DARYA SHUGAYEVA

DARYA SHUGAYEVA

Retail & Hospitality Concept Lead
Creating Sanctuaries of Silence and Elemental Purity in Central Asia & ME
50+ Projects Worldwide

Hey! I’m Darya Shugayeva, a Senior Interior Designer & Concept Strategist with over 14 years of international experience in luxury retail, F&B, and boutique hospitality. I create worlds where design meets emotion - transforming concepts into living, brand-driven spaces that tell compelling stories, captivate visitors, and deliver measurable performance.

From intimate cocktail bars like Bul Bar and La Luna in Astana to grand-scale lifestyle hubs such as Beauty Sfera (2,600 m²) and Avatariya entertainment centers (up to 8,500 m²), and eco-conscious venues in Dubai and beyond - my projects strike the perfect balance of aesthetics, functionality, operational efficiency, and sustainable principles aligned with global standards.

I lead the full project cycle: from brand DNA and mood boards to procurement, FF&E strategy, tender management, author supervision, and stakeholder coordination across multicultural teams. With a proven track record in CAPEX optimization and on-time/on-budget delivery, I’ve collaborated with iconic brands including Hermès, Starbucks, BMW Motorrad, and many others, creating over 100 unique spaces across Kazakhstan, UAE, Qatar, Lebanon, Germany, Italy, and France.

My inspiration draws from a Bachelor of Architecture (Kazakhstan), design studies at IED Milano, and advanced courses in art and heritage at Sotheby’s Institute and MoMA. I believe great design is not only beautiful - it’s profitable and future-proof.

PROJECT TIMELINE

2025

Beauty Sfera, Almaty — 2,600 m² lifestyle hub \ Concept, Brand DNA & ID
Charyn Boutique Hotel — Luxury nature retreat (8,500 m²) \ Concept
Chechil Bars — 2 branches with unified identity \ Concept, ID & Supervision
La Luna Bar, Astana — Signature cocktail venue \ Concept, Brand DNA & ID
Vito Andolini, Mega Alma-Ata — menswear store \ Concept, Brand DNA & ID
Venera Bride, Atyrau — Luxury bridal showroom \ Concept, Brand DNA & ID
Bellady, Karaganda & Pavlodar — Fashion retail \ Concept, Brand DNA & ID
Avatariya, Almaty — Immersive entertainment center \ Concept, ID & Supervision
Callas, Almaty — Greek restaurant \ Concept, Brand DNA & ID

2024

Jolly Café, Diplomat Hotel, Astana — Boutique café \ Concept, ID & Supervision
Bul Bar, Almaty — Luxury cocktail bar \ Concept & ID
Superdry, Almaty — Retail concept \ Concept, ID & Supervision
Chechil, Taraz — Bar \ Concept & ID
Beefeater Summer Terrace — Outdoor terrace \ Concept & ID
Mountain Hotel Alatau (10,000 m²) — Boutique hotel \ Concept & ID
L’aroush, Atyrau — Kazakh jewelry boutique \ Concept & ID
Podium, Almaty — Luxury fashion boutique \ Concept & ID
Les Horizons d’Or, Diplomat Hotel, Astana — Luxury cocktail bar \ Concept & ID
Avatariya, Astana (6,000 m²) — entertainment center \ Concept, ID & Supervision
Avatariya, Almaty (2,500 m²) — entertainment center \ Concept, ID & Supervision

2023

West Palm Beach Club, Dubai, UAE (5,600 m²) — Beachside venue \ Concept
Redcore Gym, Creek Harbour, Dubai, UAE — Fitness \ Concept & ID
Hajar Outdoor & Camping Retreat, Dubai, UAE — Outdoor retreat \ Concept
Avatariya, Astana (3,000 m²) — Entertainment center \ Concept, ID & Supervision
Avatariya, Taraz (1,700 m²) — Entertainment center \ Concept, ID & Supervision
Chechil Bars, Almaty — 2 branches \ Concept, ID & Supervision
Sport Idea — Window display design \ Visual Merchandising
I’m Different, Astana Keruen — Luxury fashion boutique \ Concept & ID
Salt Beauty, Berlin, Germany — High-end beauty salon \ Concept

2022

4F & Rip Curl — Multibrand sports retail \ Concept, ID & Supervision
Men Style, Forum Mall Almaty — Premium menswear \ Concept & ID
Consolle, Mega Silk Way, Astana — Home goods store \ Concept, ID
InMode, Forum Mall Almaty — Fashion retail \ Concept, Brand DNA & ID
Rumi, Almaty — Kazakh restaurant \ Concept, Brand DNA & ID
Queen Bee, Forum Mall Almaty — Fashion retail \ Concept, Brand DNA & ID
Kelzin, Mega Silk Way, Astana — Fashion retail \ Concept, ID & Supervision
Fiesta, Atyrau — Fashion retail \ Concept & ID
L’aroush, Dostyk Plaza, Almaty — Jewelry boutique \ Concept, ID & Supervision

2019 - 2021

Luckee Yu, Almaty — Restaurant \ Concept, ID & Supervision
Broadway Burger, Almaty & Astana — Burger chain \ Concept, ID & Supervision
MMC, Almaty (5,000 m², 4 floors) — Medical center \ Concept, ID & Supervision
Chechil, Sputnik Mall, Almaty — Bar \ Concept, ID & Supervision
Timatey Spa Zone — Spa \ Concept, ID & Supervision
Colab, Almaty (1,500 m²) — CA designers marketplace \ Concept, ID
Ogonek — Restaurant concept \ Concept, ID & Author Supervision
Coco Street Food, Dostyk Plaza — Street food venue \ Concept, ID & Supervision
Del Papa, Dostyk Plaza — Restaurant \ Concept, ID & Supervision
Vertigo Gaming, Almaty — Gaming center \ Concept, ID & Supervision
Ramen 77 & Broadway Burger, Atyrau — Restaurant \ Concept, ID & Supervision
Happy Kingdom, Dostyk Plaza — Kids boutique \ Concept, ID & Supervision

