{"id":7077036,"date":"2026-10-05T15:27:19","date_gmt":"2026-10-05T15:27:19","guid":{"rendered":"https:\/\/fivemor.com\/?p=7077036"},"modified":"2026-10-05T15:27:19","modified_gmt":"2026-10-05T15:27:19","slug":"2sky-translates-shetels-brand-identity-into-a-minimalist-flagship-store","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=7077036","title":{"rendered":"2Sky Translates Shetel\u2019s Brand Identity into a Minimalist Flagship Store"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p style=\"text-align: justify\">Shetel Store, designed by 2Sky, is a spatial statement at the intersection of <a href=\"https:\/\/www.interiorzine.com\/2025\/07\/31\/cafe-nuances-by-crosby-studios\/\" target=\"_blank\" rel=\"noopener\">global minimalism<\/a> 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\u2014a physical manifestation of its DNA.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/www.interiorzine.com\/wp-content\/uploads\/2026\/08\/Shetel-Store-001.jpg\" class=\"aligncenter size-full wp-image-88279 lazyload\" alt=\"\" width=\"700\" height=\"394\"\/><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-88279\" src=\"https:\/\/www.interiorzine.com\/wp-content\/uploads\/2026\/08\/Shetel-Store-001.jpg\" alt=\"\" width=\"700\" height=\"394\"\/><span id=\"more-88275\"\/><\/p>\n<h2 style=\"text-align: justify\">The \u201cShetel\u201d Philosophy: Between Geography and a State of Mind<\/h2>\n<p style=\"text-align: justify\">The brand\u2019s name originates from the Kazakh word \u201cShetel,\u201d which literally translates to \u201cabroad.\u201d 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.<br \/>The 2Sky team aimed to translate this mental construct into the language of architecture: to design a space that feels \u201cabroad\u201d in its quality and audacity, yet remains local and rooted in the urban community.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.interiorzine.com\/wp-content\/uploads\/2026\/08\/Shetel-Store-002.jpg\" class=\"aligncenter size-full wp-image-88280 lazyload\" alt=\"\" width=\"700\" height=\"700\"\/><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-88280\" src=\"https:\/\/www.interiorzine.com\/wp-content\/uploads\/2026\/08\/Shetel-Store-002.jpg\" alt=\"\" width=\"700\" height=\"700\"\/><\/p>\n<h2 style=\"text-align: justify\">Lighting Scenario: The Dynamics of Perspective<\/h2>\n<p style=\"text-align: justify\">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.<br \/>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 \u201clight portal.\u201d 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.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.interiorzine.com\/wp-content\/uploads\/2026\/08\/Shetel-Store-003.jpg\" class=\"aligncenter size-full wp-image-88281 lazyload\" alt=\"\" width=\"700\" height=\"700\"\/><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-88281\" src=\"https:\/\/www.interiorzine.com\/wp-content\/uploads\/2026\/08\/Shetel-Store-003.jpg\" alt=\"\" width=\"700\" height=\"700\"\/><\/p>\n<h2 style=\"text-align: justify\">Materiality and Trends<\/h2>\n<p style=\"text-align: justify\">In designing the store, the studio relied on a brutal and \u201chonest\u201d material mix that currently defines global retail design trends. The team combined three key elements: stainless steel, concrete, and glass blocks.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.interiorzine.com\/wp-content\/uploads\/2026\/08\/Shetel-Store-004.jpg\" class=\"aligncenter size-full wp-image-88282 lazyload\" alt=\"\" width=\"700\" height=\"700\"\/><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-88282\" src=\"https:\/\/www.interiorzine.com\/wp-content\/uploads\/2026\/08\/Shetel-Store-004.jpg\" alt=\"\" width=\"700\" height=\"700\"\/><\/p>\n<h3 style=\"text-align: justify\">Metal:<\/h3>\n<p style=\"text-align: justify\">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\u2019s technological edge.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.interiorzine.com\/wp-content\/uploads\/2026\/08\/Shetel-Store-005.jpg\" class=\"aligncenter size-full wp-image-88283 lazyload\" alt=\"\" width=\"700\" height=\"700\"\/><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-88283\" src=\"https:\/\/www.interiorzine.com\/wp-content\/uploads\/2026\/08\/Shetel-Store-005.jpg\" alt=\"\" width=\"700\" height=\"700\"\/><\/p>\n<h3 style=\"text-align: justify\">Floor:<\/h3>\n<p style=\"text-align: justify\">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\u2014the apparel.