[interview] the project story
Image Credit : Frank Oudeman
Project Overview
The Stoli brand is known worldwide – Stolichnaya, Russian vodka, its label is red with gold and features the famous Moscow Hotel. When Stoli set about creating their first US headquarters, they partnered with Design Republic to communicate a deeper brand sensibility to the American audience through their physical space. The goal was to create an office that represents the essence of Stoli, and houses a striking, multi-function space for mixology and marketing events, product presentations and similar occasions involving the public.
Project Commissioner
Project Creator
Team
Inga Kruliene (Design Principal)
Gabriel Hernandez (Project Principal)
Heather Ditmars (Senior Designer)
Theodora Guilfoy (Designer)
Michelle Lynch (Project Manager)
Project Brief
In recent years, Stoli separated from its international distributor to become a stand-alone company in the US. John Esposito, President, and Sabina Fatkullina, the owner’s personal design assistant, kept the design team focused on the brand vision and translating that into their new office space.
The 13,000 RSF space located at 750 Lexington Avenue was selected on part because of the regal and historical exterior and lobby. The floor plan was naturally bifurcated at the entrance, allowing for the sprawling bar to be the centerpiece. A custom gold gilded ceiling highlights the arched stone slab bar. Branding and product are showcased within vitrines and between blades in the back bar. Color changing LED lights are installed throughout the bar and lounge to celebrate various Stoli flavors and set the scene for events.
In contrast to the opulent bar, the workspace was intentionally kept earnest and industrial, paying homage to Stoli’s Russian roots. Polished concrete floor, exposed pockets of ceilings, and clean minimal furniture create a backdrop for Stoli's evolving brand identity.
Project Innovation/Need
Something about the distance and history the brand has traversed made this design experience feel uniquely like a voyage. Stoli’s marketing campaign ties its roots to the fertile black soil of Russia, highlights its mark on history during the 1970’s Apollo mission to Russian space station Soyuz 19, and promotes the premium vodka as an enduring symbol of luxury. Design Republic took these cues to heart, as well as Stoli’s investment in competing for America’s cocktail obsessed, social media minded mainstream.
The word “stolitsa” means “capital” in Russian, which inspired strong architectural lines and smooth textures in the design. Architectural plaster, concrete floors and back painted glass create an ambiance of effortless elegance. Vertical blades reinforce the strong architectural concept and provide unique housing for the products on display. A red glass desk and over-sized bar/training counter punctuate the public-facing space. The bar base is limestone, looking as though it was hewn from the same quarry as that of the Moscow Hotel. The office area is open and light with concrete floors, glass fronts and classic, tasteful furnishings.
Design Challenge
The goal was to create a workplace that represents the essence of Stoli, all while housing a multi-function space for mixology training, marketing events, and product presentations. There existed the design challenge: Striking a balance between the fully functioning bar (a showpiece) and the workplace.
Another tipping point was how to play on Stoli’s austere Russian roots while creating a warm, inviting environment for the employees and guests. Technology plays a big role in our solutions to these challenges, setting the mood with color changing LEDs and large format media in the boardroom.
Completion of the work would not have been possible without the participation and influence of this discerning client; discerning, but distant. Because the man behind the brand, Yuri Scheffler, is Russia-based and his representative, Sabina Fatkullina, is London-based, the Design Republic project management team made sure the client goals are met for sake of the common goal: spectacular space and a gratified client.
Sustainability
Although the project did not strive for LEED certification (on account of a strict schedule), the design team implemented many friendly practices, such as: reusing the existing concrete floor, sourcing local and sustainable materials, and incorporating an intelligent LED lighting system.
Interior Design - Corporate
This award celebrates innovative and creative building interiors, with consideration given to space creation and planning, furnishings, finishes, aesthetic presentation and functionality. Consideration also given to space allocation, traffic flow, building services, lighting, fixtures, flooring, colours, furnishings and surface finishes.
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