Every smart retail concept starts with a BIG IDEA, and every Big Idea is built on a powerful INSIGHT.

INSIGHT refers to a deep understanding of customer behavior, emotions, and expectations — the subtle drivers that influence how people experience a store. It goes beyond mere data and analytics — it’s about uncovering the hidden motivations and pain points of shoppers, and using that knowledge to create spaces that resonate emotionally, optimize engagement, and drive sales.

At Dzyuba Retail Atelier, we believe the Big Idea can emerge from any layer of the customer experience — product selection, store layout, emotional storytelling, or service innovations. But always, it must deliver something meaningful, authentic, and unique.

Today, I want to share the story behind Ultramarket — a 2,880 m² supermarket in Kyiv.

The Big Idea Behind Ultramarket

Our insight was simple yet transformative:
In this neighborhood, there were no fresh markets nearby.

Guests had to travel far to access fresh, high-quality produce and meats. So we decided: let's bring the market to them.

Ultramarket was envisioned as a local heart center — a vibrant market atmosphere under one roof, offering farm-fresh quality right next door.

We created signature farmers’ market departments — showcasing fresh fruits and vegetables, farm-raised meats, and artisan delicacies.

These anchors were placed right at the entrance — an immediate statement of freshness, authenticity, and care — not hidden deep inside the store as tradition would suggest.

Creating the WOW Moment

At the entrance, Guests encounter the visual heart of the concept: a symbolic tree, a decorative farm wall, and a stunningly colorful display of fruits and vegetables — a moment of pure emotional impact: WOW!

Craftsmanship in Every Detail

Unlike mass-market displays, Ultramarket features hand-arranged product layouts, evoking the charm and intimacy of authentic farmer’s markets.

We elevated the emotional atmosphere even further with hand-painted murals on the walls — vibrant, artistic expressions that made the store feel truly handcrafted, personal, and alive.

These murals infused every space with authenticity, reinforcing the feeling of entering a place made with love, not just business efficiency.

We broke away from traditional rigid layouts — no sharp corners, no linear aisles. Instead, Guests are guided softly and intuitively through an exploratory journey, inspired by the latest European supermarket design trends.

In a particularly long, narrow corridor, we solved a navigation challenge creatively:
we installed a double-readable sign, perfectly legible from both directions.

This seamless signage solution symbolizes our attention to detail in making every journey effortless and emotionally pleasant.

But we went even further...

Each department in Ultramarket was designed to feel different — with variations in style, form, and materials — ensuring that moving from section to section never feels boring or monotonous.

This dynamic environment mirrors the richness and diversity of Ultramarket’s product assortment itself: where the choice is always broad, fresh, and exciting.

The diversity of the space embodies the promise behind the brand name Ultramarket:
"Ultra" — "more than expected."
More choice.
More discoveries.
More emotions.

Transparency and Trust

By opening parts of the production process to public view, we reinforced transparency, deepening the bond of trust between Ultramarket and its Guests.

Brand Storytelling through Design

The entire store experience — from handcrafted decor to dynamic department transitions — tells a consistent, emotionally engaging story:
that Ultramarket is not just a place to shop, but a place to feel connected, inspired, and valued.

We even introduced a bold innovation: combining Diagonal and Cube showcase formats within a single trading space — a move unseen before in local retail.

Department signage was created as art installations — sculptural, emotional, unforgettable stand-outmpoints — bringing art into everyday shopping experiences.

At Dzyuba Retail Atelier, we believe stores should do more than sell — they should inspire, connect, and be loved.
Ultramarket is living proof: when you start with true insight, and build fearlessly on a Big Idea, you don’t just create a store — you create a beloved destination.

About the Author

Yuliya Dzyuba is the founder of the retail design studio DZYUBA, with over 20 years of experience in marketing and the development of retail and FMCG brands. Since 2003, Yuliya has worked on projects for top brands like KENT, Braun, Motorola, Microsoft, and as a creative leader for Ukrainian retail giants Silpo and Comfy. Her passion lies in creating emotionally charged retail spaces – the LoveStore philosophy that she applies in all her projects. Her work is more than design – it’s about creating emotional experiences that turn customers into loyal brand enthusiasts.

You can learn more about Yuliya on her LinkedIn profile.