Belgrade has been gaining momentum as a design destination, and the latest arrival to the Serbian capital’s design scene is Esthetic Joys Embassy (EJE) Belgrade, a hybrid dining room, discothèque, and forthcoming hotel located inside the boutique Pavilion Hotel.
The Embassy concept originated in Moscow in 2016 and relocated in 2022, opening its first Embassy in Yerevan that same year. Each Embassy is designed to be a place for gathering across cultures and regardless of geopolitics.
For the Belgrade location, Esthetic Joys enlisted Supaform, a studio founded by artist and designer Maxim Scherbakov, to create a spatial concept that filters Yugoslav modernism of the late 1950s and early 1960s through a postmodern lens. The key reference is the K67 kiosk, a modular icon from 1966.
The design features oval light panels, a DJ booth that pays homage to the K67, and a warm, deep yellow color scheme. This results in a speculative dreamscape that is both nostalgic and forward-thinking.
A pair of vintage JBL 4435 studio monitors and a curated vinyl library are the centerpiece of what is essentially a Japanese listening bar transplanted to the Balkans. The bar also features six ichiran-style booths where customers can listen to music in private.
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The sound system is complemented by a yoshoku-leaning Japanese kitchen, graphics by artist Ilona Skorobulatova, and music programming by Ignat Akimov and Igor Horozović.
Reporters note that the sofas in the bar are upholstered in original London Underground moquette, adding to the eclectic mix of design influences. The menu features a range of dishes, including bisque ramen and hambagu, the Japanese cousin of Serbia’s beloved pljeskavica.
EJE Belgrade is not trying to be a copy of other design destinations, but rather a unique blend of different cultural influences. The result is a space that is both familiar and unexpected, with a mix of design, sound, and cuisine that is unlike anywhere else.
As the design scene in Belgrade continues to evolve, EJE Belgrade is a notable addition, offering a fresh perspective on what a design destination can be. With its unique blend of Yugoslav modernism and Japanese influences, it is a must-visit for anyone interested in design and culture.
Each Embassy is designed to be a place for gathering across cultures and regardless of geopolitics.
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