Supaform Transforms 1927 Belgrade Villa into Esthetic Joys Embassy, a Yugoslav-Japanese Hybrid Venue
The Esthetic Joys Embassy (EJE) has inaugurated its new location in a 1927 villa situated at Dobračina 39, Belgrade, Serbia, originally designed by Branislav Kojić and Danica Kojić. This site, which once served as a milk dispensary and Iran's diplomatic mission, now accommodates the Pavilion Hotel and EJE Belgrade, complete with a hotel, dining area, bar, and discotheque. The venue, crafted by Supaform, showcases late-1950s Yugoslav modernism, drawing inspiration from Saša Mächtig's 1966 K67 kiosk. Its interior features deep yellow hues, a Dulton clock, banquet sofas, vintage JBL speakers, and a vinyl collection. Chef Andrey Balakhnov presents a menu utilizing Asian techniques, highlighting pork ramen and sake tiramisu, while the drinks menu includes cocktails named after currencies, celebrating Belgrade's architectural richness.
Key facts
- Esthetic Joys Embassy (EJE) is located at Dobračina 39, Beograd 11000, Serbia.
- The venue occupies a 1927 villa originally built for Edvard and Danica Vlajić Zamboni.
- Serbian architect Branislav Kojić designed the building; his wife Danica Kojić created the interiors.
- The building previously housed the Kap mleka milk dispensary and Iran's diplomatic mission in the 1960s and 1970s.
- Local studio Supaform designed EJE, inspired by late-1950s and early-1960s Yugoslav modernism.
- A key reference is industrial architect Saša Mächtig's 1966 K67 kiosk, a modular fibreglass system mass-produced until 1999.
- The interior includes vintage JBL 4435 studio monitors, a Dulton Double Face Japanese station clock, and six ichiran-style booths.
- Chef Andrey Balakhnov leads the kitchen, offering dishes like pork ramen and sake tiramisu, plus currency-themed cocktails.
Entities
Artists
- Branislav Kojić
- Danica Kojić
- Edvard Vlajić Zamboni
- Danica Vlajić Zamboni
- Saša Mächtig
- Misha Black
- Andrey Balakhnov
- Sofia de la Cruz
Institutions
- Esthetic Joys Embassy
- Pavilion Hotel
- Supaform
- Kap mleka
- Wallpaper*
- Chartered Institute of Journalists
Locations
- Belgrade
- Serbia
- Dorćol
- London
- United Kingdom