© 2017 kleinewelt architekten
area: 309,5 км2
Sverdlovsk oblast, Krasnoturyinsk
Tram ways going over the lawns, green boulevards, neighborhoods divided into blocks. This could be Barcelona, but we're in the small town in the north of Sverdlovskaya oblast. Krasnoturinsk was built from the ground up in the Soviet era with its streets as wide as freeways, yet it has the charm of a small European town. The diverse nature of Krasnoturyinsk made the development of this beautification concept a truly exciting experience.
General information
«Krasnoturyinsk town» municipality is a part of Krasnoturyinskiy cadastral district, which is one of the 73 districts in the Sverdlovskiy cadastral region. The municipality consists of Krasnoturyinsk town, Pribregniy, Chernorechensk, Rudnichiy and Vorontsovka villages.
Gargantuan scale, inherent to the most cities built in the Soviet era, is the main feature of the town's streets and public spaces. This feature inhibits the rational use and functionality of public spaces.
The width and proportions of Lenina Street are more suitable for a large busy city, than a small town. We propose a reconstruction that could include widening of the pavement, moderate narrowing of the carriageways, installation of street furniture, construction of small squares, and implementation of diverse pavement styles.
Functional content
During the construction of the buildings of the Soviet period, a possibility of their commercial use was not planned in the design of their first floors. Therefore the systematic approach to the solution of this issue with different types of buildings in Krasnoturinsk is desirable. The ad placement in the urban space should be regulated. Advertising content and advertising media should not interfere with the harmonious perception of the street space, they should not spoil the architectural appearance of the buildings. They should only serve the informational purpose that is supposed to be expressed in aesthetics that do not contradict the surrounding context.
Gardening Strategy
Signage Strategy: Problematic places
Signage Strategy: Green Zones
Different types of signs are appropriate on different parts of the building's facade, and in some cases the signs are completely inappropriate. For the convenience of regulating their location, the concept of a "green zone" is introduced, where zones of signage of strictly one or another type are allowed. The detached signs that are distant from the building are not subject to the rules of the green zones; however, their appearance and location are still regulated separately.
Signage Strategy: Types of signage
Depending on their location on the facade (type of the green zone) of the building, it is allowed to use (and it is necessary to coordinate) the following types of signage:
Signage Strategy: Green Zones
1. Facade of the building: zones A and B
The green zones for placing the signage on the building's facade are determined separately for each building. At the same time, several mutually exclusive options for the location of the green zones on a single building are possible. All the green zones on the facade are figuratively divided into two groups (A and B) that are different in type and subject matter of the signs that are allowed within the groups.

Zone A
Acceptable content of signage
• Names
• Logo

Acceptable type of signage
• Flat or three-dimensional letters

Zone B
Acceptable content of signage
• Names
• Logo
• Information about the institution

Acceptable type of signage
• Flat or three-dimensional letters
• Tablets
A shop display glass of a building should not serve as a substitute for a sign; this makes the street unfriendly, and also spoils the appearance of the building. Therefore, within the green zones, on the outside of the glass only the signs of flat and voluminous letters occupying not more than 25% of the glazing area are allowed. Inside, at a distance from the glass, any type of signage covering 25% of the display area is allowed. The shop display itself can serve to demonstrate both the goods the store's interior.
Acceptable type of signageNames2. The front window of the building. Inside and outside

The green zones depicted on the diagrams apply only to the signs on the outside of the storefront, inside the storefront it is permitted to place any type of signage anywhere.

On the glass of the show-cases
Acceptable content of signage
• Names
• Logo

Acceptable type of signage

• Flat or three-dimensional letters

Inside the show-cases
Acceptable content of signage
• Any content

Acceptable type of signage inside the show-cases
• Any type
3. Protruding structures

In some cases the use of signs on a building is inappropriate or the allocated green areas are not large enough for placing a sign. In those cases it is appropriate to use hanging signs (side-mounted box signs) and detached stands.

Stand-alone detached stands and show-cases are appropriate when the institution does not have a show-case for demonstrating goods at all. In this case it is recommended to develop a project of a universal show-case suitable for demonstration of both flat images and dimensional elements behind the glass. Show-case of that kind can be located on the sidewalk near the building perpendicular to the facade, but it should not prevent people from moving freely along the sidewalk.
Example of regulations
Master Plan: Schematic Layout
Mira Avenue: suggestion
Mira Avenue: Lenin Square
Mira Avenue: walking park and Mira Avenue
Mira Avenue: a memorial, an amphitheater and Ledoviy Dvorets
Mira Avenue: View from the Ledoviy Dvorets
Mira Avenue: recommendations on landscaping
Mira Avenue: Axonometry of the walking park
Popov Square: suggestion
Popov Square: recommendations on landscaping
Popov Square
Square at the community center: suggestion
Square at the community center: recommendations on landscaping
Embankment: a general view
Embankment: recommendations on landscaping
Urban furniture: recommendations