DARYA SHUGAYEVA

DESIGN DIRECTOR & CONCEPT STRATEGIST @UNTITLED 16

Retail, F&B & Hospitality

ME, Europe & Central Asia


📍 Dubai & Almaty

Hi! I'm Darya Shugayeva, a Design Director & Concept Strategist with 15 years of international experience across Hospitality, Retail and F&B in the Middle East, Europe and Central Asia.

Over the past several years I've built a reputation that brings clients directly to me — no intermediary business-development layer — and I lead the full design cycle from brand DNA and concept authorship through Design Development, procurement and tender management to author supervision on site. I build and lead multidisciplinary teams shaped to each project's scope, from in-house designers, MEP engineers, and CAD specialists to trusted freelance specialists, managing per-project CAPEX from US$200K–1M, with a historical high of US$6M on the Qazkom banking headquarters and branch-network rollout.

Career highlights include 150+ projects across 7 countries: the 10,000 m² Mountain Hotel Alatau, the 8,500 m² Charyn Boutique Hotel eco-retreat, and the Hajar Outdoor & Camping Retreat in the UAE — alongside luxury retail delivery for Valentino, Chloé, Isaia, Hermès and Brunello Cucinelli, and brand rollouts for Starbucks and BMW Motorrad.

Trained as a Bachelor of Architecture in Kazakhstan and at Istituto Europeo di Design, with further study in art and heritage management at Bocconi, Sotheby's Institute and MoMA — I bring a curatorial eye to every brief.

