The Olympic Games 2014 in Sochi continues to obtain image attributes. Russia has recently chosen the mascots for the Games - Barsik, Zaika and Mishka. Now critics target the concept of the general visual image of the Sochi Games. The patchwork principle, suggested by Bosco designers, does not look convincing enough to attract the required amount of attention to one of the most important events of the decade.
The image of the Games in Sochi, as designers believe, is supposed to remind the world of the diversity of cultures of the Russian people.
"Sochi-2014 is not only the Games for the city alone. They are the Games for the whole country, and for every Russian citizen. This event must be close to each and every person of our country," Dmitry Chernyshenko, the president of the Sochi-2014 Organization Committee. Chernyshenko delivered the speech about the significance of the upcoming Games during the presentation of the patchwork image for the event. The presentation took place at one of Moscow's major luxury department stores, GUM. The patchwork represents most popular Russian ornaments. The organizers of the presentation said that the drawings would be used in the decoration of sports constructions, various municipal objects, as well as in the production of souvenirs.
Unfortunately, the choice of the visualization of the sports competitions has not come as a surprise. The patchwork principle dominates everything that is related to the Olympic Games. It seems that those responsible for the PR part of the business have decided to play the game to the maximum. If there's a mascot needed, they give three at once; if there's an ornament needed, they give 16 at once. Looks like some salad of symbols and color indeed.
As for the mascots, the souvenirs will most likely be popular. However, will anyone be able to take so many ornaments? Even Russians will find it difficult to distinguish between Gzel and Hohloma, let alone foreigners. The Americans, the French, the Italians and other foreigners will run the risks of being splashed with colors and ornaments when they visit Sochi for the Games.
This project definitely matches the general conception of Bosco di Ciliegi, the official supplier of outfits for the Sochi Games. Well-known and eye-catching red-and-white outfits that the Russian athletes were sporting during previous major events, will also be restyled to match the patchwork project.
Unfortunately, it looks like the Winter Olympics in 2014 will take place under the strong influence of glamor, which is hated by many people in Russia. When young provincial Russian girls decide to conquer Moscow, they come to the capital covering their natural beauty under layers and layers of heavy makeup, bizarre-looking clothes and tons of cheap jewelry. It appears that the Sochi Games will look the same. Designers want Sochi to "wear" several different costumes of different eras, and they do not seem to care whether those styles can blend well.
Do the innovative Games need Gzel and Hohloma ornaments? Trying to impose our own uniqueness, we forget that people from other countries may find it very hard to understand. One may recollect the recent World Cup in South Africa. The African color in the country, particularly the African noise of thousands of vuvuzelas, has left a bad taste in the mouth for many people. Most likely, the authorities of Johannesburg never wanted their country to be associated with irritating noise. Which associations with the Sochi Games create for ofreigners?
In a weary world of endless US military interventions, sanctions, trade tariffs and chaos, let’s pause and take stock of the shining house on the hill