«Мы из Москвы», или яблочная концепция ребрендинга ЦУМа

yablochnaya-konczepcziya-cuma

Вслед за буквенной трансформацией железнодорожного вокзала настала очередь ЦУМа. На выходных обновили вывеску центрального универмага (в соответствии с вишневым единым архитектурным стилем города) и добавили слова: «Море. Солнце. Яблоки».

 

yablochnaya-konczepcziya-cuma

 

Как выяснилось, идея яблочного ребрендинга принадлежит управляющему партнеру RMG (Retail Managment Group) Марату Савелову. Идею в концепцию превратила московская компания Arenas® lab, которая работала над проектом все лето 2014 года.

 

Я считаю, что идея принадлежит Марату Савелову. Он долгое время прожил в Сочи и у него город ассоциируется с морем и яблоками. Мне эта идея очень понравилась. Потому что яблоки — это фрукт, который нравится всем. К тому же, это хороший образ, который соответствует вкусовым предпочтениям эстетического минимализма. Это оригинально и это необычно

Валерий Аренас, арт-директор компании Arenas® lab

 

Кроме нового фирменного стиля планируется изменить и прилегающую территорию. Над этим проектом работала другая московская компания — Проектус. Что из этого вышло, можно посмотреть ниже.

 

 

Бонус

 

Как и в случае с вокзалом, «яблочная» тема может войти в новые городские мемы.

 

yablochnaya-konczepcziya-cuma yablochnaya-konczepcziya-cuma

 

⇒ Update

Валерий Аренас уточнил, что идея с яблоками принадлежит Марату Савелову (управляющий партнер Retail Managment Group).

 

Фото: proektus.com, arenaslab.com

10 комментариев

  • Давно пора заняться внешним обликом ЦУМа. Новая концепция на мой взгляд простовато, я бы добавила более ярких красок в оформление. Посмотрим, какая реализация будет. А то нарисовать на бумаге — легко, а вот воплотить задуманное — сложная задача.

  • winny:

    Тут можно спорить до бесконечности, как это бывает обычно в вопросах вкуса. Но в любом случае — это будет выглядеть намного свежее, всегда радуюсь каким-то обновлениям в городе.

  • SheMariya:

    а мне что-то не очень ребрендинг…

  • Мне идея с яблоками непонятна. Можно нарисовать изображения яблок где угодно, расставить по всему зданию яблочные скульптуры, но зачем писать слово «яблоко» на стене? Это перебор.

  • +1. Здание само по себе убогое и засранное, сильно портит город и давно нуждается в реконструкции.
    пусть будет свежее, и в стиле более-менне близком к изначальному.

    а яблоки…?! какого хера?))))

  • Vadim:

    Идея очень прикольная, необычная! Поэтому и вызывает столько споров. Уверен, когда все реализуется, сочинцы будут визжать от восторга и быстро привыкнут к хорошему!

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