Wildberries repaints trademark purple in Vladivostok warehouse, sparking social media reaction
A major Wildberries warehouse in Vladivostok, Russia, has begun repainting its signature purple branding white, with social media users linking it to fears of Ukrainian drones. Analysts say the move offers little real protection.
Witnesses in Vladivostok, Russia, report that a large warehouse belonging to the online retailer Wildberries has started repainting its distinctive purple branding elements in white. Photos circulating online show building walls with fresh white rectangles where purple brand markings used to be. The change was reported by the Ukrainian outlet Dialog.ua, citing Russian media.
No official explanation has been given for the repainting. However, users on Russian social media have speculated that the move is connected to fears of Ukrainian drones, with some suggesting that AI-guided drones could potentially use Wildberries' recognizable purple color scheme as a visual reference point when identifying the company's warehouses.
Analysts question the move's effectiveness
Industry observers note that removing the purple branding is unlikely to provide meaningful protection. While it may slightly reduce the building's recognizability in ordinary photos or videos, a large warehouse cannot be effectively hidden simply by repainting its facade. Its size, shape, access roads, gates, parking areas, and logistics activity, along with satellite imagery and geographic coordinates, all still reveal its identity.
Analysts point out that drones and targeting systems typically rely not on a single visual feature but on a broader set of data, including geographic location, the building's silhouette, access routes, and thermal or visual landmarks. If a target's location is already known, repainting the facade has little practical effect. The conclusion drawn is that removing the purple elements is more likely an attempt to ease public anxiety than a genuine protective measure.
