07 January
Moscow becomes more local-centric: ADG group, a local retail developer, opened six public clusters in city’s suburbs in 2020
Twitter Facebook Vkontakte
ADG group, a Russian development company, announced its annual results for 2020.

ADG group, a Russian development company, announced its annual results for 2020. Despite the challenges of the global pandemic, the company has continued to successfully implement a large-scale project to develop a chain of neighbourhood centers. Six centers were opened last year, with another 23 under construction. ADG group’s Mesto Vstrechi (“Meeting Place”) project is designed to transform the residential suburbs of Moscow and enable citizens to meet, dine, entertain and shop in proximity to their homes in state-of-the-art public spaces by reviving the heritage of old Soviet cinemas.

Original concept
Back in December 2014, ADG group acquired more than 30 old Soviet cinemas from the city of Moscow. The deal envisaged reconstructing the old buildings into recreational centers but preserving their original function of screening films. Based on its strong understanding of trends in retail and public spaces, the company developed an original format called the “neighbourhood center”, a hybrid space with a modern multiplex cinema, public lounge areas intended for lectures and master classes for all ages, a food hall with numerous gastronomic concepts, spacious kids’ entertainment areas and proximity shopping. The size and tenant mix of each center is tailored to people living in walking distance of the center and was decided based on an opinion survey of people living nearby.



Neighbourhood centers on the Moscow map

Implementation
In 2019, the concept was launched on the market, when the first neighbourhood center, Angara, opened in the south of Moscow. Unlike shopping centers, Angara has put the community first from day one of its operation: with a rich cultural and educational program, a dedicated space for neighbors to meet, a food hall design that invites people both for work and leisure, a state-of-the-art cinema at affordable prices and dedicated community manager ready to help with event booking or indoor navigation, Angara has quickly become the place to be for locals.

Фотография 1
Angara facade
Фотография 2
Evening concert in the neighborhood centerФотография 3

Robot masterclass for kids
2020 expansion
In 2020, ADG group continued simultaneous construction work at more than 20 centers. Although the lockdown caused by the COVID-19 pandemic has impacted the whole industry, ADG group managed not to postpone completion in most cases and launched six more neighbourhood centers in different Moscow districts. The company rolled out its united brand for the chain, Mesto Vstrechi (“Meeting Place”), and kept the historic names of the Soviet cinemas, as well as reconstructing their original signs. The brand’s visual identity embraced Soviet poster style elements, color schemes, graphics and typography to pay homage to the cinemas’ heritage and present a contemporary interpretation.

Фотография 1
Elbrus print brochureФотография 2
Recreated original signs
Фотография 3
Foodhall

Mesto Vstrechi neighborhood centers chain, December 2020

Name Location GLA Tenants Opening date
Angara Nagorniyi district (South of Moscow) 6195 76 21/10/2019
Elbrus Konkovo district (South of Moscow) 4606 34 18/08/2020
Budapest Bibirevo district (North-East of Moscow) 9920 59 16/09/2020
Neva Levoberezniy district (North of Moscow) 5906 35 27/10/2020
Rassvet Koptevo district (North of Moscow) 6544 25
Mars Altufievskiy district (North-East of Moscow) 5394 25 25/11/2020
Vysota Kuzminki district (South-East of Moscow) 6128 30 25/12/2020
Total: 44693    284

Concept evolution and future plans 
As we see that consumer behavior is changing and people across the world, including in Russia, are shifting to digital channels for shopping, food delivery and even entertainment, the offline experience should provide interaction and emotions that online cannot replicate. That’s why the concept of a neighbourhood center that provides opportunities for interpersonal communication and emotional experience performs better than the old format of a shopping mall. When the lockdown in Moscow was lifted, even with respect for social distancing and safety restrictions, Angara has been recovering quite well in daily visitation – immediately after the restrictions were lifted, footfall rose back to 75-80%. 

