STUDIO SHOO's Shushana Khachatrian on a Fresh Approach, Color, and Promoting her Home Country

By Julia Gamolina

Architect Shushana Khachatrian established Armenian based STUDIO SHOO in 2017. Her journey began with a degree from the Architectural Department of the University of Land Use and Planning in Moscow, after which she started working for several interior design firms across Europe. This experience laid the foundation for her to start her own practice, committed to creating functional public spaces that enhance people's lives and are a true joy to experience.

Currently based in Milan, alongside running her practice, Shushana is further expanding her design expertise studying Product and Furniture Design at Instituto Marangoni. In her interview with Julia Gamolina, Shushana talks about her design heritage and her fresh approach, advising those just starting their careers to find their own unique style.

It's so cool that you run a practice based between Armenia and Italy. What makes distinctly Armenian design and architecture? What about Italian contemporary design and architecture?

Armenian design and architecture are defined by their individuality and rich cultural history. Ornaments, symbols, and complex geometric patterns that represent our people's history and traditions may be seen throughout Armenian architecture. The main finishing material is tuff. Tuff has a wealth of tones and such a gorgeous texture that you can't take your eyes off of it. One of the most essential elements of Armenian design is the artisans' exceptional craft, which includes stone carving, painting, and mosaic. Armenian design is also distinguished by its vivid colors.

All of this can be seen in my projects, where I work with local artisans and use graphic patterns, architectural shapes, and vibrant hues. In all honesty, I find it impossible to function without color. I constantly try to brighten things up.

Then Italy is my design-home. I wouldn't claim that modern Italian design is much different from its tradition. On the contrary, I see clean lines and creative design mixed with classic features and materials.

Abu Gosh, restaurant in Moscow. 2021. Photography by Katya Kutuzova.

How would you describe your approach as a hybrid of both?

When it comes to the approach to developing design based on where you live, Armenia taught me a love of architectural forms and color, while Italy ingrained in me a measured, methodical, friendly-discussion approach to designing an object or entire public space.

Now let's go back a little bit—tell me about why you studied architecture, and how you chose where you studied architecture.

To be honest, I recall as a youngster daydreaming about starting my own business. As a twelve-year-old, I had a vision of independence but had no concept of what it meant to be an entrepreneur. Then, my father mentioned architecture to me. He saw that I liked sitting at the table with pencils for hours on end and told me about the architecture profession.

As a result, we decided that signing up for an art school would be the first step. I pursued painting, sculpture, and art history. Following graduation, I attended the architecture department at Moscow University. Over the course of six years at university, I discovered how to use manual graphics, create models, and design a variety of buildings that covered playgrounds and hotels.

“I find it impossible to function without color. I constantly try to brighten things up.”

— Shushana Khachatrian

Tell me about your experiences before starting your practice. What did you learn that you still apply today?

The most significant thing I learned while working at several studios was communication—how to effectively interact with your colleagues, relevant departments, and contractors, as well as how to successfully present a project to a client. Those aspects aren't included in our architectural education but are some of the most important.

How did Studio Shoo come about? What are your priorities for it in 2024?

I often joke about the founding of STUDIO SHOO, saying that it was done out of desperation because I already had work experience and saw no chances for advancement while working in other bureaus.

I recall at that time in my life, I offered myself two options, to establish my own practice or to study in a country outside the CIS to learn a fresh approach and perspective on design. To study abroad was my dream that I kept putting off. Still, in 2017, I made the choice to start my own practice.

One of the studio's significant desires for 2024 is to broaden its project portfolio geographically. Our core value is to work globally. The next goal in mind, which has always been with me, is to develop engaging, modern, beneficial projects for society and Armenia, as well as to promote my home country on a worldwide scale. My vision for the future is to include recycled materials and artificial intelligence in my work. The fourth goal is to pursue a fresh approach to product and furniture design. This is a whole new path that began this year.

Looking back at it all, what have been the biggest challenges? How did you both manage through perceived disappointments or setbacks?

The most challenging obstacle I encountered at the very beginning of my entrepreneurial journey was realizing that I was no longer solely a designer, but also a business owner. At the start of your professional life, you work as a financial manager, project manager, studio manager, operational director, and recruiter, in addition to being a designer. I got involved in accounting issues and executed agreements which were entirely foreign to me. From the start, I told myself that there would be failures, but there was no need to be disappointed! And all of this experience will only help me progress faster in the future.

Tell me about a time where something didn't turn out the way you expected it would. What did you learn?

We worked on a culinary café project with clients without the experience of running a restaurant. Although I was pleased with the result of the space we designed, I was sad to see the restaurant closed down after only a few months.

It made me realize that a carefully designed interior is not always enough. Success also requires a solid concept, a chef, and an effective financial strategy. The best outcome will occur when all project components are aligned and executed properly. This experience taught me to select projects and clients more carefully. I tend to take a more holistic approach to such projects, ideally working with a team of experienced professionals in the hospitality industry, or I see a good opportunity for success and get involved in aspects beyond interior design.

For example, I recently started working on a stunning boutique hotel project in Tbilisi, where my clients are embarking on their first hotel business. The building and the clients captured my attention showing great potential and I’m pleased to work on this project as both a designer and a hospitality advisor.

“From the start, I told myself that there would be failures, but there was no need to be disappointed! And all of this experience will only help me progress faster in the future.”

— Shushana Khachatrian

Who are you admiring now and why?

Currently, I admire Italian designers. While studying Italian product design, I'm learning to calm down, enjoy life, and cherish each moment. I adore how their iconic products are both distinctive and well-thought-out.

What is the impact you’d like to have on the world? What is your core mission? And, what does success in that look like to you?

The top priority is to provide people with distinctive experiences and memories in the venues that I design. I try to do that by creating vibrant and eye-catching interiors with a narrative and an overarching concept. Success for me is when my project's guests are eager to share their experiences with friends and family.

Dito Italiano trattoria, 2022. Photography by Katya Kutuzova.

Finally, what advice do you have for those starting their career? Would your advice be any different for women?

I would urge people who are only starting to pursue their careers to be curious and open to the world, to expand their knowledge, and to experiment with different work styles. If we're talking about female architects, don't be nervous. Eliminate any worries, never give up, and keep going! You don't have to try to be someone else; instead, seek out yourself and develop your own unique approach. The world is changing, slowly but surely.