Hospitality Design - November 2013 - 57

perspectives

places

moscow
By Stacy Shoemaker Rauen
Photos courtesy of GPF and AvroKO

THREE MEN AND
A LADY
AvroKO meet their Russian match

When Russian restaurant group Global Point
Family (GPF) approached AvroKO to design a
project in New York, the foursome had to turn
down the offer as the timeline was too tight
with their busy schedule. But the conversations
continued, and an even better plan was
hatched-GPF's new location in Moscow's
well heeled, residential Patriarch's Ponds
neighborhood should be an outpost of AvroKO's
Saxon + Parole restaurant.
"For our projects in Russia we sourced
inspirations from the web. Looking back at our
presentations and mood boards, we realized fifty
percent was of AvroKO designs," explains one of
GPF's four managing partners, Igor Belyavskiy.
"Saxon + Parole was one of our favorite spots in
New York and the architecture of the space in
Moscow was similar. So we said if you don't have
time for the new concept, let's do an existing one,
but in Moscow."
As restaurant operators, the Russian city
wasn't on AvroKO's radar (they are designing
the Delano in Moscow), but they had found
their doppelgänger. Just like AvroKO, GPF's
managing partners consist of three men and
a woman-Belyavskiy, Alexander Umanskiy,
Stas Kroutitskiy, and Irina Parfenova. Just like
AvroKO, the foursome started working together
in 2001. But most importantly, says AvroKO
principal Kristina O'Neal, their ethos-of
connecting guests to an experience, not just a
space-is exactly the same.
"We like the way they think and how they
are building ideas around their restaurants
about connectivity and happiness, some of the
concepts we had been kicking around in our
work over the years," she says. "They aren't
trying for it, they are just feeling it. I asked
them why they chose to create their restaurant
Schastye around the idea of happiness, and they
had a simple answer, 'It just felt like it was the
right thing to do.' We operate out of that same
idea of connectivity and of what feels right, very
instinctually." Adds AvroKO principal Adam
Farmerie, "It was like sitting across the table and
looking in a Russian tinted mirror."
The three GPF guys began working together
in the late '90s, throwing parties for a nightclub

1
2

in St. Petersburg as well as other venues. "We
worked in a technical staff cloakroom of the
nightclub. We had one computer for the three of
us, and janitors with buckets passed through the
space. There were no preconceptions of what we
did; it came from our hearts and we loved what
we did," says Belyavskiy. When Parfenova joined
forces in 2001, they expanded into a full-fledged
event company, throwing over the top parties
like Castle Dance, an outdoor affair for 35,000
people. In 2003, GPF was officially born in St.

1. The managing
partners of Global
Point Family (GPF)
and AvroKO's Russian
doppelgänger: Igor
Belyavskiy, Alexander
Umanskiy, Irina
Parfenova, and Stas
Kroutitskiy.

2. The AvroKO
principals strike a similar
pose: Greg Bradshaw,
Kristina O'Neal, Adam
Farmerie, and William
Harris.

>
hospitalitydesign.com November 2013

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Table of Contents for the Digital Edition of Hospitality Design - November 2013

Table of Contents
Hospitality Design - November 2013 - Intro
Hospitality Design - November 2013 - Cover1
Hospitality Design - November 2013 - Cover2
Hospitality Design - November 2013 - 1
Hospitality Design - November 2013 - 2
Hospitality Design - November 2013 - 3
Hospitality Design - November 2013 - 4
Hospitality Design - November 2013 - 5
Hospitality Design - November 2013 - 6
Hospitality Design - November 2013 - 7
Hospitality Design - November 2013 - 8
Hospitality Design - November 2013 - 9
Hospitality Design - November 2013 - 10
Hospitality Design - November 2013 - 11
Hospitality Design - November 2013 - 12
Hospitality Design - November 2013 - 13
Hospitality Design - November 2013 - 14
Hospitality Design - November 2013 - 15
Hospitality Design - November 2013 - 16
Hospitality Design - November 2013 - 17
Hospitality Design - November 2013 - 18
Hospitality Design - November 2013 - 19
Hospitality Design - November 2013 - 20
Hospitality Design - November 2013 - Table of Contents
Hospitality Design - November 2013 - 22
Hospitality Design - November 2013 - 23
Hospitality Design - November 2013 - 24
Hospitality Design - November 2013 - 25
Hospitality Design - November 2013 - 26
Hospitality Design - November 2013 - 27
Hospitality Design - November 2013 - 28
Hospitality Design - November 2013 - 29
Hospitality Design - November 2013 - 30
Hospitality Design - November 2013 - 31
Hospitality Design - November 2013 - 32
Hospitality Design - November 2013 - 33
Hospitality Design - November 2013 - 34
Hospitality Design - November 2013 - 35
Hospitality Design - November 2013 - 36
Hospitality Design - November 2013 - 37
Hospitality Design - November 2013 - 38
Hospitality Design - November 2013 - 39
Hospitality Design - November 2013 - 40
Hospitality Design - November 2013 - 41
Hospitality Design - November 2013 - 42
Hospitality Design - November 2013 - 43
Hospitality Design - November 2013 - 44
Hospitality Design - November 2013 - 45
Hospitality Design - November 2013 - 46
Hospitality Design - November 2013 - 47
Hospitality Design - November 2013 - 48
Hospitality Design - November 2013 - 49
Hospitality Design - November 2013 - 50
Hospitality Design - November 2013 - 51
Hospitality Design - November 2013 - 52
Hospitality Design - November 2013 - 53
Hospitality Design - November 2013 - 54
Hospitality Design - November 2013 - 55
Hospitality Design - November 2013 - 56
Hospitality Design - November 2013 - 57
Hospitality Design - November 2013 - 58
Hospitality Design - November 2013 - 59
Hospitality Design - November 2013 - 60
Hospitality Design - November 2013 - 61
Hospitality Design - November 2013 - 62
Hospitality Design - November 2013 - 63
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Hospitality Design - November 2013 - 65
Hospitality Design - November 2013 - 66
Hospitality Design - November 2013 - 67
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Hospitality Design - November 2013 - 70
Hospitality Design - November 2013 - 71
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Hospitality Design - November 2013 - 73
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Hospitality Design - November 2013 - 78
Hospitality Design - November 2013 - 79
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Hospitality Design - November 2013 - 81
Hospitality Design - November 2013 - 82
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Hospitality Design - November 2013 - 85
Hospitality Design - November 2013 - 86
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Hospitality Design - November 2013 - Cover3
Hospitality Design - November 2013 - Cover4
https://www.nxtbook.com/nxtbooks/hd/201805
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https://www.nxtbook.com/nxtbooks/nielsen/hd_200904
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