Arthouse: a brand of sophisticated business class
Since 1990, the Krasnaya Strela group of companies has acted as general contractor on more than 100 residential and industrial construction projects in St. Petersburg, the Moscow and Leningrad regions, Murmansk and Tallinn.
The Arthouse residential complex is located in one of the oldest parts of St. Petersburg, the historic Sementsy district (Semyonovskaya Sloboda), where the elite Semyonovsky Life Guards Regiment, in which Suvorov, Baratynsky, Pushchin and Chaadaev served, was quartered from the 18th century.
A distinctive, aesthetically refined image was to emphasise the intimate nature of the project, both in terms of the small number of apartments and in terms of the select audience of true connoisseurs of art and history.
Krasnaya Strela is known in St. Petersburg as an independent real estate developer. Since 1990, Krasnaya Strela's portfolio has been growing continuously and today includes 112 projects in both the residential and industrial construction markets in St. Petersburg, the Leningrad and Moscow regions, Murmansk and Tallinn.
The agency's specialists conducted an express audit of the current situation in order to form an understanding of the project's strengths for the target audience in the context of the location. The Arthouse residential complex is a residential building in the Northern Art Nouveau style with a unique location: the historic city centre, not far from Zvenigorodskaya metro station.
The grounds adjoin the New Stage of the Maly Drama Theatre, which is under construction. The Arthouse residential complex shares a unified stylistic solution with the MDT's new stage complex and continues the architectural theme set by the theatre, since both projects were designed by the architect Mikhail Mamoshin. The surrounding buildings create a sense of seclusion, complemented by the complex's own grounds with a small inner courtyard, where traditional St. Petersburg landscaping is planned: lanterns, a clock, cast-iron benches.
Our target audience is affluent, sophisticated people and art lovers, for whom the location will be an undeniable advantage, since theatres, galleries and popular bars and restaurants are close by. A club house in the very heart of St. Petersburg, open to vibrant events yet removed from the bustle of the grand ceremonial quarters. A distinctive, aesthetically refined image was to emphasise the intimate nature of the project, both in terms of the small number of apartments and in terms of the select audience of true connoisseurs of art.
Based on the conditions set by the brand name, location, audience and style of the project, the creative team decided to base the concept on the metaphor of the performing arts: cinema and theatre. The copy in the advertising communications develops a chain of associations, the essence of which is reflected in the brandline "A new home on the city's stage". Bright patches of flat colour combined with a monochrome photographic style create the necessary accents and visual contrast.
The surrealist collage technique emphasises the creative spirit, while the strict and elegant logo solution refers to the business-class image. Whatever you have in mind, whatever events you plan, Arthouse will become a true stage for your life.
