Location: SoHo, New York
Area: 3380 sq. ft.
Team: Maksym Iuriichuk, Serhii Molchanov
Year: 2026
Photo: Anton Harets
The Milla Nova flagship showroom sits at 597 Broadway, inside a historic 1867 marble-front loft building. The nearly 200-foot-long space stretches through the heart of SoHo.
Milla Nova is a Ukrainian bridal brand from Lviv. Sisters Zoryana and Iryna Senyshyn founded it in 2002. For their first New York flagship, they wanted more than retail. Instead, they asked for an immersive and personal experience — one that reflects the brand’s craftsmanship and international character, while keeping the bride and the dress at the center of attention.
The elongated floor plan unfolds as a sequence of distinct environments. Each offers a different degree of openness, privacy, and light. Large private fitting rooms occupy both ends of the interior. There, windows facing Broadway and Mercer Street bring in abundant natural light. Between them, transitional spaces break up the long perspective and gradually reveal the areas beyond.
At the center, a softly illuminated ceiling casts an even, flattering light on the dresses. Next to it, a powder-pink room wears carpet that flows from the floor onto the curved walls. This room acts as the main stage of the flagship showroom. Here, brides can see the dress in motion. Moreover, the space converts easily for collection presentations and runway shows.
The material palette combines textured plaster, restored historic wood flooring, natural oak, and soft carpeting. The colors stay within beige, sand, milk, truffle, and powder tones. As a result, these restrained shades form a tactile background that highlights the whiteness, details, and silhouettes of the bridal collections.
Among the defining elements, a series of monumental mirrors appears to grow directly from the curved walls. At 11 feet tall, they act both as practical objects and as architectural focal points.
The interior feels calm yet emotionally expressive. It is minimal in form and immersive in atmosphere. Above all, the Milla Nova flagship showroom makes choosing a wedding dress feel private, memorable, and exceptional.
You can read Maksym’s interview with Vogue here, where he shares how the project started and the thinking behind different design decisions.
