Neglinnaya Shopping Center
Rebranding a shopping center in the historic center of Moscow.
Branding: positioning, brand strategy.
Identity: renewing the logo and corporate identity, navigation in the mall, facade design, and underground parking.
Promotions: advertising campaigns, photo and video shooting.
Neglinnaya Shopping Center is a special place that has become an integral part of life for many business people in Moscow.
All the things you need are concentrated in one place - in the center of Moscow at the key city business intersection.
Everything you need in one place — 45 stores and services at the central business intersection of the capital.
The project called for the development of the Neglinnaya corporate font.
The distinctive letter "N" has become a linking element of all the updated communications in the mall.
More than 30 blue awnings adorn the building. People naturally began to meet “by the blue awnings of Neglinnaya.”
The blue hue pays homage to the Neglinnaya River, which still flows beneath the shopping centre to this day.
We completely renovated the shopping centre: interiors, navigation, façade signage, and the design of the underground parking.
Special attention was given to design, lighting, and functionality. Storefronts were widened for a more inviting feel, and tenant signage was seamlessly integrated into the overall concept.
Alongside these physical updates, we upgraded communications and launched advertising campaigns
Awards
RCSC – Best Shopping Centre Rebranding & Repositioning, 2024
RCSC – Reconfiguration, Redevelopment. Renovation, 2024
GRREAT – Best Shopping Centre Reconfiguration, 2024
Silver Mercury – Best B2C Brand Media, 2024
Red Apple – Best Use of O2O и Content, 2024
Red Apple – Best brand media, 2024
Workspace Digital Awards, SERM/ORM, 2024
Together with the Neglinnaya Shopping Center team, we have been working for more than 7 years now.
In 2017, we launched the first rebranding, gradually upgraded communications, and underground parking lot design.
Today the shopping center continues to evolve with a "Golden Apple" flagship store opening on the first floor and driving the traffic; the audience is getting wider and younger, and new boutiques are opening their doors. Visitors appreciate Neglinnaya Shopping Center for its convenience, atmosphere and perfect location.
In 2022, we took a new step by launching a striking rebranding and we are still on it.
GN10 Art Director Nikita Gorbunov
The project involved Nikita Gorbunov, Valeria Erofeyeva, Maria Berletova, Alexandra Prisenko, Egor Vasiliev, etc.