New Jerusalem State Museum of History and Art (also known as the New Jerusalem Museum) is one of the largest regional museums associated with the unique monument of the Moscow region — Voznesensky New Jerusalem Monastery. Before 2013 it was located inside the walls of the Monastery and later moved on to the opposite side of the Istra river in a modern style by architect Vasily Lukomsky, partly hidden underground the hill and covered with nature terrain. Now it is one of the largest museums in the whole Russia. Much of its collection is somehow connected with the monastery history, yet secular exhibitions are held also.

When we speak about cafe, it all lies in the plain of legends, smart or beautiful, like the winery. Our concept was to mix half the term of cyclicality of life and cafe drinking culture with half of the innovations. Hard to ignore the close proximity of the New Jerusalem story on Nikon the innovator.

Fibonacci beauty is the core graphical concept here. It symbolises the endless way of innovations and the cups of coffee drunk. All is uplifted on to the universal level of philosophical innovations.

Logo is simply just a repeated word coffee in a spiral fibonacci like structure. The same element represents everything in the identity: both the logo and the only design element.

We asked our partners, who work with author projects to help with the interior ideas and the bar counter design. The result was non-standard. Probably too non-standard that was needed and we had wasted a lot of time on this work, that spoiled everything, sadly.

New cafe has opened which is great. Bad news is that it's opened totally nonamed. That's a real shame, that the terminal miscommunication on the productional stage, perfectionism and lack of productional finances failed the project that could've been innovative enough for attracting new visitors.