Good design should do more than look right. It should perform on time, on budget, and on brand.
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DOWNLOAD CV
PROJECT TIMELINE
2025 - 2026
Escapism Hotel (Kapchagay) — Hospitality | 70 ha | Master Plan, CD & DD
Padel Club (Astana) — Leisure & Wellness (2 branches) | 3400 m² | Concept & DD
Andolini (Mega Alma-Ata) — Retail | 200 m² | Concept, DD & Supervision
Marc O'Polo & Essenza Home (Dostyk Plaza) — Retail | 60 m² | CD & DD
Este Multibrand (Dostyk Plaza, Almaty) — Retail | 180 m² | CD, DD & Supervision
Fiesta (Almaty) — Retail | 300 m² | Concept & DD
Napapijri (Dostyk Plaza, Almaty) — Retail | 160 m² | DD
Rich Size (Mega Alma-Ata) — Retail | 250 m² | Concept, DD & Supervision
Beauty Sfera (Almaty) — Leisure & Wellness | 2,600 m² | CD, Brand DNA & DD
Charyn Boutique Hotel (Charyn) — Hospitality | 8,500 m² | Concept Design
La Luna Bar (Astana) — F&B | Concept, Brand DNA & DD
Vito Andolini (Mega Alma-Ata) — Retail | Concept, Brand DNA & DD
Venera Bride (Atyrau) — Retail | Concept, Brand DNA & DD
Bellady (Karaganda & Pavlodar) — Retail (2 branches) | CD, Brand DNA & DD
Callas (Almaty) — F&B | Concept, Brand DNA & DD
Avatariya (Almaty) — FEC | 1,800 m² | Concept, DD & Supervision
2022 - 2024
4F & Rip Curl (Almaty) — Retail | Concept, DD & Supervision
Men Style (Forum Mall, Almaty) — Retail | Concept & DD
Consolle (Mega Silk Way, Astana) — Retail | Concept & DD
InMode (Forum Mall, Almaty) — Retail | Concept, Brand DNA & DD
Rumi (Almaty) — Hospitality & F&B | Concept, Brand DNA & DD
Queen Bee (Forum Mall, Almaty) — Retail | Concept, Brand DNA & DD
Kelzin (Mega Silk Way, Astana) — Retail | Concept, DD & Supervision
Fiesta (Atyrau) — Retail | Concept & DD
L’aroush (Dostyk Plaza, Almaty) — Retail | Concept, DD & Supervision
Jolly Café (Diplomat Hotel, Astana) — F&B | Concept, DD & Supervision
Bul Bar (Almaty) — F&B | Concept & DD
Superdry (Almaty) — Retail | Concept, DD & Supervision
Chechil Bars (Almaty) — F&B (4 branches) | Concept, DD & Supervision
Chechil (Taraz) — F&B | Concept & DD
Beefeater Summer Terrace (Almaty) — F&B | Concept & DD
Mountain Hotel Alatau (Almaty) — Hospitality | 10,000 m² | Concept & DD
L’aroush (Atyrau) — Retail | Concept & DD
Podium (Almaty) — Retail | Concept & DD
Les Horizons d’Or (Diplomat Hotel, Astana) — Hospitality & F&B | Concept & DD
Redcore Gym (Creek Harbour, Dubai, UAE) — Leisure & Wellness | CD & DD
Hajar Outdoor & Camping Retreat (UAE) — Hospitality | CD & DD
Sport Idea (Almaty) — Special Projects | Visual Merchandising
I’m Different (Keruen Mall, Astana) — Retail | Concept & DD
Salt Beauty (Berlin, Germany) — Leisure & Wellness | Concept Design
Avatariya (Astana) —FEC | 3,000 m² | Concept, DD & Supervision
Avatariya (Taraz) — FEC | 1,700 m² | Concept, DD & Supervision
Avatariya (Astana) — FEC | 6,000 m² | Concept, DD & Supervision
Avatariya (Almaty) — FEC | 2,500 m² | Concept, DD & Supervision
2019 - 2021
Luckee Yu ABR (Almaty) — F&B | Concept, DD & Supervision
Broadway Burger ABR (Almaty, Atyrau & Astana) — F&B | CD, DD & Supervision
MMC Medical Center (Almaty) — Healthcare | 5,000 m² | CD, DD & Supervision
Chechil (Sputnik Mall, Almaty) — F&B | Concept, DD & Supervision
Timatey Spa Zone (Almaty) — Leisure & Wellness | Concept, DD & Supervision
Colab (Almaty) — Retail & Marketplace | 1,500 m² | Concept & DD
Ogonek ABR (Almaty) — F&B | Concept, DD & Supervision
Coco Street Food ABR (Dostyk Plaza) — F&B | Concept, DD & Supervision
Del Papa ABR (Dostyk Plaza) — F&B | Concept, DD & Supervision
Vertigo Gaming (Almaty) — Leisure & Wellness | Concept, DD & Supervision
Ramen 77 ABR (Atyrau) — Hospitality & F&B | Concept, DD & Supervision
Happy Kingdom (Dostyk Plaza, Almaty) — Retail | Concept, DD & Supervision
2015 - 2018
The Selfish Bull (Dubai, UAE) — F&B | Concept & DD
Hermes (Almaty) — Special Projects | Visual Merchandising
Whisky Bar (Beirut, Lebanon) — F&B | Concept & DD
The Coffee Room (Beirut, Lebanon) — F&B | Concept & DD
His Majesty The Coffee (Doha, Qatar) — F&B | Concept & DD
Grams & The Approved Market (Doha, Qatar) — Retail & F&B | CD & DD
Smug Burger Bar (Dostyk Plaza & Street Retail) — F&B | CD, DD & Supervision
Ramen Lab (Almaty) — F&B | Concept, DD & Supervision
MMC Medical Center (Almaty) — Healthcare (HQ + branch) | CD, DD & Supervision
The Angel-in-Us Coffee (Astana) — Hospitality & F&B | Concept, DD & Supervision
Happy Kingdom (Esentai Mall, Almaty) — Retail | Concept, DD & Supervision
Kidsessorize (Almaty) — Retail | Concept, DD & Supervision
Ace Tennis Club (Almaty) — Leisure & Hospitality | Concept & DD
BMW Motorrad (Astana Motors, Almaty) — Retail & Showroom | Concept & DD
Starbucks Flagship (Keruen Mall, Astana) — Hospitality & F&B | Design Adaptation
EMC / Co-Working (Almaty) — Workplace | 300 m² | CD, DD & Supervision
Gastronom Sanremo (Sanremo, Italy) — Retail & F&B | Concept, DD & Supervision
Macelleria Italiana (Sanremo, Italy) — Retail & F&B | Concept, DD & Supervision
Winery & Tasting Room (Nice, France) — F&B | Concept, DD & Supervision
Qazkom (Kazakhstan) — Corporate & Banking (10+ branches) | Concept, DD & Supervision
ForteBank (Kazakhstan) — Corporate & Banking (8 branches) | Design Adaptation
2011 - 2015
Etam (Mega Alma-Ata, Dostyk Plaza & Batyr Mall) — Retail | Fit-Out & PM
Cortefiel (Mega Alma-Ata & Dostyk Plaza) — Retail (Chain) | Fit-Out & PM
Springfield (Mega Alma-Ata & Dostyk Plaza) — Retail (Chain) | Fit-Out & PM
BabyShop (Mega Park, Almaty) — Retail | 2000 m² | Fit-Out & PM
Celio (Mega Alma-Ata, Almaty) — Retail | Fit-Out & PM
Oodji (Kazakhstan) — Retail (4 branches) | Fit-Out & PM
Ernst & Young (Almaty) — Corporate & Workplace | Concept, DD & Supervision
Sberbank (Kazakhstan) — Corporate & Banking (HQ & Network) | Concept & DD
Kaspi Bank (Kazakhstan) — Corporate & Banking (HQ & Network) | Concept & DD
Jusan Bank (Kazakhstan) — Corporate & Banking (HQ & Network) | Concept & DD
AsiaCredit Bank (Kazakhstan) — Corporate & Banking (HQ & Network) | Concept & DD
Tsesnabank (Kazakhstan) — Corporate & Banking (HQ & Network) | Concept & DD
Luxury House (Astana) — Retail & Luxury Fit-Outs (Chloé, Isaia, Kenzo, Valentino, Chantal Thomass, Brunello Cucinelli, Brioni, Oscar de la Renta, Zuhair Murad, St. John, RED Valentino, Sonia Rykiel, etc.) | 12,000 m² | Fit-Out & Project Management
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EXPLORE DESIGN PROCESS EXAMPLES

