Unique hybrid place for stylish Moscow audience
TASK
1. To provide a strategy analysis for the upcoming premium hookah place
2. To generate a full creative brand platform
BRIEF
1. To launch not just another hookah bar, but a real community of hookah lovers
2. To help to create a new atmospheric place of power with a large number of activities built around the hookah culture — a hookah for all occasions
3. To attract and unite the current hookah lovers
and fashionable young & adult metropolitan audience in one strong community
4. To generate a ‘blue ocean’ — a unique brand positioning that will unite several existing niches and thus create a new niche free from direct competitors
DECISION
A totally new place of power, relaxation and communication
An establishment of a new hybrid format:
- hookah bar
- lounge, cafe
- wine & spirit bar
- performance area
- play area
- lecture hall
Hookah is the key of our place
But it’s not a common hookah place
It’s something incredibly new
IDEA
Munterra is a portal to the space where time flows differently
We invent, create a place for meetings, discoveries, games
Munterra. Bar. Music. Lounge
Munterra. Breathe out
FORMAT
Munterra is a place of 'meetings and discoveries' for progressive metropolitan youth
It combines restaurant, lounge, city coffee shop, bar, nightclub and concert venue
It's a space in which visitors are equally comfortable holding business meetings, romantic dates or friendly gatherings
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ATMOSPHERE
Smart, adult, aesthetic, cozy, creative and friendly
With a touch of 'for our own people' (that’s how we form our community)
During the day our guests can work in a calm atmosphere
And come to a great parties in the evening
IDENTITY
Munterra is a mix of calm & adult natural aesthetics (millennials’ style)
and fashionable digital avant-garde (zoomers’ style)
and fashionable digital avant-garde (zoomers’ style)
Its identity is easy to adjust for all activities and elements of our multi-format and multicultural spot
It corresponds to the brand values and the unique location interior
Mun in Korean means 'portal', so the identity concept is based on arched forms
INTERIOR
Munterra is housed in a two-story mansion dating back to 1870
There are 6 different locations within a single concept
Each locaiton has a complex architecture and is functionally different from the rest
DIGITAL
Munterra app gives access to the loyalty program and allows to:
- book a table
- save and exchange loyalty points for branded goods and special offers
- follow the events
- find out the current menu of all categories
- leave a review about the visit
- get to know Munterra interiors and halls
- track the status and history of orders
- clarify contact information, get directions and call a taxi in two clicks
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RESULT
1. The most exciting hookah spot in Russia as a base of the new growing community
2. Organic PR in stylish lifestyle media:
CORE TEAM
Tigran Efremyan, Founder
Danabek Usenov, Creative Director
Ilya Tekhlikidi, Concept Creator
Artyom Atanesyan, Concept Strategist
Roma Khleb, Identity Designer & Copywriter
Alina Tsaunya, Interior Designer