The physical store of the Rikky Hype brand is located at 52 Khreshchatyk, in the very heart of Kyiv, on the city’s main street — a place that defines its rhythm, scale, and recognizability. It is a location where key cultural, commercial, and social flows intersect.

The Rikky Hype store at 52 Khreshchatyk in Kyiv became a spatial extension of the brand’s identity itself — a Ukrainian mass-market label that consciously operates on the edge of provocation. Rikky Hype’s visual language in its communications is direct, eroticized, and at times intentionally uncomfortable: campaigns featuring older men in underwear, shoots that push the boundaries of acceptability, and a constant tension between attraction and repulsion. This is an aesthetic that does not seek to please — it seeks to provoke and influence.

The store’s interior was conceived as a direct response to this concept — translating eroticism and provocation not only through imagery, but through the architecture itself. The interior engages with physicality through materials, textures, and forms.

We deliberately rejected “clean” surfaces in favor of rough, torn plaster. Metal with an iridescent oil-slick sheen adds a sense of instability, slipperiness, and tension to the space. Cork introduces warmth and tactility, creating a contrast with the cold, reflective surfaces of the mirrors.