Gotcha (Northern Avenue)

Location: 8/2 Northern Avenue, Yerevan, Armenia
Total area: 60 m²
Status: Completed

Project presentation

Located on Northern Avenue, one of Yerevan's busiest pedestrian thoroughfares, this Gotcha branch contributes to the brand's growing presence across key urban areas. The project is strategically positioned to maximize visibility and accessibility within a dense commercial environment.

Following the design language developed for other Gotcha locations, this branch incorporates site-specific elements that respond to its central setting while maintaining brand coherence. The result is a compact yet expressive intervention — one that reflects the pace of urban life and reinforces the bold, playful character of the Gotcha brand within the city's streetscape.

The bar as focal point

The expansive bar serves as the focal point of the Gotcha boba bar, occupying nearly half of the total floor area. Alongside it, a bold and playful shelf design brings a fluid, snake-like structure that blends functionality with artistic flair, turning merchandising into an experience. It serves as a sculptural statement within the modern retail space.

Gotcha (Northern Avenue) image 1 — A bold and playful shelf design — a fluid, snake-like structure that turns merchandising into an experience.

Gotcha (Northern Avenue) image 2 — Fabrication drawing for the sculptural shelving unit: a continuous tube profile bent into its signature curve, with a wall-mount flange and colored display shelves.

Gotcha (Northern Avenue) image 3 — The tube-shaped structure doubles as a display nook for branded merchandise, tucked beside the neon signage and seating area.

Architectural solutions

The interior design of Gotcha's Northern Avenue branch was aimed to create a visually engaging, highly efficient space within a limited footprint. As a high-traffic boba bar in the heart of Yerevan, the layout had to accommodate quick service, intuitive customer flow, and strong visual recognition — all while delivering a distinct brand atmosphere. The spatial composition is defined by clarity and contrast. Neutral tones form the base layer, allowing the shelving element to take visual priority. The material palette is kept minimal — natural wood, muted walls, and functional lighting — reinforcing both warmth and simplicity. The ceiling-height shelving unit becomes both a sculptural anchor and an organizing tool. Functional areas — such as the bar counter and service zones — are kept streamlined, allowing operational flow without visual clutter.

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