Vitaly is a Toronto-based jewelry studio that creates pieces inspired by nostalgic clubwear and the industrial manufacturing process itself.

Drawing inspiration from their ethos, this store design is inspired by the jewelry manufacturing process, the melting of stainless steel.

Vitaly’s jewelry design focuses on creating statement pieces as a tool for self-expression, with close ties to club music and the subculture surrounding it. This store concept redefines the typical retail experience by transitioning from a retail experience during the day to a club by night.

The display fixtures are designed to be retractable to accommodate the changing experience, allowing the jewelry to always be displayed regardless of foot traffic.

Taking advantage of the narrow site, the floor plan is curated to stimulate dialogues between patrons, encouraging moments where one may compliment another’s jewelry and ask, “hey! i like your jewelry, where did you get that from?”