We have been following the development of the Ural UU project with concern since the appearance of the first self-portrait photo studio in Moscow at Supermetal. Spouses Natasha Lokshina and Pasha Konishchev created a place where everyone can capture themselves “without outsiders” – just by looking in the mirror and pressing the clicker. On the eve of the launch of another location on Chistye Prudy (the doors will open on September 16), we talked with Natasha about how the idea was born, what difficulties arose during the launch and, of course, what is remarkable about the new flagship.
“Our main audience is introverts”: Natasha Lokshina – about UU photography studio (photo 1)
NATASHA LOKSHINA
Founder of UU Self-Portrait Photography Studio
How did the idea of a self-portrait photography studio come about?
I have been photographing with a film camera since I was thirteen, my entire education was focused on the intersection of art and entrepreneurship: from 2018 to 2020 I studied contemporary art at Britanka, where I explored self-perception through mirrors. For example, I worked with a trellis made up of five mirror elements. You could step into it, close yourself off and be left alone with numerous reflections of those sides of yourself that we rarely see in life. Three years ago, in 2021, the image took shape and my husband and I decided to try to implement the format of a self-portrait photo studio.
By the way, the theme of lattices is often found in UU: in the first one, the wall was decorated with five odd ones, then the same reference was sewn into the PEEP project. In a new moment, they brought to the fore this same reflective repetition in the rooms where the filming takes place.
“Our main audience is introverts”: Natasha Lokshina – about UU photography studio (photo 2) UU Team
Did you immediately have an image in your head of how everything should look or were the nuances thought out during the process?
Mirror, light and software were the basis from which we started. And then the complications began, which progressively grew. Right now we are writing our own recording system, creating clickers for shooting and developing a program to conveniently receive and download frames. We are on the verge of putting it all into operation. As fanatics of our business, we strive to provide guests with the best service and the most comfortable interaction with the project. When the technical director came to see us, he had only one question: what will you do when you complete your tasks? The answer was a nervous laugh: the tasks are becoming more and more.
“Our main audience is introverts”: Natasha Lokshina – about UU photo studio (photo 3) Shooting room “Our main audience is introverts”: Natasha Lokshina – about UU photo studio (photo 4) Example of a UU portrait
What difficulties did you encounter when starting your first studio?
The hardest thing is to bring a new product to market. It explains who we are and what we are about. During the first year, few people understood the concept and mechanics of the process: they came to UU and asked where the photographer was to discuss the details of the shoot with him. They doubted that there was definitely no one behind the mirror. They indefinitely postponed the certificates received as gifts because they did not understand what awaited them in the studio.
Our main audience is introverts. And they need a lot of information and feedback to decide on a new experience. At first it was difficult to find words and formulations to describe the format.
“Our main audience is introverts”: Natasha Lokshina – about UU photography studio (photo 5)
Tell us the values you place on the project.
I am a person who very carefully steps into the unknown and comes into contact with new people. Therefore, I really wanted to provide a safe customer experience. Contactless check-in for a space, minimal interaction with strangers, comfortable and friendly environment.
In addition, the shooting process itself should not be stressful, but relaxed and enjoyable. Couples often come to us with cautious partners who were led to the door by persuasion. Guests enter the photo rooms very tense and then come out open and inspired. We simply love it.
Finally, the concept is important. In UU we often make references to the classics. In photography, this is black and white and side light. Out of time. Laconic and elegant. The reference in the process is shooting with a film camera, when you are completely immersed in the process, but you can get the result quickly. From the beginning of my journey, I ran to develop films every day so that the filming process would take place and be completed logically. It’s the same in UU: you will receive photos as soon as the program has time to upload them and send a link (usually this happens within 24 hours). And not just photos, but photos in which you are as you see yourself. Without games and unnecessary information noise. Like photos of my great-grandparents from 1927.
“Our main audience is introverts”: Natasha Lokshina – about UU photo portrait studio (photo 6) Example of a UU portrait “Our main audience is introverts”: Natasha Lokshina – about UU photo portrait studio (photo 7) Example of a UU portrait
How is taking a self-portrait photo in a studio different from taking one with a photographer?
Going to photographers is a very important and necessary experience. Photographers can show us in a way we would never see ourselves. But from my own experience and observations, I know that many people find it quite difficult to trust a photographer. Often the result is uncomfortable and insincere, which is hard to accept. We see UU’s role in solving two problems:
Helping a person to look at themselves with their own eyes in a safe environment, when there is no one superfluous in front of whom they need to “keep their face.” You can simply allow yourself to be yourself and not criticize yourself in any way. After experiencing a self-portrait, it is much easier to decide to photograph with a photographer.
Both are super valuable. Actually, this type of photography is more about the process than the result. Yes, you get self-portraits after the shoot, but the main thing is how you spend those 45 minutes alone with yourself in front of the mirror.
“Our main audience is introverts”: Natasha Lokshina – about UU photography studio (photo 8)
Where are UU’s photo studios located now and how did you choose the geography?
The first UU point was opened in his hometown, Yekaterinburg, then in Tel Aviv, Moscow and St. Petersburg. We are a Ural project, we love to talk about it and represent the Ural diaspora. Tel Aviv was UU’s second city. My story with him started at the age of 18, when I was studying in Israel. Then we opened in Moscow, that was our initial goal. And a lot of requests came from St. Petersburg, so last year we launched there as well.
Let’s get to the point: a new studio will soon be opened in Chistye Prudy. Why here?
For a long time there was an overbooking for two weeks at Supermetal and they started looking for a new location for a second studio. We love the atmosphere and community of Chistye Prudy – this is the favorite of the entire Moscow districts team and we really wanted to find a place here for the flagship studio. We stumbled upon a room with dormer windows, like in a pre-revolutionary studio. So, you understand, everything is in the fog.
“Our main audience is introverts”: Natasha Lokshina – about UU portrait photography studio (photo 9)UU in Chistye Prudy “Our main audience is introverts”: Natasha Lokshina – about UU portrait photography studio (photo 10)
What will greet guests inside?
I wanted to create a timeless interior with references to classic photography studios. In the space, as I already mentioned, there are large dormer windows, like those where our great-grandmothers and great-grandfathers came to photograph. I also remember my room as a child: there were many things there that guests loved to look at. And this is an adult version of that same room with many details and associations with different eras. Ed and Katya (our designers) very harmoniously built the logic of the space through which the eye travels.
I would like to draw your special attention to the patio with bay windows, which has been turned into a small garden (by the way, we plan to put a Christmas tree there in winter). We love this feature of the new space. If you go out onto the terrace in the evening and look out of the studio window, it looks like a concept apartment in Tokyo.
“Our main audience is introverts”: Natasha Lokshina – about UU portrait photography studio (photo 11)UU in Chistye Prudy “Our main audience is introverts”: Natasha Lokshina – about UU portrait photography studio (photo 12)
What are UU’s development plans?
At the moment, the focus is mainly on the studios that are already open: we want to grow in depth, not in breadth, improve service, develop a niche, work with contemporary Russian artists and charitable foundations. We see this as an area of growth.
After the launch at Chistye Prudy, we also plan to pay more attention to the mobile photo grid PEEP and develop it internationally. This is a self-portrait format for events and festivals, which we have been working with for the second year and have visited the Beat Film Festival, the “Afisha” Picnic, TOK and many others.
We are rather chaotic types and we ourselves do not know what we will come up with tomorrow, but we can say with certainty: we love to implement the most unexpected ideas. Why do all this if there is no room for fun and lightness?
