Gyumri, Armenia’s second largest city, is where Hayk Abrahamyan decided to open Floors – a combination pub, café and wine joint. It’s the first of its kind in Gyumri and it's breaking several stereotypes. The name derives from the building itself; a series of floors.

Hayk and a friend walked through the streets of old Gyumri, looking for a suitable location. “To be honest, we were looking for a one-floor space. But when we discovered this place, with its three floors, we said why just a pub? Why not a café and wine bar?” says Hayk, adding that he was encouraged to dive into the venture knowing it would be the first of its kind in the town.

When I ask if he was afraid of failing, Hayk says he still fears it today. After opening Floors last December, Hayk says he was struck how different Gyumri was from Yerevan, where he’s from. “Everyone felt the need to offer us advice. I’ve never seen or heard of something similar happening elsewhere,” observes Hayk.

He recounts that at times, when he’s not been on site, that customers have asked the staff to telephone him, just so that they could relay their suggestions and advice.

Hayk and his friends opened the doors of Floors in a mere 45 days. The stress was so great that he started to smoke and drink. “I want to relate something interesting. As I said, it was before New Year’s. There was a magical aura in the air. We had just opened and wanted the exterior of the café to be as attractive as possible; especially at night against the snowy backdrop.

Two girls entered one evening. The first words they uttered were about making the place more attractive to passersby. I asked them what they had in mind. The advice flowed. When they saw that I was silently listening to them they said - never mind, don’t get annoyed. It’s not such a bad place.

Hayk says that when he posted an internet ad for workers, one person wanted to know if Floors needed a director. “I haven’t seen any run of the mill mortals here. All have talent. They have at least one profession, plus hobbies and interests,” says Hayk. “Here, people don’t say they’re engaged in art. Rather, they say, we are artists, we are actors.”

People warned Hayk that females in Gyumri would never patronize Floors after 8p.m. “They said it was out of the question, that it’s not accepted. 65-70% of our customers are women. They come in and sometimes stay until midnights. In a way, we’re breaking down stereotypes. Hayk observes that while it’s accepted around the world for people to kick-back and relax on Friday and Saturday evenings with friends at a café or pub, it’s a bit different in Gyumri.

Such outings can occur anytime; on a Monday morning or a Tuesday night. There are no fast rules. The young entrepreneur says that at times it’s as if all of Gyumri has decided to visit the pub together.

There’s not a vacant seat in the house. Due to this unpredictability, the pub has no set working hours. The place opens sometimes in the morning and can stay open until 2 a.m.

One thing that irritated Hayk were the complaints of every other customer regarding the prices. Items were too expensive, they said. “When we first opened, we knew about drafting a menu. The prices had to be a bit less than in Yerevan. We changed things prices a few times,” says Hayk. “At first, I thought people were complaining about the prices because they didn’t have the discretionary income. But I’ve seen these same Gyumri residents at expensive Yerevan eateries and pubs on Saturday and Sunday. Money isn’t the problem here. What it is, I still don’t know. I think it’s just that people don’t keep their eye on how much they’re ordering. If 50 ml of wine costs 400 drams elsewhere, we charge 900 drams for 150 ml. They only look at the price.”

Hayk is averse to buckling in to the demands of his customers. He’d rather change tastes and perceptions.

He wants to retain that uniqueness that sets Floors apart from the rest. “Once I give in, I’ll lose out and close up. You won’t find such a place, a three-in-one combo, even in Yerevan.My objective has been to create a space where people can gather, meet and have a good time.”

Photo credit: Arsen Mirzakhanyan