Glorax: from wayfinding design for a residential complex to the concept for an entire street
Real estate branding is one of Brandson (TSN)’s core areas of expertise, including retail design, sales office design and wayfinding.
We offer comprehensive solutions that go beyond the standard services of a branding agency. One example of this approach is the development of wayfinding for residential complexes, which takes into account both contemporary trends and the historical features of the location.
An example of such a project is the architectural and artistic concept for Chernigovskaya Street in Nizhny Novgorod.
Glorax, a new-format real estate developer, aims not only to build homes but to develop cities, shaping a renewed image through modern technologies and an integrated approach to construction.
Glorax approached us to create wayfinding for its Glorax Premium Chernigovskaya residential complex. The task involved not only integrating wayfinding solutions in the corporate identity of the residential complex, but also blending harmoniously with the neighbouring historic buildings. In the course of the work, the task expanded: Chernigovskaya Street, on which the complex is located, lies in the historic centre. The appearance of the street needed refreshing in order to become a centre of attraction for tourists and residents of Nizhny Novgorod. We embarked on painstaking and complex collaborative work, which included helping to get the solutions approved by the city administration.
During the audit we carried out a thorough analysis of the current state of the location. The team studied the existing wayfinding system and the appearance of the buildings, paying particular attention to signage, canopies and entrance doors.
The analysis showed that a significant proportion of the structures were outdated, made of poor-quality materials and placed haphazardly, without regard for the architectural features of the buildings. Many structures did not meet modern requirements and spoiled the appearance of the location. We also noted the need to improve the functionality and aesthetics of the wayfinding elements.
In creating the wayfinding design concept for the residential complex, we developed a unified design code that matched the overall environment of the district and the architecture of the Glorax complex. Our goal was to preserve the historic appearance of Chernigovskaya Street and create a visually comfortable space for tourists. We formulated a set of requirements for the wayfinding and architectural design, recommended a harmonious colour palette and shaped a distinctive image for the project.
Lighting solutions were a separate stage: as part of the work on refreshing the appearance of Chernigovskaya Street, our architects developed a project for illuminating the historic buildings, including principles and requirements, and assisted with the necessary documentation.
For the wayfinding, a concept in a concise black-and-white palette was chosen, using icons and light boxes. Soft rounded forms and three-dimensional elements with internal illumination ensure comfortable perception after dark. Coloured maps and pictograms stand out against the light background. For accents, warm red and yellow colours are used.
Glorax’s specialists developed an innovative immersive route with scenarios accessible via QR code, helping tourists discover the street’s landmarks.
The concept for refreshing Chernigovskaya Street included colour solutions and requirements for the format, installation and materials of all facade structures. Our agency’s architects and designers developed a system in which:
– Canopies and awnings are aligned on the same axis as the building entrances.
– Entrance doors are of a uniform type, with a large glazed area.
– Signage takes the form of three-dimensional letters with backlighting, without backing panels.
– Architectural lighting, using soft white light, emphasises the decorative elements of the buildings and creates a comfortable visual space at night
