The project is based on a functional model of an outlet - a shopping area located near the enterprise and specializing in the product or brand produced there. According to the architect Sergei Tchoban, it will help to provide the textile factories in Vyshny Volochok with stable orders and bring life back to the city. "Residents of Moscow and St. Petersburg, as well as foreign tourists will be happy to spend the weekend here, having the opportunity not only to relax, but also to purchase beautiful, stylish and practical things created by leading Russian designers based on national traditions," he is convinced.
The outlet center designed by the SPEECH workshop has three main functional areas. The first is the factory itself, the historical buildings of which are carefully restored and supplemented with three new blocks. At the same time, developing the functional program of the complex, the architects interviewed the employees of the enterprise and made a list of their preferences. In particular, it turned out that most of all the employees of "Aelita" lack the city garden and social and cultural facilities. In order to meet this need, SPEECH decided to combine the historical and new buildings with a glazed heated gallery. An all-season recreational area with a winter garden, a canteen and a cafe is being created in this space. From the northern end, the gallery adjoins a public complex, which included a club, a 240-seat cinema and a bathhouse. From the southern end, the gallery space flows into the public area of the first floor of the reconstructed factory.
On the west bank of the Tsna opposite the factory, the architects are placing a shopping area with a promenade, a low-rise residential complex for the company's employees and berths for boats and yachts. Outlets selling designer clothes will be located closest to the water and the bridge connecting to the factory. SPEECH has designed the most simple volumes here as well - in fact, these are demonstration boxes, the appearance of which will be determined by their "filling" and design in accordance with the corporate style of a particular brand. “The architectural solution we offer is really very clear and simple,” agrees Sergey Kuznetsov, the workshop's managing partner. - Due to this simplicity, we emphasize the contrast between new and old buildings, emphasizing the humanity of the scale of the buildings. In addition, such a solution can be guaranteed to be implemented using Russian materials and technologies."
The main center of gravity of the complex being created is located … above the river. The authors throw an unusual pedestrian bridge between the banks of the Tsna, which can turn into a fashion museum and a catwalk for show shows. White cubes of pavilions are placed along its spans, serving as supports. “Their facades are actually just screens designed to demonstrate the visual range that is best suited for the show,” explains fashion designer Alena Akhmadulina, who authored the concept of the museum. It is interesting that a similar multimedia principle is used in organizing the internal exhibition space: the museum will display not only traditional mannequins with costumes, but also universal blanks - a cross between a mannequin and a nesting doll, onto which any clothes can be projected. In the evening, when screenings will take place on the bridge, the halls-boxes are partially transformed into stands, and the bridge itself, accordingly, into a podium. The project also provides for the possibility of small ships passing under the bridge - in this case, its central part is raised, and the box-halls are raised by 4 meters with the help of jacks built into their supports.
