• Communication
  • Design
  • Strategy

The state-of-the-art trading center Otrada is located in north-east Moscow near Mitino Metro station. The project was worked out by a team of architects from Russia, Italy, the Netherlands, England and the U.S. Despite its modern architecture, a wide range of tenants and a spacious parking lot, locals and visitors had poor awareness about the facility.


We analyzed the current state affairs and determined its prospective core audience. We updated the Otrada’s system of visual identity and developed a new positioning and its communication strategy for the years immediately ahead. We launched a few tactical communication campaigns. In June 2014, a traffic jam spread for many kilometers from Otrada’s entrance as people wanted to get there for the Shopping Night event.