More Than Just Real Estate - Uniting Enthusiasts and Developing the Neighborhood
Uniting Enthusiasts and Developing the Neighborhood
In the heart of Sofia, beneath the stately Dondukov Boulevard, a creative network of modern conceptual projects is taking shape. Known as “Under Dondukov”, this area blends historical charm with a new cultural pulse, attracting independent creators, bold restaurateurs, and curious urban explorers alike.
We sat down with Yordan Zhechev (the visionary behind these projects) and Savina Matakieva (the interior designer and driving force behind their execution) to learn how jazz bar Ж, the Mahala bookstore, the “&hlyab” bakery, the Sezon concept store, and the brunch place sabale came to life – and what connects these places despite their differences.
These two have been through it all - from purchasing a collection of plastic toys for bar Ж to uncovering a "Narnia" in Mahala’s basement, handling high-risk installations in Sezon, and finding the perfect shade of pink for the bakery’s facade.
Why did you choose this particular neighborhood for all your projects?
Yordan: I loved the intersection of history and freedom. This neighbourhood is unlike any other in Sofia, there’s vigour on the streets. Also, my Mum was born around, so there’s the personal aspect too.
How do you manage to maintain the individuality of each space while preserving a cohesive style?
Savina: I wouldn’t describe my style as cohesive. I’ve always loved exploring different styles because I believe anything can be beautiful if you create the appropriate context for it. The foundation of a successful project is always a solid concept.
For me, the key elements are collaborating with the owner's ideas and thoroughly understanding the space itself. Before starting a design, I spend as much time as possible alone in the space, observing its unique features—the quality of light at different times of day, the types of people who pass by, and generally absorbing the atmosphere.
What was the most challenging moment in bringing these spaces to life, and why?
Yordan: I revel in the impromptu, the spontaneous, the last-minute extravagant solution. So having to plan was quite the burden for me.
Tell us about some of the most unexpected discoveries in designing the interiors.
Savina: Oh, there are so many that you’d have to buy the book I haven’t written—and have no plans of writing! Perhaps the biggest surprise was discovering that I could actually do it. I am forever grateful to Yordan for having confidence in me when I didn't yet have it in myself.
What is your dream project? If you could do anything, what would it be?
Yordan: A cinema. I’d kill to redevelop Moderen Theater – it has all the characteristics of a classic in the non-classical sense of the word.
Where do you find inspiration? What do you do when you feel “stuck” creatively?
Savina: Honestly, I rarely feel stuck. The reason might be that renovations inherently involve stages which provide enough time to move beyond any creative ruts. While supervising the less exciting parts, like dusty pipe installations, I’m already visualizing details such as drawer handles.
Patience isn’t my strong suit, but renovations have a funny way of forcing you to improve it – almost like they’re giving you extra time just to practice. In short, when I feel stuck, I stop obsessing and allow ideas to work their way through naturally in the back of my mind.
What do you think Sofia lacks? Do you like the way the city is evolving, and where do you see it heading?
Yordan: I love the way low-cost flights enabled more Bulgarians to roam, and I think we all see the benefits. For now we are mostly emulating European cities and bringing working concepts here. What I think we lack is our own, very ownable, signature building. Or even buildings, plural. Places that leave you breathless – a proper contemporary art museum inspired by and inspiring Sofia would be brilliant.
Project by @firstestatesagency
Photography&edits @tattio @tatianalebed.ph
Creative direction @annagreenwich