A new destination for lovers of aesthetics has just opened in Zagreb’s design district

I believe there are very few people in Zagreb who love design and aesthetics and have not already heard of or visited the SELECTEDD Design Store. In fact, even calling this an “exclusive” feels unnecessary, since rumors about the new space have been circulating for a while, and excitement has clearly been building. Some would say the anticipation matched that of the owner herself. But for those who haven’t yet heard or caught a glimpse while passing by, the new SELECTEDD Design Store has opened in Zagreb’s design hub, on Martićeva Street, number 14E.

Selectedd is already well known to many for its unique Scandinavian brands and minimalist aesthetic that embraces sustainability and the sculptural nature of form. Nives Borko, my namesake and almost surname twin (yes, our names differ by just one letter, a detail that has made me laugh many times whenever some news about her appeared), the founder of this online and concept store, has once again managed to combine Scandinavian calmness with the emotional warmth of a space—an atmosphere you can feel the moment you step inside. The interior is intuitive, warm, and thoughtfully designed.

In short, the new SELECTEDD radiates the same signature that made the brand recognizable: a minimalist aesthetic, attention to form, and respect for materials. But this time, everything feels deeper, warmer, and more sensual. “I wanted to create a space where design is not only seen but felt, where the ambience, textures, light, and scents come together to create a complete sensory experience. It is a space that evokes a sense of welcome and simple living,” says Nives Borko.

The new space showcases some of the most prestigious Scandinavian brands that explore contemporary ways of living, many of which SELECTEDD exclusively represents on the Croatian market, such as Frama, Vipp, Astep Design, Louise Roe, and Transparent. In addition, there are also brands already familiar to Selectedd customers, including New Works, August Sandgren, New Mags, and Santa & Cole. “For some time, I felt the need for a space where I could present our brands in a more tangible way, where you can sit on different variations of Vipp’s Swivel chairs, feel the precision of Frama’s tables and chairs, or experience the light coming from one of New Works or Astep pendants,” Nives explains her vision.

Moreover, in the coming months, SELECTEDD in Martićeva will introduce new collaborations. The first is with Swedish designer Caia Leifsdotter, known for interiors that combine the purity of Scandinavian lines with the warmth of natural materials. Her projects radiate refined minimalism, calm tones, and quiet luxury—values that perfectly align with the world of SELECTEDD. Next comes Detale Cph, a Danish brand specializing in pigmented wall coatings and textures that give interiors a subtle, tactile look reminiscent of raw concrete or matte stone. One of Detale’s shades was even used in the design of the new Selectedd space. “I wouldn’t want to reveal too much just yet, but we have exciting presentations ahead—not only of well-known brands but also of designers who create collectible collections in small series. Discovering new, authentic talents remains what inspires me most in this work,” adds Nives.

What makes me happiest is that the original space in Ratkajev Passage will continue to feature the favorite SELECTEDD brands focused on soft decoration, home details, personal items, gifts, books, and magazines. “Our goal has never been just to sell, but to create an experience that connects people with design on a deeper, almost emotional level,” concludes Nives. The SELECTEDD Design Store is conceived as a place where architects, interior designers, and design enthusiasts can find inspiration and unique pieces for interior decoration. Together, the SELECTEDD Store in Ratkajev Passage and the new SELECTEDD in Martićeva form one world—two spaces, one philosophy, and design that awakens all the senses.