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Where Did Paris Came From?
In those times when entertainment in Kharkiv was limited to the meeting at "steklyashka" (subway station) or at Mirror Stream, a group of passionate Kharkiv residents set out to create the French Boulevard. They aimed to infuse the city with joy and delight, making it even more beloved. While exploring different parts of the world, the co-founders of the shopping and entertainment center found themselves strolling along the boulevards of Paris. They were captivated by the enchanting French atmosphere and decided to bring that essence back to Kharkiv. Thus, the French Boulevard appeared, complete with the city's first ice rink, an IMAX cinema, and that iconic tower.
The Tower Is Not Enough. Let’s Create Values!
As time passed, Kharkiv continued to progress, and eventually, the renowned French Boulevard lost its status as the exceptional shopping center it once was. Other shopping and entertainment centers emerged with better logistics and a wider range of stores. Despite numerous efforts to enhance the appeal of Kharkiv's "Paris," it became evident that new shopping centers would persistently emerge and flourish even without a distinct identity. The Boulevard found itself yielding its position in the market to its competitors. That's when the founders of the Parisian shopping center decided to discover a new characteristic element for the French Boulevard and sought our assistance.
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Strategists, Bonjour! It’s Time to Dive In
Communication with customers, research data, and global trends all point to one thing — shopping centers are no longer just about shopping. They are transforming into vibrant leisure and entertainment hubs where people can genuinely enjoy their time.
In this era of advanced technology, we face a common challenge — finding quality time to spend with our loved ones. At the same time, we realized that the French Boulevard offers many options for shared experiences, catering to families with children and groups of friends.
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While most shopping centers in the city offer additional attractions like an ice rink, a cinema, or a small play area for kids, the French Boulevard stands out with its unique offerings.
Here's what you'll find at the Boulevard:
- A dedicated kid's Boulevard with children's stores, a vocal school, and a preschool football club.
- An amusement park for the entire family.
- A quest corporation.
- 2D, 3D, and 7D cinemas.
- Kids career center.
- An ice rink and a roller rink.
But that's not all. They also have a rock climbing wall, a bowling club, a virtual reality attraction, a Sony PlayStation gaming club, and various other entertainment options for both kids and adults. The French Boulevard goes above and beyond to provide diverse and enjoyable leisure activities for everyone.
We've realized that we've discovered a unique space that will benefit both the French Boulevard and the people. Our brand's new goal (or, rather, our well-known and embraced goal) is to become the favorite destination for Kharkiv residents, offering a perfect blend of relaxation and exciting entertainment for the whole family.
The French Boulevard is a shopping and entertainment center designed for families, couples, and friends, offering various options for spending quality time together.
Amore Inspired Logo
The charming little Paris logo needed a fresh look to match the changing times. However, it was crucial to retain the iconic Eiffel Tower element. So, we embarked on a journey through search engines and stumbled upon a captivating photo — a bird's-eye view of a heart-shaped parking lot. That became the inspiration for the logo's rebranding. After all, it symbolizes the love shared among family members who come together at the shopping center to enjoy their weekends. It embodies the love that the French Boulevard brings to Kharkiv!
Turning Words Into Shapes
Our next task was translating strategic ideas into visually appealing branding. As we searched for visual forms that captured the essence of close relationships and togetherness, we stumbled upon a significant phrase — "family circle." This simple yet profound concept held a multitude of meaningful associations. Additionally, we found inspiration in the buoyancy and happiness of floating balloons. Thus, bubbles became the cornerstone of our corporate style, capable of adapting to the season, event, mood, and context, creating a versatile and engaging visual identity.
Impression Palettes
As the French Boulevard is a vibrant hub of experiences, events, and moments, it became evident that using just two colors would only capture some of the emotions it encompasses. Therefore, we created a seasonal color palette for our distinctive brand style. Each season — spring, summer, winter, and autumn — has unique shades and tones that reflect their characteristics.
Thus, the iconic Eiffel Tower of Kharkiv has been transformed into a gathering place that unites loved ones, enticing them to return for more unforgettable moments. So, how about enjoying a delicious Big Mac and taking a spin on the ice rink?
Max Burtsev — Сreative Director;
Olya Burtseva — Account Director;
Oleg Mysiagin, Anastasia Ivanchenko — Strategists;
Yulia Nagorna — Art Director;
Lesya Panina, Yevhenii Babanin — Designers.
