Today residential complexes, especially premium formats, are becoming not just places to stay, but real multifunctional venues. Developers compete with each other in the ingenuity of developing the infrastructure systems of their projects. On the importance of the concept of placing commercial infrastructure in residential buildings we talked with Oksana Kravtsova, General Director of the Evrostroy Group of Companies.
Many of your residential projects are located near the water, why do you stick to this concept?
View characteristics of the water and architectural dominants belong to the category of "eternal values". The view can significantly increase the cost of housing, but the buyer is ready for this, especially since the stains under new development there are practically no such characteristics left in the city center, and a real “hunt” is going on behind them. In exceptional locations, the cost can reach up to 600 thousand rubles per 1 sq. m. m.
What imprints do such locations leave on the architectural concepts of the residential complex and the nature of the design of the facades?
Proximity to the water imposes obligations: the design and the verified architectural concept, which are "read" from the water, are very important. The designer appearance increases the cost of an apartment by an average of 10%. For example, when creating the Privilege Residential Complex on Krestovsky Island, we proceeded from the image of an ocean liner, so the facades of the four buildings of the complex overlooking the Malaya Nevka were designed in semicircular shapes. The balconies are protected by glass screens with wide wooden handrails, like on yachts. The project has a lot of glass, light and air, and each apartment has panoramic panoramic windows to enjoy sunsets and views of the city.
The architecture of our new Esper Club complex is reminiscent of southern modern with gothic elements. And although the house is some distance from the water, the building itself is very unusual: it consists of two parts and is connected by three lancet arches and a central hall. There are mosaics, and red brick on the facades, and stained-glass windows of the entrance groups. Architect Evgeny Podgornov, the author of all our projects, with whom we have developed a strong creative and professional alliance, wanted to recreate a piece of Barcelona here. And he completely succeeded.
Finally, in the club house on Voskresenskaya embankment, the building will fit into the historical development and become part of the architectural dominant of the city. All apartments, without exception, offer a panoramic view of the Bolshaya Neva and the center.
Based on the fact that the residential complex "Privilege" is located right on the first coastline, what else from the water infrastructure will be in the complex?
The highlight that distinguishes us from all St. Petersburg complexes is our own marina. An option that no developer in the city has today. At any time, the residents of the house can get into their boat and go to enjoy the white nights. A landscaped green area will be located inside, four fountains, a promenade and a berth for 39 boats or yachts will be laid out.
For owners of yachts and berths, a professional boat cleaning service will be organized so that they do not have to worry about maintenance. It will be possible to order catering on the yacht high level Anytime. It is also planned to create a small but full-fledged yacht club on the basis of this marina, where training courses for beginner yachtsmen will be held.
How do you assess the current and prospective level of competition in the development segments in which you operate?
This is a highly competitive market. From the very beginning of our work in the elite segment, we set ourselves the ambitious task of building in such a way that our facilities would become the hallmark of the city, and eventually, an architectural monument. Over the past five years, the following trend has emerged: buyers of premium real estate are noticeably "younger" - they are successful businessmen aged 30+, single or with families, who purchase housing for themselves. The adult category of buyers (40-50 years old) is also stable, however, in terms of sales, the younger generation is now coming to the fore. The client today clearly understands how he wants to see the future housing, rationally and balanced approach to decision-making. The consumer is already maximally prepared at the entrance: he studied the market, knows all the features of the project, asks the most specific questions. The site, the interface, the possibility of interactive selection and remote virtual study of all options are important. The audience values their own time to the utmost: you can't lure anyone with "water" and legends now.
Tell us about your restaurant project. What led you to the idea to start such a non-core business?
While on another trip to France, my husband and I discovered the Chez Bruno restaurant in the southeast of the country and local truffle ice cream. The impression of his taste was so strong that it inspired us to open our own restaurant. And since our group of companies provides a full range of construction services (from the creation of the concept of facilities to the final operation), it is natural that we would like to create catering points in our facilities on our own, on a turnkey basis, and manage them ourselves.
What will be the concept of your first restaurant, based on what, it is formed and selected? Why did you choose this particular location and facility to host the establishment?
French cuisine restaurant Rasscase with a view terrace and access to the marina will open in Privilege Residential Complex in January 2018. The total area is 550 sq. m, the restaurant will have 100 seats. The concept of the project is to collect the best dishes from the leading chefs of France in the menu, to create a "story" about the haute cuisine of this country.
Along with the traditional a-la carte menu in the restaurant, we will create a gastronomic mini-encyclopedia: ten dishes - personal stories chefs from different regions of France.
If successful, do you plan to scale the restaurant business in your other residential complexes?
