TATE. Symphony of hospitality

Every premium building has a star architect and a park view. TATE got what none of them has: an intercom chime written by composer Anton Belyaev, frontman of Therr Maitz. Around those 25 seconds of music we shot a meditative film, not another ad about square metres.

TATE is a premium residential building by KORTROS, a developer with 28 projects delivered since 2005, and its name nods to London’s Tate Modern. But art objects and famous architects now come with every premium address, and TATE had no discounts to compete on. Buyers shortlist two or three buildings. TATE had to make that list for something other than price.

We made the smallest detail the headline: the sound every guest hears at the door. We invited Belyaev to write it. “When they asked me to write a melody for an intercom, I thought it was a joke. Turned out they were serious,” he said.

The film, directed by Dima Maseikin with Blue production, has no renders and no floor plans: a composer looks for the sound of home in a red tea set and a cuckoo clock. Arty, beautiful and nothing like real estate advertising, which in real estate advertising is already a win.

A teaser with a countdown site came first, then the launch: online video, digital outdoor and media facades, radio, a print spread and Belyaev’s own Reels. On the street he looks at passers-by through a door peephole, signed “author of the original intercom melody”.

Between spring and autumn 2025, among people who came to TATE’s site from search ads and then phoned a developer, the share who called only TATE grew from 71% to 80%. In March–April, leads from people searching for TATE by name rose 37% on the two months before, and each cost 31% less.

23 awards, 8 of them gold, including White Square 2025 (Silver, Bronze) and Jolbors Awards International 2026 (Silver, 2 Bronze).

Same architect, same art, same park view as the building next door? Tell us about your task, and we’ll find the detail only you can have.