FC Amkar Perm
FC Amkar Perm
about
"Happiness is not behind the mountains – it's behind the fences." The new uniform of "Amkar" breaks through concrete walls.
"Nothing ordinary" was inspired by the industrial motives of Perm city.
Do you remember Amkar, which played in the Premier League for 15 years and even entered the Europa League?In 2018, the club disappeared due to financial problems, but last year it was revived in the Second League under the name "Amkar Perm".
The recreated Amkar has kept the old traditions (for example, red and black colors), but completely rethought the brand (from the logo to the overall strategy).
A vivid illustration of the club's fresh approach is a joint collection with the creative association "Nothing Ordinary", which is known for collaborations with Lokomotiv, as well as media and professional clubs "Vitebsk", "Kaluga", "Cosmos", "Fc10" and "Egrisi".
about
"Happiness is not behind the mountains – it's behind the fences." The new uniform of "Amkar" breaks through concrete walls.
"Nothing ordinary" was inspired by the industrial motives of Perm city.
Do you remember Amkar, which played in the Premier League for 15 years and even entered the Europa League?In 2018, the club disappeared due to financial problems, but last year it was revived in the Second League under the name "Amkar Perm".
The recreated Amkar has kept the old traditions (for example, red and black colors), but completely rethought the brand (from the logo to the overall strategy).
A vivid illustration of the club's fresh approach is a joint collection with the creative association "Nothing Ordinary", which is known for collaborations with Lokomotiv, as well as media and professional clubs "Vitebsk", "Kaluga", "Cosmos", "Fc10" and "Egrisi".
the set
The uniform refers to Soviet fences. Why?The new third set of Amkar unifrom is inspired by the symbol of any post–Soviet city - the reinforced concrete fence PO-2. Yes, the same concrete slab with lozenges on it that we all know from the childhood."Just look around: these "cold patterns" will find you. Without a concrete fence, it is difficult to imagine Perm and the appearance of the country," the description says.The mission of "Nothing Ordinary" is to create a culture of football, within which there are no borders and prejudices.In addition to the game uniform, the collection also includes merch for fans like T-shirts and hoodies.
On a black T-shirt, the pentagonal fence element resembles a heart.The founder of the project, football player Daniil Chalov, explains the idea: "With this collection, we want to "mix" cold concrete and hot feelings with each other. We want to make the fences move. Fences are decorations, a shell, just a pattern of the outside world. In fact, there are no fences inside each of us. Remember that."Amkar has already played in a new set – the debut turned out to be successful: a week ago, team in "concrete" T-shirts beat FC Nosta 1-0 at home.One of the main symbols of modern Perm is the art object "Happiness is not behind the mountains". The head of the club 's development department Andrey Blaginykh rethought the phrase: "Perm is an industrial city in the very center of the country. A city of factories and fences in the midst of fantastic nature – ancient mountains and rivers. With this collection we want to remind you: happiness is not behind the mountains – happiness is behind the fence inside the stadium. Happiness is where the game goes."
Perm is a city of concrete fences?
Yes, this is the most important part of the urban landscape. For many years, the project "Long Stories of Perm" has been held there — the largest festival of contemporary art on concrete fences, where artists with the help of drawings gave gray fences a new life.By the way, the same concrete fence surrounds “Zvezda” - the home stadium of "Amkar".
Fences as a symbol of isolation.
The second name of the fence plate (PO-2) is the Lakhman fence. This is because the design of fences in the 1970s was developed by the Soviet, and since 1981 by the American architect Boris Lakhman.
The department, which was then headed by Lakhman, was engaged in industrial design, in the USSR called "technical aesthetics". In 1974, he received a bronze medal of VDNH and a prize of 50 rubles for the design of that fence. However, Lakhman later said that of all the projects that he came up with during the Soviet period of his life, only fences turned out to be implemented.
"There are many reasons for this, including a lack of funding," the architect admitted. "I left in search of personal freedom."
In 2013, in an interview with Esquire, Lachman spoke about his invention with restraint: "This fence is not the greatest thing I have done. And the fact that this fence has literally filled up the whole country is not very clear to me."
Anyway, the fence has become a symbol of the Soviet era. And it's not the first time it's been reflected in pop culture.
• In 2018, Puma released a limited edition collection on the theme of freedom. One of the novelties were sneakers with very familiar lozenges, referring just to the fence of Lakhman.
• In the same year, at the Archstoyanie festival, architect Alexander Brodsky created a house from a PO‑2 fence.
• In 2020, designer Olga Prokhorova presented a chocolate package made in the form of a Lakhman fence. This is how the author then described the work that took third place at the graphic design festival: "They fenced everything – from construction sites and enterprises to kindergartens and parks. Few people can remember their childhood without this fence.
What did it mean to us? It was a symbol of isolation, forbidden territory, brute force. It was a symbol of poverty and domestic disorder.
In this concept, I set the task to clear the essentially good fence design from negative perception. I wanted people to pick up this package and feel the joy of recognizing the shape. This is no longer a concrete heavy monster on metal fittings, but a bar of chocolate packed in recycled cardboard. This is a hymn to a passing era, which, I hope, will never return."
FC Amkar Perm
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Football is a reflection of life and there is a place for any culture and creativity in it.
Now people who have studied the football world from the inside are working on the implementation, having passed all the steps from children's football to all professional leagues in Russia and Abroad. We also have people from the creative world: professional photographers, videographers, journalists, musicians who help to implement our ideas. We have seen from personal experience that football unites.
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