showcase
Brand for a unique house with a deep history in Moscow
The address
Chapter 1
the PAST
Russian noble family dating back to the middle of the XVI century
The house owned by Sojmonov is located in the alley named in his honor. Therefore, it seems logical to try to build a concept that will link the past, present and future around the personality and history of Mikhail Sojmonov.
And there is a lot to build on.
The person
Acting Privy Counselor, Senator, President of the Berg Collegium.
On Catherine's instructions, he headed the coinage business in the empire. Minted copper ruble coins.
Organizer of mining production.
Under his direct leadership, the development of lead-silver deposits flourished, state “ore prospecting” parties began to work.
One of the organizers of higher education in Russia.
He founded the Mining School, from which all Russian higher technical education began.
Initiator of the abolition of the casual labor of forced laborers. He was convinced that the practice of imputing undermined metallurgy. Soymonov believed that freeing most forced laborers would only be beneficial, since labor based on economic coercion rather than the whip would be more efficient.
In 1773 he founded the second public museum in Russia. Now the Mining Museum in St. Petersburg. The only public museum at that time was the Kunstkammer of Peter the Great, and the Hermitage, being a private art collection, would open its doors to the public only in the middle of the 19th century.
Mikhail Fyodorovich Sojmonov left a significant legacy to Russia. Energy, passionarity, involvement in public affairs, clear vision of the problems of his time and the ways to solve them - striking.
And can serve us as a clear portrait of the target audience.
Chapter 2
the present
33 museums and 15 art galleries.
21 restaurants и 15 bars.
19 churches.
2 piers.
Exceptional location.
Historic architecture combined with modern British design.
Exceptional quality materials, furniture and appliances.
Exceptional, personalized service.
Security and privacy of the highest quality.
It is, without exaggeration, one of the best places to live in Moscow as it is already.
But can I make it even better for the target audience?
Chapter 3
the future
Product Add-ons
To improve an already brilliant product, we need to address the values and “pains” of the target audience
Privacy and Security
For this class, privacy and security are key features, without the provision of which it simply cannot be demanded.
To provide them, I preach the club approach.
It implies the possibility of spontaneity within a closed space. Residents choose their own neighbors, which in itself creates the right level of protection.
By combining the security protocols of all residents with the club system, it is possible to make the space truly safe for all. The club system not only makes the environment safe, but also motivates members to invite their loved ones. And this will create word of mouth, which will help the club develop naturally.
Lections
Concerts
Art Auctions
Social Circle
Our target audience is usually unconventional and extremely skillful in understanding and creating social structures.
And this can be a problem – other people are too clear, predictable and ordinary for them. You don't want to socialize with such people. Boring. You don't want to let them into your life - it's a waste of time.
A desire to connect with special, meaningful, extraordinary people.
