Nastia Mirzoyan designs "approachable" interior for Kyiv sex shop

Ukrainian designer Nastia Mirzoyan has completed an educational space and sex shop in Kyiv called Njoy that replaces the stereotypical eroticised aesthetic with a more inclusive and playful atmosphere.

Mirzoyan was asked to create a space for retail and events aimed at promoting sex education, with a focus on helping people improve their mental health alongside their sex lives.

Alongside a selection of sex toys, the shop was designed to accommodate displays of books about sexuality, relationships and self-discovery, since one of Njoy's founders is involved with publishing.

The team looked to move away from the gaudy and intimidating cliches often associated with sex shops and instead provide a more accessible environment.

"They specifically wanted to avoid a heavy, stereotypical aesthetic – no red velvet, dark interiors or grotesque forms," Mirzoyan told Dezeen.

"Our aim was to offer a fresh perspective on what a space like this could look and feel like: light, open and approachable."

The interior is organised as a single space with product and literature displays arranged around the perimeter. At the centre is a ring-shaped shelving structure interrupted by openings for circulation.

The circular shelving creates a focal point that can accommodate exhibitions and provide a backdrop for public events, with speakers addressing attendees from inside the ring.

A ceiling recess above the central element contains an array of metal downlights that can be used as the room's only light source, focusing attention on this important space at certain times.

The baby blue metal shelving also informs how customers move around the space, creating a sense of exploration and discovery by partially interrupting sight lines from one side to another.

The choice of materials and colours used throughout the shop helps to create a fun and friendly atmosphere that is appropriate for displaying a variety of sex toys.

Cool blue and neutral grey tones provide a subtle backdrop for products that vary in shape, size and colour, while focal points such as the sales counter are emphasised with a glossy cherry-red finish.

Mirzoyan designed the painted-MDF counter to feel "juicy and intense", providing a contrast with the overall restrained feel of the space while working to "trigger an emotional response that lightly stimulates the psyche".

The designers also commissioned Ukrainian artist Serhii Drofa to create drippy red seating that introduces an additional tactile and sensual element to the interior.

The project was informed by research showing that, for many people, sexuality remains a sensitive and unexplored subject, with men in particular often feeling uncomfortable expressing their desires.

"By designing a bright, playful and non-judgmental environment, we aimed to make intimacy feel accessible and exploration feel natural," Mirzoyan added.

"The design invites curiosity without pressure, offering a more inclusive and human-centred experience."

Against the odds of an ongoing war, a number of innovative sex shop interiors have popped up in Kyiv over the last few years. Among them is one with playful details, including a phallic pouf and an eroticwear showroom informed by brutalist architecture.

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