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The doors of the flagship boutique of the Israeli perfume house Zielinski & Rozen opened for the first time in Turkmenistan. The boutique is located on the ground floor of the most famous shopping center in Ashgabat, “Berkarar”. The main goal of the architects was to recreate the atmosphere of Jaffa, using modern design trends and Turkmen craft traditions. The concept of the space’s interior was developed by the famous architect Natalya Belonogova, the founder of the architectural bureau “NB-Studio” (the studio is one of the top 100 in Russia).
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At the entrance to the boutique, we see massive furniture made of natural Turkmen elm wood, aged mirrors, red woolen carpets with Turkmen gels, and national handmade jewelry. Jugs that are more than a hundred years old add special symbolism - all of them were brought from one of the most ancient cities of Turkmenistan, Kunya-Urgench.
Every visitor to the boutique can experience not only a mixture of Israeli and Turkmen flavors, but also send a postcard to any city in their country, since the store has a Zielinski&Rozen branded mailbox. This is a direct reference to the creator of the brand’s store, Erez Rosen, for whom one of the main values was communication.
There are no random things in the boutique. The space is shrouded in a mysterious and at the same time homely aura, to the right of the wooden cabinets there is a copper washbasin familiar to us from childhood, to the left is national Turkmen fabric and a bag - from those that our mothers and grandmothers wore. On the other hand, there are retro chests brought from ancient Merv and Balkanabat. Every detail depicted in the ornaments of decorative objects collected from different parts of Turkmenistan is associated with the cultural values of the country.
The boutique is located at the address: “Berkarar” shopping and entertainment center, 1st floor (central entrance on the circle). Phone: 202-303.
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