Usually we write about St. Petersburg, but today we decided to deviate a little from this rule. We want to tell you about art clusters. About how they arise and work. And let's start today with Moscow, and continue next time with St. Petersburg to compare the two cities. We ourselves are interested in what will happen and which city will win. About "Red October", "Arma", "Winzavod" and "Flacon" - in our new text about Moscow art clusters.

Art clusters are a fashionable term today, which define almost a third of initiatives related to urban real estate. In order to be as trendy as possible and not confuse concepts, it is worth understanding the criteria that apply to these formations. It would also be good to find out whether these criteria actually work.

The victorious procession of art clusters across the territory of our Motherland began, of course, from the capital in the early 2000s.

As soon as specialists start talking about the so-called creative real estate in Moscow, they hear Winzavod, Krasny Oktyabr, Arma, Artplay, Flacon. All of these are former factories located, as a rule, in the city center. They differ not so much in external and internal aesthetics (although they do too), but in a set of tenants who are mainly associated with architecture, art, design and new media.

Today, art clusters are considered almost the liveliest places in Moscow: the best lectures and seminars are held here, the most fashionable restaurants and clubs operate here. To have an office in a creative center today means to be in trend.

The development of creative real estate is a global trend, we are not pioneers here. The so-called revitalization of industrial zones is the second main direction in world urbanism. Such zones in Moscow almost a quarter of the territory.

The concepts of metropolitan clusters are diverse: from filling with office space to exhibition space and complex centers with elements of trade. Why do owners or management companies complicate the business so much? It would be quicker and easier to rent space for offices or, if location permits, turn factories into luxury housing.

Everything is more difficult. Per beautiful name“cluster” hides complex objects where, for one reason or another, the easy path cannot be taken: there are restrictions on urban planning regulations, it is impossible to change the intended purpose, or there are restrictions due to the conservation status.

"Red October": all on personal connections

In 2003, the Golden Island appeared on the map of Moscow, where the plans were to build buildings of an elite residential complex. Golden or in reality Bolotny Island is the birthplace of one of the most interesting clusters of the capital - "Red October".

The fact is that the developer of the project, the Guta Development company, was not allowed to build on this site. One of the versions: Luzhkov rightly did not like that in the center of the city, opposite the Kremlin, not a public space was being created, but a closed territory.

According to the official version, the art cluster on the site of the former chocolate factory appeared according to the concept of the developer. However, there is another version. Due to the construction ban, about 90% of the factory's space was idle, and then, in order to get at least some return, Guta Development began to rent them out. At the same time, there was no control or selection of applications.

The concept of populating the squares with creative people was born absolutely by chance and solely thanks to personal connections. CEO company of Anton Chernov. He offered his friends a low rate and a four to five month rental vacation to help offset the cost of refurbishing the factory premises.

The place quickly became very popular, and due to word of mouth, people from the world of culture and art became the main tenants. It was they who appreciated the unusual architecture of the factory, its excellent location and, according to company representatives, were ready for the fact that in a few years they would be asked to vacate the premises.

"Guta Development" has never hidden the fact that it sheltered designers and artists only before the start of reconstruction. All contracts were concluded for no more than two or three years. The most recent ones expired at the beginning of 2013.

The confectionery factory has completely changed its image, becoming a fashionable place for the metropolitan bohemia, which will allow the developer to seriously reduce investments in brand promotion, start selling housing at an earlier stage and at higher prices. However, exhibitions and creative initiatives still occupy a significant part of the Golden Island and are not going to leave yet.

"Arma": without the concept of rates do not raise

The Bolshoy Gorod company, which owns the territory of the Arma plant, has taken a similar path.

The Arma gas tank plant was built in 1861, after privatization it belonged to several banks at different times, after which it was owned by the company.

In the mid-2000s, it was planned to carry out a large-scale reconstruction at Armagh. In the new development concept of this territory, the focus was on offices. Premises for street retail and a hotel were also planned. The developed project provided for the demolition of most of the buildings located on the territory of the plant.

However, this concept has attracted attention public organizations fighting for the preservation of historical heritage. The owners had no choice but to rent out the premises at low rates. Settlement again proceeded chaotically. But, of course, creative people appreciated the especially low rate.

Top managers of the "Big City" did not leave their original plans. One of the gas holder towers was reconstructed. After that, the rent went up. This led to a sharp reduction in demand for space: the rate corresponded to class A, and the surroundings of the tower did not even reach class B. As a result, it turned out that the Big City did not find new tenants, and lost some of the old ones.

Now there is a rather short list of tenants on the cluster website, and their quality is much inferior to the companies that have settled on Krasny Oktyabr.

