About

A striking new architectural landmark is set to appear in Moscow—Poklonnaya 9, a residential complex on Kutuzovsky Avenue. Three floors of this Art Deco-inspired building are dedicated to serviced apartments, offering a unique living experience.

Challenge

Our task was to create a sub-brand within the existing project while giving it a distinct character and a unique visual identity, all while maintaining stylistic ties to the parent brand.

Solution

The positioning concept, “The Nine Senses,” became the foundation for the name, identity, and key messaging in the brochure and advertising campaign. This concept illustrates how residents can experience heightened sensations beyond the traditional five senses—engaging thermoception, apperception, proprioception, and equilibrioception.

To visually embody the high-end service experience, we introduced a hotel key card, which became the central element of the brand’s identity and communications. The brand metaphor is an immersive theater, reflected in both the brochure’s structure and content.

For storytelling, we adopted the format of a theatrical libretto, using it to present the unique selling points of the apartments. Additionally, we developed a custom document format called the “Papket”—a hybrid between a folder and a convenient carry bag, once again referencing the hotel key card in its form and functionality.