Title	HOUSE ABRIKOSOV. THE STORY OF ONE HOUSE.
Brand	MR GROUP
Product/Service	HISTORICAL BOOK
Category	B01. Books
Entrant	SMARTHEART® Moscow, RUSSIA
Idea Creation	SMARTHEART® Moscow, RUSSIA

Name	Company	Position
Stanislav Okrukh	SmartHeart	Creative director
Alexandr Oreshonok	SmartHeart	Art Director
Anna Dokunina	SmartHeart	Account manager
Daria Khalepa (Oleynikova)	SmartHeart	Account manager
Taisiya Rozhkova	SmartHeart	Copywriter

Background

Dom Abrikosov (House Abrikosov) is a project of Russian developer MR Group. The house is situated in the historical center of Moscow. Creating a brand the historical book was a part of the whole scope of work. The aim was to create a full edition, new biographical work about the mansion Dom Abrikosov.

Describe the creative idea (40% of vote)

The target audience belongs to a deluxe segment. Whatever its area of professional occupation, it is always shrouded in a kind of secrecy, a sense of privacy and a certain kind of isolation. Immersion in the cultural heritage of an object is very important for them. It carries the multiplied value of authenticity and the value the audience is willing to pay for. The new owner of the house becomes as much a part of history as the previous residents. In the book it was important to emphasize both the evolution of the building itself from the owner to the owner, as well as to show how Dom Abrikosov was again redeveloped by the modern professionals. The book makes a reader dive into the lives of different prosperous families, makes him feel that he belongs.

Describe the execution (40% of vote)

The big idea was to tell about the house through the prism of a life of the outstanding personalities who are somehow connected with it: successful merchants Guryevs, «semi-sovereign lord» Menshikov, philanthropist and millionaire Vasily Kokorev, Professor Botkin, confectionery magnates Abrikosovs. The story in the book starts at the end of the 17th century and ends with our days. In order to write the book, we spent hours sorting throuh the pile of printed and internet sources, intensely engaged in fact-finding and searching for the most interesting historical insights. The very edition about Dom Abrikosov is made in a single identity with the brand of the object. The style balances between tradition and relevance, calm classical font and modern solutions. The production used tinted mass-printed paper with silkscreen metal pantones, which emphasizes the class of the object and complements the status of the product itself.

List the results (20% of vote)

The club house Dom Abrikosov by MR Private was recognized by analysts of «Metrium» company as one of the best-selling elite new buildings on the primary market of Moscow in 2021. At the moment of August 2021 only seven apartments remain available.