Brand4Rent

Building a license with a difference

In a project that is a first for the Russian Federation, Brand4Rent has agreed a license for the Tretyakov Gallery for works of art by modernist Russian artist Mikhail Vrubel are used in the construction of a residential complex in the heart of Moscow. The Tretyakov Gallery is the foremost depository of Russian fine art in the world with history going back to 1856. Today, the collection houses more than 130,000 exhibitors. A key artist in the Tretyakov collection is Mikhail Vrubel, a 19th–20th century Russian painter who worked in all genres of art, including painting, graphics, decorative sculpture, and theatrical art. The developers of the new residential complex, entitled Vrubel 4, have acquired the license to use images of twelve works by Vrubel throughout the new development. The list of works used includes well known pieces such as Swan Princess, Demon Sitting, Princess of Dreams as well as a number of lesser-known paintings. The 4.6 billion Rubles project is scheduled for completion by the fourth quarter of next year. The residential block, which is being developed by Inteco as licensees, will include 200 apartments of varying sizes over eight to twelve floors. The development will also include a private kindergarten and medical office and common spaces include playgrounds and recreation areas as well as patios and gardens. The design of the public spaces for Vrubel 4 will be undertaken by the Sundukovy Sisters Studio, again using works by Vrubel as their inspiration. The studio has created décor for hotels and restaurants in Europe, the US, Middle East and Asia. The development is situated in the Sokol district of Moscow, appropriately near the village of artists which is a Moscow landmark. Commenting on the development, Denis Kulakov, General Director of the Brand4Rent Licensing Agency said, "The Tretyakov Gallery

licensing program provides opportunities for creating original and interesting partnerships. The Vrubel,4 residential complex is a unique project that combines classic and modern architectural solutions. The versatility of Mikhail Vrubel's work will be reflected in the entire concept of the new project and create an original atmosphere of Russian Art Nouveau. This is the first example of this kind of cooperation in Russia and it opens up new horizons for the development of the Tretyakov gallery's licensing program." The Curator of Special Projects at Inteco, Irina Korshunova continued, “"The location of the future house on 4 Vrubel street is filled with creative inspiration – very close to the historical Village of artists and the art and industrial Academy named after count S. G. Strogonov. We strive to continue the sublime atmosphere of this place, filling the architecture of the building and the visual code of the project with the charm of those eras. In the process of implementing the development, INTECO will try to tell its audience about the creative path and the best works of Mikhail Vrubel as carefully as possible, with due respect for the author's legacy. For example, the main visual code of the project is a fragment of the uniquely brilliant, touching and full of romantic dialectic painting The Demon Sitting. The unique mosaic technique used by the artist to lay flowers in the rays of the setting sun is striking in its picturesque richness and surprisingly relevant sound." "When you participate in a fair professional fight, winning brings real satisfaction. Getting into the top Five best premium class properties in Moscow is already good news. Vrubel 4 is surrounded by worthy competitors, in their own way each of the finalists deserves to be the first, each of these projects has its own "superpower". Our "superpower" is a unique, largely binding location near the village of artists, which sets a special creative style in this project. Here we work on the architectural and artistic heritage of the "Moscow Art Nouveau", implement unrealized sketches in stone by Mikhail Vrubel. It is very easy to believe that the truth is in beauty." Brand4rent is a leading Russian licensing agency, founded in 2015. The agency specializes in bringing Russian and foreign brands into new categories using a licensed business model. The company offers partners a full range of services including licensing strategy development, creative resources and sales support.