all-russian housing congress: trends in architecture and landscaping of new buildings
Alexey Molchanov, the creative director of ICU, was invited by the Association of Branding Companies of Russia (ABCR) to speak at the All-Russian housing congress.
The All-Russian housing congress is a major B2B event in the real estate sector, held at the Sirius University.
How did the conference go?
Alexey participated in the section “Trends in architecture and landscaping of new buildings: from standard solutions to creative spaces” with the topic “Navigational elements in the landscaping of residential complexes. Global practices and their impact on the aesthetics of homes.”
In his presentation, the creative director of the branding agency explained what navigation is and what problems it solves in residential complexes.
He also highlighted the main mistakes that developers often make:
- — creating a fragmented navigation system
- — mixing advertising and decorative tasks of navigation
- — treating navigation less seriously than other stages of development
- — not including a "Navigation" section in the brand book
The main factors in developing navigation for residential complexes are the style of the buildings and surroundings, technical limitations, budget, and maintenance.
To ensure that the navigation serves its purpose and maintains the identity of the residential complex, it is necessary to consider a number of factors: materials, graphic design and the locations of information carriers.
More details about the presentation can be found here.
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