About Brief: “Souvenir products sold in the city in 90% of collections look monotonous, not modern and for the most part catches the eye only with the inscription MOSCOW, an abundance of gold, photographs of the Kremlin and temples” — Department of Commercial programs and work with partners, Department of souvenirs of VDNH.

Target Audience: People aged 12 to 60 years, buying souvenirs as a keepsake and as a gift during excursions and trips.
The goal is to develop a new souvenir collection “MOSCOW. VDNKh”, which includes both individual elements/characters and collections of patterns. The new style should be simple and understandable, designating VDNH as a point of attraction with outstanding architecture in a modern beautiful city (and country).
For many visiting the capital of VDNH =Moscow=Russia.

The task is to emphasise the uniqueness of VDNH, focusing on the development and renewal of Moscow as a whole, in a fresh and democratic style.

Solution: The basic design concept of the future new line of souvenir products according to the brief “MOSCOW. VDNH” is to combine two characteristic elements: the sights of VDNH and the style of op art. The main focus is a pattern consisting of images of famous sights of VDNH, pavilion “Centralnii”, the monument to the “Pokoritelyam kosmosa”, the “Kamennii cvetok” fountain and others. However, instead of the traditional display of these elements, they are abstractly stylized in accordance with the principles of op art.

Op-art, known for its use of geometric shapes and optical illusions, will add dynamics and brightness to the design, give a recognizable and memorable image reflecting the uniqueness and energy of VDNH. Having designated VDNH as a point of attraction with outstanding architecture in a modern beautiful city.

The main colors used in this concept will reflect the brightness and energy of VDNH, such as bright orange, dark blue and rich green. This will help to attract the attention of the audience and convey the atmosphere of the institution. Additional elements such as bold font, animation, gradients and interesting compositions can be used to enhance the impression and emphasize the key features of the drawing.The main concept of the future new line of souvenir products according to the brief “MOSCOW. VDNH” consists in combining elements of VDNH attractions in the style of op-art.