In an interview with Yuri Nazarov of the Association of Designers of Russia (ADR), we find out more about the impact of the design industries in Russia as a result of the 2014 Winter Olympics in Sochi.
Q: Tell us about Sochi, how has the Olympics influenced the design of the city with new infrastructure and the arrival of athletes and tourists?
The city of Sochi is a little older than 150 years. It was founded as a military settlement near the fortress, what gave the city its convenient rectangular grid of streets [employed by military camps since Roman times]. Sochi’s location is unique as it combines snowy mountainous terrain and large coastal line with subtropical climate. This diversity explains a wide range of animal species and dramatic landscapes which make the area so popular as a resort: Sochi was and perhaps remains the most popular resort city in the former Soviet space. I used to go there with my parents regularly, and now I’m visiting with my own family.
Since 2007, after the announcement of Sochi as the host city of the 2014 Winter Olympics, the city has been working to overcome three major difficulties that could potentially affect the event: inefficient transportation infrastructure, insufficient energy generating capacity and outdated urban environment. Overall, all three issues were addressed: the power plants were modernised, the coastal cluster got 350km of new highways and over 100km of new railway, the infrastructure got 240 new objects to accommodate sportsmen and tourists, such as stadiums, hotels, bus and railway stations, media centres etc. The Olympics also accelerated the construction of an international airport and the shuttle train system that were on hold for over 15 years. Streetlights, directional devices, bus stops and other elements of Sochi’s urban environment got replaced with new ones. Although the construction works might have created some discomfort for a while, now the residents should be happier: they got almost new city.
Q: Has the arrival of the winter Olympics impacted the design and development of the sportswear industry nationally?
Of course, the fact that the 2014 Winter Olympics is happening in Sochi has generated a great amount of interests in sports in Russia. I think, the industry that got the most benefit is the sportswear industry, especially Olympics branded sportswear manufacturer; by Russian-based Bosco Sport. As for equipment, sales have reportedly gone up to $4B, however it didn’t really affect the market share that Russia-manufactured sport goods have on the market: it still is around 15%. I don’t think Russia has now many companies manufacturing innovative sport gear with the exception of Izhmash factory located in Izhevsk in Central Russia, a company with great expertise in producing biathlon riffles that helped the Russian team win many international competitions.
Q: The Olympic torch has travelled through space and in Baikal Lake, why was this significant? Was this taken into consideration when the torch was built? Was there special design consideration for this? (use of special materials)
The Olympic Torch Relay played an important role in Russia as it helped to bring different parts of Russia together and at the same time, to show the world all the diversity of the country and its culture. The 2014 Winter Olympic Torch Relay became the longest and the most technically equipped in the history of Olympic Games; 123 days, 65000 kilometers, 14000 torchbearers moving in all possible ways: from nuclear-powered icebreakers and spaceships to dog sleds and reindeer teams. It travelled to the North Pole, the open space, the bottom of the Lake Bailkal and the top of Elbrus.
In order to make all these travels possible, the design of the Torch employed such materials as titanium and carbon. Also, several iterations of the Torch were developed: the portable version used in relay, the capsule to transport the flame from city to city, the commemorating cauldron for each hosting city and the Olympic Cauldron for Sochi. The design of the cauldron resonates with the design of the torch. Both utilise a combination of the red and silver colours superimposed on a futuristic design: the warmth of the flame tends to compliment the coldness of the silver used in the torch. Russian company Astra-Rossa, which is managed by acclaimed local designer Vladimir Pyrozhkov developed all the versions. It is also worth saying, that Yuri Menchits, the vice-president of the ADR, was one of the torchbearers [as he was working in the team of Olympstroy, the company that facilitated the construction of the olympic establishments].
Designed in the shape of a feather, the torch is also reminiscent of the Firebird, or Phoenix – the legendary bird that rose from the ashes and which features prominently in Russian folklore as a symbol of good fortune and happiness. A total of 14,000 torches will be produced.
The President of the Sochi 2014 Organising Committee, Dmitry Chernyshenko, remarked: “The Sochi 2014 torch combines traditional Russian motifs with the very latest technical know-how in the field of design. The elegant, extraordinary and radiant Sochi 2014 torch represents Russia’s beauty and its multifaceted nature.”
Q: Has your organisation or any of your members participated in the planning of the Olympics in any way? What is the role of design in a major international sporting event such as the Olympics?
Yes! Since the beginning of the preparations for the XXII Olympic Winter Games in Sochi, ADR demonstrated initiative and proudly contributed in designing the venues of the Games. The president and the vice-president of ADR both actively participated in the architectural and artistic Council, where they were part of a group developing the design of the most important establishments. In addition to that, ADR proposed the strategy to improve Sochi’s urban environment that was then used as the main direction. Later on, ADR worked on developing details of the strategy that included the directional and informational devices, colour schemes, street lighting, and facilities for people with reduced mobility etc.
As for the role of industrial design in events like the Olympic Games, it wouldn’t be an exaggeration to say that industrial design is undoubtedly important. All the machinery, the athletes’ sportswear, street lightning and directional devices, sports equipment, furniture and so on are the products of industrial design and the way it is all designed and manufactured affects the competitions and the comfort of the sportsmen and sportswomen and their supporters.
