Ariosto Italian Quarter: home is where the heart is
The project's architect, Maxim Borisovich Atayants, drew his inspiration from a masterpiece of Italian Renaissance architecture: the Villa Farnese in Caprarola. Ariosto is designed using the most advanced technologies: energy efficiency, security, digital systems. But most importantly, the buildings are made on a human scale: in the decoration of the facades, in the number of apartments, in the layout of the courtyards, in everything.
The Arsenal Group was launching a new project: a comfort-class residential quarter in a remote, as yet undeveloped location, a site for a residential complex with unique architecture uncharacteristic of the district.
Arsenal Group of Companies, a long-standing client of the Brandson agency that builds housing in St. Petersburg and the Leningrad Region, launched apartment sales in a new comfort-class quarter.
The advertising layouts target different audience groups: families, newlyweds and individualists. For each of them, the complex offers tangible functional advantages. By combining the image of the target audience, the functionality and Italian phrases, we build a series of coherent advertising images.
The brand of the new residential quarter is inspired by the atmosphere of carefree Italian life, creating a world of sunshine and joy under the skies of Russia's Northern Capital. It is a quarter for maximalists, combining the elegant architecture of the project, which references the famous Italian Villa Farnese in Caprarola, with a family lifestyle and the eternal values of love and friendship.
The brand of the new residential quarter is inspired by the atmosphere of carefree Italian life. The advertising campaign develops this direction, creating a world of sunshine and joy under the skies of the Northern Capital.
The first flight of the advertising campaign focuses on the image component and on portraits of the target audience, while also announcing the very fact of the project's launch. Ariosto's inner energy is conveyed through a life-affirming red, while a texture reminiscent of premium plaster evokes the luxury of classic interiors, lending the project the right status and highlighting its ideal balance of price and quality.
The dynamic white wordmark stands out vividly against a background decorated with engraving-style illustrations. Large images of the facades showcase their beauty and harmonious structure. The finishing touch is photographs cut out in the manner of the stickers used in messengers and social media.
The second flight of the Ariosto advertising campaign speaks first and foremost to the functional advantages. That is why special attention was paid to integrating elements of the proformat brand from Arsenal Group of Companies, the company's unique approach to designing living space, based on European experience in creating friendly urban neighbourhoods.
At the same time, the emotional images of the photo style complement the rational arguments to achieve a holistic perception of the developer's offer.
The Ariosto quarter was created with an expressive Italian character. It is a quarter for people and families with an equally bright, open outlook on their new home. The apartments and layouts are created differently for everyone, because that is precisely what expressing individuality means.
Learn Italian with Ariosto! For happy, open-minded people there are no barriers, neither in the geography of travel nor in the language of understanding. So, to live in a quarter with an Italian soul, you can easily learn Italian.
In 2020, the Ariosto project was a finalist of the Urban Awards, the prize for the urban residential development industry. Ariosto boasts successful sales at a 30% premium over the average price in the Primorsky District of St. Petersburg.
