Going Native: Moscow

Under the metres of snow that cover the city in winter, Ilya Stewart, EP and owner of Hype Productions Moscow, finds his car, fine cocktails, a few bears and a lot of buzz

What is the best thing about working in advertising in Moscow?

The fact that, as it is still a relatively new and growing industry, anything is possible. The sky’s the limit, and everyone is open to new forms of creativity.

And the worst thing about working in advertising in Moscow?

It’s a big challenge to get some clients to think outside the box.

What advice would you give to a visitor?

Beware of the bears that walk the streets, they’re everywhere! Do not engage in a drinking contest with a Russian. On a more serious note – don’t believe the stereotypes, Moscow is a very metropolitan place with a very pleasant crowd... for the most part.

What do you miss when you are out of the city?

The city’s constant buzz. Life without it seems empty.

If you booking a hotel in Moscow, where would you choose to stay?

The Ritz-Carlton has the best possible view of Red Square, but Mamaison Pokrovka, in the quieter downtown district is great.

What is the best Russian ad you have seen in the last year?

I think Nike’s Play Russian campaign for their office here, by W+K Amsterdam, is the strongest work to come out of Russia in a decade. I am proud to have been involved in the project.

Who do you or would you love to work with in the industry?

I am lucky to be working alongside our directors, all of whom I respect and cherish greatly.

Where’s the best place to eat in Moscow?

Uilliam’s, which is an Italian bistro-style restaurant serving probably the best food in town these days.

And the best place to drink in Moscow?

People associate Moscow with vodka shots, but there are some great places serving top cocktails. Saxon + Parole and the Denis Simachev Bar, to name two. Although Hype Production’s opening party and temporary transformation into a bar gave them a run for their money.

If Moscow were a product what would it be?

An expensive wine. It’s an acquired taste and seemingly not for everyone, but once you figure it out, nothing will ever taste the same again.

What’s Moscow’s favourite pastime?

When not working, looking for your car when the whole city gets covered in metres of snow in the winter. Nothing beats the summer nights here, though.