Style ETNOS U and its philosophy
– Natalia Hoholeva has created the JYTTIA house concept in the ETNOS U style for herself and her residence. Currently, Nataliia Gogolieva is actively developing this style and plans to design the first apartment interior in this style for her family to live.
– ETNOS U style is a stamp, an understanding of the value of historical heritage. It is the reveal and distinguishing of Ukrainian symbolism from the others. It is respect and gratitude to our ancestors for their creative spirit. It’s us – Ukrainians.
– Ukrainian painting, featured to the Ukrainian culture, is often moxed with Russian in the rest of the world. Unfortunately, this happened because a large amount of souvenir products from Russia was painted by Ukrainian craftsmen. ETNOS U is created for the development of Ukrainian heritage.
This style is intended to help the world understand our identity. In the philosophy of ETNOS U, painting is a mandatory element in architecture or interior design: Petrykivsky on walls or pictures, Kosivsky in ceramics – on tiles or in decor, or Polissian embroidery in textiles. The correct representation of the painting is essential for this style. In other words, to create interiors or architectural forms in this style, one must study the painting from the region where it originated. This way, this style can convey the proper message to the world.
The purpose of ETNOS U style
– ETNOS U is something new. In today’s time, people prefer strict forms. Graphite and white have become a “MUST HAVE” in almost every interior. You leave the office, come home, and see again the same forms and the same colors. Asceticism and sterility have become the norm of life. In ETNOS U, all decorations are made for the spirit and comfort. This style features warm colors, smooth forms, and “live ornament.”
– Emotional burnout. War and a challenging economic situation only intensify this effect. Interiors in minimalism style and clean walls do not help relief the constant psychological tension. And design names like “cloud” or “earth” only emphasize the tendency towards boredom and mundanity.
– ETNOS U is somewhat different. Bright. How often do you see plant ornaments in interiors?
We have found it only in ceramics. Do you like it when such patterns are in the living room? And why not? Besides, they carry a rich history within them.
– You create something unusual from routine things. It is believed that Petrykivsky painting originated from peasant house murals. In the past, covering one’s home with paintings was a way of life in various regions of Ukraine, but each region had its own peculiarities and differences in painting. It was a tradition to go out into a yard every spring and paint one’s house. Additionally, besides walls, people painted daily used items such as wedding boxes. Later on, so-called “maliovky” appeared – paintings on paper that skilled artists could prepare in advance and use to decorate their walls.
– Created by hands, individuality, and uniqueness in every stroke. Above all, it is the spiritual power of the master. Each stroke in the ornament is made with the love that an artist puts into their work, and the next composition will always differ from the previous one. Each subsequent project will be individual because the emotions that the artist invests are unique.
Colors and Textures
In the JYTTIA project, the walls are made white as a background, with Petrykivsky painting depicted on them. The walls are adorned with clay using the mazanka (clay walls) technique. In the interior, white walls are painted with Petrykivsky painting – a traditional Ukrainian way of decorating homes starting from the 18th century. The origin of Petrykivsky painting is linked to the Cossacks and the inhabitance of Dnipro region by migrants from Poltava, Slobozhanshchyna and Podillya.
The entire house is made of clay, except for the bathrooms and toilets. Wooden stairs, supported by a black metal frame, lead to the second floor. The floor is made of microcement for practical use. A carpet is present in the living room to create a warmer atmosphere
ETNOS U in the Modern World
The SUN lamps in the JYTТIA project are decorations that can be installed in cavities, adding sophistication to the interior. Inside the lamp, there is a ceramic base with Petrykivsky painting. This “cherry on top” emphasizes the beauty that should be valued. The handmade and natural materials from which the SUN lamp is made complement the individual style of this interior item. The ETNOS U style helps appreciate Ukrainian culture through paintings. It is based on the elaboration of an image, symbolism and applied art of the people who created this form of art. As a significant accent in the interior, Nataliia Gogolieva showcases the JYTTIA Kvitka painting collection created by masters in the village of Petrykivka, whose skills are passed down from mother to daughter or son. The collection stands for three pictures, made in traditional colors of Petrykivsky painting.
Certainly, there is eclecticism and modernization in the style of interiors. Nataliia Gogolieva, as a designer, experiments with sketches to form a perfect style. She has been taking her first steps in creating something new since 2020, but it was the war that pushed her to expose this style to the world.
