On April 25, 2017, within the framework of the largest commercial real estate exhibition REX, held in Moscow, ADG group presented a large-scale retail project of a new generation - a network of district centers.

District centers in numbers:

 

The ADG group district centers are a network of 39 facilities.
Audience: 2.5 million people living within a 15-minute walking distance.
More than 550 thousand visitors per day are predicted across the entire network.
1900 modern retail premises on 324,000 sq m GLA.

ADG group sets itself a large-scale and bold task to recreate district centers based on 39 old Soviet cinemas in densely populated areas of the city. The audience of the project is more than 2.5 million Muscovites living within a 15-minute walking distance.

"We are building new district centers, which are designed to become the centers of life of Moscow residential areas. In addition to a wide selection of regularly demanded goods and services and multiplex cinemas, our centers will offer residents a variety of opportunities for leisure, education and sports. We are really creating places that Muscovites will love, that will delight them and become a reason for pride. At the same time, for our partners – retailers, we offer new effective opportunities for the development of their business," says Grigory Pechersky, Managing Partner of ADG group.

The concept of the project is based not only on the qualitative development of the physical space of future district centers, but also on strengthening it by building trusting relationships with residents and using online opportunities. The new product will have three dimensions. The first is physical, that is, the locations themselves, the buildings with their architecture, the surrounding area. The second dimension is interaction with the local community, building personal and long-term relationships of partners with visitors. And the last dimension is digital, which is simply impossible to ignore, existing in today's rapidly developing world. In the new district centers, from the point of view of filling, the leisure function is just as important as the shopping function.

"One of our priorities is to increase the business efficiency of our partners. Our research on the needs of residents will help partners to form a set of the most popular goods and services. And the widest possible assortment can be offered to the audience of the entire network of district centers - with the help of an online showcase and a network of centralized order pick-up points, "says Anna Obraztsova, Commercial Director of ADG group. Counting on long-term and close relations with residents, when developing the loyalty program, we focused on an individual approach. Each of our messages should have value for each recipient, creating another reason to come to us. Our partners will be able to target their offers, addressing them to those who really need it, through the personal communications system.

The overall concept and design code of the reconstruction was developed by the London bureau Amanda Levete Architects (ALA).

Buildings built almost half a century ago are being reconstructed in accordance with the best modern architectural practices. They create a barrier-free environment, the design demonstrates openness to the city and a friendly attitude towards its residents.

The first floors will become transparent so that people have a feeling of a smooth transition from the outer space to the inside. For the same purpose, the floor covering and paving in the adjacent territory will be similar in color and texture.