The task
iCITY is two round towers in the new Moscow City district. Inside: Face ID, lifts called from an app, designer lobbies. Outside: a crowded market where the neighbouring business centres promise roughly the same. The website had to do more than show the building — it had to answer a plain question. Why would a company need an office in 2023, when everyone has a kitchen table and a laptop?
The idea
We had the classic dilemma. One metaphor belonged to the architect, who took inspiration from plastic cups and drew round towers. The other belonged to the technology — Face ID, lifts in an app, soft interface shapes. The client was attached to both. We proposed not choosing: two routes on one website. The homepage goes into technology, a separate page tells the story. Shared navigation and a shared visual language hold them together. The illustrations were generated by a neural network — at that point almost nobody in the market was doing it.
What we did
Strategy and concept. Two metaphors — the architect and the technology. We defended both and kept both.
AI illustrations. A series of generated images brought to one style: people, objects and backgrounds all sound alike.
Design. Soft shapes that echo mobile interfaces. Two colour palettes for two different emotions.
UX structure. A multi-page site with a passage between the concepts: technology on the homepage, the story on its own page.
Motion and interaction. Hover states, smooth transitions and animation at the key points of the storytelling.
Build. Assembled on Tilda, with everything the platform could not do written by hand.
Results
- ×17 — office enquiries
- +86% — scroll depth
- 2 — concepts on one site
