Njoy

Hidden behind an inconspicuous façade in the heart of Kyiv lies a place free from the trappings of pleasure. Named Njoy and designed by Ukrainian designer Nastia Mirzoyan alongside Olena Kruglova, the project combines sex shop and education in an experience that frees sexuality from its clichés.

Njoy stands out as a unique response to the fixed image of sex shops with pink carpets and saturated shop windows. A hybrid concept combining sales and education, intimacy is explored as much as it is contemplated. Here, the ambition is not to transform the object, but to renew the way we look at it and the space that showcases it. Sober and inclusive, the duo offers eroticism a clear framework, free from stereotypes.

’The spatial solution is based on the desire to eliminate any association with traditional shops. The architectural language is deliberate, avoiding archetypes that could cause tension or discomfort.’ Nastia Mirzoyan

Designed like a stage, the space is punctuated by peripheral shelving and a central ring. This open structure, both a display and a focal point, forms the heart of the project. It houses the products but can also be transformed into a gathering place where people can share their thoughts around a speaker. An unusual feature in a sex shop, the seats created by Ukrainian artist Serhii Drofa invite visitors to take a break. With their melted, almost liquid forms, these armchairs blur the boundary between furniture and artwork and suspend the fleeting temporality of this type of place. On the shelves, books selected by one of the founders, a publisher by trade, take over, extending the educational and cultural mission. Together, they enrich the space with layers of meaning, where design, art and knowledge intertwine to shape a multifaceted experience.

The palette affirms a deliberately neutral and soothing aesthetic. The grey walls and floors form a discreet backdrop, softened by powder blue metal shelves. In the foreground, the bright red counter captures the attention and introduces a more intense sensory note. Designed as a visual signal, it subtly stimulates perception in an otherwise measured environment. The lighting, custom-designed based on the designer’s drawings, completes the scenography with a single stroke. Light and playful, the interior contrasts with the usual image of sex shops, while fully embracing the playful dimension inherent in the objects.

Beyond the decor, it is Njoy’s social function that catches the eye. The project aims to be a place of mediation, a space where talking about sexuality becomes natural, where people can learn, share and experiment without fear. In a country ravaged by uncertainty and war, this positioning takes on a particular resonance. Njoy embodies a desire for normality and freedom, a desire to create open spaces despite external constraints.

By redefining the codes of a long-stigmatised genre, Nastia Mirzoyan imagines a new typology at the crossroads of commerce, culture and intimacy. Sober in form but rich in intention, the project opens up a new field of exploration for interior architecture, an inclusive design that makes pleasure and knowledge the driving forces of emancipation. •

photos : Njoy, Nastia Mirzoyan and Olena Kruglova, Kyiv, Ukraine © Yevenii Avramenko