Retail Space as a Community Hub:
Spatial and Architectural Techniques
Spatial and Architectural Techniques
Sasha Kremenets
Belgrade, Serbia
20 July 2022
Belgrade, Serbia
20 July 2022
In the modern retail landscape, there’s a growing movement to transform commercial spaces into community-centric environments. This approach prioritises customer engagement, comfort, and social interaction, moving beyond the traditional role of stores as mere places of transaction.
A Model for Community-Centric Retail Design
The WERF store design project by Olga Goldina is a laconic and yet complex example of how retail spaces can transcend their commercial purpose and become community hubs. Through the use of spatial and architectural techniques—rounded forms, flexible layouts for social interaction, cultural references, and thoughtful integration of functional and technological elements— WERF's architectural design has redefined the shopping experience.
WERF’s stores invite customers not just to shop, but to gather, relax, and become part of a community. This forward-thinking approach reflects a broader trend in retail design, where the focus is on creating meaningful, human-centred spaces that foster long-term connections between brands and their customers.
A Model for Community-Centric Retail Design
The WERF store design project by Olga Goldina is a laconic and yet complex example of how retail spaces can transcend their commercial purpose and become community hubs. Through the use of spatial and architectural techniques—rounded forms, flexible layouts for social interaction, cultural references, and thoughtful integration of functional and technological elements— WERF's architectural design has redefined the shopping experience.
WERF’s stores invite customers not just to shop, but to gather, relax, and become part of a community. This forward-thinking approach reflects a broader trend in retail design, where the focus is on creating meaningful, human-centred spaces that foster long-term connections between brands and their customers.
Store space with a display of goods | Photo by Michael Brave
"WERF", a brand with production facilities in St. Petersburg, took a bold step in designing stores that embody its values, creating environments that feel more like communal spaces than conventional retail stores. This shift is not just aesthetic; it’s deeply rooted in spatial design strategies that foster comfort, interaction, and belonging.
Store space with the display of goods | Photo by Michael Brave
Key Spatial Techniques in Designing a Community-Oriented Retail Space
1. Rounded Forms for Soft, embracing Spaces
One of the central design elements in WERF’s store on Maroseyka Street in Moscow is the use of rounded furniture and architectural features. By avoiding sharp edges, Goldina’s design creates a soft, welcoming atmosphere that mimics the brand’s logo of an anchor within a circle. This choice of form invites customers to feel enveloped and embraced by the space, echoing the idea that the store is a safe, friendly place for both shopping and socializing.
1. Rounded Forms for Soft, embracing Spaces
One of the central design elements in WERF’s store on Maroseyka Street in Moscow is the use of rounded furniture and architectural features. By avoiding sharp edges, Goldina’s design creates a soft, welcoming atmosphere that mimics the brand’s logo of an anchor within a circle. This choice of form invites customers to feel enveloped and embraced by the space, echoing the idea that the store is a safe, friendly place for both shopping and socializing.
Reception area, frontal view | Photo by Michael Brave
2. Flexible Spaces for Social Interaction
The layout includes areas that encourage socialising, such as a bar-style counter where customers can engage with store staff while their orders are processed. This informal setting helps blur the boundaries between customers and staff, enhancing the sense of community. Similarly, cosy seating areas with comfortable chairs are strategically placed for people to relax, have a coffee, or even engage in casual conversation—turning the store into a social hub rather than just a transactional space.
The layout includes areas that encourage socialising, such as a bar-style counter where customers can engage with store staff while their orders are processed. This informal setting helps blur the boundaries between customers and staff, enhancing the sense of community. Similarly, cosy seating areas with comfortable chairs are strategically placed for people to relax, have a coffee, or even engage in casual conversation—turning the store into a social hub rather than just a transactional space.
Recreational area. Bar counter overlooking the city | Photo by Michael Brave
3. Integration of Coffee Stations
To reinforce the idea of hospitality, the store features coffee stations that allow staff to offer visitors a drink, further encouraging a relaxed, communal atmosphere. These small but significant details invite customers to linger, fostering a slower, more thoughtful shopping experience, which contrasts sharply with the fast-paced nature of typical retail environments.
4. Child- and Pet-Friendly Design
WERF’s stores are designed to welcome families, with areas dedicated to children’s activities, such as drawing tables and toys. This inclusivity extends to pets as well—dog-friendly policies, including fresh water bowls, ensure that visitors feel at home with their entire family. Such inclusions demonstrate the brand’s understanding of community needs and strengthen the bond between the store and its visitors.
