Amursky Kvartal: the jewel of Khabarovsk

Despite the weak presence of the business-class segment in Khabarovsk real estate, the new Amursky Kvartal residential complex needed to differentiate itself from competitors enough to become a new centre of attraction for the city’s residents.

The main goal was to create a comprehensive brand that would stand out among Khabarovsk’s buildings not only through its height or the vibrancy of its facade, but through its functional richness, overall atmosphere and spirit. To achieve this, our team conducted an audit, developed the logo for the new project and brought the Amursky Kvartal advertising campaign to life.

Our team’s specialists conducted a marketing audit, analysing trends in real estate, the competitive landscape, consumer behaviour, and the values and beliefs of Khabarovsk residents. The audit revealed that the Khabarovsk market generally lags behind the national one, compensated only by occasional forays of individual macro-trends into the Far East. This opened up a unique urban niche for the new residential complex: a thoughtfully designed living environment combined with an aura of innovative prestige was a revelation for Khabarovsk.

The research included both conversations with market experts and interviews with Talan’s ideologists. In addition, the “mystery shopper” research method was used for a more complete analysis. As a result, the agency team concluded that the complex could become a genuine urban constant, a place of attraction.

The neighbourhood is located in the very centre of Khabarovsk, along Amursky Boulevard – a picturesque promenade that is already extremely popular among the city’s residents. The new residential complex not only makes use of the location’s existing advantages, but also introduces new technological and innovative solutions that blend harmoniously into the fabric of the city.

It offers a completely different perception of the city: intense, fresh and inspiring, like a breath of fresh air in a stuffy room. Amursky Kvartal is a place where people truly live. It is a comfortable, “seamless” ecosystem that accumulates opportunities. Here you can experience an environment natural to the modern person – after which you will not want to live the old way.

Amursky Boulevard is a symbol, a genuine landmark and an adornment of the city. And Amursky Kvartal complements the already established atmosphere with its elegance: a neighbourhood that is alive, not merely residential, needs no external sources of energy to exist – like the sun, it charges everything around it, creating a unique field that reshapes the mind.

Amursky Kvartal draws on the primordial characteristics of the area, giving the neighbourhood a flair of local patriotism. The natural environment, diverse and truly unique, is what the city’s residents take pride in; it is the adornment of the city and a factor that shapes their behaviour. We turn to these inseparable patterns but bring something new to them – contemporary elegance and emotional closeness.

The concept is based on the idea of the sun rising over the Amur, since the distinctive feature of the Far East is the earliest sunrise. And we carried this idea further: the gold of the sun, as a symbol of Khabarovsk, appears in the logo. The precious circle consists of several graceful arcs that recall the optical effect of the sun’s disc moving in the eyes of the observer.

The brand line “The Jewel of Khabarovsk” focuses attention on the building as an art object that pleases the eye, while the use of jewellery in the layouts creates a graphic rhyme with the logo. Bright, elegant and captivating – that is what we see when we look at Amursky Kvartal. And we like it.