04 July
"How to work with local communities". Discussion at Urban Forum in the Manege Central Exhibition Hall
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On June 30, within Moscow Urban Forum in the Manege Central Exhibition Hall a round table dedicated to the life of the local communities: "DISTRICTS OF MOSCOW: CENTRES OF GRAVITY" was organized. CENTRES OF GRAVITY. ADG Group was the organizer of the event.

On June 30, within Moscow Urban Forum in the Manege Central Exhibition Hall a round table dedicated to the life of the local communities: "DISTRICTS OF MOSCOW: CENTRES OF GRAVITY" was organized. CENTRES OF GRAVITY. ADG Group was the organizer of the event.

The moderators of the event were the following persons: Olga Zakharova, Managing Director of ADG Group, and Alexander Tsypkin, writer, expert in strategic PR.

Within the section of "DISTRICTS OF MOSCOW: CENTRES OF GRAVITY", the experts in working with communities have shared their observations and experience.

At the beginning of the dialogue, the moderator, Managing Director of ADG Group, Olga Zakharova has defined the main issues of the discussion: "When we were creating this discussion platform, I wanted to convoke the practicians of various fields to systemize the main principles of forming communities and to reveal the mistakes. However, during definition of these principles, it is important to remember that until the people does not feel themselves the participants of the process any attempts to dictate initiatives will not deliver an adequate result". 

Alexander Tsypkin, writer and a specialist in strategic PR, in his turn, has mentioned that the topic of interactions with communities is potentially controversial. Prevention and overcoming of possible disagreements represent the aim of this important dialogue.

Anna Chin-Go-Pin, the partner of DADEVELOPMENT has told about the expirience of creation of a community by a developer nearly from the groud up that in the conditions of proposal of fine product and good communication gives an opportunity not only to define the target population correctly, but also to form its active core. Within the project "Microtown in forest", the company was focused on young and creative entrepreneurs and constructed the community based on priority rent of shopping area for district residents.

Nadezhda Snigireva, partner, the founder of the bureau "Project Group 8", architect, specialist in participatory design has stated that the majority of urban communities have a number of reasons for complaints. In these conditions, it is necessary to consolidate participants around new or existing positive values and workable objectives. One the most important issues is the lack of communication, therefore, the specialists working with community must propose some 'form' or platform which will be filled by various contents by the residents. "It is important to tell the residents that the communication within the community is established not only for solution of municipal issues" - Nadezhda Snigireva has mentioned.

"My work with community started with the desire to make something helpful personally for myself and people around me; besides, modern inhabitant of Moscow can survive only by possessing Street Smart, i.e. knowledge of a number of life hacks about all that happens in the city" - Arina Grebelskaya, the founder of non-commercial communitiy Airport/Sokol DaNeighborhood has told. She believes that the modern resident of the capital has not an initial need in neighbourhood relations, therefore, it is necessary to create the value to participate in community, to propose an interesting content and practical advices. One should not to leave community "alone with its own thoughts". People need a motivation to notice good points and to become familiar with citizen journalism. According to Arina Grebelskaya, charity projects gain popularity and purely commercial ones, on the contrary, suggest the participants a sensation that someone is taking advantage of them.

Yana Maximova, PR-Director of Urban Group believes that a developer who creates a beautiful and comfortable environment expects that people will like and develop it even after the completion of construction:

"Therefore, we establish an ambient of good neighbourhood within our complexes where there are all the conditions for self-fulfilment of the residents. Creating the community we were focused on four key components: sports, ecology, children, arts. Each resident can find the most appropriate field to develop itself and to make the surrounding environment better. All of this help to increase the quality of life and establishes fine tuning of love to own district", - PR-Director of Urban Group, Yana Maximova has told.

According to Victoriya Kondrashova, General Director of RDI.Creative, the idea of community development using the cultural means and creation of territorial public self-governments became a professional challenge for the company. Key factor of development using the cultural activities is the quality of content and first of all, it is necessary to be interested in the needs of residents, and then to act. The programs should not be implemented according to the principle "from the bottom to top", but it is important and effective to try the content which you propose to the community on ourselves. Victoria Kondrasheva has mentioned that the specialists should think not only about the current work with community, but also about unproblematic  outcome for a developer.

Concluding the discussion, Olga Zakharova has summarized that good neighbourhood is an important component of ambient creation. It allows the person to feel himself protected, in-demand and involved. Beloved public place and joint efforts consolidate people and make a way for trust. In such a manner, neighbourhood is established.  And thanks to the public interests, common ideas mutual respect and communities emerge. Step by step, all of this changes the environment in a district and the city - people fill the spaces with their energy.

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About the project

We reconstruct over 30 soviet movie theatres in densely populated urban areas of Moscow, transforming them into modern neighbourhood centres — the meeting places for business and customers. We aim at creating a comfortable environment with qualitative shopping and leisure opportunities at the doorstep of 10 million Muscovites, living in between of the Third Ring Road and Moscow Ring Road.