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.interiorzine.com\/wp-content\/uploads\/2026\/08\/Shetel-Store-006.jpg\" class=\"aligncenter size-full wp-image-88284 lazyload\" alt=\"\" width=\"700\" height=\"700\"\/><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-88284\" src=\"https:\/\/www.interiorzine.com\/wp-content\/uploads\/2026\/08\/Shetel-Store-006.jpg\" alt=\"\" width=\"700\" height=\"700\"\/><\/p>\n<h3 style=\"text-align: justify\">Textile Accent:<\/h3>\n<p style=\"text-align: justify\">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\u2019s future transformation into an art platform for selling canvases and decor.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.interiorzine.com\/wp-content\/uploads\/2026\/08\/Shetel-Store-007.jpg\" class=\"aligncenter size-full wp-image-88285 lazyload\" alt=\"\" width=\"700\" height=\"700\"\/><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-88285\" src=\"https:\/\/www.interiorzine.com\/wp-content\/uploads\/2026\/08\/Shetel-Store-007.jpg\" alt=\"\" width=\"700\" height=\"700\"\/><\/p>\n<h2 style=\"text-align: justify\">727: The Geometry of Hospitality<\/h2>\n<p style=\"text-align: justify\">To the right of the entrance, the designers placed a coffee zone named \u201c727\u201d\u2014after Almaty\u2019s 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.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.interiorzine.com\/wp-content\/uploads\/2026\/08\/Shetel-Store-009.jpg\" class=\"aligncenter size-full wp-image-88287 lazyload\" alt=\"\" width=\"700\" height=\"700\"\/><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-88287\" src=\"https:\/\/www.interiorzine.com\/wp-content\/uploads\/2026\/08\/Shetel-Store-009.jpg\" alt=\"\" width=\"700\" height=\"700\"\/><\/p>\n<p style=\"text-align: justify\">Shetel Store by 2Sky is a space of contrasts\u2014simultaneously brutal and welcoming, global and local. The team has succeeded in creating an interior that doesn\u2019t just follow trends but anticipates them, offering Almaty\u2019s youth a place where they can feel \u201cabroad\u201d without ever leaving their home city.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.interiorzine.com\/wp-content\/uploads\/2026\/08\/Shetel-Store-010.jpg\" class=\"aligncenter size-full wp-image-88288 lazyload\" alt=\"\" width=\"700\" height=\"700\"\/><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-88288\" src=\"https:\/\/www.interiorzine.com\/wp-content\/uploads\/2026\/08\/Shetel-Store-010.jpg\" alt=\"\" width=\"700\" height=\"700\"\/><\/p>\n<p>Technical Details: Studio: <a href=\"https:\/\/2sky.kz\/\" target=\"_blank\" rel=\"noopener\">2Sky<\/a>; Chief Designer: Islam Kuanysh; Location: Almaty, Kazakhstan; Year: 2024; Area: 190 m\u00b2;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.interiorzine.com\/wp-content\/uploads\/2026\/08\/Shetel-Store-011.jpg\" class=\"aligncenter size-full wp-image-88289 lazyload\" alt=\"\" width=\"700\" height=\"700\"\/><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-88289\" src=\"https:\/\/www.interiorzine.com\/wp-content\/uploads\/2026\/08\/Shetel-Store-011.jpg\" alt=\"\" width=\"700\" height=\"700\"\/><\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>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\u2014a physical manifestation of its DNA. The \u201cShetel\u201d Philosophy: Between Geography and a State [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7077038,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[120092,141305,104801,172968,165064,213531,96900,109841],"tags":[237473,374,11427,19128,3441,237474,2075,130366],"dealstore":[],"offerexpiration":[],"class_list":["post-7077036","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-decor","category-furniture-design","category-interior","category-interior-decorating","category-interior-designs","category-modern-architecture","category-shop","category-submissions","tag-2sky","tag-brand","tag-flagship","tag-identity","tag-minimalist","tag-shetels","tag-store","tag-translates"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>2Sky Translates Shetel\u2019s Brand Identity into a Minimalist Flagship Store - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=7077036\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"2Sky Translates Shetel\u2019s Brand Identity into a Minimalist Flagship Store - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Shetel Store, designed by 2Sky, is a spatial statement at the intersection of global minimalism and local context. 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