Artplay: management and clear selection

But the concept of Artplay has much more visible boundaries. The company was founded in 2003 and from the first days of its existence was based on three areas: a furniture showroom, an architectural bureau and exhibition activities. The first two were profitable. Exhibitions formed the image and were a magnet that attracted new customers. It turned out a synergistic effect, which made it possible to create a fashionable place and at the same time briskly trade in expensive interior items. The first Artplay center was organized according to the same scheme.

The first cluster was located in the building of the Red Rose factory. About 1000 sq. m Artplay used for its own needs - to organize exhibitions and sell furniture, and 90% of the space was subleased. About 20 leading architectural bureaus of Moscow managed to gather under the roof of Artplay.

Everyone was in constant interaction. The architects generated a flow of customers for the trading companies, and the management company constantly increased interest in the project by organizing various events.

In 2008, Artplay had to relocate.

Today, in the business center built on the site of the Krasnaya Roza factory, respectable tenants rent space: Otkritie Bank, Yandex, the Knight Frank real estate agency, the French company Lafarge and others.

And Artplay began to develop a new industrial site - the territory of the Manometr plant, which belongs to the Alltek company. Having changed their place of residence, Artplay's managers decided that earning money according to the scheme "rent - overhaul - sublease of space" is too risky and costly business. At Manometer, the company acted as the project operator. All buildings of the plant, the total area of ​​which is about 75 thousand square meters. m, were transferred to the management of Artplay, which decided to reconstruct the entire territory of the plant as part of the overall concept of "Artplay Design Center".

The first floors of the buildings were given to trade operators and catering establishments, the upper floors - for offices.

Artplay differs from most multifunctional complexes in face control of tenants. Potential residents of the center must comply with the concept of the place, in which the word "design" is fundamental. Various design schools and courses can count on preferential rent.

Artplay is not afraid of competition from neighbors, as everyone plays on different fields. Arma does not have a clear concept, while Winzavod is primarily a gallery business. Artplay gave only 10 percent for exhibitions. At the same time, the main goal of the projects is not to earn money, but to preserve the image of the object.

Flakon: do what you want!

The territory of the plant is owned by the company of Nikolai Matushevsky. This is the main difference from the previous story. The rest - as usual: low rental rates, creative tenants, higher rates (the territory of the plant has been completely reconstructed and put in order, so the proximity of different classes of areas does not scare).

The project has a strong emphasis on the business component. 40% of the area has been allocated for offices and trade. The remaining 20% ​​is catering, sports, entertainment and exhibition space.

Flacon maintains a creative atmosphere through numerous events: exhibitions, seminars, workshops. But all this without restrictions, as on Artplay. The company’s website has a charming slogan: “Flacon Design Factory is the first creative cluster of the capital with the only law – do what you want!”

Winzavod: fashionable gift

The Winzavod project belongs to the well-known entrepreneur Roman Trotsenko. The territory on which the cluster was located had problems with the legal status of land and buildings, as well as a number of urban planning restrictions: the “demolish and build on everything” scheme did not work, and then the plant was given over to art.

Center contemporary art"Viznzavod" is run by the businessman's wife Sophia Trotsenko. It is rather difficult to call this initiative a business, since Winzavod spends everything it earns. However, Roman Trotsenko, presumably, did not particularly count on a return on investment. Rather, it is an expensive and fashionable gift for his wife.

However, in terms of the cultural life of the capital, the project does not lose ground: the leading Russian galleries are still located on its territory. What is extremely convenient - you can see a slice of current and fashionable art literally in a day.

In the next part, we will see how art clusters arise and work in St. Petersburg.

Maria Turkina

A photo: from public clusters "VKontakte", as well as from LJ nickned.livejournal.com

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The place was created in 2009 on the territory of the former glass factory of Frederic Dutfoy at the end of the 19th century. Now it is one of the most popular art clusters in the capital, where you can see an exhibition, listen to a lecture, see a movie at the cinema club, as well as work and have a bite to eat.

Website: flacon.ru

st.m. "Dmitrovskaya", st. B. Novodmitrovskaya, 36, building 2.

st.m. Avtozavodskaya, st. Vostochnaya, d. 4, building. one.

In Soviet times, Syromyatniki was a large industrial zone and a slum near the railway station. Now one of the most famous museums in Moscow is located here, where exhibitions of contemporary artists and photographers are held. In addition, you can attend interesting lectures.

Website - winzavod.ru

This place is not just a class "B" business center, its architecture deserves special attention - noble brickwork in the spirit of a classic New York loft, stylish lofts and a stove in the reception room. Food markets and other events take place in the courtyard of the loft.

