Kineshma Merchant Festival: 5 Highlights and Style

Contents:

• Immersion in the history of Kineshma
• Visual metaphor: Immersion in the atmosphere of the early 20th century
• Graphics and logo: Inspiration from history
• Illustrations: Inspiration from the past
• Kineshma Merchant Festival: Immersion in culture and traditions

We presented the material developed by art director Olga Kutova and senior designers Ekaterina Antonova and Victoria Trubitsina.

Immersion in the history of Kineshma

Kineshma is not just a city in the Ivanovo region, but a historical pearl located on the high bank of the Volga. On September 7, 2024, the Kineshma Merchant Festival was held in this ancient settlement. The event immerses guests in the atmosphere of a merchant town of the late 19th - early 20th centuries, introducing them to the culture, traditions, and everyday life of that time. The festival attracts tourists and local residents, offering unique exhibitions, master classes, and musical performances that help recreate the spirit of the era. Kineshma remains an important center of historical and cultural heritage, making it attractive to travelers and explorers.

During its heyday, Kineshma was one of the most dynamic cities on the Volga. Fishermen, salt makers, merchants, and manufacturers were active here. The city was decorated with bright signs, and bustling fairs offered a variety of goods. Advertisements for local goods filled newspapers, attracting the attention of residents and visitors. Magnificent mansions, estates, churches, and shopping arcades rose along the river embankment, creating a unique architectural atmosphere that still attracts tourists and researchers.

Our team created a unique visual concept for the festival, encompassing the design of the quest game, merchandise, souvenir packaging, and navigation. In this article, we will describe our process and the key development stages. We paid special attention to every detail to ensure a harmonious festival experience and create an unforgettable experience for participants. From concept to implementation, each stage was meticulously planned, allowing us to achieve high standards of quality and originality.

To deeply immerse ourselves in the history and culture of this unique city, we went on a business trip. We greeted the first day of summer at dawn: we rose at 5 a.m., traveled six hours, and then enjoyed four hours of fascinating excursions with Natalia Rudolfovna Shepeleva, an expert at the local history museum. During our trip, we examined local accordions, tried on felt boots from the Guinness Book of Records, visited the Ostrovsky Theater, and saw the famous Kabanikha House. Our cultural program concluded at the Russkaya Izba restaurant, where they've been serving their signature Kineshma-style deep-fried pie since 1967. This trip was not only educational but also inspiring, allowing us to gain a deeper understanding of the region's cultural heritage.

Victoria Trubitsina is a senior designer with extensive experience in design. Her deep knowledge of contemporary trends and technologies allows her to create unique and engaging projects. Victoria actively participates in developing design solutions that meet client and market demands. Her creative approach and attention to detail help her achieve high results in every project.

Visual Metaphor: Immersion in the Atmosphere of the Early 20th Century

Our goal was to create a unique visual style and concept for the event that would immerse viewers and guests in the atmosphere of Russia at the beginning of the 20th century. We strived to recreate the historical context so that each participant could experience the spirit of that era.

The fair is a vibrant embodiment of the spirit of the merchant era. Here, wares sparkle with bright beads, glass jars of delicious pickles line the shelves, and the air is filled with the aroma of smoke from samovars and freshly baked gingerbread. The surrounding area is decorated with flowers and bright flags, creating a festive atmosphere. Merchants actively offer their wares, queues form, and children play happily. Women in elegant dresses stroll leisurely along the boulevard, discussing the latest news. The fair is not only a market but also a meeting place where new acquaintances are made and old traditions are strengthened.

These images form vibrant splashes of color, creating the illusion of a spinning world, like a carousel. This is how the metaphor for our unique signature style, the "carousel of merchant stories," was born. This style emphasizes dynamism and diversity, reflecting the richness of the stories we tell.