The second project of the restaurant group will be an establishment in the Priority club house on Voskresenskaya embankment. Its implementation is scheduled for 2019. The concept of the future restaurant is still under development. In the future, in all new development projects, we plan to open restaurants under our own brand.
What is the estimated amount of investment in opening your pilot restaurant and the planned return period?
Investment in new project will amount to 100 million rubles, the payback period is seven years. Rasscase will be the company's flagship project as part of the launch of a new restaurant group.
Disregarding the restaurant business, I would like to ask how you generally assess the role of infrastructure on the first floors of the residential complex as a factor in increasing the success of the project?
There are no trifles in elite development. Everything is important: from the finishing of the entrance groups and engineering equipment to the 5-star level service. In the LCD on Vyazovaya Street, for example, we will have the first fitness club in St. Petersburg of the Moscow premium operator Dr. Loder, kindergarten, Land store, pharmacy and bank branch. Without leaving the house, residents will be able to get into the spa center with a 25-meter pool to relax and get away from the bustle of the city, which, in my opinion, is very important in our climate. The following will be organized: a porter service, which will take care of all the hassle of ordering air tickets, booking tables in a restaurant, helping to call a taxi or buy tickets to the theater and museum; the maid service will be able to quickly put the apartment in order before an important event or just do the cleaning; domestic service - dry cleaning, laundry and minor repairs. In addition, the complex will have its own fleet of premium cars: drivers will always be at the service of residents, for example, to take children to school or kindergarten.
Tell us about your apartment project and why this location was chosen for the object.
We will invest 1.8 billion rubles in the construction of the Next apart-hotel on Sredny Prospekt, 87 Vasilyevsky Island. When we bought this site, it was possible to build there residential buildings. But all of a sudden, in the master plan, this area was made recreational, and we spent several years to get permission to build it at least commercial real estate. Apartments are a fairly new product for Russian market, and many clients buy such real estate not for living, but as an investment-attractive asset. Therefore, this market is promising and actively developing. The total area of the building with a height of 12 floors will be 34.7 thousand square meters. m. The area of apartments will be from 23 to 80 square meters. m. Here we are developing a unique concept that, due to unique "chips", design and technological solutions, will be able to rebuild us from competitors. I believe our project will be of interest to the city.
It is no secret that for investors and apartment residents it is very important how the facility is managed and what are the opportunities for returning their investments.
We are implementing the apart-hotel project together with the MTL company, which developed its concept. She will manage it. We have been cooperating with this partner for a long time and we are confident in the professionalism of the team. But don't expect new apart-hotel projects from us. Everyone must do their job. In our case, this is an elite development.
Tell us about the company's plans for the coming years as a whole?
We public company, we are proud that we live in St. Petersburg, we are expanding our portfolio of projects here: now we are buying two land plots for business-class housing. One is at Rostelecom on Moskovsky Prospekt for a house with an area of 7.5 thousand square meters. m. The second - at the Ice Palace. But it's too early to talk about details.
Tatyana Gorodetskaya,« AiF-Transbaikalia”: Oksana, how did your road to the big stage begin?
Oksana Kravtsova: It all started in the last, anniversary year for the country, when the surprisingly talented work “The Dawns Here Are Quiet” appeared based on the story of the same name by Boris Vasiliev, dedicated to the 70th anniversary of Victory in the Great Patriotic War. Soon the song “The Dawns Here Are Quiet” appeared on the Internet and for two whole months sounded on the wave of one of the central radio stations. The listeners accepted and fell in love with my song, and the organizers of the concert on Poklonnaya Gora invited me to perform it live from the stage of the cinema and concert hall of the Museum of the Great Patriotic War.
- Was the invitation unexpected for you?
Certainly. I was in the capital many years ago, as a child, but I remember almost nothing from that trip. And here is a case...
- I know there were financial difficulties, because of which the trip could not take place ...
To make the dream come true, vocalist Vladimir Paramonov and I held a paid concert "Spring Rendezvous", the proceeds of which went to my trip to Moscow. Representatives of the municipality, the department of culture, the Palace of Culture and Sports also provided financial assistance. I am very grateful to them for this! big role in that. for my trip to Moscow to take place, our compatriot Olga Almazova played (Stefanovich - approx. ed.)
- How did your friends and relatives meet you upon your return from Moscow?
Most of all, my beloved granddaughter Svetlana, who is five years old and who, like me, is “sick” with the stage, was waiting for me most of all from the trip, of course, my family, relatives and friends. There was no end to the conversations, they watched videos, photographs brought from Moscow. I had so many impressions that we didn't sleep all night.
- What did you especially like in Moscow?
