Residence 1864 promotional siteResidence 1864 promotional site
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Residence 1864 promotional site

Design and development of the promotional website of a premium residence by SBER Capital

Residence 1864 is a group of exclusive apartments by SBER Capital in the historical center of Moscow on Sofiyskaya Embankment.

The company approached us with the task of effectively presenting the residence to a specific audience. It is important for future residents to recognize their connection to history and cultural heritage, so we chose the format of a promotional landing. We love such projects because they leave a lot of space for the fulfillment of creative ideas and freedom in design and layout solutions.
CSSDA
G8 Awards
Mixxrussia

Project constrains

Critical constraints on the project were the tight deadlines. In a month we completed the entire pool of work: analytics, design concept, layout preparation, layout, and animation.

Creative idea —
Gallery of premium residences

The primary task of the analytics stage was to contextualize the complex in time and space in order to convey the atmosphere of a place with a rich history.

The very name of the residence refers to the date when the Kokorevsky farmstead was opened on this site, where various figures of Russian culture and art lived and worked. The first public art gallery was also located there.

For a smooth immersion into the story of the complex, we used the double timeline technique. The user gets acquainted with the residence in the present through historical inclusions in the form of quotes, snippets of memories and attributes of the place. Thus, the key accent of the landing page was a painting by Karl Bryullov, which was exhibited in the Kokorev Gallery.

Another feature of the residence is that it retains some 19th century elements, such as brickwork and vaults. The interpretation of attributes from the past to the present is also reflected in the concept.

Design concept

In the design of such promotional projects, we often use metaphors. The idea is to select an object of the material world, the external attributes or feelings of which we want to reflect in the concept. So we answer the question: «Website as what?», and then break it down into individual design attributes.

For the 1864 Residences lending website, the key metaphor was an art gallery. Its key attribute is, of course, the paintings themselves, which are complemented by classic renderings of the complex, creating a unique context.

Light and relaxed shades, like the walls of a gallery, create an airy space for contemplating paintings. Fine antiques combined with line graphics inspired by the architectural elements of the complex decorate the space and mark the beginning of a new theme.

Micro-animations and animated transitions between blocks became an important part of the concept. They make the paintings in the gallery visually come to life, and the narrative becomes more gradual and smooth.

Result

For the presentation of the Residence, we created a narrative about the place itself and its surroundings through the lens of the significant historical events and personalities.

The design emphasis was on reflecting the concept of the Residence through storytelling, relevant design attributes and smooth, immersive animation.