When analyzing the metaphor "carousel of merchant stories," the keyword "stories" draws particular attention. This evokes associations with how stories are viewed on social media, forming a continuous flow of "carousels of stories." This format allows users to immerse themselves in a variety of narratives, creating a sense of infinity and dynamism. The carousel of stories becomes not only a way to share information but also a powerful tool for shaping public opinion and creating unique content that attracts attention and holds the interest of the audience.

This image is reminiscent of the atmosphere of an upcoming event, where many stories unfold simultaneously. I thought about what stories might have looked like in the merchant era and immediately thought of newspaper ads and posters. These elements not only conveyed information but also created a unique atmosphere, immersing people in the events of their time.

The image of a Morris billboard emerges in my mind—a cylindrical structure housing the unique "stories" of city residents. The way posters, flyers, leaflets, and announcements overlap, adapting to the shape of the billboard, has become a significant component of our corporate identity. This visual approach not only reflects the diversity of city life but also creates a unique atmosphere, drawing attention to important events and cultural initiatives.

Ekaterina Antonova holds the position of Senior Designer. Her extensive experience in design and art allows her to create unique and engaging visual solutions. Ekaterina actively follows modern trends and applies innovative approaches in her work, which contributes to the improvement of the quality of the products she designs. Her professional skills and creative approach make her an important member of the team, contributing to the successful completion of projects of varying complexity.

Graphics and Logo: Inspiration from History

Kineshma, known as the birthplace of the outstanding playwright Alexander Ostrovsky, preserves his legacy and inspires contemporary artists. The city is home to the Kineshma Drama Theater, named after the writer, who has become a symbol of the region's cultural wealth and historical heritage. This theater not only continues Ostrovsky's traditions but also presents new performances, contributing to the development of theatrical art and attracting audiences. Kineshma, with its rich cultural context, continues to be an important hub for theater and art lovers.

The Ostrovsky Theater Museum houses a unique collection of pre-revolutionary theater posters. These works of art, created using original retro fonts and expressive graphics, formed the basis of the visual style of our project. We sought to preserve the spirit of that era, and the initial design ideas were based on typography. This allowed us to create a modern interpretation of historical posters and flyers, making our project not only aesthetically pleasing but also historically significant.

Ekaterina Antonova, Senior Designer, notes that key elements of visual art, such as central alignment and a variety of fonts, are fundamental to the formation of our unique style. These elements not only emphasize the individuality of the design, but also contribute to the creation of a harmonious and memorable image, which is important for successful positioning in the market.

Our work draws inspiration from the culture of the early 20th century. Proverbs and obsolete expressions, such as "The soul of a Russian merchant is broad" and "A huge selection of goods," allow us to convey the spirit of merchant Russia. These phrases enrich the project and give it the necessary atmosphere, making it more authentic and appealing to the target audience. The use of historical expressions not only creates a connection to the past but also enhances interest in cultural heritage, which is an important aspect of our project.

The event logo was developed based on real letters found in theater museum posters and in Eleonora Glinternick's book "Advertising in Russia from the 18th to the First Half of the 20th Century." This approach not only strengthens the connection to the historical context but also gives the project a unique character, distinguishing it from others. The use of historical elements in the logo design emphasizes the importance of cultural heritage and makes the event more appealing to an audience interested in history and art.

Illustrations: Inspiration from the Past

Working on the illustrations for our project was deeply connected with the heritage Boris Kustodiev, a renowned Russian artist who visited Kineshma on numerous occasions, inspired the unique visual style of our project. We sought to capture the atmosphere and flavor of the era in which Kustodiev lived and worked, creating illustrations that not only reflect his artistic legacy but also deepen our understanding of the cultural context. We created a unique collection of Kustodiev's works, featuring his graphic works for posters and shop windows. We noticed recurring elements reflecting the attributes of the merchant era. This inspired us to develop the concept of the Kupechestvo Starter Pack. This term, which has become a meme, symbolizes a set of items necessary to start something. Our package included a watermelon, bagels, a two-story teapot, and a samovar, creating an atmosphere of traditional merchant style and immersing the viewer in the culture of that time.