The capital impressed me with its decoration, its grandeur, festive mood, because May 9 is a great and holy day. Poklonnaya Gora struck me with its power and beauty.
Could I have dreamed that I would perform the work of the Transbaikalian author on the big Moscow stage? What about finding wonderful friends, visiting numerous memorable places on Poklonnaya Hill, and seeing the capital in all its glory? To visit Red Square, Sparrow Hills, VDNKh, Tsaritsyno, touch the relics of St. Matrona in one of the churches, visit many other places of beauty - Moscow - all this is from a dream that came true.
« Bravo, Transbaikalia!”
- It is already known that on Poklonnaya Gora you even performed for an encore ...
It was so touching. I was supported by the audience, their goodwill, friendly applause and exclamations: “Bravo, Transbaikalia!”.
Heard so many good reviews. I was congratulated and admired. Thanks for the song. How can this leave indifferent.
- And what did you think about when you retired?
Of course, first of all - about the song that I pass through my heart. And also about his grandfather - Mitrofan Vasilievich Laptev - a participant in the Great Patriotic War, whose name, among others, is engraved on the memorial plaque of the Memorial of Military and Labor Glory of the Transbaikalians in Chita. He, like many war veterans, is no longer with us. But the memory lives on.
I admit, I was very worried before the performance. After all, there was a full house in the hall, gray-haired veterans, and home front workers, and children of the war, and modern youth were waiting for performances by artists from different regions of the country ... But behind the scenes there were people like me, ready to give their talent a good mood and joy to the Moscow audience. During the rehearsal and before the start of the concert, I was lucky to meet many of the performers.
- Have you made new friends?
Certainly. Among them is a talent - thirteen-year-old Misha Lovyagin, who arrived from the Russian city of Gatchina, Muscovite Alexei Khvatsky, who performed two songs on a military theme. After the concert, Ksenia Devi, a member of the Writers' Union of Russia, a laureate of the Golden Pen of Rus' literary award, a poet, singer, screenwriter and presenter, approached me. We met and talked...
- So, there is hope that you will give the audience a Xenia song written especially for you?
Dreaming about it! The patriotic song is close to me in spirit. And I would consider it an honor to be the first performer.
I pray for Russia
- There are many patriotic songs among your songs. Why?
I myself am a patriot and love Russia very much. Therefore, in my repertoire there are many songs on this topic.
Nowadays, it is important to revive this genre, because patriotic songs are warmly received by the audience, they touch hearts. They are sung by young performers, which allows us to hope that our current youth is not a lost generation.
Upon arrival from Moscow, I began to prepare a song for the Day of Russia and the Day of the City "My Russia", which contains such piercing words:
“I am for the Motherland, I pray for Russia,
I am proud of my great Russia.
Because we were born and live here.
This is our land, this is our father's house ... "
Isn't it touching? Isn't it great?
- And how did your path to the stage begin?
We were a very musical family. Russian folk songs were beautifully performed by my mother. Dad also sang amazingly. And although I am from Chita, my childhood and youth were spent in the Republic of Sakha - Yakutia. And this, you know, the land of songs.
Since my school years, I have performed on stage, sang in the choir, soloed in the Debut vocal and instrumental ensemble, where the repertoire included many patriotic songs. I loved and love the modern stage. It can be said that she grew up on the songs of Sofia Rotaru and Alla Pugacheva.
- Has something changed in you, as a vocalist, after performing on Poklonnaya Gora?
Certainly. I want to grow professionally, although, according to many newfound friends, my performance was at the level. I'm glad for such a high rating. I got a good burst of creativity.
- What do you think, which of the Trans-Baikal vocalists, just like you, could perform on Poklonnaya Hill?
These are Vladimir Paramonov, Maxim Poluyanov, Natalya Gorbushina, Valentina Melnikova - from Petrovsk Zabaikalsky, Nikolai Khudyakov - from Krasny Chikoy. In general, there are many worthy talented people in our Trans-Baikal Territory.
-By the way, didn’t you want to go to the Mother See after the performance on Poklonnaya Hill?
I will say this: let dreams remain dreams. Today I am happy with what I have: my small homeland, my close people, friends, my beloved granddaughter, whom I thought about, looking at how young artists from different regions of Russia dance, and, of course, my songs.
Oksana Kravtsova, CEO and co-owner of Evrostroy Group of Companies, told DP about who is buying luxury housing today, what atypical real estate formats will soon appear in the company's portfolio, and why real estate prices will not fall. She also explained why the experience of working with government orders often disappoints developers and why businesses want legislators and officials to leave them alone. She also told how a young mother of many children feels in the construction business, which is considered a man's business.
