Alex Pevtsova Alex Pevtsova

Volume 02 — Light

Pif. Archives | Studio Journal

February, 2026


Opening Reflection

I feel as though I grew up in warm light.

A certain yellow you really only see in summer. Long evenings where the day refused to end and the air stayed warm even after sunset. Outside we lived in it. Inside, we didn’t turn on the big lights very often. We used lamps.

A lot of them.

The ceilings were tall, but the house never felt large. The light gathered in small places: a chair in a corner, a table where someone was sitting, a soft circle on the floor. Each one became its own little world. The rooms felt calm and enveloping, like a blanket.

I didn’t have words for it then, but I always preferred lamp light. Soft, indirect light felt like imagination. Like secrets whispered between friends.

Later in life I noticed I would walk into certain rooms and immediately relax, and into others (offices, stores, waiting rooms) and feel tense without knowing why.

At night something changes for me. When the sky darkens and the outside world disappears, my mind quiets. 

The visual noise falls away. Then it all expands.

 The same space feels different, almost larger. It’s particularly impactful outdoors. 

We could be anywhere.

My body likes to wake with the sun, but my creativity livens after dark. It loves a late night. This sometimes creates trouble for my body clock.

Years later, while starting my studio, I realized I wasn’t just arranging rooms. I was shaping environments people would sleep in, think in, recover in, and live their ordinary days inside.

That’s a big responsibility.

Many places ignore the hour they are experienced in. Bright white light late at night. Dim artificial light during the day. People adapt to it, but they rarely feel settled. They call it stress, or fatigue, or a bad mood, without connecting it to where they spend their time.

Some expensive homes still feel strangely empty. Everything is new and carefully chosen, but nothing shifts as the day moves forward. The brightness stays the same no matter the hour.

It isn’t simply that we live in buildings.

We live inside changing light.


Studio Note

What I Notice in Homes

A room can be beautifully furnished and still feel unsettled.

I rarely notice lighting directly. I notice behavior. Some homes make people linger at the table. In others everyone drifts apart. In certain kitchens people stand close together without realizing it. In others they finish what they need and leave.

Overhead lights tend to flatten everything. Corners disappear. Faces look tired. Every surface asks for attention at once.

People assume lights are meant to be bright. Bright feels complete. But most of life isn’t lived at full intensity.

Layered light changes how a room holds you. A lamp beside you, light along a wall, shadows allowed to exist. The room stops presenting itself and starts to feel occupied.

Restaurants understand this instinctively. The light lowers and conversation stretches. You stay longer than you meant to.

Homes often receive the opposite — the place we spend the most time is lit the least intentionally.


Curation

Small Anchors of Light

During the day I’ll use overhead lighting if it supports daylight. By evening, I switch almost entirely to lamps.

I warm my devices at night and feel the difference immediately. My eyes relax before I consciously notice why.

For years I thought I was just looking at beautiful architectural photographs. Eventually I realized I was studying atmosphere — where brightness gathered, where shadow was allowed, what parts of a room were left quiet.

When my mind feels crowded, I go outside at dusk. The light softens and the edges of things blur. The day releases its hold a little.

Dusk is my favorite time of day.

Night is close behind.


Ritual

The Body and the Sun

I wake naturally with the sun when I can. Coffee, journaling, and quiet time set the tone for the day. If I stay indoors too long, I feel it by evening.

Warm light feels familiar. Bright white light late at night feels lonely in a way that’s hard to explain but easy to recognize.

People still light candles even though we don’t need to. Fire gathers attention differently. It draws faces toward each other and slows conversation.

One of my favorite childhood memories is driving back roads at night, music playing, trees lining the horizon. The moon is out and lighting the wispy clouds just so. Beyond the windshield the world could be anywhere. The darkness removed the details and left only possibility.

We change as light changes, whether we notice it or not.

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Alexandra Pevtsova Alexandra Pevtsova

Volume 01 – Notes on Living

Pif. Archives | Studio Journal

January, 2026


Volume 01

Against Distortion

Notes on Structural Integrity

The longer I run a studio, the more I realize my real job is simple: I work against distortion.


Opening Reflection

I started with a frustration — and a desire to unleash my creative energy on the world.

I wanted to do something that mattered — to me, and to those around me. From the start, I knew I wanted to create design that stood the test of time. I wanted to design at the level of the greats — Frank Lloyd Wright, Peter Zumthor, and the lineage they belong to. I wanted my work to be referenced decades from now, with people saying, “Oh, that’s a Pif. home. It must be preserved and revered.”

Reverence was always the benchmark. A tall task. A high demand. Not unattainable — but deliberately out of reach.


I’ll have to get my ladder out. But I’ll get there.

In 2023, my new studio felt like a baby bird. Vision blurry. Mouths open. Improvising. Reactive. Hungry.

In 2026, it feels more like a panther. Power, grace, structure. Something that can move through the world intact. Not necessarily completely figured out — but vastly more developed in its systems, now with the ability to run.

Somewhere along the way, I became more myself. Because for a while there, I had really lost who I was and how I operate. Too much reacting. Too little form.

Distortion.

One downside of being a tactile learner is that lessons are hard-earned. I understand the ideas. I understand the reasoning. But I still want to see how things play out.

