MEDEU Lamp
The light of architectural history
mlamp.kz
We created a night lamp that gained hearts of Almaty residents. It was recognized by museums of contemporary art and went global.
Swallows. 1973
The project was inspired by the symbolism of Almaty, namely by Swallows at the Medeu dam. We wanted to memorize that symbol so that everyone had the opportunity to enjoy it in their own atmosphere.
Swallows are firmly enscribed in the history of Soviet architecture and are familiar to every Almaty resident. Medeu Lamp pays tribute to cultural and historical heritage. When designing the night lamp, we followed the concept of constructivism: to bring art and production, aesthetics and functionality together.
First 3D night lamp visualization from @freebooterproud
Project author: Yevgeniy Khobotov, CEO of SlonWorks agency
Project author: Yevgeniy Khobotov, CEO of SlonWorks agency.
Initially, the concept was a working idea only without a specific implementation plan. After publishing the first sketches on Instagram, the project received instant response and widespread support from the floor. The first offers for production were made, which made it possible to move from an abstract idea to real steps to implement the product.
First draft of Medeu Lamp
Night lamp 3D visualization layout
Production of the first night lamp
Production of the first batch
One of the night lamp models
Production of the first batch
The final night lamp model with a box
Production
It was important to present an Almaty product created entirely by Almaty craftsmen. The partner of the project was Mikhail Klygov, the founder of Wooda.
We went through many prototypes and variations looking for suitable materials, grinding the correct shape, testing different methods of staining and color, working out different types of lighting and mechanisms. We tested the performance of models and how the night lamp was located indoor, whether it met our original idea or not. After six months of effective work the final model was approved.
We have launched the production
and proceeded with the next step:
product positioning and promotion strategy.
Each night lamp has its own QR code
Medeu Lamp is not just an interior item but rather a personal value with its own story that begins in the natal mountain-peaks of Almaty.
Mountains and Medeu have long been the city's landmark for both Almaty residents and for the tourists. Therefore, Medeu night lamp is like an unspoken landmark of Almaty, which now everyone can put at home or take to another country as a pleasant memory of Almaty. A slogan was created perfectly expressing the connection with history and architectural heritage and highlighting the product value and features.
Medeu Lamp is the light of architectural history.
All night lamps are made with their own unique serial number which gives more value for the owners. By purchasing a night lamp, you can scan the QR code, go to the website and assign the night lamp to your name.
We started to promote online. We developed a website and launched a product Instagram account where we announced the night lamp pre-order. Instagram was chosen as the main communication channel for the start. Production was just growing in intensity, and we did not need big coverage right away. We revealed the product value gradually while attracting more public organically. The content was developed in stages starting with teasers, where we touched historical references and set a connection with the product. Then we demonstrated the night lamp gradually: we showed it in different interior environments; how it complemented the life and comfort of people; we revealed its properties, features and design.
We arranged serial shoots to create content for the website and Instagram. Photographers Olga, Mariya and Zhanna helped us to do so. To ensure the high quality deliverable and smooth, quick and efficient shooting, our team made a content plan and moodboards of all shooting in advance. Thus, the entire film crew knew what to do and how not to miss the crucial aspects.
Showrooms
The next step was to develop working relationships offline. Showrooms where we could be presented should also be concept-based and attractive for our audience. The first showroom was Elements store in Esentai shopping mall. We would like to thank Diana for her support and response.
The ideal plan was to cooperate with contemporary art museums. At the launch stage, we only dreamed about it and we searched for ther ways out.
Elements Showroom, 77/8 Al-Farabi Ave., Esentai Mall, 2nd floor, Almaty
Museums were the first who noticed us.
It meant that positioning and communication
were developed in the right way. We have values
and philosophy in common with contemporary
art museums.
The grand opening of the Almaty Museum of Art has been expected by all city residents for a very long time. It just so happened that it was the museum that offered to exhibit our night lamps in its showroom from the very opening.
Almaty Museum of Arts, 28 Al-Farabi Ave., Almaty
At the same time, Tselinny Center for Contemporary Culture also offered to cooperate, and later we were presented at the Garage Museum of Contemporary Art in Moscow.
Tselinny Center for Contemporary Culture, 59 Masanchi St., Almaty
Garage Museum of Modern Art, 28 Al-Farabi Ave., Almaty
The project has been developing successfully
for several months and was gaining its audience.
We got the image of the very Almaty citizen
who shared values and philosophy with us.
We had the idea how to secure the status of the Almaty product, i.e. the so called almatizmy. That time we implemented the idea together with the Etofresh team. Three different heroes, three different atmospheres and lifestyles, but they were all about Almaty, about the rest time of Almaty residents and how they show themselves, what values they believe in. It is about the connection of history and modern times, about the connection of the history of Almaty and the stories of every Almaty resident.
The participants in the commercial are ordinary people. They did not have to play; they simply broadcast their lifestyle.
You can watch the commercial here
Medeu Lamp became popular. People started talking about it and mass media started writing about it.
Night lamps went global to different countries
as souvenirs.
The project was launched properly
and continues to develop.
We express our gratitude to everyone who took part in the project:
Models participating in shooting:
Sanzhar Madi, @sanjar.madi
Moldir Madiyeva, @mo_bn
Bekzat Amanzhol, @bekzatamanjol
Alexey Khegay, @ alexey_khegay
Leili Siitova, @siitovaleili
Yevgeniy Kolokolnikov, @e_kolokolnikov
Alexey Khobotov,
Eva Khobotova;
Shooting team:
Yan Ten, @yan_uragan_
Yuriy Pak, @jupitericy
Etofresh team, @etofresh_prod
Photographers:
Olga, @olga_photodooshy
Mariya, @slozhnomarya
Zhanna, @jeatilda
Production team:
Mikhail Klygov, @mihoy30
Wooda team, @wooda.kz
3D visualization:
Miroslav Artamonov, @freebooterproud
Thank you for your attention and interest in the project.
Stay tuned for our news and updates, follow our Medeu lamp Instagram account
we create projects
that make
people's lives better
credits
Author
Yevgeniy Khobotov
Art Directors
Dariya Bekenova
Assel Dzhumagalieva
Designer
Taissiya Leshina
Production
Mikhail Klygov
Manager
Svetlana Polikarpova
Programmers
Anastassiya Shakirova
Anton Tarassyukov
Aigerim Raisova
Author
Yevgeniy Khobotov
Art Directors
Dariya Bekenova
Assel Dzhumagalieva
Designer
Taissiya Leshina
Production
Mikhail Klygov
Manager
Svetlana Polikarpova
Programmers
Anastassiya Shakirova
Anton Tarassyukov
Aigerim Raisova
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Medeu night lamp
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