhibition space.
• Its design allows for community gatherings, workshops, and public lectures, where a speaker can stand inside the circle while visitors gather around.
• This unique layout encourages interaction and inclusivity, turning retail into a platform for dialogue.

Breaking Away from Traditional Retail Archetypes

Nastia Mirzoyan deliberately avoids the archetypes of conventional shops, which often generate discomfort in the context of intimate products. Instead, she adopts an architectural language of playfulness and lightness.

• Neutral backgrounds and simple linear forms create a sense of calm and neutrality.
• Bright accents appear at the reception and bar areas, injecting warmth and personality.
• The color palette and textures foster a gradual, friendly immersion, making visitors feel comfortable and open to exploration.

The overall effect is light, colorful, and subtly playful—a conscious reminder that intimacy can also be joyful and fun.

A Playful Atmosphere with Artistic Touches

To complement its educational and retail purpose, the shop integrates spaces for relaxation and conversation:

• A small bar and soft seating areas welcome visitors, transforming the shop into an inviting lounge.
• Playful poufs designed by Ukrainian artist Serhii Drofa act as both art objects and functional furniture.
• Custom-designed lighting above the red stand, based on Mirzoyan’s drawings, further enhances the space with artistic precision.

These elements highlight the fusion of design, art, and intimacy, making the shop not only a place to purchase products but also a space to engage, learn, and connect.

Redefining the Modern Sex Shop

By blurring the boundaries between retail, education, and community, the Njoy Shop challenges societal taboos and reframes the modern sex shop as a welcoming, cultural, and educational destination.

The project showcases how contemporary retail interiors can foster dialogue, respect, and inclusivity while celebrating playfulness and discovery.

All Photographs are works of Yevhenii Avramenko