Architectural Techniques That Connect the Space to Its Cultural Roots
1. Evoking the Spirit of St. Petersburg
A hallmark of the WERF store design is its deliberate reference to the city of St. Petersburg, the brand’s birthplace. The use of Metlakh tiles, similar to those found in the city's grand entrance halls, and cool tones of grey-blue that evoke the overcast skies of the Neva River, connect the store to the historical and cultural essence of St. Petersburg. These architectural details are more than decorative—they anchor the store in the brand’s heritage and allow customers, regardless of their location, to feel a part of the city’s story.
To reinforce the idea of hospitality, the store features coffee stations that allow staff to offer visitors a drink, further encouraging a relaxed, communal atmosphere. These small but significant details invite customers to linger, fostering a slower, more thoughtful shopping experience, which contrasts sharply with the fast-paced nature of typical retail environments.
4. Child- and Pet-Friendly Design
WERF’s stores are designed to welcome families, with areas dedicated to children’s activities, such as drawing tables and toys. This inclusivity extends to pets as well—dog-friendly policies, including fresh water bowls, ensure that visitors feel at home with their entire family. Such inclusions demonstrate the brand’s understanding of community needs and strengthen the bond between the store and its visitors.
Architectural Techniques That Connect the Space to Its Cultural Roots
1. Evoking the Spirit of St. Petersburg
A hallmark of the WERF store design is its deliberate reference to the city of St. Petersburg, the brand’s birthplace. The use of Metlakh tiles, similar to those found in the city's grand entrance halls, and cool tones of grey-blue that evoke the overcast skies of the Neva River, connect the store to the historical and cultural essence of St. Petersburg. These architectural details are more than decorative—they anchor the store in the brand’s heritage and allow customers, regardless of their location, to feel a part of the city’s story.
Store space with a display of goods featuring motifs of the Neva River | Photo by Michael Brave
2. Seamless Connection Between Interior and Exterior
Goldina collaborated with decorator Uoliana Goldina to craft a window display that blends the store’s interior with the outside world. The display features motifs of the Neva River, waves crashing against granite embankments, and seagulls flying overhead. This seamless connection between inside and outside allows passersby to feel drawn into the store as if stepping into a piece of St. Petersburg itself.
3. Thoughtful Functional Elements
A particularly innovative feature of the design is the incorporation of a guest restroom, a rarity in retail environments. Designed in a soothing shade of light blue, this restroom adds both functionality and comfort to the store, enhancing the community-oriented experience. Additionally, the timing of this feature—introduced during the pandemic—met a growing demand for hygiene facilities, which was highly appreciated by customers.
Goldina collaborated with decorator Uoliana Goldina to craft a window display that blends the store’s interior with the outside world. The display features motifs of the Neva River, waves crashing against granite embankments, and seagulls flying overhead. This seamless connection between inside and outside allows passersby to feel drawn into the store as if stepping into a piece of St. Petersburg itself.
3. Thoughtful Functional Elements
A particularly innovative feature of the design is the incorporation of a guest restroom, a rarity in retail environments. Designed in a soothing shade of light blue, this restroom adds both functionality and comfort to the store, enhancing the community-oriented experience. Additionally, the timing of this feature—introduced during the pandemic—met a growing demand for hygiene facilities, which was highly appreciated by customers.
Sink and part of the restroom for visitors in blue tones | Photo by Michael Brave
Designing for Connection: The Role of Technology
WERF has integrated technology into its community-based retail design in subtle, meaningful ways. Screens within the store showcase videos of the brand’s production process, allowing customers to witness the craftsmanship behind their favourite products. This transparency fosters a deeper connection between the customer and the brand, reinforcing the feeling of belonging to a community rather than being just a consumer.
WERF has integrated technology into its community-based retail design in subtle, meaningful ways. Screens within the store showcase videos of the brand’s production process, allowing customers to witness the craftsmanship behind their favourite products. This transparency fosters a deeper connection between the customer and the brand, reinforcing the feeling of belonging to a community rather than being just a consumer.
Soft seating area. A place where adults can sit down with a cup of coffee and children can draw and play board games | Photo by Michael Brave
WERF retail design project:
Furniture and décor contributions:
- Architect/Interior Design: Olga Goldina
- Window Display Design: Uoliana Goldina
- Photographer: Michael Brave
- Stylist: Svetlana Nosova
- Hand-painted Wall Art: Oleg Korolkov
Furniture and décor contributions:
- Furniture Brands: The Sarai, ARCHPOLE, Itswonderwood, IKEA, Divan.ru, Leroy Merlin
- Tiles: KERAMA MARAZZI, TopCer
- Paint: MONS, Dulux
- Decorative Items: Patinavremeni (vases), Greentouch (plants), WERF HOME (leather organizers)
