From a Cold Call to a Creative Partnership
A February 2024 call from an unknown number startled Iuriichuk. He thought it was spam until a voice in Ukrainian emerged. The caller was a U. S. employee of Milla Nova, seeking Sivak+Partners to design a small space in Chicago. That brief project evolved into the company’s biggest venture: a flagship showroom in Manhattan’s SoHo, which opened in April.
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Iuriichuk and partner Serhii Molchanov faced a fresh challenge: creating a bridal showroom. They drafted seven concepts before settling on the final design. Early drafts favored bold interiors, but the duo realized the bride must be the star. „Because it’s a bridal showroom, the bride and her dress are the main characters,” Iuriichuk told Vogue. The design shifted to emphasize delicacy, curves, and sculptural architecture, letting each bride and gown shine.
Milla Nova’s Journey to New York
Founded in 2002 by sisters Zoryana and Iryna Senyshyn in Lviv, Milla Nova began as a small workshop. After Russia’s 2022 invasion, the company relocated to produce protective gear for the army. That same year, it became the first Ukrainian brand to attend New York Bridal Fashion Week. Today, it operates a flagship in Warsaw and sells worldwide. „Ukraine is part of everything we do,” Zoryana told Vogue. „It was right that our New York store be created by Ukrainians. Today’s Ukrainian design is powerful and confident, and we want the world to see it.”
Adapting to New York’s Constraints
Sivak+Partners had to tailor the showroom to the city’s historic building and neighborhood. „This is the narrowest space we’ve ever designed,” Iuriichuk said. The 597 Broadway location occupies an entire floor, with natural light only along one wall. The team had to be inventive with lighting. They chose pink, cream, and sand hues to highlight the white gowns’ delicate designs.
Signature Elements and Collaborative Efforts
A favorite of Iuriichuk’s is a ten‑foot sculptural mirror, seemingly emerging from the wall and finished in artisanal plaster. Some furnishings, like drapes, arrived from Ukraine. The project required extensive video meetings between Ukrainian and New York team members. Two weeks before opening, Iuriichuk joined Zoryana at the showroom. The elevator was out, so they climbed stairs to the second‑floor space. „Seeing her step by step in, it was simply amazing,” Iuriichuk recalled. „It was a truly incredible moment.” Zoryana added, „Honestly, I almost cried. Seeing sketches and samples is one thing, but entering the space is another. It felt like home. The shapes, light, textures—Milla Nova, but also very New York.”
A Cultural Statement in Design
The showroom is more than a retail space; it’s a cultural identity statement for Milla Nova and New York’s Ukrainian community. Blending Ukrainian tradition with the city’s modern aesthetic, it marks a significant milestone in the brand’s evolution and showcases Ukrainian design on the global stage.