Services
- Brand Concept Development
- Brand Positioning
- Brand Identity
- ToV and Verbalizations
- Naming
INdustry
- HoReCa
Year
- 2025
Project Overview
Pushkin Business Club (PBC) is a boutique business destination in the center of Yerevan, housed in a historic building designed by Alexander Tamanian. Originally conceived as a residential house, the building has evolved through multiple functions over time. The business initiative was to create a premium business environment within a historic building, redefining its role with a clear, contemporary identity.
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Challenge
The business goal required a complete rethinking of what a place for business should feel like today, especially within such a significant architectural context. In a market dominated by conventional business centers, the task was to move beyond the outdated, purely functional model and define an aspirational destination with its own tone.
Answer
Post-pandemic shifts made it clear that traditional office environments had lost relevance. People return to spaces not out of necessity, but for experience, comfort, and meaning. We approached the project at the intersection of context, function, and future use, shifting the focus away from the office as a format toward the role a place for business plays in people’s lives. This led to the idea of a club-style destination, defined not by units, but by the type of people and businesses it brings together. A place chosen by preference, not assigned by necessity. The concept shaped both naming and positioning. Pushkin Business Club reflects a selective, composed environment, while also paying nod to the iconic street it sits on. The design direction followed the same logic, aligning Tamanian’s neoclassical heritage with a contemporary, human-centered layer. This allowed the building to shift from a transactional workspace into a curated environment for work, interaction, and presence. Pushkin Business Club emerged as a refined urban destination defined by experience, character, and belonging. A historic structure repositioned with a clear identity and a renewed role within the city.
