Air was appointed by TPS to develop the branding and wayfinding system for Horosho! Opened in 2016, the Moscow based mall has all the latest digital technologies as well as high-tech modern interiors. Spanning over four floors, Horosho! is home to over 250 stores, a food court and a multiplex cinema.


Our challenge was to create a brand identity, marketing and campaign materials that expressed the positivity of the name. The wayfinding system was to fit in a seamless fashion with the internal architecture.


Horosho means “really good” and is an expression of happiness and positivity. We created a logo made from emojis and symbols that expressed positive aspects of the brand and shopping experience. The wayfinding forms were developed to sit with the contemporary flowing architecture.


A unique brand expression for the Russian market. This included a full brand manual which covered all aspects of brand expression from uniforms to marketing campaigns. The new wayfinding system has to led to an improved customer experience and circulation around the mall.