Oksana, many developers say that last year turned out to be a real one for them. strength test. Was it difficult for you too?
He was very tense. All business issues were resolved hard and viscous. Consumer demand was notable for its unpredictability. The usual seasonal cyclicality has gone astray, and it was difficult to predict anything. In the summer, when the market is traditionally calm, our apartments sold well. And autumn was inexplicably difficult - everything stopped without logical market preconditions. And everyone in the city. Maybe solar activity is to blame. Nevertheless, for our company, the year turned out to be the most productive in its existence. The main result is that we handed over our flagship Privilege residential complex to the city, received permission for commissioning, and in early March we will begin handing over the keys to equity holders.
In addition, you bought two plots for new elite projects: on Voznesenskaya embankment and on Esperova street. Both plots from the inheritance of the bankrupt "Stroymontazh". Apparently not by accident...
At one time we were familiar with the founders of "". The team fascinated me with their activity and taste: they took the best sites in the city for projects. And we are very pleased that years later we were able to buy spots from their portfolio. And progressively: first one - under the residential complex "Privilegia", then two more. At the same time, we would not implement these projects: they require maximum return.
Tell us about your latest purchases.
The spot on Voskresenskaya embankment was bought from structures. It walked around the city for a long time - it came to me three times over the past 2 years. The price was unacceptable, so we refused to take it. But unexpectedly, last year the seller reduced the price by 2.5 times from the initial one and gave us an installment payment plan for 3 months. We immediately entered into a deal.
Why has the price dropped so much?
For the seller, this is a non-core asset - in any case, it must be sold. Apparently, he realized that the price was not marketable, and made a compromise. But there was still minimal business there.
Have you already received a building permit?
Yes, at the end of last year. We plan to open sales in March. There will be about 10 thousand m2 total area. All apartments have views and are two-sided - two per stairwell. We will build for 2 years. And very carefully, like a sapper in a minefield.
Why?
Now we are studying the foundations. They are still Peter's times. I hope that we will not find pitfalls that you can stumble on. In addition, two objects on neighboring sites are of historical value.
And where will you place the infrastructure necessary for the elite?
We will give under it the first two floors of the building. There will be everything you need: from a restaurant with a grocery store to a laundry. The concept of the project is a club house for gentlemen. And the infrastructure will be sharpened for this audience. wealthy people we have a lot, so we are sure of the demand.
Has the investment been appraised yet?
About 1 billion rubles. We hope to manage with our own funds, since loans are expensive and even long-term partner banks do not give bonuses. Alas! We have been cooperating with "" for many years, but when we had a sales decline in the summer and had to refinance, we rolled out a rate of 18% per annum. True, in Lately many banks offer cooperation. We recently met with the head of "", held talks about future cooperation. Solving many issues is much easier if there is contact with the first person.
And what will happen at the site on Esperov Street?
Only luxury housing. The name of the club house project is Esper Club. Grand Duke Esper was one of the founders of the Beloselsky-Belozersky dynasty, which owned Krestovsky Island. The street where our project will appear is named after him. The apartments will be small - no one offers such apartments on Krestovsky Island. And there is demand. Sales will open in March. We had to be very nervous with this project - the city plan was signed only on December 31 last year. Physically and emotionally it was a titanic work. If we didn’t have time, the object would have to be completely redone, since the legislation has changed since the new year. Fortunately, we did.
Neighborhood with the stadium for "Zenith" does not scare you?
Part of the island near the stadium has long been suffering from both the construction itself and the influx of people. But this has never affected us and will not affect us, since our projects are on the other side of Krestovsky. It's quiet here. And you can safely let the children out into the yard.
Have you been asked to donate money and labor to the stadium?
In our opinion, it is enough that we participated in the construction and reconstruction of schools and kindergartens on the territory of Krestovsky Island.
Or maybe a business partnership with the family of the speaker of the Legislative Assembly Vyacheslav Makarova played a role?
Born in St. Petersburg. Graduated from the Pedagogical University. Herzen in 2001. From 2002 to 2004, he was the head of the elite housing sales department at the TIMES real estate agency.
Since 2004 - Sales Director of Evrostroy LLC.
From 2012 to this day - General Director of Eurostroy LLC. Owns 50% of the Eurostroy Group of Companies.
Married, four children.
Reference
GK ""
Created in 1996 on the basis of CJSC "PMK-11" under the trust No. 104 "GlavLeningradStroya". The group includes nine companies. The Kravtsovs control 100% of the business.
The Group has completed over 40 construction and renovation projects. Currently, seven projects with an area of more than 160,000 m2 are under construction and design.
The group's turnover for 2016 amounted to 3.7 billion rubles.