PORTFOLIO

OGONEK, ALMATY

150 m² | Contemporary Restaurant | 2020


Ogonek warms the soul with an open grill kitchen as its beating heart. Earthy terracotta, rattan, wood, and flickering light create an atmosphere of genuine hospitality and timeless comfort around an eternal flame.


Services: Concept, Interior/Architecture, Design Development, Author Supervision

Ogonek | Almaty
Ogonek | Almaty
Ogonek | Almaty
THE SELFISH BULL, DUBAI

Bluewaters Island, UAE | 400 m² | Steakhouse & Seafood Restaurant | 2018


A theatrical stage of indulgence overlooking the Arabian Gulf. Dark woods, copper accents, emerald seating, and glowing neon craft an energetic yet intimate space for bold culinary performances.


Services: Concept, Interior Design, Design Development, Author Supervision

The Selfish Bull | Bluewaters Island, Dubai, UAE 
The Selfish Bull | Bluewaters Island, Dubai, UAE 
The Selfish Bull | Bluewaters Island, Dubai, UAE 
ESCAPISM SURFERS HOTEL, KAPCHAGAY

70 ha Master Plan | Lakeside Sports & Community Retreat | 2026


Escapism is a design-forward sports and community basecamp set along a 1 km shoreline of the Kapchagay Reservoir, where movement, nature, and social energy reset your rhythm. The architecture organically unfolds across the raw steppe landscape, creating a seamless journey from high-energy water sports at the entry core to quiet restoration deeper along the land.

Designed as a phased destination, the project combines modular accommodation, padel courts, and open-air event plazas with wood-fired banya rituals, open-fire dining, and a quiet forest spa. Honest, tactile materials—raw timber, exposed metal, concrete, and panoramic glass—mirror the elemental expanse of the steppe and water.

Container basecamp rooms, private lakeside villas, open-sky event field, wood-fired banya, and chef-led communal dining inspired by community rituals and outdoor culture.


