• Novoriga
  • Novoriga
  • Novoriga
  • Novoriga
  • Novoriga
  • Novoriga

Novoriga

143.000 sqm

Russia

2014

Our Metro Cash&Carry combined with a state-of-the-art Retail and Entertainment Centre of 170.000 m2 GBA aims to provide a brand new destination for the suburban region of Ilyinskiy tupik, Krasnogorsk, Moscow region. Vehicular access is available via the roundabout of Novorizhskoye and Ilinskoye highways and the Novorizhskoye highway serving as one of the main routes leading into the center of Moscow.

In general, for outer-city retail mall developments affordability is a key factor. But for architects to combine a cost effective construction with expressive and welcoming design is a challenge. Our conceptual design methodology in this case had to be based on simple massing with a clear and recognizable vision. When defining the overall design principles for Metro Mall, we selected the most appropriate straightforward approach, by creating an architectural statement, overcoming the disadvantageous site location.

We created a welcoming design, which will quickly be identified as a family friendly destination. Our approach is not trying to impress, it simply delivers a clear message, easily recognizable, affordable, purpose built and provides the exact quality, which is required by its audience. It is a combined feeling of a first impression followed by desired quality throughout the rest of the scheme, which we believe is the key factor in successful retail.

Through our analysis of the site area, the architectural brief, and client requirements, we decided to aim higher than what is expected of similar retail schemes.  Retail is getting more and more competitive, where innovative design plays a key role in future success. Our goal was to create a landmark design, which will be associated in the long run with Metro group. Affordability will have to come together with quality that recognizes the importance of the individual needs of costumers, and also addressing the developing future image of a leading brand such as Metro.