Select the fragment with the error text and press Ctrl+Enter
Oksana KravtsovaOksana Kravtsova is the owner of one of the most famous luxury housing developers in St. Petersburg (the portfolio of the Eurostroy company includes such elite properties as the Privilege residential complex, the new Priority club houses and Esper Club). But also Oksana and the mother of four wonderful children. About how she manages to combine the position of director of a large successful company and maternal responsibilities, we asked Oksana in our interview.
How do you separate work and family life?
I want to say that we are first and foremost a family company and for us family values have always been at the forefront. And, of course, I try to give my children the best. For this, in fact, I work 24 hours a day. I try to spend all weekends and evenings with my family, but during the week I need help. Like most busy mothers, I resort to the help of nannies and governesses. I have always been very demanding on the level of education, qualifications, and purity of speech of specialists who work with my children.
To be honest, this is a fairly large expense item in our budget, but otherwise why earn money if you don’t invest in your children. I do not consider a nanny as just looking after a child, a nanny is a specialist who must develop children, teach them something new, broaden their horizons.
Is it difficult to find such a nanny?
I have high requirements for everything - starting from our homes, where we use only best materials, we use the services of trusted and reputable contractors, but I have been in this business for many years and already know where to turn. As for domestic staff, the secret of selection is also simple. I need to find a leader with a reputation who can understand what I need and find the best solution for me.
I tried to look for personnel through acquaintances and used agencies, but the level of my requirements is very high, and on this moment I settled on English Nanny.
Only after three years of cooperation did I agree to their request to mention them in one of the interviews. I can recommend them, and I do it simply as a thank you for the work done. Yes, and I know that I will contact them again and again. It's nice to praise those who really help. I am sure my recommendation will help other families find the right staff, save time and avoid unnecessary mistakes. Especially when it comes to foreign staff - English nannies, personal chefs from Italy. After all, this staff is very different in its mentality and requests from the Russian we are used to.
For more than three years, this has helped me international agency for the selection of nannies from England, France and Russia English Nanny. They chose an English governess for me, also a French teacher for my children and a music teacher. I am very pleased with the result: it is amazing to see when a small child speaks English without thinking about how to build a sentence correctly. He just says what he thinks and conducts a conscious dialogue.
It turns out that in the education of their children inDo you focus on foreign languages?
A foreign language is a tool that is needed today. We use it in communication with foreign partners, in obtaining information, and simply when we travel. It is much more comfortable when you are not limited in communication.
I recommend parents not to waste time and start teaching English to their children from a very early age. Children show amazing results in learning foreign languages: it is enough to communicate with them in a foreign language in childhood so that your child at 3 speaks fluently in both Russian and English, and at 5 already in Russian, English and French.
Why did you choose this agency?
I gave a specific task to my personal assistant: to find the most reliable nanny agency. She offered several to choose from, among which was English Nanny. I already heard about him from my friends from Monaco, who were looking for a nanny from England. So, I called not the agency, but my friends, and they gave me the phone number of the director of the representative office in Russia, Valentin Grogol. I want to say that I have never regretted that I turned to them, despite the fact that the assistant offered more economical options. After all, saving is not always appropriate, there are things in which quality comes first. It's like in construction: you can do it cheaper, but the nuances that distinguish a premium service or product from a business or economy will be lost. You can’t save on education and on yourself. If you need a car, you buy a Rolls Royce and are sure of the quality; if you need a nanny, find the agency that matches, because every industry has its own leaders and its own authorities.
Your eldest daughter is already 20 years old. Did she also have nannies from England?
No, not with her, not with me, there were no such nannies. But this does not mean that we feel flawed or that we really lack something. Everything must be done as far as possible. Now my daughter speaks great English language and very good in french. Carriers deal with it.
Tell us how you like to spend your free time.
I love spending it with my family. We love to travel, see new interesting places. This makes it possible to become even closer to your relatives, and, on top of that, you can often get new ideas for our construction projects.
We know that you have recently been recognized as one of the most influential women in St. Petersburg ...
This is very loudly said, but the editors of Delovoy Peterburg really recognized me as the most influential woman in the housing construction industry, and, of course, this is very nice. But influence itself is not an end in itself. I like that I have a favorite thing, I am happy that I have a beloved husband and children. For the sake of my family, I am ready to move on and develop, to create comfort and coziness not only for myself, but also for our clients.
Is there anything socially significant on your list of hobbies?
We actively cooperate with charitable foundations, we try to attract buyers of our apartments to participate in charity events. We also work closely with the Stars for Children Foundation of Alexander Kerzhakov, a man with a very kind heart. We all try to help our neighbors as much as we can.