Services: Concept, Master Plan, Interior/Architecture, Design Development

Escapism Surfers Hotel | Kapchagay Lake
Escapism Surfers Hotel | Kapchagay Lake
Escapism Surfers Hotel | Kapchagay Lake
THE COFFEE ROOM, BEIRUT

200 m² | Specialty Café | 2018


An eclectic haven in historic Beirut, blending heritage with rebellion. Graffiti on ancient stone walls, neon installations, velvet seating, and reimagined classical portraits spark bold dialogue between tradition and street energy.


Services: Concept, Interior Design, Design Development, Author Supervision

The Coffee Room | Specialty café
The Coffee Room | Specialty café
The Coffee Room | Specialty café
CHARYN BOUTIQUE HOTEL, KAZAKHSTAN

8,500 m² | Luxury Nature Retreat Concept | 2025


Charyn Boutique Hotel a boutique retreat carved into the ancient cliffs of Charyn Canyon, where silence is the ultimate luxury. The architecture dissolves into the landscape, living in full harmony with nature.


Fully off-grid, the hotel generates its own water, energy, and heat while treating wastewater - preserving the fragile ecosystem and giving back more than it takes. Scattered glass cubes serve as concealed technical modules powering the complex.


Stone suites, travertine pools, and fire rituals inspired by Kazakh heritage and elemental purity


Services: Concept, Interior/Architecture, Design Development

Charyn Boutique Hotel | Luxury Wellness Retreat Concept
Charyn Boutique Hotel | Luxury Wellness Retreat Concept
Charyn Boutique Hotel | Luxury Wellness Retreat Concept
HAJAR OUTDOOR & CAMPING RETREAT, UAE

Hajar Mountains | Outdoor Wellness Retreat Concept | 2023


A minimalist sanctuary nestled in the Hajar Mountains, where concrete volumes merge with ancient rock. Raw textures, heavy textiles, and open-fire rituals redefine luxury as space, time, and unfiltered nature.


Services: Concept, Interior/Architecture, Design Development

Hajar Outdoor & Camping Retreat 
Hajar Outdoor & Camping Retreat 
Hajar Outdoor & Camping Retreat 
QAZKOM, AFD BC, ALMATY

720 m² | Corporate Banking Lobby Concept | 2017


A luminous gateway to modern prosperity in Almaty’s financial district. Reflective glass, polished stone, large-scale murals, and verdant accents transform the lobby into a semi-gallery for transparent, sophisticated connections.


