High above the center
High above the center
Project:
Client:
High-rise Alcon Tower
Alcon Development
Class:
Address:
Business
Moscow, Leningradsky prospect, vl. 34
Comprehensive branding for Alcon Tower — a new elegant high‑rise building near Petrovsky park
The new Alcon Tower, on the first line of Leningradsky prospect near Petrovsky park, is a new interpretation of Stalin‑era high‑rise architecture. From the top, you can savor an incredible view of the city with the ruby stars of the Kremlin and the majestic classic high‑rises among the lights of the big city. The agency has developed a branding and communications package to bring this project to the market. This project's positioning slogan — "high above the center" — is factually representative of the unique location selected for this high‑rise project and the exceptional views available from the top. Emotionally speaking, it appeals to the customer's ambitions, to live in the center of the best, to be on top of everything.
Done for the project:
Website
Concept
Design
Animation
Interface (UI)
User experience (UX)
Programming
Mobile version
Branding
Positioning
Tagline
Identity
Corporate style
Guidebook
Content
3D-visualization
Photography
Infographics
Copywriting
Creative concept
Concept
Design
Paper
Presentation
The Kremlin can be seen just over there, and the park is a few steps away
The views from Alcon Tower are truly impressive. We have captured the amazing views from different times of day and night and placed them on the website and in the marketing materials for the project.
Marketing brochure
To reflect the features and advantages of our project, we have chosen an unorthodox approach, a fold‑out structure for the brochure. To highlight the height of the project, a fold‑out print is enclosed that allows the customer to inspect the building floor by floor. Inspiring views are placed on the central page spread that folds out to either side to fully display a panoramic view of the city at night. The printing quality of the brochure highlights the elevated level of the project with specially crafted designer paper and bronze serigraphy.
Our website — high above
A special section is dedicated to the inspiring landscapes of Moscow in which specially produced aerial photography allows you to explore the iconic surroundings of the project from a new angle. Impressive visuals, smooth animation, and bold texts project the architectural dominance of the building over the historic district. The height of the building is emphasized visually to the user as their glance glides from the spire at the very top down to the entrance at the base. The apartment selector is visually simple, clear and intuitive, with graphic and informative representations of every piece of the chosen real estate.
Mobile version of the website
More than 55% of the traffic to the Alcon Tower website comes from mobile devices. A separate mobile version of the website is live and it's just as informative as the desktop version.
The new brand and a bold presentation of key advantages allowed the new high‑rise project to meet its planned sales goals and capture the attention of the target audience, one that wishes to live high above the center. Our work with this project has been recognized by various European industry awards: a CSS Design Award and an Awwward.
Next project
ArtViewHouse
Website / Branding / Video / Content / /
The comprehensive branding of the club residence offers a unique view of culture, history, and art