Olha Bebeshko is an expert in digital marketing and strategic brand development. She leads the Digital Marketing department at VIYAR, one of the key players in Ukraine’s furniture industry. Olha shared her experience of opening VIYAR’s largest showroom in Ukraine. The project turned out to be not just another step for the company but a defining moment in transforming the perception of the brand.

– How did the idea of creating VIYAR’s new showroom in Kyiv come about?

“The need for a new-format showroom did not arise by chance,” Olha explains. “It was the result of analyzing all our clients’ requests. We aimed to show how our range looks in ready-made solutions and to create a convenient space for interaction with our partners.”

Olha adds: “We paid special attention to the concept: it’s not just an exhibition hall. It’s a place where you can explore innovative solutions, evaluate quality, find inspiration for your own projects, and even test household appliances in real conditions.”

– What products or solutions are the highlights of the new space?

“We divided the space into three main zones to meet the three key needs of our clients,” Olha explains. “These are: ‘get inspired,’ ‘evaluate,’ and ‘order.’ At the same time, we keep our furniture-making partners at the center, enhancing their offerings and building client trust in ordering custom-made furniture.”

Talking about the first floor, Olha says: “We decided to focus on trendy kitchens. Here, 23 concepts created using ViyarPRO Mebli are presented. This new online configurator allows you to design a kitchen, adjust dimensions, calculate the cost of materials and services, select the necessary components, and find a craftsman to bring the project to life via the Viyar Bazar service. Furniture-making partners can use ViyarPRO Mebli to create projects from scratch, utilize ready-made templates, and export designs to ViyarPro. Come in and work conveniently and efficiently.”

“Almost all the décor presented in our showroom – vases, figurines, tables – is available for purchase. We also have chairs from VIYAR’s own carpentry production in our collection. I’m confident you’ll appreciate them!”

About the second floor, Olha adds: “It’s a revamped presentation of products for furniture manufacturing. We’ve carefully designed the layout of all décor samples, furniture fittings, mechanisms, and wardrobe systems – now grouped by product type. Additionally, we’ve allocated a significant zone for household appliances. Thanks to direct cooperation with many suppliers and manufacturers, we can offer exclusive solutions for projects.”

Regarding the third floor, she notes: “This is a space for productive work and learning. Our managers work here, and there’s also a VIYAR Academy zone for lectures and workshops. Moreover, we’ve thought about parents with children, creating a dedicated kids’ zone.”

– Have you noticed changes in VIYAR’s brand perception following the opening of the new space?

“Our updated positioning: ‘With VIYAR, furniture is simple,’ reflects our approach,” Olha comments. “And this is exactly what we demonstrate in the new Kyiv showroom and in the company’s overall service ecosystem: production, IT projects, range, and more.

The opening of the new showroom brought together furniture makers and designers from all over Ukraine. We carefully listened to their feedback and concluded that the new space better showcases our production capabilities and enables us to support our partners’ projects with quality.”

Olha also adds: “We’ve become more open to social media, especially Instagram and TikTok. Our partners use the new showroom as a platform for content creation. We truly appreciate this. But please, tag us in your posts – it’s inspiring!”

– How did the VIYAR team approach this project? What was the biggest challenge?

Olha emphasizes the importance of teamwork: “We always say the greatest value of our company is its people. We even have an internal slogan: ‘The heart of VIYAR is our team.’ Thanks to collective efforts, we accomplished this large-scale project involving over 1,000 employees: architects, designers, builders, the IT team, as well as sales managers, logistics specialists, and warehouse staff. Every company department worked at full capacity.

This is one of the most challenging projects in our history. First, we began working on it during the war, which significantly complicated all processes. Second, we updated our approach to presenting our range and invested significant resources in our IT services: ViyarPRO Mebli, Viyar Bazar, ViyarPro, and others. Third, we created a new visual identity for the company, which included not just the showroom façade – a completely new design for us – but also the concept inside.”

– What conclusions did the company draw from this project?

“We are immensely grateful to our partners for their support. The amount of positive feedback exceeded our expectations. Most importantly, we realized that we’ve enabled not only our partners to grow but also the furniture market as a whole.

As for the exhibition, we are already planning to expand it. We’ve started receiving requests: ‘Where can I see a wardrobe?’ or ‘How can I better organize storage in a dressing room?’ People want more than just to look at samples – they want complete solutions and ready-made concepts. This truly inspires us, and we’ll definitely add new product categories to meet these demands.

We continue to transform based on the needs of our clients and partners, which remains our main challenge, and we proudly accept it. We are convinced that Ukrainians deserve the best furniture, regardless of budget.

I invite all UAFM members to visit our new showroom at Vaclav Havel Boulevard, 23. It was created to showcase the strength of Ukrainian furniture makers and offer Ukrainian consumers the best solutions on the market.”