“Strelka” (Arrow) Shopping Center
Concept development and design solution. Moscow, Russia - 2013
In 2012, the former building of the Moscow tyre plant was to be remodeled into a multifunctional shopping center, and Zelyoni was assigned to develop its exterior and interiors, design graphic presentation of the brand, internal navigation of the complex, etc.
The choice of the design concept for the facade of the shopping center was based on the desire to highlight the building and emphasize its functional focus. The solution was found through decorating the facade in dark-graphite colors with a placement of a large installation consisting of arrow-shaped triangles that conceptually emphasizes the name of the shopping center and effectively distinguishes it from the surrounding environment. During the night time the installation is highlighted with the integrated dynamic RGB illumination, turning this decorative element into a powerful advertising platform. Such architectural solution allowed attracting additional attention to the shopping center.
Next essential challenge in the design of the exterior and interior for the “Strelka” shopping center – was the development of the concept for optimal placement of the advertising spaces throughout the shopping centre. The benchmarks and the main layout of the outdoor advertising, elements of navigation and branding as proposed by our studio, avoided the usual chaotic placement of the promotional materials and increased their effectiveness.
The information desk, decorated in a corporate style and the navigation stand with a layout of stores is located in the busiest part of the shopping center – the lobby. Keeping in mind the terms of organic and efficient placement of advertisement, we located a significant number of navigation elements throughout the escalator area – allowing wide view of the complex when moving between the floors.
The large installation (400 sq.m.) on the building’s facade benefits greatly from its unique design and the backlight and can be effectively used as an additional advertising platform, providing interaction with the potential customers, being visible for the visitors of the shopping center, street pedestrians, as well as road traffic – moving in all directions alongside the mall.
Aghasi Kntekhtsyan – Project Management, Architecture
Rafael Bostanjyan – Design
Vadim Tischenko – Graphic design
Alexey Kavtaradze – Technical Documentation
Philip Repin – Visualization