Surface Deep

Elevator Refresh touts architectural film as an affordable and attractive modernization solution.

by Kaija Wilkinson

Pyshnyak (YP), the mind behind North Carolina-based Elevator Refresh, was born in Westfield, Massachusetts, the sixth of eight children in a family who immigrated from Ukraine. After earning a degree in business administration from a local community college, Pyshnyak spent his early working years in the technology and automotive industries, gaining firsthand knowledge about risk, business strategy and growth. Between jobs, he worked as a personal care assistant for individuals with brain injuries – a reflection of his tendency to never shy away from often overlooked — but needed — work. Driven by ambition, he approaches each professional role with a spirit of service.

Pyshnyak learned about architectural film while working for Bodaq Interior Film remotely from his home in Massachusetts just before the COVID-19 pandemic, which put his idea to offer the film for elevator cab modernizations on the back burner. The idea stuck with him, though. So, after two years working for Bodaq, which offers “an award-winning, high-quality surfacing material used to renovate and enhance the appearance of various surfaces within commercial and residential properties,” he stepped aside to launch Elevator Refresh with partner Nathan Olsen (NO) earlier this year.

Olsen is from the small town of Palmer, Massachusetts, growing up working on a farm but with big business and big cities on his mind. After finishing his undergraduate degree, Olsen moved to Boston to pursue an accounting career and earn his master’s degree. He then “climbed the corporate ladder” for approximately nine years before meeting Pyshnyak and joining Elevator Refresh. The pair took the time to speak with your author (KW) about the young company’s evolution and aspirations.

KW: Tell me how you two know each other.

NO: Yev and I initially met about five or six years ago through our wives, who have been friends since childhood. With Yev and his family’s recent move down to North Carolina, we re-connected since
I live in Wilmington (N.C.). His family came to visit us and we caught up on family, faith, business and life. The rest is history. My passion to change course professionally was sparked by a conversation with Yev his vision for Elevator Refresh. What began as a friendship rooted in common core values transformed into a business partnership and collaboration to bring Elevator Refresh to life.

KW: How did the idea for Elevator Refresh come about and when did you formally launch the business?

YP: About three years ago, I wrote the original concept out on my iPhone after discovering architectural film and seeing how much potential it had for elevators and other overlooked surfaces. But life
got busy, COVID happened and the idea just sat untouched. When I resigned from Bodaq, I didn’t have a clear next move, but I knew I wanted to stay in the refinishing with architectural film space. Then, 24 h later, I stumbled upon that old note and it hit me immediately: This is what I’m supposed to build. That was the spark. I launched Elevator Refresh by filing an LLC on March 8 of this year. A week later, Nathan joined me.

KW: How does your professional background help you today?

YP: My time at Bodaq really validated the concept. I spoke with hundreds of designers and architects, walking them through the possibilities of refinishing with architectural film. Over and over, the response was the same: Elevators are the ideal use. The problem was clear: high-traffic, highly visible spaces that are expensive and disruptive to update using traditional methods. It’s a space that not only needs innovation, but is ready for it.

KW: Describe the solution that Elevator Refresh offers.

YP: Elevator Refresh is pioneering a smarter, surface-focused approach to elevator modernization using architectural film. Instead of tearing out and replacing interior components, we use a nonintrusive,
self-adhesive application that’s done entirely on-site. The film is applied directly to existing surfaces — doors, interior panels, landing frames — making the process clean, efficient and typically
completed within one or two days without the need to take the elevator out of service.

KW: What do you believe sets Elevator Refinish apart from competitors?

YP: Design flexibility. The films come in a wide range of realistic textures and patterns that look and feel like real wood, stone, metal, fabric and leather, as well as in solid colors. The offering allows for
high-end results without the high-end cost. It’s a scalable, sustainable upgrade that meets the needs of property owners, elevator companies and designers alike. With one consistent point of
contact at the national level, we’re positioned to make this the new industry standard.

KW: Are there physical headquarters (HQ) and employees outside of your home offices, or is that something you envision down the line?

NO: Currently, we do not have a physical business HQ outside of our home offices, but it is something we will look into as our business grows. Adaptability is a principle we value deeply.

KW: Have you completed any jobs yet?

YP: We haven’t completed any jobs under the Elevator Refresh name yet, but have a few projects pending in the hospitality sector. But, during my time at Bodaq, I was directly involved in multiple elevator projects across the U.S. These included elevators in hotels,healthcare facilities and multifamily buildings. I handled client education, sold the solution and coordinated the installers to bring each job to life. That experience gave me a deep understanding of what’s required to deliver high-quality results. With Elevator Refresh, I’ve shifted from being on the supplier side to leading a servicefocused business. We’ve partnered with Bodaq Finishes, the supplier of Bodaq architectural film, and we work collaboratively to bring this solution to the forefront of the industry. We are having active conversations with most major elevator manufacturers, large regional service providers and elevator consultants, many of whom recognize the gap we’re aiming to fill. Our goal is to create mutually beneficial partnerships and be the industry leader for this solution, all while keeping clients’ best interests at the center of every decision.

KW: Which geographical area(s) will Elevator Refresh serve and who are your partners?

NO: Elevator Refresh aims to serve clients nationwide. We’ll partner with top suppliers and installers to deliver a comprehensive, cost-effective solution to our customers.

YP: We are looking for elevator manufacturers and service providers who see what we are doing and are interested in working together. For elevator companies, our solution can be seamlessly integrated into their offerings and provided to their existing clients practically overnight. As for installation fulfillment, we partner with architectural film installers. We have an installer partner in the U.K. who can help facilitate any U.K. installation needs as we aim to grow internationally through organic efforts with elevator industry partners, as most large players in this space operate on a global scale. We can make it happen anywhere.

KW: Why do you feel this solution is needed?

NO: This solution is needed to bridge the gap left by traditional solutions. Customers’ needs are not always as drastic as needing something new or completely replaced, and our solution helps bridge that gap by providing a refinished space with that “new” feeling that is equally durable for the years to come. This solution not only addresses customers’ needs for a new aesthetic, but does so at a price point that saves them thousands of dollars, and days or even weeks of operational impairment.

YP: Elevator Refresh is addressing a clear and often overlooked gap in the elevator modernization/service industry. Traditional modernization is expensive, disruptive and often unnecessary when the core mechanics of the elevator are still functioning well. Our solution focuses on the visual and surface elements — refinishing rather than replacing — which allows property owners to dramatically improve the appearance of their elevators at a fraction of the cost and time.

We’ve created a scalable business model that removes friction for both elevator companies and clients by offering a single point of contact at the national level, eliminating the need to juggle multiple vendors or inconsistent experiences across regions.

While there are a few players dabbling in surface refinishing, none that I know of are fully dedicated to this space with the same level of focus, process and partnerships we’re building. Most elevator companies don’t specialize in finishes, and design upgrades often fall through the cracks or get overengineered. That’s where we come in with a targeted, scalable solution that adds real value. We’re not here to compete with traditional modernization. We’re here to complement it and offer a smart alternative where it makes sense.