I’ve learned that form gets warped under pressure — easily and quietly, without you even noticing at first.

What changed internally was structure. It’s one thing to have ideas of structure in your head. It’s another thing entirely to externalize it — to put it on paper and make it visible.

Especially to those outside your studio. They’re the real test.

Internally, I know that no one is going to protect me other than myself. Not through any fault of their own. It’s simply that everyone is on their own journey, trying to protect their own form.

And distortion is always looking for a way in.

As a former professional athlete — and a lifetime creative — I’ve learned that I actually perform best inside strong structure and meaningful pressure. Routine is the backbone. Structure sets me free.

If I were to externalize my studio as a single image right now, it would be a building under construction, wrapped in scaffolding. On the whole, it’s complete — walls, ceilings, floors, windows. But there’s still work happening. And the scaffolding is there to make sure it happens without the whole thing collapsing.


Studio Note

Structure as Self-Respect

In my head, the studio is ethereal, with the occasional brutalist edge. When I imagine working inside it now, I feel expansive. Able.

The difference between my studio in 2023 and now is clarity — not just mental or emotional clarity, but vision and mission clarity too. There’s a stronger sense of where this is going, and how it’s meant to feel to exist inside of it.

Before, my days felt like constant motion without direction. Always putting out fires. Always in fight or flight. Communication felt impossible to keep up with. Everything felt urgent, even when it wasn’t.

Now, my days feel slower — but more deliberate. Communication feels like a steady stream that’s easy to navigate. I’m intentionally reconnecting with my peace without sacrificing output. In fact, it’s having the opposite effect. The quality of my output is better.

In my body, working this way feels like respect. Like connection. Like sanity. Running my studio used to feel like chaos — burning the wick at both ends.

Now it feels more like a gallery. Quiet, intentional, designed for looking instead of reacting.

I’ve learned that boundaries aren’t restriction — they’re design. They create the conditions for focus, for pace, for play. They’re what make the work livable.

I want this to be a place where good ideas can arise from anywhere. Where people are encouraged to live their lives.

Here’s a novel concept: a person’s life shouldn’t revolve around work. Personal lives enrich the working life. Rest is not the opposite of productivity — it’s where creativity regenerates. And we are a creative studio. A place people come to create spaces they once thought only existed in their imagination.

Distortion used to sneak in through saying yes to be nice. Through overextension. Through that underlying edge of tension that comes from doing things you’re not fully aligned with.

Working against distortion now looks like checking in with my themes and goals for the day — and not letting anything interfere with that. When distortion is removed from a system, everything feels smooth, like velvet.

Structure isn’t rigid. It’s freedom — because it’s how I stay intact.


Curation

Small things that are quietly working against distortion.

The thing I touch the most every day is my notepad. It lets me offload the constant stream of thoughts in my head — everything I need to remember, track, or return to. I also keep a small calculator on my desk. It does one thing very well.

Lately, the same themes show up in what I’m reading. Right now I’m rotating between Ikigai*, and E²**.


Ikigai because it’s about finding the intersection between what you love, what serves the world, what you’re good at, and what makes you money. It’s validating to read when you feel like you’ve found your life’s work.
because after a decade of disengaging, I’m returning to intuition and observation. The idea that the universe provides — ask, and you shall receive — keeps looping in my head.

Time blocking has reduced the most friction in my life. As much as I rebel against authority, I also know that without structure, I operate poorly. Moving studio communication exclusively to email and Slack created a surprising amount of calm. Daily movement — Pilates, skating, walking — quietly saves my energy.

Spaces that soften my nervous system include float tanks, saunas, and the Phoenix Art Museum. And when I need to think clearly, I’ll go to a good coffee shop — sometimes bright, sometimes dark and moody. I’ve also always had a strong connection to my car. There’s something about that small cabin space that feels grounding.

And then there’s scent and sound — the quieter anchors. Hinoki. Creosote. The soft sweetness of acacia. Birds chirping, wind chimes, and lately, a little Amy Winehouse radio. Breathwork and movement shift my internal state faster than anything.

All of these things have one thing in common: they support coherence through repetition, not novelty. They protect me from noise. They help me stay intact.


Ritual

Notes on Living

When my life feels distorted, my body tells the truth. Jaw clenched. Neck tight. Traps on fire. When I’m regulated, everything softens.

My mornings are simple: I make my bed, wash my face, meditate, and have my coffee. Journaling helps me slow down enough to notice what I’m actually feeling. I write three things I’m grateful for every day.

Letting distortion in looks like overextending. Overcommitting. It’s abandoning my own structure in favor of external demand. Enough is staying inside the container I built.

I’m strong in my creative brain. I’m learning softness in how I talk to myself. I place very high expectations on myself. I need boundaries because I can let work consume everything. I need gentleness in reminding myself that I am already doing enough.

Slowing down allows me to notice the world moving around me. Natural rhythms. Nuance. Beauty in small things. Slowness is a form of design — beauty needs room to breathe. Creativity needs space.

Working against distortion isn’t just a studio principle. It’s a daily practice in my body.

* Ikigai authored by Héctor García and Francesc Miralles

** authored by Pam Grout.

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