Any investment project needs to sell well. In today's highly competitive real estate market it is impossible without a strong concept and a carefully calibrated marketing strategy. In the upper middle market segment and above you need a story and values behind your project to sell well, as they serve as the reference points that facilitate customer’s decision to buy.
Competition in the current property development market goes beyond functionality and aesthetics into ideology and concepts.
Any commercial property project has to begin with a comprehensive concept (let's call it ideology). Insights sourced through our cross-functional approach helps us target the potential audience effectively by finding the right language and offering more engaging content as opposed to the traditional Russian market's appeal to the history of a place. When working on an architectural concept, we help developers address challenges and create a foundation for design solutions, marketing campaigns and communication strategies.
Strong and profound concepts reinforce the sales, support property-related communications by setting the vector for development and helping it to "go live" and build interaction with customers, and ensure perception vs. experience consistency.
We see objects of the urban environment and capital construction as active elements that shape the city and the society. Strong concept and sound vision are important not only for successful implementation of a project but also for its life in the longer-term and future ability to adapt to changes. We create commercially successful projects based on core values relevant to our clients and their audience. Our projects can deliver value for any development portfolio.
Our experts from various backgrounds with diverse expertise provide concept development and positioning services for:
- complex development projects (including master planning)
- common areas and facilities (including residential and public spaces)
- restaurants, bars and hospitality businesses
- short-term events, i.e. exhibitions, shows
We cover shape (branding, visuals) and content side of projects and also design communication strategies.