Pravda

Subterranean Soviet chic.

One of our first collaborations with restaurateur Keith McNally, Pravda is an old-world Russian speakeasy and caviar bar in a lower Manhattan basement. The rich iconography and bold graphics of Soviet Constructivism inspired the design, with custom bottle labels propagandizing homemade infused vodkas. Hand-painted interior murals add a sense of drama and mystery to the Soviet-era motif.

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We created a Westernized version of an Eastern Bloc identity, starting with a Cyrillic-style logo.

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Despite its hidden entrance and pre-gentrified neighborhood, Pravda’s opening attracted the city’s young bright things in droves. Its popularity foresaw the transformation of the area into the cultural hotspot it has become.