2015 - 2018

The Selfish Bull, Dubai, UAE — High-end steakhouse \ Concept & ID
Hermes, Almaty — Window display design \ Visual Merchandising
Whisky Bar, Lebanon — Luxury lounge \ Concept & ID
The Coffee Room, Dubai, UAE — Café \ Concept & ID
His Majesty The Coffee, Doha, Qatar — Café \ Concept & ID
Grams & The Approved Market, Doha, Qatar — Retail + F&B \ Concept & ID
Smug, Dostyk Plaza — Burger bar \ Concept, ID & Supervision
Ramen Lab — Japanese ramen bar \ Concept, ID & Supervision
MMC, Almaty — Redesign (1st floor + second branch) \ Concept, ID & Supervision
The Angel-in-Us Coffee, Astana — Café \ Concept, ID & Supervision
Happy Kingdom, Esentai Mall — Kids boutique \ Concept, ID & Supervision
Kidsessorize, Almaty — Kids boutique \ Concept, ID & Supervision
Ace Tennis Club, Almaty — Boutique courts & café \ Concept & ID
Smug Burger Bar, Almaty — Burger bar \ Concept, ID & Supervision
BMW Motorrad, Astana Motors — Showroom \ Concept & ID
Starbucks, Keruen Mall, Astana — Café \ Local Design Adaptation
EMC, Almaty (300 m²) — Office & coworking \ Concept, ID & Supervision
Gastronom Sanremo, Sanremo, Italy — Delicatessen \ Concept, ID & Supervision
Macelleria, Sanremo, Italy — Boutique butcher shop \ Concept, ID & Supervision
Winery & Tasting Room, Nice, France — Winery \ Concept, ID & Supervision
Kazkommertsbank (Qazkom) — 10+ branches & HQ lobby \ Concept, ID
ForteBank — Adaptation of Italian concepts (8 branches) \ ID Adaptation

2011 - 2015

Etam, Mega Alma-Ata, Dostyk Plaza & Batyr Mall — Fashion retail \ PM
Cortefiel, Mega Alma-Ata & Dostyk Plaza — Fashion retail \ PM
Springfield, Mega Alma-Ata & Dostyk Plaza — Fashion retail \ PM
BabyShop, Almaty Mega Park — Kids retail \ PM
Celio, Almaty Mega Alma-Ata — Fashion retail \ PM
Oodji, Kazakhstan (4 branches) — Fashion retail \ PM
Ernst & Young, Almaty — Head offices \ Concept, ID & Author Supervision
Sberbank, Almaty — Head offices \ Concept, ID & Author Supervision
Kaspi Bank, Almaty — Head offices \ Concept, ID & Author Supervision
Luxury Retail Fit-Outs — Managed fit-outs for brands such as Chloé, Isaia, Kenzo, Valentino, Chantal Thomass, etc. Led store design and execution in a 12,000 m² luxury department store Luxury House \ PM

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PORTFOLIO

CHARYN BOUTIQUE HOTEL, KAZAKHSTAN

8,500 m² | Luxury Nature Retreat Concept | 2025

A boutique hotel carved into the ancient cliffs of Charyn Canyon - a sanctuary where silence is the ultimate luxury. Architecture dissolves into the rock, with stone suites, travertine pools, and fire rituals inspired by Kazakh heritage and elemental purity.

Services: Concept, Interior/Architecture

Charyn Boutique Hotel | Luxury Wellness Retreat Concept

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 Design, Author Supervision

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, Author Supervision

The Selfish Bull | Bluewaters Island, Dubai, UAE

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

Hajar Outdoor & Camping Retreat

MOUNTAIN HOTEL ALATAU, ALMATY

Ili Alatau Mountains | 10,000 m² | Boutique Hotel Concept | 2024

A contemporary retreat embedded in the timeless slopes of Alatau. Monolithic stone and metal forms, sculptural fireplaces, and tactile interiors inspired by wabi-sabi turn mountain silence into profound luxury.

Services: Concept, Interior Design, Author Supervision

Ili Alatau Mountains | Luxury Wellness Retreat

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, Author Supervision

The Coffee Room | Specialty café

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

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 | 2015–2018
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 & Interior Design
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 & Interior Design
Status: Tender Proposal

GRAMS x THE APPROVED MARKET

Doha, Qatar | Hybrid Retail + F&B Concept | 2018
Services: Concept & Interior Design
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, Interior Design & Author Supervision
Status: Built

BEAUTY SFERA

Almaty, Kazakhstan | 2,600 m² Lifestyle Hub (Beauty, Retail, F&B, Events) | 2025
Services: Concept, Brand DNA & Interior Design
Status: In Development

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, Interior Design & 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, Interior Design & Author Supervision
Status: Built

RAMEN LAB

Almaty, Kazakhstan | Boutique Ramen Bar | 2017
Services: Concept, Interior Design & Author Supervision
Status: Built

JOLLY CAFÉ

Diplomat Hotel, Astana | Boutique Café | 2024
Services: Concept, Interior Design & Author Supervision
Status: Built

ANGEL-IN-US COFFEE

Keruen Mall, Astana, Kazakhstan | Korean Coffee Chain | 2016
Services: Concept, Interior Design & Author Supervision
Status: Built

CALLAS

Almaty, Kazakhstan | Greek Restaurant | 2025
Services: Concept, Brand DNA & Interior Design
Status: In Development

BUL BAR

Almaty, Kazakhstan | Luxury Cocktail Bar | 2024
Services: Concept & Interior Design
Status: Built