Services: Concept, Interior Design, Design Development

Qazkom | HQ Lobby
Qazkom | HQ Lobby
Qazkom | HQ Lobby

RETAIL & LIFESTYLE

Over 50 premium retail projects across Kazakhstan, UAE, and Europe. From turnkey fit-outs for brands like Valentino, Hermès, and Isaia to immersive concepts such as Beauty Sfera (2,600 m² lifestyle hub) and Superdry. Focus on brand-driven spatial storytelling, optimized flow, and blending global standards with local identity.
HERMES
Almaty, Kazakhstan | Window Display Design | 2015
Services: Visual Merchandising
Status: Completed
ISAIA | LUXURY HOUSE
Astana, Kazakhstan | Luxury Menswear Boutique in 12,000 m² Department Store | 2011
Services: Project Management, Store Design & Execution
Status: Built
LARDINI | LUXURY HOUSE
Astana, Kazakhstan | Luxury Menswear Boutique in 12,000 m² Department Store | 2011
Services: Project Management, Store Design & Execution
Status: Built
BMW MOTORRAD
Astana Motors, Kazakhstan | Premium Motorcycle Showroom | 2016
Services: Concept & Design Development
Status: Built
VALENTINO | LUXURY HOUSE
Astana, Kazakhstan | Luxury Fashion Boutique in 12,000 m² Department Store | 2011
Services: Project Management, Store Design & Execution
Status: Built
STARBUCKS
Keruen Mall, Astana, Kazakhstan | Global Brand Local Adaptation | 2016
Services: Local Design Adaptation
Status: Built
REDCORE
Dubai, UAE | Fitness & Hospitality Hybrid Gym | 2023
Services: Concept & Design Development
Status: Tender Proposal
GRAMS x THE APPROVED MARKET
Doha, Qatar | Hybrid Retail + F&B Concept | 2018
Services: Concept & IDesign Development
Status: Built
BABY SHOP
Almaty Mega Park, Kazakhstan | Kids Retail Fit-Out | 2014
Services: Project Management, Fit-Out Supervision
Status: Built
CORTEFIEL
Mega Alma-Ata & Dostyk Plaza, Almaty, Kazakhstan | Fashion Retail Fit-Out | 2013–2015
Services: Project Management, Fit-Out Supervision
Status: Built
SUPERDRY 
Almaty, Kazakhstan | K-Pop Inspired Retail Concept | 2024
Services: Concept, Interior Design & Author Supervision
Status: Built
ETAM
Mega Alma-Ata, Dostyk Plaza & Batyr Mall Pavlodar, Kazakhstan | Lingerie & Fashion Retail | 2013–2015
Services: Project Management, Fit-Out Supervision
Status: Built
AVATARIYA WORLDS
Astana, Almaty & Taraz, Kazakhstan | Immersive Entertainment Centers (Rock, Ice, Water Worlds) | 2023–2025
Services: Concept, Design Development & Author Supervision
Status: Built
BEAUTY SFERA
Almaty, Kazakhstan | 2,600 m² Lifestyle Hub (Beauty, Retail, F&B, Events) | 2025
Services: Concept, Brand DNA & Design Development
Status: Fit-Out
SPRINGFIELD
Mega Alma-Ata & Dostyk Plaza, Almaty, Kazakhstan | Casual Fashion Retail | 2013–2015
Services: Project Management, Fit-Out Supervision
Status: Built
GASTRONOM SANREMO
Sanremo, Italy | Premium Russian Delicatessen | 2016–2018
Services: Concept, Design Development & Author Supervision
Status: Built

F&B

Over 30 restaurant, bar, and café projects in Kazakhstan, UAE, Qatar, and Lebanon. Complete sensory narratives with open kitchens, layered lighting, and materials that amplify culinary stories - from Mediterranean warmth in Callas to primal fire in Ogonek. Each venue turns dining into an immersive, memorable experience.
LUCKEE YU
Almaty, Kazakhstan | Contemporary Restaurants | 2019–2021
Services: Concept, Design Development & Author Supervision
Status: Built
RAMEN LAB
Almaty, Kazakhstan | Boutique Ramen Bar | 2017
Services: Concept, Design Development & Author Supervision
Status: Built
JOLLY CAFÉ
Diplomat Hotel, Astana | Boutique Café | 2024
Services: Concept, Design Development & Author Supervision 
Status: Built
ANGEL-IN-US COFFEE
Keruen Mall, Astana, Kazakhstan | Korean Coffee Chain | 2016
Services: Concept, Design Development & Author Supervision
Status: Built
CALLAS
Almaty, Kazakhstan | Greek Restaurant | 2025
Services: Concept, Brand DNA & Design Development
Status: Fit-Out
BUL BAR
Almaty, Kazakhstan | Luxury Cocktail Bar | 2024
Services: Concept & Design Development
Status: Built
SMUG BURGER BAR
Almaty, Kazakhstan | Modern Burger Chain | 2017–2018
Services: Concept, Design Development & Author Supervision
Status: Built
CHECHIL BARS
Kazakhstan (Multiple Locations) | Bar Chain | 2022–2025
Services: Concept, Design Development & Author Supervision
Status: Built
DEL PAPA
Dostyk Plaza, Almaty, Kazakhstan | Contemporary Italian Restaurant | 2019–2021
Services: Concept, Design Development & Author Supervision
Status: Built
RAMEN 77 & BROADWAY BURGER
Atyrau, Kazakhstan | Combined F&B Venue | 2020
Services: Concept, Design Development & Author Supervision
Status: Built
ATELIER GASTRONOMIQUE
Astana | Fine Dining Concept | 2025
Services: Concept & Design Development
Status: Fit-Out
LES HORIZONS D’OR
Diplomat Hotel, Astana, Kazakhstan | French Riviera-Inspired Bar | 2024
Services: Concept & Design Development
Status: Built
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