We talk to the world-famous designer Karim Rashid about his new, significant project in Moscow – HILL8
Karim Rashid has more than 300 professional awards and is one of the top 10 industrial designers of the world. His portfolio includes designs of restaurants in New York and Tokyo, hotels in London, Athens and Los Angeles, boutique interiors and even a scent-bottle design.
Karim, you are working on a concept design of a new apartment hotel in Moscow now. Could you tell us about it?
I am working on a significant and ambitious project in the premium class residential property market segment for the real estate development group City-XXI Century. This is a multifunctional apartment complex named HILL8. The stylish modern 15-floor building will be constructed on Prospect Mira in close vicinity to green cultural public places such as Sokolniky and Ostankino Parks, the Exhibition of Achievements of National Economy (VDNKh) and the main Moscow Botanical Garden.
There are three kindergartens, two gymnasiums and a School of Arts in the project’s local zone. Some peculiarities of this project include something that is quite a rare for Moscow’s accommodation format – terraced apartments. But for me, the most important feature is the environmental focus of the project. This is confirmed by BREEAM – a voluntary rating of ‘green’ buildings, created by the British organisation BRE Global as a means of sustainability assessment. I am also the creator of the ‘living wall’ concept in the lobby.
What ideas have you realised working on this project?
In the project interiors I will show my vision of humanistic minimalism, which will affect all human feelings and help create a better living environment. Sensual minimalism is a provocative challenge to conventionalities, dress-codes, rituals, traditions and formalities. It sets us free and lets us be who we really are.
Can you tell us more about the concept you suggested?
The main idea of my concept is using progressive shapes but in their softer variation. I suggested using graphic elements which will remind us of the primary harmony of nature: flowing lines for the lobby zone with an airy reception stand and glittering lighting fixtures looking like fantastic creatures.
Will similar concepts be used in the interior decoration of the apartments too?
As for the living space, a leading Russian design bureau deals with its decoration. Of course, the style is similar. Like in the design of common facilities, the focus here is on the use of natural materials and colours, natural light, a sense of harmony and functionality.
The apartments will be decorated in two styles. The ‘Select’ style implies large light open spaces, smooth textures, clear geometric shapes, logic and strict functionality. The ‘Advance’ style combines liveliness and originality with comfort and utility.
Tell us about the creation of the brand HILL8. Did you take part in it?
The ideological platform of the brand was developed by the international agency BBDO Branding, famous for its powerful and stylish solutions. HILL8 is without doubt one of them. The brand name reveals the rich concept of a ‘hill’. This creates a very emotional image abundant in associations. A hill is not just higher ground, it is a repository of the most important and valuable things. This is reflected in the complex’s consumer properties.
Number 8 means historic succession where the 8th hill follows the famous range of the Seven Hills of Moscow and makes this complex a new landmark. On the one hand, continuing the ‘hill’s’ evolution the brand tells us about tradition. On the other, it appears to be super dynamic, up-to-date and cosmopolitan, combining the best and most innovative solutions and technologies. No wonder that the key concept in the brand platform is intellect. This is a distinctive feature of our ideal customer – prosperous, mature and progressive. HILL8 itself is equally wise, making it a worthy choice of those who select the best.
With thanks to City-XXI Century for arranging this interview.
Visit the project’s official site at www.hill8.ru
