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Ekaterinburg Arena. Navigation & wayfiding

Client:
“Sinara-Development”

Challenge:
Before the start of the World Cup-2018 Ekaterinburg Arena was practically rebuilt anew. In order to fulfil the new requirements of FIFA and of other coordinating organisations in the project, we had to develop and implement the new system of visual communication and environmental design. Also, we had to support or complement the stylistic differences of architectural peculiarities of the object: modern stadium building and historic front of the old stadium, which became an adequate part of the new object.

Idea::
In the basis was the idea to communicate the feeling of the Olympic Games in the 1960s and 70s, when the athletes of Russia and other countries achieved spectacular victories. Typical elements in the sports clothes of that era – stripes, which are popular still in various types of clothes – made the graphic foundation for the navigational system and art objects.

Solution:
We set the principle for the traffic, location areas, format and the number of media kits in order to pave the way for a visitor around the object similar to a navigator. Inner system of navigation and stadium’s external area work to support the colour, letter and numeric outside navigation. It continues to lead visitors to their tickets’ seats and serves as a guide indoors, serving its purpose in regards to larger public places, but without information overloading.

Facts:
The majority of work completed by the specialists of Brandiziac inside the stadium:
street art objects (4-metre letters for the bays, that can be seen from afar)
76 art objects both indoors and outdoors (drawings on walls, each measuring 2-8 sq. m., executed in half-tone style)
numbering of rows (application of stencils and metallic numbers)
approx. 5.5 thousand applications (row numbers)
24 navigator screens on visitors’ routes
139 information light boxes

Additional info:
It should be noted, today the new central stadium is recognisable not just by the famous fragments of the walls, cultural heritage of the Soviet neoclassicism, but also by the new nucleus of the architecture conception – an atrium with a canopy, which resembles a huge bowl. Agency designers decided to keep the tradition when creating the new logo of Ekaterinburg Arena and to use the graphic approach, which we used in the navigation design, in decoration of inner and outer space of the stadium. Looking back at 2011, we developed and implemented the navigation system and decoration for the newly reconstructed Central Stadium of Yekaterinburg.

Categories: identity, environments, sistema-navigatsii

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