The projected shopping center forms the image of the Drozhzhino-2 microdistrict, being its visiting card from the side of the Warsaw highway. At the same time, it becomes the center of the social life of the microdistrict, the focus of social functions and public spaces. This is the specificity that distinguishes it from similar shopping centers.
As a consequence of this specificity, there is a different perception of the shopping center from the Warsaw highway and from the residential area.
From the outside – it’s a landmark, advertising “art object”, perceived at high speed from transit transport. The task of this facade is to create a dynamic advertising plane and a sculptural and artistic form, to become a kind of art-marker of the place. We “stretch” the boundaries of the facade, including in it the advertising plane, enclosing the area for mass events. Having a large advertising field from the outside, we get on the inside a huge screen for mass events and social advertising.
From the residential area – this is a developed network of public spaces, starting from the pedestrian area and continuing in the form of a shopping and recreational promenade along the windows of shops, restaurants, cafes.
Slow glance and pedestrian scale create an image of a traditional European street intersected by several entrances to the semi-underground parking, covered by the first floor of the shops from the side of pedestrians.
Such a street, extremely unusual for microdistrict development, will become a place of self-identification of a residential area, the pride of its inhabitants.
The proposed solutions will make it possible to organically adapt such a large-scale object to the adjacent residential development, and also to become an integral part of the residential area, expanding the range of services offered and employment opportunities. Such solutions will improve the social climate in this microdistrict, allocate it in the Moscow market and, as a result, increase competitiveness.