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Retail Flagship
Retail Flagship
Marina District, San Francisco | Concept Project
This concept project investigates how a contemporary fashion brand might establish a distinctive physical presence in San Francisco’s Marina District. The goal was to design a retail environment that stands out in a competitive market while remaining flexible, efficient, and product-focused. Working within the constraints of an existing storefront, the challenge was to create a strong architectural identity without relying on excessive materials or ornamental gestures.
The concept is organized around a single industrial material: two-inch steel scaffolding tubes. Rather than treating structure, display, lighting, and façade as separate systems, the tube framework becomes all of these at once, forming a unified architectural language throughout the space. By adjusting the density and spacing of the tubes, the interior shifts gradually from open and transparent at the entrance to more intimate and enclosed toward fitting rooms and back-of-house areas.
Integrated lighting is threaded through the tube system, allowing the store to transition from a filtered, daylight-oriented environment to a warm, glowing space at night. This controlled transformation reinforces the brand’s identity while maintaining a minimal, cohesive aesthetic. The system also accommodates suspended sketch elements and visual studies, enabling conceptual drawings or product narratives to physically “slide” through the framework as part of the spatial experience.
The project establishes a clear and recognizable architectural identity using a single material system. It creates an immersive yet flexible retail environment that supports exploration and discovery, while allowing modular reconfiguration as collections evolve. By balancing an industrial language with refined detailing, the architecture remains secondary to the clothing itself. At the same time, the system demonstrates scalability, offering a framework that could adapt to different retail footprints and urban contexts.
Marina District, San Francisco | Concept Project
This concept project investigates how a contemporary fashion brand might establish a distinctive physical presence in San Francisco’s Marina District. The goal was to design a retail environment that stands out in a competitive market while remaining flexible, efficient, and product-focused. Working within the constraints of an existing storefront, the challenge was to create a strong architectural identity without relying on excessive materials or ornamental gestures.
The concept is organized around a single industrial material: two-inch steel scaffolding tubes. Rather than treating structure, display, lighting, and façade as separate systems, the tube framework becomes all of these at once, forming a unified architectural language throughout the space. By adjusting the density and spacing of the tubes, the interior shifts gradually from open and transparent at the entrance to more intimate and enclosed toward fitting rooms and back-of-house areas.
Integrated lighting is threaded through the tube system, allowing the store to transition from a filtered, daylight-oriented environment to a warm, glowing space at night. This controlled transformation reinforces the brand’s identity while maintaining a minimal, cohesive aesthetic. The system also accommodates suspended sketch elements and visual studies, enabling conceptual drawings or product narratives to physically “slide” through the framework as part of the spatial experience.
The project establishes a clear and recognizable architectural identity using a single material system. It creates an immersive yet flexible retail environment that supports exploration and discovery, while allowing modular reconfiguration as collections evolve. By balancing an industrial language with refined detailing, the architecture remains secondary to the clothing itself. At the same time, the system demonstrates scalability, offering a framework that could adapt to different retail footprints and urban contexts.
The White Iris of Riyadh
Riyadh, Saudi Arabia | 2022
International competition proposal — private residences
Finalist, Dream Villas YAC Competition
Team: Ellina Poltavtseva, Shida Wang, Wentao Zeng, Zeming Zhang
This international competition proposal explores a shared residential model for two families seeking proximity without sacrificing privacy. The challenge was to design adjacent homes that support communal family life while responding sensitively to Riyadh’s desert climate, cultural values, and spatial traditions.
Inspired by the white iris flower, the architecture unfolds through layered horizontal planes that cast deep shadows and shield interior spaces from the intense desert sun. These planes define thresholds, mediate privacy, and frame carefully composed views toward the surrounding landscape. Rather than relying on walls alone, the design uses spatial sequencing to create connection and separation simultaneously, allowing visual and social exchange between the residences while preserving moments of retreat.
The project combines a contemporary architectural language with traditional passive bioclimatic strategies, ensuring the homes remain cool and shaded throughout the day. At its core, the design investigates a series of dualities central to contemporary Riyadh: luxury without excess, openness without exposure, and modern ambition grounded in cultural and environmental context.
Selected as a finalist in the Dream Villas YAC International Competition, the proposal advances a new residential typology that balances privacy with shared family life. It demonstrates climate-responsive design through passive shading and thermal strategies, frames architecture as cultural narrative rather than stylistic object, and positions contemporary domestic architecture in Saudi Arabia as both restrained and aspirational.
International competition proposal — private residences
Finalist, Dream Villas YAC Competition
Team: Ellina Poltavtseva, Shida Wang, Wentao Zeng, Zeming Zhang
This international competition proposal explores a shared residential model for two families seeking proximity without sacrificing privacy. The challenge was to design adjacent homes that support communal family life while responding sensitively to Riyadh’s desert climate, cultural values, and spatial traditions.
Inspired by the white iris flower, the architecture unfolds through layered horizontal planes that cast deep shadows and shield interior spaces from the intense desert sun. These planes define thresholds, mediate privacy, and frame carefully composed views toward the surrounding landscape. Rather than relying on walls alone, the design uses spatial sequencing to create connection and separation simultaneously, allowing visual and social exchange between the residences while preserving moments of retreat.
The project combines a contemporary architectural language with traditional passive bioclimatic strategies, ensuring the homes remain cool and shaded throughout the day. At its core, the design investigates a series of dualities central to contemporary Riyadh: luxury without excess, openness without exposure, and modern ambition grounded in cultural and environmental context.
