The 585 Zolotoy retail chain includes over a thousand stores across four hundred cities in Russia. In regional locations, the company offers jewelry inspired by local features and traditions. To capture the spirit of each place and visually unite all the locations together, a concept developed by the studio was employed.
The beauty of the gold pieces is subtly highlighted by background images of local landmarks. These images immediately communicate the origin of the jewelry and draw attention to another form of beauty—monumental beauty.
Iconic structures and natural landscapes seem to rise from the light-colored walls, creating no visual noise and complementing the store interiors harmoniously.
The proposed design options do not distract from the jewelry itself. The textured framing instead accentuates “the main character” of the composition.
At first glance, the images appear simple and airy, but their detailed jewel-like rendering invites the viewer to look more closely at the landscapes, revealing more and more details.
The jewelry is placed alongside architectural masterpieces, which adds to their value in the eyes of the viewers.
All the created key visuals are adapted for both portrait and landscape formats, allowing them to look equally striking on large horizontal screens and smaller vertical ones.
