Yota: YOTA SPACE

Credits & Description:

Category: Exhibitions & Live Events

Advertiser: YOTA

Product/Service: WIRELESS BROADBAND

Agency: YOTA

Date of First Appearance: Dec 5 2010

Entrant Company: YOTA, London, UNITED KINGDOM

Project Director/Co-Curator: Aleksandra Sanches-Peres (Yota)

Marketing Director/Co-Curator: Danielle Atkins (Yota)

Public Relations Director: Chris Cook (Yota)

Public Relations Director: Alina Kippasto (Yota Russia)

Logistics: Sofia Alexeeva (Yota Russia)

Logistics: Veronika Savchuk (Yota Russia)

Technical Director: Anton Antonov (Yota Russia)

Advertising: Daria Kratnova (Yota Russia)

Creative Director: Martin Lawless (300million)

Client Director: Nigel Davies (300million)

Account Director: Merrill McAtear (300million)

Design Director: Natalie Bennett (300million)

Designer: Kerry White (300million)

Managing Director: Warren Johnson (W Communications)

Head of Publicity: Annabel Fox (W Communications)

Head of Talent: Kim Machray (W Communications)

Executive Producer: Dan Atkins (Broadcast TV Ignite)

Director: Kevin Chapman (Broadcast TV Ignite)

Director: Adam Brown (Broadcast TV Ignite)

Producer: Louise Segal (Broadcast TV Ignite)

Media placement: Digital Arts Festival / Exhibition - St Petersburg - 5-19 December 2010



Describe the brief from the client

Following a successful launch in 2009, Yota, the Russian wireless broadband company, had already generated high levels of awareness in its key markets. But, with the increasing importance of international expansion, Yota needed to create a big global impression.



The challenge was to drive consumer engagement. The solution was Yota Space, a digital arts festival that needed to use clever design as the backdrop to an immersive, sensory experience that would reflect Yota’s creative, innovative and inspiring credentials.



Describe the challenges and key objectives

The design solution needed to be truly unique, reflecting Yota’s bold investment in Yota Space and securing it as a piece of IP that would provide a platform for future activity.



The masterbrand didn’t have enough flexibility to reflect the essence of the digital arts festival. So Yota created Yota Space – a sub-brand designed specifically for the digital arts festival, with an imprint centred around multi-coloured ‘lens-flare’ hexagonal shapes in a constant state of motion. It needed to be a design that would subsequently prove to be so powerful, it would be used to evolve the Yota masterbrand.



Describe how you arrived at the final design

The look and feel of the Yota Space sub-brand graphic influenced the entire design of the festival environment, from stages and installations to advertising and cloakrooms, stretching over 15,000 square feet of a Stalinist-era shopping mall.



Visitors were greeted by a hexagonal-themed interactive exhibition portal, which introduced the cutting-edge digital art installations. Global artists from Chris Levine to legendary music producer Brian Eno premiered their inspirational work against the Yota Space designed backdrop.



Yota Space also included holographic 3D paintings and interactive light spaces, while a bespoke stage design incorporating the hexagonal design, created a platform for cutting-edge VJs.



Give some indication of how successful the outcome was in the market

The Yota Space environment was highly branded, but its subtle design ensured that the festival maintained a cultural rather than commercial feel.



The ‘Yota Space’ sub-brand, designed by Yota, has been recognised by the FT as standing shoulder to shoulder with Art Basel – an outstanding international endorsement of Yota’s creativity, culture and ambition – while international broadcast and media coverage of Yota Space has reached nearly 47m consumers.





The Yota Space sub-brand has proved such a powerful representation of where the Yota brand should be, it has inspired a redesign of the masterbrand, with digital art at its core.