PRAGMATIKA.MEDIA: Roman, tell us how the idea of creating the MLYN design hub came about? Is it a response to changes in the design industry or vice versa? the desire to initiate these changes?
Roman Mykhaylov: The idea of creating MLYN design hub arose in August 2024, during the preparation of the second season of the days of modern Ukrainian design, DVZ Design Days. And already during the days of the event, this idea found support. The team and I felt the atmosphere that prevailed during the second DVZ Design Days friendly, trusting, and professional. And we saw the enthusiastic looks of both visitors and participants who presented their works on the site.
Then a common desire arose to create a permanent location that would constantly develop modern Ukrainian design. By deciding to create a permanent design platform format, we aim to accelerate the development of the design industry in our country. We wanted to go beyond the usual formats, that existed in Ukraine, like temporary events that draw attention to Ukrainian design for a certain period of time thanks to the accented attention of visitors. By doing this, we aim to create change and strengthen the positive trends that exist in the industry.
Roman Mikhailov, founder of MLYN design hub
PM: Tell us more about the format of the space. How does it change the approach to presenting Ukrainian design?
R. M.: At MLYN design hub, we are rethinking how Ukrainian design can be presented. To do this, we have three important components.
Pershiy This is the permanent exhibition representation of manufacturers and design brands in the space. Here they can place their products in carefully thought-out interior displays to present them alongside other brands professional and general public. For this we took in space 300 m2 Each exhibition will be on display for 3–4 months. It will then be reassembled to showcase new developments and changes in design trends.
The second component is a 200 m event area2It will operate according to a specific event plan. We are planning various educational events, master classes, seminars, presentations, discussions. all events that develop modern Ukrainian design and talk about the trends that are forming in it. Also, events related to design will be held within this hall. Therefore, the event zone will be useful for anyone who plans to present their product, solution or technology.
Photo courtesy of MLYN design hub
Another important ingredient curatorial approach to exhibitions. We have an art director position, which is held by a professional architect, Yaroslava Ukraine. She curates brands that wish to be represented in our space. Yaroslava selects those objects that are appropriate to present within the exhibition and that will be successfully combined with the objects of other participants. In the process, she assembles a kind of puzzle of designer objects, composing a complete picture.
These are the main driving forces that stimulated the creation of MLYN design hub and now they motivate me to continue developing our location.
PM: What is the key feature of MLYN design hub for the design community?
R. M.: First of all, it is a platform that meets all the basic needs of the professional community - designers, architects, decorators, assemblers, etc. This is a place where it is comfortable to show your client a high-quality, selected product of modern Ukrainian design. We are focused on this goal. Therefore, we closely cooperate with our participants, analyze and take into account all the subtleties in order to implement a concept that meets the needs of a professional audience. This approach encourages us to be demanding, helping to form a product that is useful for the design community and is in demand.
For some companies, MLYN design hub is the only exhibition space where their products will be permanently presented. For them, it is an exceptional way to invite their potential customers to the location so that they can see and interact with the brand's products in person.
Photo courtesy of MLYN design hub
For companies that already have their own showrooms, participation in the MLYN design hub This is an opportunity to express yourself in a different way and to more strongly demonstrate your main product positions. By drawing attention to their brand in our space, they can invite potential customers to their own showroom to showcase even more items and personalized solutions.
For a wide range of visitors, the hub is special in that it brings together the best leading design brands within one permanently open location.
PM: How did your previous professional experience in design influence the concept of MLYN design hub?
R. M.: My experience in the field of design began with a full-scale war, since I started producing the Ukrainian furniture brand Panoptikum Collections at international venues in Brussels, Milan, Paris, London and other cities. Since 2022, I have often interacted with international brand representatives, dealers, gallerists, experts related to the design industry. Yes, participating in a trade mission in London allowed me to understand the specifics of export more deeply. For example, that many of the challenges that companies face in the international market are also relevant within the country. In particular, that a significant part of the budget is aimed at presentation and building recognition. Because if the brand is not known, then it is unlikely that it will be chosen for the interior. After all, when choosing, any person goes through certain stages, and recognition is the first of them. Then loyalty and trust arise. Only then does the selection stage take place directly, that is, making a decision to purchase an item or cooperate with the brand.
This experience with Panoptikum Collections and тWhat platforms, where people are united by common interests, pushed me to create a presentation design space in Ukraine. First, so that our participants, whom we call residents, would be united by one goal to present themselves qualitatively and aesthetically, to increase the level of recognition among the professional audience and among Ukrainian consumers. And secondly, so that domestic manufacturers have the opportunity to scale and increase production.
Photo courtesy of MLYN design hub
Working on the DVRZ Design Days project reinforced this vision in me and made me move on to creating a permanently open location that would develop modern Ukrainian design. Moreover, MLYN design hub reinforces the philosophy behind Design Days. It is a local-to-local trend, in which local producers target local consumers. We sincerely wish that more and more Ukrainian products would appear in our homes. Especially if this product is of high quality, aesthetically beautiful, and deserves the attention and choice of the Ukrainian consumer. Therefore, in MLYN design hub we We strive to speak as loudly as possible about domestic brands and achieve this goal.
PM: What are the main principles for creating exhibitions? How do you choose designers and brands to participate?