Nevertheless, ADG group has not put all its bets on brick & mortar: the company is developing a digital experience for neighbors based on the Mesto Vstrechi app which was launched together with Angara’s opening. Through the app, consumers can get the latest information on the nearest center and use online services such as event booking or food delivery. Delivery options will be expanded soon: the property management company, part of ADG group, is set to launch its own delivery service which will allow consumers to mix & match shopping from different tenants of the neighbourhood center – get food from several gastronomic corners, shop for groceries from the supermarket and pick up the completed order from a range of household services (e.g., dry-cleaned suit) – all in one delivery.

  

The app is only available in Russian in App Store or Google Play
The project will continue to grow offline as well: another four neighbourhood centers are scheduled to open in the second quarter of 2021, and the entire chain will be completed in 2022.

You might like
24 November
Developer & operator statements
06 August
Mesto Vstrechi Elbrus neighborhood center wins Best Completed Construction Project award 2021
02 August
A look at Moscow
24 July
Local spaces in big cities, a neighborhood approach to the future of shopping
05 July
Neighborhood centers in Moscow’s suburbs: new partnerships and new achievements in Q2
10 June
ADG group company became a participant of MAPIC Russia 2021 exhibition
05 June
ADG group participates in Gastreet 2021 international restaurant show
30 May
Focus on Neighborhoods: The Post-Covid Urban Dweller
26 May
Decathlon launches new format store in Moscow neighborhood center
24 May
Neighborhood Center «Mesto vstrechi Rassvet» has been shortlisted for Global RLI Award
08 April
Neighborhood centers in Moscow’s suburbs see recovery in footfall and become trendsetters for local brick & mortar industry
31 March
Mikhail Pecherskiy elected as member of ECSP Executive Board
18 January
Tele2 to Open High-tech Stores in ADG group Neighbourhood Centres
21 November
ADG group at MAPIC 2018: neighbourhood centres to occupy vacant niche on local market
12 November
ADG group to speak about future of operational marketing in retail at MAPIC 2018
28 September
ADG Group and a PandaPark founder create new-style edutainment centers in the neighbourhood centres network
18 September
Moscow State Expertise approves 31 reconstruction projects of old movie theaters
16 August
PickPoint and ADG Group announce a strategic partnership and a new Click&Collect service for the neigbourhood centres network
03 August
ADG Group begins the construction of the second batch of neighbourhood centers in the network
28 April
The Network of Neighbourhood Centres at MAPIC Russia 2018
23 April
Construction plan approvals already given to 29 of 39 ADG group Network’s objects
21 March
Russian megaproject at MIPIM 2018: ADG group offers ‘Moscow on a plate’ to international investors
06 March
ADG group is going to present its ‘Moscow on a plate’ offer at MIPIM 2018
21 November
MAPIC 2017 review: ADG group's Neighbourhood Centres’ Network offers Moscow on a plate to international retailers and brands
14 November
ADG group at MAPIC 2017
23 October
CJ CGV and ADG group Announce New Cinema Network in Russia: Joint Venture Will Operate 33 new cinemas in Moscow
27 March
MIPIM-2017: New Development for a New City
23 March
ADG Group signs as new ICSC European Partner
23 January
The First Package Deal of the project: Lenta became the anchor tenant of the Neighbourhood Centres network
20 January
Exclusive interview of Grigory Pecherskiy to Kommersant
17 January
The project review by the Complex of urban planning and construction policy
19 December
ADG Group at MAPIC-2016
21 September
Movie theater 'Budapest' will be renovated
21 September
The project of 'Riga' cinema reconstruction in the North-East of Moscow is approved
21 September
In the 'Angara' cinema, after reconstruction, there will be a two-storey glass-paned lobby
09 September
The meeting on 'Sayany' movie theatre reconstruction
04 July
The architecture of 39 neighbourhood centres was first presented to the Mayor of Moscow at the Moscow Urban Forum
04 July
"How to work with local communities". Discussion at Urban Forum in the Manege Central Exhibition Hall
17 June
ADG Group will participate in Moscow Urban Forum

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.