SEMINAR AT NIZHNIY NOVGOROD CHAMBER OF COMMERCE AND INDUSTRY, RUSSIA

As part of the recent trip to Russia in July 2007, Stuff International Design took part in the seminar held in Nizhniy Novgorod Chamber of Commerce and Industry: 'What makes a successful commercial development'. The seminar was attended by representatives of local development companies, architectural bureau's and design studios. Following the presentation, Neil Whitehead has been interviewed by a correspondent of 'Clear Design' magazine, published locally by design studio 'Ponimanie'.

Clear Design: How long has Stuff ID been working on the Russian market?

Neil Whitehead: We have worked in Russia over the past two years, which resulted in a number of successful projects in Ulianovsk, Chelyabinsk, Syktyvkar and Moscow. At present moment ‘Raduga’ shopping centre in Chelyabinsk is being completed, with Stuff ID responsible for the architectural concept design and branding. Another shopping centre – ‘Samolet’ –was opened in April 2007 in Ulianovsk,. This is one of the projects we did with our long term partner  - ‘DARS’ development company. Stuff team also developed a unique Russian fast-food concept ‘City’ for this shopping centre, with the aim of turning it into a federal brand in the future. Russian market is very young, in terms of Russian businessmen being young, full of energy and ideas. It is always exciting to work with them.

C.D.: Could you tell us more about the methodology of your work? What does your working process look like.

N.W.: Everything starts with a seminar – or workshop. We analyze the client from the point of view of the initial ideas, objectives and business aims. We need to know whom are we working with and what are we working at. Then we analyze the situation on the market. We need to study the competitors thoroughly in order to turn them into ‘allies’. After that we would study the site and all the surroundings to find out in which way it can be used to benefit the project. You have to have a good vision of the future project. That is why it is crucial to get the team right – the investor, developer and the design group, who will be working on the project, collectively.

C.D.: Words with the prefix ‘RE’ are very popular nowadays. So what is re-design?

N.W.: Redesign is very popular nowadays all over the world, and in Russia particularly. A lot of modern Russian shopping centres are developed on the base of former factories and plants buildings. You have to work very carefully with projects like this, considering what parts of initial architecture should remain and be used - and which ones should be removed. As for re-branding, it has to be done in such a way that the new image does not interfere with the initial idea. Once brought to life, the concept should include the visual changes – new typography, graphics etc – as well as new approach to the long-term development of the brand.

C.D.: Design of a retail environment: what makes it different? What are the dominant factors?

N.W.: Everything should have a very clear purpose. You have to know exactly whom the design is aimed at. Who are the target audience? Everything has to be consistent within the chosen concept. You have to consider not only decoration, light, materials separately, but also the circulation in the environment, layout, merchandizing. These elements together can guarantee a good, clear design.

C.D.: So what is the best way to offer a product?

N.W.: First of all, it’s branding. The identity, The individuality of the brand is very important, The brand has to be perceived as a live organism. Brand thinks! Brand talks! Brand looks! It has to work and attract customers. Secondly, the environment which has to be created within the retail space. For instance, the design of a public space would be different from a more dynamic retail space. Design shapes the mood.

C.D.: What are your impressions of Nizhniy Novgorod? Did you have a chance to visit any of the local shopping centres? Is Stuff ID planning to take part in any projects within the city?

N.W.: I really liked the city. It would be great to leave some impact on it. Our company would be happy to participate on a number of projects. I visited two shopping centres – ‘Chocolate’ and ‘Etaji’. I’ve been told that ‘Etaji’ is one of the first modern shopping centres in town. I really liked the idea of café-club-boutique ‘Milo’, which managed to combine several business concepts within one environment. I also liked the branding for the ‘Chocolate’ shopping centre – it is done on a very high level. I have to say that the circulation of the centre is good as well and it fits within the scheme we usually follow in our design. However I would change the location of the entrances.

C.D.: Our magazine is called ‘Clear Design’. It is important for design to be clear? And how difficult it is to reach it?

N.W.: Good design doesn’t accept ‘hidden stones’ or any other confusions. Everything should be clear. The designer and the customer have to understand each other. The biggest mistake is when designers try to put too much into their work, when in fact everything is much simpler. Less is more.

C.D.: The shopping centre of the future: how do you see it?

N.W.: This would be design-integration of goods and entertainment, with much more entertainment on offer such as exhibitions, concerts, light shows. The products will be integrated in the environment even more. For instance, as I mentioned before, ‘Milo’ is a very good example of how it may work. However this is just the beginning. Future will bring its own changes.

C.D.: What inspires your creative work?

N.W.: The answer is easy – LIFE! Everything that surrounds me. At the moment I’m in Russia and this country inspires me a lot. And right now - Nizhniy Novgorod and its people.

In association with design studio ‘Ponimanie’