- M.: First of all, we ask our future residents to fill out Free. It requires to tell about a product, material or solution that a designer or manufacturer wants to present and promote within our location. The selection of objects and the layout of the exhibition are carried out through the work of the art director, who is responsible for the implementation of a holistic concept. Of course, with the involvement of our residents — their designers or brand managers. It is a team effort, because the aesthetic design a matter of taste and approach.
During selection, we take into account the presence of the brand and its products on the market, the availability of developed products, collaborations, and the professionals involved with whom the brand collaborates in developing the furniture line.
I fully trust the art director Yaroslava Ukraine, who has had experience working with a top Milanese design studio and developing space concepts for famous global brands. Her level of aesthetics, her architectural education help us move in the right direction. All this is part of our approach to creating exhibitions.
PM: Can young designers and experimental brands reach you?
R. M.: Of course, we are open to designers and manufacturers regardless of their scale and level of recognition. A more important criterion is the approach and values they profess. In addition, the completeness of a particular item for exhibition is important. Within our location, we strive to present diversity in the choice of approaches.
Photo courtesy of MLYN design hub
PM: What benefits do residents receive? MLYN design hub?
R. M.: First of all, residents get a space where their objects, solutions or technologies can be physically presented. This is cheaper than investing in, for example, their own showroom. In addition, collective cooperation stimulates development and makes it possible to reduce operational costs for product presentation.
Another advantage is that within our location, a brand or manufacturer does not need to involve its own salesperson. This service is provided by MLYN design hub. We have consultants who can professionally process the initial request from a potential client and pass it on to our resident.
It is also a presence at the center of professional community development, at the heart of design events, where every professional pays attention to the novelty, the approach that the brand or manufacturer uses in its solutions. Regular events in the event hall will bring together diverse communities, creating an additional flow of visitors who can personally meet brands on location and interact with their products live.
In addition, the principles of cross-marketing apply at MLYN design hub - when a client comes for a specific item from one brand, and next to it sees interesting solutions from other manufacturers. This is how our location helps participants mutually reinforce each other. This is something that cannot be achieve by working only directly with their clients.
PM: Can you tell us about the designers or brands that have already become MLYN residents?
R. M.: The basis of MLYN design hub are participants of two seasons of Design Days of the Design Center of the Ukrainian Design Academy. Today, the community already has about 30 residents. These are leading modern Ukrainian design brands and manufacturers that create quality products. Among them are NOOM, kint, Shishka project, LOFU, +kouple, ReStyle, 100% Interior, Yalanzhi Objects, propro furniture, buro150, oitoproducts, YourFoRest and others.
We are also processing applications from other brands that were not participants in the event. These are designers, manufacturers from both Kyiv and other cities. Those who are interested in developing a brand in the capital and having a space where they can invite their client. A client who noticed their product, for example, on Instagram, and would like to see what it looks like in person.
PM: Why did you choose a quarterly format for interior exhibitions?
R. M.: We consider our location an exhibition, but not quite in the classical sense. We define MLYN design hub as an exhibition space that represents modern Ukrainian brands through their solutions, technologies, approaches, and objects.
While the classic exhibition format usually lasts a few days or weeks, we cover more time. A period of 3–4 months makes it possible to attract as many consumers, clients, and professionals as possible to familiarize them with the brands and create conditions for a high-quality perception of the exhibition. Every quarter, we will change the exhibition, which will allow the space to remain interesting for professionals and end consumers.
For us, the factor of renewing the expositions is very important. Because we understand that the world does not stand still, design brands and manufacturers experiment every day, find new forms, interactions of materials, new collaborations arise. And our location, like no other, is aimed at loudly talking about this not only in Ukraine, but also in the world. For example, we are currently developing a way for the residents of our space to be presented together at global design venues. In addition, having practical experience of presenting in MLYN design hub, our residents can independently optimize costs for presentation abroad. Therefore, constantly changing expositions allow us to maintain dynamics and be ahead of trends.
PM: Tell us how the preparations for the opening of the first exhibition are going. Who should visit it and what will be seen?
R. M.: Given that this is a former industrial location, we have renovated it to create coziness and comfort for visitors from staying in the space. We have already completed the main renovation work on the rearrangement. We pay great attention to details, in particular, we have developed an electrical and lighting scheme that will allow all residents to be qualitatively represented within the exposition.
Additionally, we have provided zones that will help participants best present their products to visitors to the MLYN design hub. The first is a work area that includes a shared table, shelves for materials, samples, and catalogs. Here, visitors can get all the information they need about a particular brand and item. In addition, we pay attention to literature, selecting a special collection of books that will be presented on location. The second area is a closed meeting room, designed for presentations and workshops in a more relaxed, intimate atmosphere.
On May 9, the first exhibition "Zerno" will open in our space at Spasskaya 36/31. It will present installations dedicated to various interior zones. The exhibition will consist of furniture, lighting, wall, floor, ceiling decoration, as well as decor, including elements of landscaping. We pay special attention to the art component, since painting will be partially integrated into the exhibition.
Exposition "Grain" will be interesting for both interior design professionals — architects, designers, decorators, for designers, as well as for everyone who is interested in modern Ukrainian design. Visitors will be able to get inspired, find new ideas, make new acquaintances, discover modern Ukrainian design brands, and also complement their own spaces — apartment, house, office, restaurant, etc. — with their items.
Our careful approach to creating the MLYN design hub allows us to actively develop the location, make it popular, attract attention and, in a good way, pamper the viewer. We strive for the hub to become a cult place for everyone who chooses high-quality Ukrainian design for their interiors.
