The branding and creative agency «Artonica, ” a partner of HSE and one of the industry leaders according to the Runet Rating—a winner of two WOW Awards 2026 nominations for publishing projects for the company Sminex.
The awards ceremony took place on September 17 as part of WOW FEST, an international marketing and creativity festival celebrating its 15th anniversary this year. The agency received awards in the «POS Materials» category under the «Souvenir Products» nomination.
Gold—for the book «The Perfect. 100 Great Perfectionists.» It is a richly illustrated album dedicated to world-renowned professionals from different eras and fields, each of whom can be called a perfectionist. These are the people who have always striven for perfection and believed that an ideal exists and must be achieved. They are people united by an unwavering drive to create something flawless—in architecture, science and technology, art, business, public administration, music, and philosophy.
Don’t keep things at home whose usefulness or beauty you are unsure of.
Уильям Моррис
Two publications prepared by «Artonika» were awarded Silver Medals. These are the gift editions, «Frunzen embankment. Two shores of parade life» and «Modernism as a Classic: 100 Years of Modernity.»
Both publications were created in cooperation with the development company Sminex.
The «Frunzenskaya Embankment» Clubhouse Quarter is the only elite residential project in one of Moscow’s most prestigious districts. It would seem that the advantages of living here require no explanation. However, the initial sales revealed otherwise. This led to the creation of the book: it tells the story of the neighborhood, immersing the reader in its rich history and cultural heritage. The book includes over 30 full-format photographs and clear infographics. The agency’s work encompassed concept creation, copywriting, design, illustration sourcing, print preparation, and organization. The front cover features a hypothetical view from a window of the building, while the back cover shows a view of the building from the opposite bank of the river.
The publication served as a significant—and not just figuratively—confirmation of the historical, cultural, and urban planning importance of the Frunzenskaya Embankment, both as a district overall and the namesake club quarter in particular. Furthermore, the Sminex brand gained a new, compelling offering at the intersection of marketing and culture, which strengthens its reputation as a trendsetter in creating and promoting elite real estate in Moscow.
During the development of the «Frunzenskaya Embankment» project, Sminex encountered another issue: the specific way the target audience perceived the architecture. The paradox was that modernism—the style upon which the project’s architectural concept was based—remained a relatively ambiguous concept for the contemporary buyer, hindering the promotion of the property. To address this, «Artonica» developed the book concept, «Modernism as Classic.» Its idea is to present the style in its entirety: as a timely direction in architectural thought, as a cultural code uniting diverse genres, works, and names—from Le Corbusier to Rem Koolhaas, from Bondian to «The Insane,» from Coco Chanel to Yohji Yamamoto.
The book became the second special project associated with promoting the «Frunzenskaya Embankment» club quarter, but its value is broader. It makes a substantial contribution to the perception of the Sminex corporate brand as a trendsetter in elite real estate development and is another notable step in the development of the developer and «Artonica» agency’s joint publishing program.