Shopping in the great indoors

Appointed back in 2011, Air are currently finalising the brand for Tay Gallery, a new retail destination in Saratov, Russia. We were brought on board to deliver the full branding program; from strategy and positioning through to name generation, design concepts and implementation.

The design is rooted in the brand essence of the development. The mall is aiming towards young families with children, so an inviting and warm feel was created. Our concept was to create the feeling of ‘the great indoors’ within the mall by introducing a natural colour palette and relaxed photography style. The hand drawn logo adds a personal touch to highlight the welcoming and sociable aspects of the mall.

The pipeline development, due to open in 2014, is the first of its size and kind in the region. As well as offering exclusive international brands, Tay Gallery will be home to a cinema, entertainment centre, ice rink, aqua park and concert hall, securing its status as a social and cultural hub for the city. With excellent transport links, over 2,000 parking spaces and a total catchment population of around a million residents, its accessibility and potential outweigh that of nearby competition.