In late June, local brand PYE Optics opened a new boutique and workshop in St. Petersburg, which was opened by EDXXKAT agency. We spoke to co-founder Eduard Eremchuk about the latest project and the work experience of two guys from Rostov-on-Don in Shanghai and New York.
EDUARD EREMCHUK AND KATYA PYATITSKAYA
founders of the boutique agency EDXXKAT
“Space should definitely surprise”: Eduard Eremchuk, co-founder of EDXXKAT, on St. Petersburg boutique PYE Optics, which works in Shanghai and New York (photo 1)
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The last time we met was in 2017. Rostov-on-Don, “Linea” match. And today we are both in Moscow. I am in BURO., you have your own design studio EDXXKAT. How does it feel?
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That’s right, a lot has changed since then. It seems like a long time ago and sometimes you even forget what happened (laughs).
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Tell us about your latest project – the PYE Optics boutique. How did your cooperation story develop, why did the place turn out the way it did, what should we pay attention to when we enter?
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I made a project together with the co-founder of EDXXKAT and my partner Katya Pyatitskaya – a space with a total area of 160 m2, consisting of two blocks: a store and a service provision (optometrist’s office, workshop, waiting area, bathroom).
“The space should definitely surprise”: EDXXKAT co-founder Eduard Eremchuk on the PYE Optics boutique in St. Petersburg, work in Shanghai and New York (photo 2)PYE Optics Boutique
“The space should definitely surprise”: Eduard Eremchuk, co-founder of EDXXKAT, on St. Petersburg boutique PYE Optics, which works in Shanghai and New York (photo 3)
“The space should definitely surprise”: Eduard Eremchuk, co-founder of EDXXKAT, on St. Petersburg boutique PYE Optics, which works in Shanghai and New York (photo 4)
The first area with large windows, a multifunctional table and framed shelves faces Barmaleeva Street. The interior is visible from the street thanks to the large windows. It is sunny, so guests can watch how the sun gradually fills the space with natural light throughout the day. At the entrance you are immediately greeted by a cash register. But in this case, it is not just a place to make a purchase, but a multifunctional place where you can pick up an order, buy and repair glasses, get advice and all this without leaving the counter. Made of solid wood and veneer, it has rounded edges on three planes. In the centre of the cash register there is a rounded bag holder made of monolithic green marble, made in China and brought directly to PYE (weighing 430 kg).
“The space should definitely surprise”: Eduard Eremchuk, co-founder of EDXXKAT, on St. Petersburg boutique PYE Optics, which works in Shanghai and New York (photo 5)
“The space should definitely surprise”: Eduard Eremchuk, co-founder of EDXXKAT, on St. Petersburg boutique PYE Optics, which works in Shanghai and New York (photo 6)
On the left is a table that seems to float above the floor, carefully supported by legs of different colors. It is a reference to the famous Alien chair. The table, five meters long and two meters wide, was made of natural wood and stainless steel. Some legs were painted with enamel, others were covered with natural veneer, and others were made of stainless steel. For the shelves we chose lighting (light box), and between the shelves we placed sections with mirrors and lighting, which we carefully thought out so that it was convenient to choose a frame.
“The space should definitely surprise”: Eduard Eremchuk, co-founder of EDXXKAT, on St. Petersburg boutique PYE Optics, which works in Shanghai and New York (photo 7)
“The space should definitely surprise”: Eduard Eremchuk, co-founder of EDXXKAT, on St. Petersburg boutique PYE Optics, which works in Shanghai and New York (photo 8)
“The space should definitely surprise”: Eduard Eremchuk, co-founder of EDXXKAT, on St. Petersburg boutique PYE Optics, which works in Shanghai and New York (photo 9)
The colour scheme was designed so that everyone could find themselves in a calm, “natural” space full of light and greenery. The choice fell on green tones in combination with natural colours and textures (wood and marble). Accents were used with great care and precision – the focus was on shapes and materials. The colour of the walls was made neutral so that there would be no tints on a person’s face when trying on glasses. And before painting the floor green, we tested the shade a lot, as it greatly affects reflections.
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Where do you start working on projects? What is the most difficult part for you?
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Speaking of myself, I usually work more expressively. First contact and first emotion are important to me, seeing the premises immediately brings to mind ideas of what can be done. If there is a match, the project can take conceptual form immediately from the first day and then, naturally, the complex process of developing the idea begins. Katya is different. She is more thoughtful, she needs time for the idea, concept and details to mature. Therefore, we complement each other perfectly in this respect. But what is typical for both of us is that the space should surprise and evoke a feeling of surprise. We try to make a person feel different when they enter our premises. Especially.
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You are 28 years old and have around 50 projects under your belt. Which ones are you most proud of and why? And looking at which ones, we can definitely say: this is Eremchuk!
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There are many important projects, and they are all like that. When I look back at what happened during these 6 years, I see how everything lined up in one narrative and one project gave rise to another. One of the most iconic and the second in a row is the Guapa flower shop in Rostov-on-Don. This is a very minimalist project, thanks to which I got another one in Shanghai. If we talk about symbolic projects, then this is it. Imagine, I am from Rostov, at that time I was doing an internship in New York and I got an application for a project in Shanghai. Well, at that time I had three projects implemented, and all in Rostov. This turn turned out to be a great adventure, a great project. I flew to Shanghai twice (the second time with Katya). I remember with great warmth that time and the opportunities: a new culture, foreign clients, I dreamed about it. Next, I would probably name the Nothing Fancy restaurant – our internship experience in New York helped us achieve it. We are already doing the fourth project with the kids, and this summer registration will open for Nothing Fancy with St. Petersburg in Moscow.
