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Success story: interview with the creators of the fashion brand I Like Design

Successful Moscow restaurateur Vladimir Perelmanlaunched a new project - the architectural bureau I Like Design. We managed to meet with the owner in one of his establishments and find out whether it is difficult to open his own studio. In just a few years of work, Vladimir Perelman was able to create really successful restaurants with a unique interior decoration. The first one - I Like Bar on Shabolovskaya - was opened four years ago, followed by I Like Wine and Beer & Brut. Two more establishments are under construction, but Vladimir has already launched his next project, called I Like Design. I Like Design This is a young architectural and design bureau, ready to carry out only original and interesting tasks. The creative team of designers, who worked together on all projects of Vladimir Perelman, specializes mainly in commercial real estate. Fresh ideas, non-standard solutions, bright ambitions and boundless love for their work - this is what characterizes the activities of the enterprise as capaciously as possible. The head of the bureau, Vladimir Perelman, met us at his restaurant Beer & Brut, the interiors of which were designed and realized by the designer Evgeny Pozharsky. Eugene is a co-author of all of Vladimir's projects, with whom they have been friends since childhood. And it was he who became the chief architect of I Like Design. Friends happily agreed to tell Roomble about their formula for success. - How did the idea come to open an architectural bureau andhow long has it happened? - Evgeny and I are great at working together. We grew up in the same yard, we have equally beautiful families, the same upbringing, worldview, principles of decency, we speak the same language and communicate a lot. It turned out to be a successful and cool tandem. I am a restaurateur, and he has been involved in design and architecture for many years. And we made each of my restaurants together. Evgeny had his own bureau, and now there is an opportunity in our I Like Design to deal with those projects that are interesting to him. - What is the concept of the new project? - Eugene and I have been working together for a long time, so we understand in what key we should develop. In addition to architecture and design, it will be everything - from construction to attempts to make designer furniture, decor and interior items. Eugene himself creates in the workshop a unique number of interesting art objects - from plumbing items to musical instruments. - The brand I Like Design, it turns out, was formeda few months ago? What will change in your work? - Yes, he only recently appeared, but in fact nothing has changed, Eugene, as he drew all our projects, and draws, he also makes two new restaurants. And all subsequent projects, of course, will be led by him. And I Like Design is, as they say, going out to people. Apart from restaurant interiors, we have never done anything to order, so we hope that we can combine my organizational skills with Zhenya's talent. This will be our new experience of working together for someone. We never share our synergy, I never even think that Zhenya works for me, and I am his customer. This is our uniqueness, because there is a certain integrity, there is friendship, there is absolutely complete mutual understanding and great experience, because now we are building the sixth restaurant together. And they are all complex and thoughtful in terms of configuration and design, business and budget. Much has been done by hand, since Zhenya understands market realities and, one way or another, reduces costs. - That is, every detail of the interior of this restaurant is made by yourself? - Yes, everything is done by us, and we deliberately overload the interior with elements. If you look closely, you will notice that all the accents are made mainly of cheap and, as a result, affordable materials, such as, for example, plywood. The main thing is shape, color and end result. You can mount a light bulb in a brick and hang it. It's cheap, but impressive. Although there are also time consuming elements - for example, a piano sink. A lot of money and time are spent on manufacturing, but a new and completely non-standard item is obtained. - And this is what will characterize I LikeDesign? - Right. Another feature of our bureau is that, as a public person, I am responsible with my name for what we do. The essence of this business is that if suddenly the result turns out to be bad, then the reputational consequences will be colossal. Because a restaurant is a living mechanism, and a few bad reviews can overshadow the activities of the entire enterprise. For me, this is a risk and a responsibility. Few of the mainstream architectural firms can match the reach of our audience. About 300,000 people pass through the restaurants that have already been opened, and soon there will be twice as many of them. We do projects for the intermediate level and above, and this is the most crisis-prone class of people, and in our case we must be perfectionists in absolutely everything. - Is it difficult to open an architecture studio? - The restaurant can always be touched, which cannot be said about the studio, which for the time being can be a kind of ephemeral and virtual concept. I Like Design now - these are people who can embody ideas. We are in free flight mode. Moreover, you can always come to a restaurant, as to a ready-made object of our coworking, to look at what our team has done and discuss the details. Vladimir Perelman, Ilya Levshitsky, Leonid Shamis- Do the bureau already have any orders? - There are no third-party orders yet, we are now completing two of our projects. There were applications, and we are always ready to consider any order or answer any questions about design, construction and repair. But first of all, we will take on those projects that will fit into our idea of ​​beauty. - What is an interesting project for you? - There should always be freedom of activity. With Evgeny, this is precisely why everything is working out so well - I give him a wide scope for creativity, I do not impose my wishes, in the process we can always change something. It is necessary for a person to believe in you. For example, a customer will come and say: "Guys, you did a great job, make me a fish restaurant the way you feel and want." Such a project is interesting to us. And if there is an order for a classic Italian interior with elements of Provence, we will most likely refuse. - Will the emphasis be on commercial projects, private houses and interiors, or something else? - Private clients most often themselves do not understand what they want. And working with them, accordingly, is much more difficult. Everything changes all the time, and any commercial project is usually an economical job and a tight deadline. Relatively speaking, we are now trying to bring into the commercial component what we have been doing all these years. We succeed in building restaurants together, and we understand that we can do it for others as well. It can be not only bars, but also private houses, offices, cinemas. We are only at the beginning of our journey and will continue to work on our projects for now, but if I Like Design receives an interesting and unique order, then together with Eugene we will be able to bring it to life. My dream is for the bureau to become a full-fledged and large studio, which will create already on a global scale. It is important that we want to evoke emotions in people, paint the Moscow grayness, we love bright and catchy elements, we try to make festive and unforgettable projects.

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