01 / Original Problem
This is how the Bereg project came into being.«
Бутик-отель у воды как самостоятельный инвестиционный продукт
Задача — определить оптимальный формат развития участка, разработать бизнес-концепцию, архитектурное решение и бренд проекта.
A plot of land near the water without a ready-made food legend
Задача — собрать продукт, который можно монетизировать и красиво упаковать
Решение — проект «Берег», бутик-отель с архитектурой, сервисом и брендом
Master plan and business logic
The most effective scenario has been selected
- Разработано три сценария развития территории
- Проведено сравнение продуктовой логики и экономики вариантов
- Выбран сценарий, соответствующий потенциалу участка и задачам заказчика
- Определены состав объектов, площади и источники выручки
Concept
3 options at the start
Сценарии по составу продукта, инвестиционному потенциалу, сложности реализации и соответствию задаче
General plan
Areas and landing
Размещение объектов, связи между ними, приватные зоны, видовые точки и маршруты гостей
Monetization
3 traffic sources
Отель, ресторан и виллы формируют отдельные потоки гостей и дополняют общую выручку
Model
Financial audit
Инвестиции, загрузку, выручку, расходы и срок окупаемости
Financial model
Evaluation of effectiveness
ROI
Return on investment
IRR
Internal rate of return
NPV
Net present value
02 / Project platform
Project platform
transforms real estate
into the brand
The website's structure, navigation, fonts, and overall style remained unchanged. The final version of the case study reveals the LazyLi brand as a holistic system: audience analysis, concept, product line architecture, packaging, digital, and social media.
Positioning
Камерный велнес-ретрит у воды
Приватный сервис, современная архитектура и природное окружение в одном формате
Target audience
Состоятельные гости, ценящие тишину и эстетику восстановления
Предприниматели, пары и частные гости, выбирающие качественный отдых рядом с Москвой
Value
Полноценное восстановление за короткую поездку
Проживание, ресторан, велнес и отдых у воды собраны в одном месте
Effect for the project
Проект легче продвигать и продавать
Понятная концепция выделяет его среди конкурентов и помогает обосновать стоимость размещения
Premium logic
Why is the concept important here, not just the square footage?
01
The property acquires its own history and market positioning
02
The concept increases the perceived value and rarity of the offer
03
The identity and architectural language make the project cohesive at all points of contact.
04
Instead of a typical suburban facility, a full-fledged branded facility is being created
03 / Architectural solutions
Concept, landing on the site and stay scenario
The architectural part emphasizes privacy, seasonality, and contact with the landscape: warm materials, interiors with views, water, forest, and a soft living scenario
Composition of the complex
«"Bereg" is a complex consisting of a boutique hotel, a restaurant, and 8 villas.
The architectural concept brings together several product scenarios into a single system: accommodation, gastronomy, private relaxation, and waterside recreation.
Boutique hotel
The main object and center of the guest scenario
Restaurant
Point of attraction and evening scenario
8 villas
Private accommodation for guests who value peace and privacy
Solution
Architectural language
Low, tranquil architecture with tactile materials, panoramic glazing and a sense of shelter by the water
Solution
Interior
Low, tranquil architecture with tactile materials, panoramic glazing and a sense of shelter by the water
Solution
Exterior
Low, tranquil architecture with tactile materials, panoramic glazing and a sense of shelter by the water
Seasonality
The architecture is designed to be equally expressive in winter, summer and autumn.
Seasonal renderings show that the project is not dependent on a single mood: in winter it becomes intimate and warm, in summer it is open to the water, and in autumn it is especially textured and natural.
Interiors
The architecture is designed to be equally expressive in winter, summer and autumn.
Seasonal renderings show that the project is not dependent on a single mood: in winter it becomes intimate and warm, in summer it is open to the water, and in autumn it is especially textured and natural.
04 / Atmospheric Gallery
The architecture and atmosphere of the project read as a sequence of impressions
We collected interior and atmospheric perspectives: water, forest, wellness, tactile materials, and tranquil scenic scenes that support the project's image.
05 / Media
The media shows how the brand lives in service
This block is raised higher to immediately show the material embodiment of the brand after the architectural logic: textiles, welcome sets, amenities, tableware, a bath line, and details of the stay.
Premium at the detail level
The key to the villa is in a separate leather card holder.
Even small service elements contribute to the feeling of thoughtful luxury: the card is not lost, does not get dirty, does not hang around in a bag and is perceived as a personal accessory for the guest.
Бренд
Robes, slippers, towels
Amenity
Cosmetics, accessories and care
Бренд
Details of the Everyday Guest Experience
СПА
Font by the water and restoration
Атмосфера
Relaxing lounge areas and panoramic views
Seasonality of the project
Architecture works beautifully at any time of year.
Бренд
Pillows, blankets and tactile details
Ключ и card holder
A personal accessory that never gets lost
Object ritual
Luxurious materials and details
Sport
Variety of fitness and relaxation
06 / Identity and palette
The identity and palette unite the project into a unified brand
The palette is integrated into the identity and demonstrates how color, graphics, and materials work for the brand in real-world media: welcome communications, key cards, printed and tactile details.
Shore
The logo functions as a calm signature for the project. It supports the architectural character: a long horizontal line, a sparse rhythm, and a sense of confident silence.
Character
A minimalist logo-inscription without decoration is the visual equivalent of heavy luxury
Usage
Works best on light backgrounds, in navigation, guest media, and tactile materials.
System
The "B" monogram is used where a compact sign is needed: accessories, tags, key cards and digital icons.
Deep Forest
#2F433D
Cold Walnut
#5A4F49
Stone Gray
#BCC4CB
Slate
#6C737B
06 / Brand Guide
The brand system continues the architecture in service and details
The media is designed as part of the guest experience: not a standalone decoration, but a thoughtful system that supports the feeling of a rare, private, and cohesive place.
From robes and towels to a beach bag and key card, each piece contributes to the project's image.
The branding remains quiet and subtle: the large logo is used sparingly, and the monogram and color palette create recognition without visual noise.
01
The textile is white or light grey, with a minimal signature «Bereg» and a monogram «B».
01
Bags and accessories are muted, graphic, and perfect for the spa, beach, pool, and short stays.
01
Printed materials are like a continuation of the architectural plane: a lot of air, calm typography, thick paper.
01
The room's navigation and accessories support its club status and the feeling of attentive, personal service.
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