One of the paintings depicted a naked woman, who did not pass our casting. As a result, we decided to replace her with flowers, which became a kind of Easter egg in the project. This decision not only preserved the aesthetic value of the work but also added an element of mystery, attracting the viewer's attention.

Victoria Trubitsin, senior designer, notes that "the merchant aesthetic is abundant and vibrant." Upon first seeing the painting of Chaliapin in a fur coat, she noticed similarities with the modern brand Supreme. This inspiration provided the opportunity to create a collection of items that echo aesthetic motifs: floral prints, gold, red, and leopard print. These elements emphasize richness and expressiveness, which makes the products unique and relevant in the modern fashion world.

The leopard patterns featured in the paintings "The Merchant-Chest-Maker" and "The Chest-Maker" became a source of inspiration for Victoria when creating a large-scale pattern. This design harmoniously combines images of grain ears and watermelon seeds, symbolizing the wealth and diversity of merchant culture. This approach emphasizes the depth and diversity of traditions associated with trade and agriculture, as well as their influence on art and design.

All media were provided by the customer, who independently prepared several layouts. For example, the photo zone with chests was organized by the client’s decorators and designers, which allowed us to achieve exactly the result we had originally planned.

A tricolor cat named Musya appeared in the project, who Musya quickly gained popularity after announcing our signature style on social media. Musya, who was met in the "Russian Hut," became a true star among the residents of Kineshma. Her image is inspired by the cat from Kustodiev's painting "The Merchant's Wife at Tea," which may indicate her cultural connection with this work.

Kineshma Merchant Festival: Immersion in Culture and Traditions

This year, we visited Kineshma again before the festival, which has become a vibrant event for locals and visitors alike. Our first stop was Volzhsky Boulevard, where we were greeted by impressive photo zones, unique art objects, and vibrant, eye-catching posters. The nighttime atmosphere added a special magic, and despite the cold, we happily explored every corner of the boulevard, enjoying the festivities and cultural offerings.

On September 7, the embankment became the arena for a merchant fair, where modern traders offered a wide range of goods: from honey and cheeses to original jewelry and interior items. Performing artists, including gypsy ensembles and orchestras, created a unique festive atmosphere. The event attracted numerous visitors eager to enjoy cultural performances and purchase unusual goods. The fair provided an excellent opportunity for local producers to showcase their products and attract buyers.

The festival offered an engaging quest game, during which participants had to answer questions about the history of Kineshma and complete various tasks at nine points along the embankment. Quest winners received the title of 1st Guild Merchant and had the opportunity to receive exclusive merchandise, including shoppers and T-shirts. This year, the festival attracted over 11,000 visitors, of whom approximately 1,000 successfully completed the quest and received awards.

Olga Kutovaya, the festival's art director, emphasized the importance of not only developing the concept and visual system but also their successful implementation. She expressed gratitude to the Visit Ivanovo team and the organizers for bringing their ideas to life, making the festival vibrant and unforgettable. The implementation of creative ideas is a key aspect of a successful event, which helps create a unique atmosphere and a memorable experience for participants.

Project ‘Kineshma Kupecheskaya has received a number of prestigious awards, including a gold statuette at the Red Apple festival and three bronze medals at the Sreda festival. In 2023, our project was also named Project of the Year at the Dprofile festival, confirming its high quality and significance in the field of cultural initiatives.

The project team includes highly qualified specialists, including Anastasia Grushetskaya, General Director of Visit Ivanovo, Oleg Trofimovich, strategist, and Olga Kutovaya, art director. The team also includes senior designers Victoria Trubitsina and Ekaterina Antonova, designer Polina Chestnova, as well as experts in motion design and photography. Such diverse experience and professionalism of the team members ensure the high quality of the project and its successful implementation.

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