Marble Mountain: From passive sights to places of ideas and events
The quarry near the village of Buguldeika on Baikala is a place with a unique two-billion-year-old marble and panoramic view. Today, it’s a little-known stop on the way to Baikal without infrastructure and a clear image. We propose to make it the center of power and cultural attraction.
Our goal is to create a flexible brand that will be an autonomous space for festivals, exhibitions and art rendezvous. A place of experience in the open air, in dialogue with nature.
Brand brings together those who create and explore. He’s alive, experimental, but he’s as stable as marble itself. Through events and content, it reveals the potential of the site, engaging and inspiring audiences, ranging from artists and architects to impression seekers and producers. He just said, «This place is about you, for you, and with you.»
Careers become a space of communication with nature, time and self. Formats — exhibitions, routes, educational and cultural programmes — help to rethink the landscape. A metaphor for brands is a dialogue between the eternal and the variable. The visual system is based on a synthesis of nature and culture: stone textures, natural motives, flexible logo. Aidethtics scale from utilitarian to expressive and offer freedom of expression within a single image.
We have developed a visual language in three directions so that it can sound in different ways: calm, bright or bold, depending on the event. So the brand can speak to different people in a language they know. The system remains flexible and open, provides a basis for interaction and is easily scaled up without imposing rigid rules. Each actor — an artist or an event organizer — can adapt styles to their context and display individuality by preserving the general image of the brand.
Aesthetics of Stones — The Style Power of Nature
The first direction embodies the sophisticated force of nature. Retained but expressive style works well in navigation, exhibitions and art projects, where it is important not to dominate, but to maintain the general mood. Fits for a more mature audience that values simplicity, silence, and meaning.
The second is a dynamic visual language for festivals, merch and promo activities. It works as a sign of belonging to the community: expressive, emotional, easy to remember. Converse graphics and rich colors make the style visible and virulent — they want to catch, use, share.
Transformation — A Visible Visual for Events and Merch
Transformation — A Visible Visual for Events and Merch
The third direction is the introduction of energy and rhythm. It’s a daring visual for night events, techno, media art — focusing on people who are looking for bright emotions and unique events, testing different entertainment formats.
The sound of the neon is a daring style for night formats and media art.
Aidendics is revealed as a gradient, ranging from light and calm to daring, provocative. Its foundation remains one, but its possibilities are endless. We can add new stories, accents and moods without losing integrity. It makes the visual language of the brand live, flexible, and recognizable in any context — at any time, any weather, any event.
We’ve created the firm illustrations using neuronets: for each direction, textures and references were collected that set the atmosphere for future compositions. On the basis of these, ChatGPT prescribed stylistic instructions and prompts for the generation of 3d pieces.
At MidJournal, we worked with many variations of compositions, selected the most expressive and appropriate. Hand-correct the color, background and details, add icons. This provides unique illustrations that support the voice of the Marble Mountain.
The project includes the idea of a festival where marble becomes a digital canvas. Light and sound aren’t disturbing the environment, they’re opening it up in a new way.
The abstract symbols of nature, life and culture, the generational graph and the multilayered sound create a meditative, almost hypnotic atmosphere. Here, the boundaries between eternal and fleeting are disappearing: marble becomes a portal through which you can feel the time, the history of life and the philosophy of nature.
The marble mountain is a cultural platform where nature, art, and technology meet on an equal footing.
Team: Pymasheva Alina — Art Director Sokolov Ivan — Designer of Telegina Ludmila — Design Lid of Okulov Igor — Mouchen Designer
