Kronverk Cinema is a leading cinema network on the Russian market. It encompasses 15 cinema theaters in major cities in Russia (including 8 in St. Petersburg) and 1 in Ukraine. Kronverk, strengthening its market position and ensuring its good reputation among viewers, consistently implements its strategy of development through improvement of the quality of services and introduction of global standards. This was the reason why the brand turned to Robert Majkut Design studio – with a task to create a new standard model for cinema facilities that could be implemented in the network cinemas. The new standard was to elevate the culture of multiplex cinemas to a very high level, previously unknown in Russia.
The concept developed by Robert Majkut Design was realized in one of the cinemas in Moscow. It allows to be repeated both in new and existing cinemas as a coherent and consistent solution of the spatial organization and visual identification. As a whole, the concept developed by Robert Majkut Design is the brand’s distinctive market differentiator. Recognizable elements of Kronverk’s brand identity – the distinctive logo and colors – were the starting point for this project.
The concept is realized as a smooth development of the logotype’s shapes and its color balance. All spatial geometric forms present in this project are the consequence of a certain order of lines, which comes from the trademark – most of all from the distinctive symbol of crown. Derivation of these lines, their multiplication and crossing has created a flexible array of forms, which can be modified into various modules. In this way for each wall or ceiling there is a common matrix, one can find their counterpart in the elements of the logo.
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