Moscow Advertising House
Yasmina Aslakhanova, Ivan Marchuk, Victoria Tsukerman
Moscow Advertising House is the project that has to become a center of attraction for the world of advertising, digital and graphic design, as well as for a great number of visitors from various fields.
The building is located opposite one of the brightest and most spectacular spaces of Moscow, on the opposite bank of Moscow-City, in the hill, opening directly to the river and creating stunning views in terms of the building itself. The theatre, Pyotr Fomenko is located its left whilst behind -one finds the Stalinist residential buildings.
The basic concept which lead the development of the design was that of a bright horizontal skyscraper, which is in contrast to the Moscow City, where unity is achieved by a variety.
Vehicular and pedestrian access to the building is solved in several ways. For people coming by car, a designed underground parking for 300 cars is provided, whilst as the nearest metro station is located on the opposite shore, and the location of this bridge over the river is very inconvenient, the central input unit on the 4th floor operates through a pedestrian bridge from the opposite bank.
The building is divided into several functional blocks that vary in textures and volumes on the facade. On the facade we explored many different textures and materials, emphasizing each of the functional scope as in the attractive advertising principle, to give a new creative life for a deserted river bank.
Who influences you graphically?
We share the view that it is very important to find a personal graphical language for each project because it’s the most effective way to convey a specific atmosphere as well as our driving concept. When defining our graphic language we looked at all the possible aesthetics of visual advertising, from the very first monochromatic posters to the present day innovations in graphic design. Analysing and comparing them, we discovered that old advertising examples do not yield the new ones. Sometimes they catch your eye even better and make you desire the product, telling you a story in one picture. Our main purpose was exactly the same, as we wanted to make our graphics eye-catching and to tell the viewer an enthralling story. Our references came from graphics of 60’s like Archigram and Arata Isozaki. Another source of influence was provided by Peter Smithson, Dogma, OMA and MVRDV. Finally, our main inspiration for colour palettes was received from artists of Russian avant-garde, such as Rodchenko, Stepanova, Malevich, Popova and constructivists such as Golosov, Vesnin, Leonidov.
What defined your colour palette?
We decided, that the advertising house would consist of several modules with different functions, combined together, and each of them would try to attract the visitors’ attention. That meant that each of the most important elements of the building should be of a vivid colour which differs from another. Meanwhile, the common space should be calm and strict, in contrast with the exhibition halls and other functional zones, that should be a sort of accents and attract our attention. So the common parts of the building remain monochromatic, while places of highest interest are either painted in red and yellow shades, or outlined by usage of original materials and textures.
What is the use and purpose of an ‘advertising house’?
The main idea of the competition for Moscow Advertising house was to create a building that would be not only a museum, but an area for cooperation and discussions of professionals and creators, connected with advertising in our country and for international collaboration in advertising. The second function of this project is that of an educational center for people working, or interested in advertising ,including space for lectures and presentations dedicated to advertising. Another purpose of the building is that of the icon, that would attract tourists to this area of Moscow, advertising itself. This is another reason for choosing such a bright colour palette and using a wide range of materials and textures.
How could the format of advertising itself be used for the images?
Advertising is always about attracting someone’s attention, often in graphical form. That was the feature we used in our images. That’s why they are implemented in a style similar to advertising posters of XXth century and contain very bright and contrasting colours in the most important places. We tried to avoid photorealistic images, creating colorful accents in notional elements, highlighting their features, such as in the case with stairs and exhibition halls.
You explore your proposal through all means of representation, do you trust that only like this is it possible to fully convey a project?
Of course, there are countless possible ways to convey a project. It took time to choose the right tools for our ‘advertising house’ because the structure is great and combines many functions where spatial organization is well-thought-out. To show the idea clearly, we decided to use as many means of representation as possible, moreover the same principle is used in advertising. Sometimes projects are very impressively and properly represented in one way (axonometric projection for example), however it can be tricky, because such a way of representation may backfire and give an inaccurate impression of a project.
What dictated the choice of monochromatic vs colour? What purpose does the colour serve when implemented in elements as the stair/ column?
We were influenced by Russian constructivists. They used to cut images of people from monochromatic photos and then pasted on their colorful painted projects. This method looks attractive, making contrast helping to perceive the idea of created project in a playful way. That’s why we decided to use such method (combining colour and monochromatic) in our graphic style. Our aim was to reflect the idea of advertising in our images. Like advertising catches the attention of consumers we wanted our ‘advertising house’ to attract visitors. Therefore we made some colourful semantic accents in interior and exterior of the building. For example, stair is red because it’s a continuation of the main visitors route which is shown with red graphics on plan drafts and is painted in interior. Main exhibition halls are like towers in museum space which grow into pavilions on the roof, so we chose local bright colors such as yellow, blue and red to paint these elements in order to create accents.
Jewel for Moscow city won 1st prize in preliminary competition for the best idea for Moscow Advertising House. This project was created in studio of prof. A. Shutikov and tutors E. Vasilieva, V. Kolgashkina and A. Kopeina. We dedicate this work to the great professor Valery Orlov.
Yasmina Aslakhanova is pursuing her 4th year at the Moscow Institute of Architecture and is currently part of the Erasmus exchange program studying in the Politecnico of Milan. During her studies she received a number of awards in architectural design from the Union of Moscow architects and successfully participated in different international competitions and exhibitions. She interned at an architectural office in Moscow and plans to continue her education abroad investigating new methods and approaches.
Ivan is a 4th year student studying at the Moscow Institute of Architecture. He is planning to complete his bachelor’s program soon and looks forward to continuing education abroad. He has already had some practice in architectural bureaus, specialising in a variety of projects, from interiors to town-planning. During studying he takes part in architectural competitions and travels a lot in order to obtain a wider view on architecture and life in general.
Victoria is a 4th year student studying at the Moscow Architectural Institute. She has interned at Russian architectural bureaus. During her studying she participates in architectural competitions with success and has achieved awards. Besides architecture she is interested in painting an exhibits her artworks. Currently she takes part in international exchange student program and studies in Escuela Técnica Superior de Madrid.