Site - dm1867.ru

st.m. "Tulskaya", Warsaw highway, 9

Not so long ago, the Garage received the official status of a museum of contemporary art, but it has not ceased to be the center of contemporary culture. In addition to viewing interesting expositions, there is a bookstore, a cafe and a summer pavilion. By the way, it is located right at the entrance to Gorky Park, which helps to plan leisure time - after cultural education, you can take a walk in the fresh air.

Website - www.garageccc.com

st.m. "Park Kultury", Gorky Park, after the entrance - on the left.

It is strange to remember, but about ten years ago there was a chocolate factory here, where Moscow schoolchildren were taken on a tour. Now here is the real center of bohemian Moscow: exhibition halls, cozy hostels, shops, showrooms, offices, a rooftop cinema - all this is about Red October, one of the largest art clusters in the city.

Site - redok.ru

metro station "Kropotkinskaya", Bersenevskaya emb., 6.

This is a non-profit non-governmental project where you can apply if you already have higher education, approximately three years of experience in architecture, media, design or urban development. Within its walls there is an atmosphere conducive to learning and learning, and a convenient location near the very heart of Moscow adds value to this place.

Website - strelka.com

metro station "Kropotkinskaya", Bersenevskaya emb., 14, p. 5A.

This place can be called the real epicenter of the most fashionable and interesting. The creator of the Rubik's Cube (Erno Rubik) came here, the incredible "Ball of Robots" was held here, and that's not all: holidays and design fairs are often held in the Artplay courtyard. In addition, the center has many unique shops and co-working spaces.
This place is also famous for its roof: in winter people go skating here, and in summer they come to listen to live performances of famous musicians.

Website - artplay.ru

st.m. Chkalovskaya, Nizhnyaya Syromyatnicheskaya st., 10

st.m. "Novoslobodskaya", Krasnoproletarskaya, 31/1, building 5.

A photo: kommersant.ru, arguendi.livejournal.com, timeout.ru, msk.ros-spravka.ru, a-a-ah.ru/strelka, admagazine.ru, afisha.ru, gorod.afisha.ru, boomstarter.ru, www. redok.ru, societeperrier.com, grintern.ru,

The editors of Buro 24/7 have compiled a selection of creative clusters around the world. What does the new word "revitalization" mean and what is an "art cluster"? Let's figure it out together

Art cluster and revitalization are concepts of the same root.From the area of ​​industrial production, the revitalizer makes a "third place", an art cluster where you can comfortably spend time: see an exhibition, buy clothes, meet friends, relax or work on a project. Who needs it? Everyone. Spectators, investors and tenants.

Loft Project Floors, St. Petersburg

The most visited cultural space of St. Petersburg. Since 2007, it has been located in the city center on five floors of an industrial building of the former Smolninsk bakery. Mmulti-functional art space united contemporary art galleries, several exhibition halls, a hostel, a coffee shop, shops, a view roof and a bar. According to TimeOut magazine, l off-project FLOORS has become one of the main symbols of the city. Ppioneer of loft design in St. Petersburgtakes pride of place between the football club "Zenith" and Catherine the Great.

DUMBO, New York

Now it is a trendy quarter with a rich history. In the 70s, young artists began to come to the area, who rented huge and affordable lofts and storage rooms for their studios.Later gallerist Joy Glidden founded the DUMBO Gallery and also became the initiator of an art festival.DUMBO Art Under the Bridge Festival.Breathtaking views of the Brooklyn Bridge, impressive Manhattan skyline, old warehouse buildings and vintage loftsDecember 18, 2007 received the status of a historic district.

Center for Contemporary Art WINZAVOD, Moscow

Art cluster WINZAVOD is a complex of seven industrial buildings of the late 19th century. Settled in the areaformer brewery, later the winery "Moscow Bavaria". Now about 10 thousand square meters occupy various spaces, dozens of galleries, creative workshops, shops, showrooms, cafes and dance studios. Also on the territory of the cluster there is a new platform for contemporary art "Platform", it combines four areas: theater, dance, music and media.

Fargfabriken, Stockholm

The plant for the production of agricultural machinery was built in 1889. Since 1995 it has been an exhibition hall.Main directions: architecture, urban planning, various fields of art.Färgfabriken - annual mvenue for city seminars and conferences. The space includesa large main hall with monumental columns and a preserved factory interior, two small halls for various projects, an exhibition program hall, a bright space for negotiations, and a cafe on the lower level of the building.

FLACON Design Factory, Moscow

The slogan of the design factory " Do whatever you want!" allows creative people implement any idea. Now in the territoryformer plant named after Kalinin onMore than 180 tenants sit and work on 25 thousand square metersover a thousand people. WThere are three venues for mass events here: Loft, The Cube, Action Park and a co-working area.The design factory regularly hosts cultural, educational and entertainment events - from private parties and film screenings to citywide holidays.