The N. V. Tsitsin Botanical Garden of the Russian Academy of Sciences is a botanical garden in Moscow and the largest in Europe.
It features 18,000 specimens of plants that are part of Russia’s national heritage.The Tsitsin Botanical Garden covers an area of about 330 hectares and is located at 4 Botanicheskaya St., Moscow.
Why now?
Major renovations are underway in the garden and the grounds are being expanded; therefore, the image of the botanical garden needs to be rethought.
Issues
Home
The Botanical Garden considers itself a scientific institution dedicated to studying plants; however, based on visitor feedback, they perceive the garden as «an ordinary forest.»Secondary Issues
1. The enormous scale of the garden is simultaneously its advantage and its problem. 2. Lack of information and the quality of its visual presentation.Target Audience
Three target audience segments were identified for the botanical garden bot. According to surveys:Fifty-three people were surveyed, of whom 45% are primarily senior women and families, most of whom do not have children under the age of 18.Regular visitors have favorite routes, memories, and traditions. They also return specifically to see plants that bloom at particular times of the year.
The scale and scholarly value create significant potential, but visitors do not always grasp how that potential is realized during a casual walk.
Positioning Scale
I have selected key categories to determine our current placement.
Solution
To reimagine the Tsitsin Botanical Garden as a space for the exploration and discovery of the plant world, rather than simply a large green area for walks.
To transform a visit to the garden into an engaging and accessible experience of connecting with nature, where navigation, themed trails, plant stories, and digital tools help visitors independently explore the grounds and unlock the value of the botanical collections.
Brand Platform
