Art as a Status Marker: Iryna Leshchynska on Building the MSI Brand

Interior design is no longer just a matter of style. It's becoming a communication tool, where every object shapes the perception of its owner. This idea is the foundation of the new brand "Art in Modern Interior" (AMI), created by Iryna Leshchynska. In this interview, she reveals the brand's concept, its approach to interior design, and explains how art becomes an element that defines the meaning and status of a space and its owner.

— Ms. Iryna, how did the idea of creating the brand come about?

— The idea had been forming even before the full-scale war. It was about creating a unified brand that combines several functions – expert, analytical, and practical. This isn't just about selling objects, but a new approach to their perception in an interior. The brand aims to help uncover meaning, emphasize status, and create a unique environment through art and design.

— What is the main idea behind the brand "Art in Modern Interior"?

— The main idea is to change the approach to perceiving objects in a space. Modern art, decorative elements, and antiques should not be viewed as "old things" or merely decor. Each object is an accent that establishes status and emphasizes the owner's personality.

For us, individuality, aesthetics, and history are important — how an object functions in a space without looking like a museum exhibit.

We propose viewing the interior as an environment where individual objects act as identity markers. This could be a sculpture, a painting by a contemporary artist, or an iconic object — the origin isn't as important as the presentation and context.

— Who are your clients?

— These are people who understand the value of individuality as an asset. Business owners, executives, top managers — those who shape their image through space.

And also designers who need not catalog objects, but semantic anchors for their projects.

— How does the brand differ from classic decor stores?

— We don't operate in the mass market segment. This is not an online store. Our task is to formulate an approach. We don't sell items as merchandise. We work with an idea, status, and context.

Each project is a separate story: where the solution is tailored to the space, the tasks, and the character of the interior, working to enhance the owner's status.