JTP led on Placemaking and Branding. Sochi Coast becomes SoCo – a revitalised leisure resort that celebrates healthy lifestyles, unique adventures and memorable experiences. The SoCo waterfront masterplan proposal rebrands Sochi as a vibrant and inclusive mixed-use destination that focuses on hospitality, business, and culture while benefiting from the grand cultural legacy of the existing context of the city.

Based on creating ‘a place for all’, the inclusive masterplan proposal for the Sochi Waterfront sees it becoming the ultimate destination, where new opportunities are created for locals and attractions are offered for visitors.

A framework for the masterplan – nature and human-scale interventions – forms core urban design principles, while a ‘cultural spine’ connects all the important cultural venues within the city and creates a platform for creative minds to work, perform and exhibit their work. Not only throughout the year but also during events such as the Sochi Architectural Biennale, Sochi Design weeks, Sochi Film Festival and Sochi Fashion weeks.

The design concept for the masterplan follows five key interventions:

1. Extension – a beach area expands outwards, while a new marina appears at the end of the plot. Marina City is a business and innovation centre for either business or leisure travelers with international standard conference facilities, high-end hotels, vibrant nightlife, a globally recognised Design and Innovation Museum, and a Yacht club.
2. Magnets and anchors – two very different attractors are established at opposite ends of the beach. A relaxed and open Festival Village, located close to the city centre, forms a north anchor. It is designated for local activities, community use, and casual gathering. A new Marina City at the other end of the beach creates a completely new urban quarter with business and innovation functions and a focus on nightlife. This south anchor is a lively, expressive, pulsating, and exciting place.
3. Intensity increase – as you move from Festival Village towards the new Marina City, physical and visual intensity increases in both experience and scale; there is a change in vibe and an increase in volume. In between the two anchors three themed districts emerge from design principles and attractions: SoCo Playgrounds, SoCo Arts & Culture, and SoCo Healthy Lifestyle. Each district is defined by a different character, different urban fabric, green environment, and functional mix, with various services and potential target groups.
4. Catch a wave – three different routes (The Lanes, The Boardwalk and The Green Wave), each with its own distinct character, connect either end of the waterfront, providing three different speeds, atmospheres and experiences as you move along the waterfront. The Lanes is lined with shops, restaurants, and bars and sheltered from the waterfront. The Boardwalk, on the other hand, is lined with palm trees, beach bars, and bathing spots. Weaving in between these two routes is The Green Wave, a meandering bio-diverse corridor and nature walk that interconnects all layers of activity.
5. The ‘Pops’ – at key intersections with local landmarks, each of the three routes is punctuated by ‘Pops’; attractions and destinations such as concert halls, pop-up galleries, a local market, botanical gardens, university outposts, satellite cultural institutions and open-air cinemas.

The Sochi Coast, with its characteristic contemporary architecture, retail, gastronomic experiences, and extensive green areas, is recognised as one of Russia’s most important destinations and is considered to be the main anchor among the Black Sea Coast Resorts. The city is also famous for hosting the Winter Olympics in 2014, meaning that it enjoys a considerable network of connections and existing infrastructure.

“This is an incredible opportunity, and we are thrilled to be collaborating with UN Studio and the wider team in the redevelopment of this famous Black Sea Coast resort. Our proposals strive to make Sochi the most progressive and international destination for culture, technology, health, and innovation and to enrich the life of a local community and visitors.”