2Sky Translates Shetel’s Brand Identity into a Minimalist Flagship Store
Shetel Store, designed by 2Sky, is a spatial statement at the intersection of global minimalism and local context. The designers were tasked with creating a flagship space for the Shetel brand (190 sqm) that would serve as more than a clothing display—a physical manifestation of its DNA.
The “Shetel” Philosophy: Between Geography and a State of Mind
The brand’s name originates from the Kazakh word “Shetel,” which literally translates to “abroad.” In the cultural context of Almaty, however, the concept runs much deeper. It is a synonym for global thinking, an openness to the world, and an impeccable sense of style inspired by the aesthetic standards of Milan, Paris, or Tokyo.
The 2Sky team aimed to translate this mental construct into the language of architecture: to design a space that feels “abroad” in its quality and audacity, yet remains local and rooted in the urban community.
Lighting Scenario: The Dynamics of Perspective
The visual dominant of the interior is a ceiling lighting scenario that transforms the store into an architectural attraction. A series of massive light panels were designed to recede into the depth of the space.
The primary secret lies in the variation of height: each subsequent box is positioned lower than the previous one. This descending progression creates a powerful perspective effect, forming a “light portal.” The lighting here is not merely functional; it acts as a visual magnet, capturing the attention of passersby and inviting them on a journey through the store.
Materiality and Trends
In designing the store, the studio relied on a brutal and “honest” material mix that currently defines global retail design trends. The team combined three key elements: stainless steel, concrete, and glass blocks.
Metal:
The checkout area and central display tables are crafted from stainless steel. The cold sheen of the metal underscores the industrial character of the space and the brand’s technological edge.
Floor:
A self-leveling polymer coating was used to create a perfectly smooth, seamless plane that does not distract from the primary focus of the interior—the apparel.
Textile Accent:
The brutality of metal and glass is softened by carpets produced in-house by Shetel. This is an essential element of continuity: the industrial interior is complemented by the warmth of handmade craft, hinting at the store’s future transformation into an art platform for selling canvases and decor.
727: The Geometry of Hospitality
To the right of the entrance, the designers placed a coffee zone named “727”—after Almaty’s telephone area code. This intentional gesture anchors the project to its home city. The coffee counter and the back wall of the cash desk area are constructed from glass blocks. In combination with metal, this material offers a distinct purity and a play of refracted light, filling the space with air.
Shetel Store by 2Sky is a space of contrasts—simultaneously brutal and welcoming, global and local. The team has succeeded in creating an interior that doesn’t just follow trends but anticipates them, offering Almaty’s youth a place where they can feel “abroad” without ever leaving their home city.
Technical Details: Studio: 2Sky; Chief Designer: Islam Kuanysh; Location: Almaty, Kazakhstan; Year: 2024; Area: 190 m²;
