The designer of the project “clearing/44” Federico Toresi about how to combine the elements of luxury houses and exclusive hotels
The requirements of the Russian buyers of real estate every year becoming more exacting. How to combine the elements of a residential building and luxury hotel, said Federico Toresi (pictured below), head of the London office design office AEDAS, who designed the complex of elite mansions “glade/44”.
– Why is the London office decided to participate in this project as “the clearing/44” than he seemed to you interesting?
– Our office has long worked with the “Group PSN”. Collaboration we began several projects in the field of commercial real estate and then decided to switch to a large residential project. We are constantly expanding our cooperation and look for new prospects. For us, “glade/ 44” – is primarily a unique object on the market of the Moscow elite real estate. This time we had the task to develop a style and design common spaces, then we designed the design several apartments.
– What tasks were put before you the customer?
– The task was not easy: to create a space that would combine elements of a cozy family home and premium hotels with world-class service and exclusive landscape solutions. To this end, we have brought to the Russian market of residential real estate elements of the hotel infrastructure – we can say that this is an absolute innovation. However, among other things, we had to consider several important points. For example, the unique historical location of the project: it just had to fit in a rhythmic urban environment. Moreover, the building itself should demonstrate a new approach to development and design. All entrances in the lobby of the mansions must have something in common while maintaining their individuality.
– Since the launch of the project in Russia the economic crisis. How did it affect your work, did you have to save on materials?
– Indeed, during the work on the design project, the economic situation in Russia has changed dramatically. But the cooperation agreement we signed earlier and therefore the complex changes had no effect. To save on such a project is unlikely to succeed. Future residents of “the Glades/44” – people who travel a lot and have considerable demands on their housing. We need to provide them with high-quality design, but to avoid direct indication of luxury. They should feel care and service around – this is the main task of the designer of public spaces. The same feelings must experience, and guests.
– How you were inspired by the historical surroundings of the project, can we say that you somehow influenced by the proximity of the house to the Kremlin?
– The Moscow market is accustomed to expensive objects, so the developer must think not only about the quality of materials or the creation of the necessary infrastructure, but also on such important aspects as the lighting and the location of the lamps. It is important for us to bring home the mood of the historic district. Mansions “glade/44” is the first beautiful complex of buildings along the way from the Kremlin to Zamoskvorechye, and it reflects the atmosphere of the whole area quiet and secluded area in the heart of the dynamic capital. It is important to remember that the residents of this house can work in the Kremlin or simply have the attitude of the political elite. They have your taste, your requirements to design your house and they are perceived primarily as a luxury object.
Many architects speak about formation in the Russian capital their own so-called “Moscow” eclectic style. You tried to match this style or focused more on international projects?
We believe that the house will live mostly Russians aged 40 to 55 years, who can be teenagers. The inhabitants are strong, independent and individual personality, and this individuality we also need to emphasise that it is expressed in so-called “Moscow style”. They love to travel a lot and can live in multiple cities or countries, and because our project needs to be competitive in the global section. That is, the design needs to reflect both directions: to be domestic and international.
– In interior design actively plays out the motif of spices, for example, one of the areas entirely devoted to saffron. This is part of the international approach?
– The marketing Department at PSN Group has done extensive work even before we became part of this project. The idea to combine various flowers and spices as a leitmotif rather unusual, especially for a historic building. We use these motifs in our project to make it even more exclusive and copyrighted. Therefore, all solutions that we have proposed have been developed in the framework of the given paradigm. If you look at all the mansions, you will see that they are all similar, but different – different, even the facades.
Spices like hint at Asian influences.
– In your opinion, the Russian real estate market, more like Asian or European?
– The Russian market is historically unique and is by an Asian and European influence. The buyer in Moscow understand that this feature should be reflected in the draft. Therefore, the positioning of the “Glade/44” is not correlated neither with the Western nor the Eastern traditions.
– You have projects in Asia. Is it possible to say that Russian customers are just as demanding as your Asian partners?
– With Russian clients it is much easier to work with than with the Asian. The people here always know what they want, they do not change the timing requirements for the project, its details. We always know in advance the basic parameters of work with Asian clients, it is not so. Moreover, I was lucky enough to marry a Russian woman, so I know very well the Russian mentality.
– Are you often in Russia, what is your impression of the Russian market, how it has changed over recent years?
– Many times I have been in Russia and saw a lot of different places outside of Moscow and St. Petersburg. I come every three or four months and I can say that the Russian market both residential and commercial real estate is very diverse. Russian customers have become much more active, travel more, for example, they often visit the UK and see how they arranged the market. The British market is no concept of shell&core, here all the projects are “turnkey” – not only with repairs but also with furniture. In Russia, consumers still love the old-fashioned way to buy a house in ‘concrete’ to make it more personal. In the end, they spend a lot of time and effort into the situation and repair as many homes after the sale are uninhabited. However, the trend is changing, Russian customers are also willing to purchase apartments, “turnkey”, they want to live in new apartments today and raise their children, and not wait until eight months, when will renovation work. At the same time they place high demands on such apartments, including the design of the common spaces and facilities. These buyers like to save their time and not ready to be distracted by things that you can outsource.
– For such a trend requires not only new regulation, but, in fact, a mental change, you need to learn to trust other people. Are you ready for Russian customers?
– I think it’s ready. For example, in many houses of Soviet time to meet the Concierge. They perform not so much the role of guards, how many assistants – and this is especially true in the segment of elite real estate. Buyers can trust them, especially considering the fact that these people are specially trained and know how to handle the different situations. In many respects this is already an element of trust.
– You often visit Moscow, do You have a favorite building in the city?
– Walking around Moscow, you can see the different buildings of the XIX century, including the family residence, which is incredibly attractive both for locals and for tourists. A particular favorite buildings I have, but such houses I love. Usually a symbol of Moscow considered the wide avenues, but in reality, the urban environment is formed in a small cozy courtyards. Each of them has its own history, be it in our project on the Meadow.