“The space should definitely surprise”: EDXXKAT co-founder Eduard Eremchuk on St. Petersburg boutique PYE Optics, his work in Shanghai and New York (photo 10) Floristería Guapa
“The space should definitely surprise”: Eduard Eremchuk, co-founder of EDXXKAT, on St. Petersburg boutique PYE Optics, which works in Shanghai and New York (photo 11)Nothing Fancy Restaurant
“The space should definitely surprise”: Eduard Eremchuk, co-founder of EDXXKAT, on St. Petersburg boutique PYE Optics, which works in Shanghai and New York (photo 12)Nothing Fancy Restaurant
“The space should definitely surprise”: EDXXKAT co-founder Eduard Eremchuk on St. Petersburg boutique PYE Optics, which works in Shanghai and New York (photo 13)Nothing Fancy Restaurant
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You did an internship at Bureau Betak. It was a great experience. Share your impressions and what you remember from this internship. What did it bring you?
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Yes, it was super interesting. Let’s start with the fact that it was a small university dream – to do an internship abroad. But there was already an internship and there were also three successful projects in Rostov. And at that very moment I realized that I was bored. I decided to give it a try and chose Bureau Betak because I am interested in fashion and design. Moreover, this industry allowed me to try myself in different projects in a short period of six months and, most importantly, to implement them. It worked the second time, but that’s good. Because, without understanding it, I applied for production for the first time and they didn’t answer me. And then – for design, and that’s why I was hired.
There were a lot of projects, very different ones happening. I was preparing for fashion week, so there was no time to prepare anything. We immediately started the process: we implemented ideas for Kate Spade, Michael Kors, John Eliot, Loro Piana and an after-party for Gucci after the Met Gala. And this is just a small part.
“The space should definitely surprise”: EDXXKAT co-founder Eduard Eremchuk – about the St. Petersburg boutique PYE Optics, working in Shanghai and New York (photo 14) “The space should definitely surprise”: EDXXKAT co-founder Eduard Eremchuk – about the St. Petersburg boutique PYE Optics, working in Shanghai and New York (photo 15)“The space should definitely surprise”: EDXXKAT co-founder Eduard Eremchuk – about the St. Petersburg boutique PYE Optics, working in Shanghai and New York (photo 16)Preparing for the Gucci after-party
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Today you have your own project EDXXKAT and a partner in the person of Katya Pyatitskaya. How did you meet her?
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We were introduced to each other on a project when I was still in Rostov. Katya and a colleague were working on a project in St. Petersburg and I was called to help. Katya and I never saw each other and, in fact, we only talked about business. We met in New York when I was doing an internship and a conversation started. Katya came on vacation for a week and then couldn’t fly for almost a month (smiles). Then we met in Moscow. I immediately had a project here and we started trying to work together. Now we are a couple.
At that time, Katya was making handmade carpets, I liked her prints, and I invited her to the Sfera beauty coworking space to make a print for curtains, which was a key element of the interior. A full-fledged joint work began on the Kruzhok project (a cafe in Voronezh). Even then, we realized that we have similar tastes and complement each other. It took us a long time to come up with a name for the studio; we didn’t want to flirt with design/architecture themes. Three years ago, we decided to shorten our names and combine them. This is how EDXXKAT was born – a boutique agency that develops architectural and design objects, designer and collectible furniture.
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While preparing the questions, I realized that the Voronezh “Circle” is also your work. In which other cities should we look for EDXXKAT projects, in particular in our native Rostov?
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Our current geography is vast. In Rostov-on-Don there is the same Guapa florida, and in Voronezh there is the already mentioned “Circle”. In St. Petersburg there is the Nothing Fancy restaurant, the Arny Prah brand boutique, the Solids bar and now PYE Optics. In Moscow they worked on the Moskvichka salons, in Dubai they came up with the design of Sasha Mitroshina’s dance school (Moova), and in Shanghai they created a two-story furniture and accessories store, Iyouth. Our furniture can be seen (and bought) in the galleries Nilufar (Milan), St Vincent (Antwerp), Verso (New York), Tableau (Copenhagen).
“The space should definitely surprise”: Eduard Eremchuk, co-founder of EDXXKAT, on the PYE Optics boutique in St. Petersburg, his work in Shanghai and New York (photo 17)President of St Vincent Gallery
“The space should definitely surprise”: EDXXKAT co-founder Eduard Eremchuk on St. Petersburg boutique PYE Optics, his work in Shanghai and New York (photo 18)President of Nilufar Gallery
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How can you describe the style and direction in which you work with Katya?
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This question always puzzles us because we have no answer. We never think about what style we consider ourselves to have. I think this is something original and personal. For example, you can notice the frequent use of rounded shapes (like in our most famous Alien chair, which I now boldly call our business card). Or the carvings and engravings in our latest flower moon furniture collection. We love to experiment, that’s why we don’t limit ourselves to one style, even if our style is recognizable.
“The space should definitely surprise”: EDXXKAT co-founder Eduard Eremchuk on St. Petersburg boutique PYE Optics, which works in Shanghai and New York (photo 19)Lamp from the Killer of the flower moon collection
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What projects are you working on now? What should we expect?
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The closest thing is the opening of Nothing Fancy on Petrovka in Moscow and the preparations for Cosmoscow, which will take place in September.
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If future designers read us, what should they definitely do and what should they never do (develop projects/promote themselves as specialists)?
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I think I should do my job efficiently and honestly. And experiment a lot. And don’t give up.