Selected as a finalist in the Dream Villas YAC International Competition, the proposal advances a new residential typology that balances privacy with shared family life. It demonstrates climate-responsive design through passive shading and thermal strategies, frames architecture as cultural narrative rather than stylistic object, and positions contemporary domestic architecture in Saudi Arabia as both restrained and aspirational.
Cinema Night Event Space
Moscow, Russia | 2020
Temporary Event Design / Spatial Concept
This temporary spatial concept was developed for a graphic design agency organizing a private cinema-themed evening event for Yandex in Moscow.
The venue was an existing raw brick space with arches - offering an ideal atmospheric backdrop for a night dedicated to cinema and social gathering.
Rather than transforming the space through construction, the project focused on programming and spatial sequencing. A flexible layout was designed to host a series of event moments: a bar space, pop-up cinema, photo zone, and informal gathering areas, all woven into the existing architectural shell.
Converted the historic structure highlighting its features though lighting, careful programming and creating zones with fast built structures.
Temporary Event Design / Spatial Concept
This temporary spatial concept was developed for a graphic design agency organizing a private cinema-themed evening event for Yandex in Moscow.
The venue was an existing raw brick space with arches - offering an ideal atmospheric backdrop for a night dedicated to cinema and social gathering.
Rather than transforming the space through construction, the project focused on programming and spatial sequencing. A flexible layout was designed to host a series of event moments: a bar space, pop-up cinema, photo zone, and informal gathering areas, all woven into the existing architectural shell.
Converted the historic structure highlighting its features though lighting, careful programming and creating zones with fast built structures.
Market Street Reimagined
SAN FRANCISCO RIVER
Market Street, San Francisco | 2025
Urban Design Competition Proposal
Honorable Mention
Competition Organizer: Urban Land Institute (ULI)
Team: Ellina Poltavtseva; Vasudha Maiya
THE VISION
The proposal reimagines Market Street as a living urban ecosystem - transforming one of San Francisco’s most iconic corridors into a pedestrian-first landscape that prioritizes people, nature, and cultural life. The challenge was to rethink downtown’s role in a post-pandemic city while restoring social energy, ecological performance, and everyday usability.
THE APPROACH
The design introduces the San Francisco River: a meandering green corridor flowing through downtown, replacing vehicular dominance with continuous pedestrian promenades and layered public spaces. Market Street is rebalanced to reduce car lanes and expand green infrastructure, creating a sequence of pocket parks, activity nodes, and flexible gathering zones.
The street is treated as an adaptive urban system - responding to daily rhythms, seasonal change, and cultural programming. Ground floors are activated through pop-ups, cultural venues, and micro-retail, while historic transit elements remain integrated without interrupting pedestrian continuity.
THE IMPACT
-Proposes a pedestrian-first framework for downtown regeneration
-Reclaims street space for community life, culture, and local economies
-Integrates green infrastructure to support environmental resilience and public well-being
-Repositions Market Street as a civic landscape rather than a traffic corridor
KEY IDEAS
Flow of Energy
A dynamic urban framework punctuated by green pockets for rest, reflection, and social connection.
Rethinking Downtown
Downtown as a walkable neighborhood with parks, family-oriented spaces, and daily-life amenities.
Reclaiming the Street
Reduced vehicular lanes in favor of expanded public space and continuous pedestrian movement.
Culture in the Current
Public art, performances, outdoor cinema, installations, and amphitheaters embedded along the corridor.
Local Economy
Low-barrier spaces for small businesses, food pop-ups, and micro-retail supporting local entrepreneurship.
Market Street, San Francisco | 2025
Urban Design Competition Proposal
Honorable Mention
Competition Organizer: Urban Land Institute (ULI)
Team: Ellina Poltavtseva; Vasudha Maiya
THE VISION
The proposal reimagines Market Street as a living urban ecosystem - transforming one of San Francisco’s most iconic corridors into a pedestrian-first landscape that prioritizes people, nature, and cultural life. The challenge was to rethink downtown’s role in a post-pandemic city while restoring social energy, ecological performance, and everyday usability.
THE APPROACH
The design introduces the San Francisco River: a meandering green corridor flowing through downtown, replacing vehicular dominance with continuous pedestrian promenades and layered public spaces. Market Street is rebalanced to reduce car lanes and expand green infrastructure, creating a sequence of pocket parks, activity nodes, and flexible gathering zones.
The street is treated as an adaptive urban system - responding to daily rhythms, seasonal change, and cultural programming. Ground floors are activated through pop-ups, cultural venues, and micro-retail, while historic transit elements remain integrated without interrupting pedestrian continuity.
THE IMPACT
-Proposes a pedestrian-first framework for downtown regeneration
-Reclaims street space for community life, culture, and local economies
-Integrates green infrastructure to support environmental resilience and public well-being
-Repositions Market Street as a civic landscape rather than a traffic corridor
KEY IDEAS
Flow of Energy
A dynamic urban framework punctuated by green pockets for rest, reflection, and social connection.
Rethinking Downtown
Downtown as a walkable neighborhood with parks, family-oriented spaces, and daily-life amenities.
Reclaiming the Street
Reduced vehicular lanes in favor of expanded public space and continuous pedestrian movement.
Culture in the Current
Public art, performances, outdoor cinema, installations, and amphitheaters embedded along the corridor.
Local Economy
Low-barrier spaces for small businesses, food pop-ups, and micro-retail supporting local entrepreneurship.
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