Moscow developer Dominanta implements vibrant residential projects, aiming to create new urban landmarks. The company is now undertaking the implementation of a bold and ambitious product called Social Hub—a special zone within modern residential complexes for leisure and entertainment of their residents. The product aligns with the concept of a "third place"—a public space where people enjoy spending time outside of home or work. In different residential complexes by Dominanta, the idea of the Social Hub will be realized in various ways.
Although developed infrastructure is considered the norm today, no one in the Russian real estate market is implementing such a concept as a tool for marketing motivation and creating a striking competitive advantage.
The studio proposed to go beyond the usual perception of housing, maximizing the potential of the Social Hub as a new standard in organizing people’s daily lives.
We conducted an extensive socio-economic study, developed a sustainable positioning platform with a long-term development strategy, and devised how to offer the market a new multi-level product:
- strengthen the trend towards developed infrastructure and ecosystem of residential complexes
- enhance the result with modern smart solutions
- create a community of like-minded residents united by interesting events and a loyalty program
The developer will first implement the Social Hub in the premium residential complex Hide Out, located in western Moscow. Here, it takes the form of a “hyperbridge” connecting skyscraper towers at the 22nd floor level. Therefore, the first stage of the positioning strategy created in the studio is adapted for this unusual project. The brand communication is based on the behavioral scenarios of future users of the space and emphasizes the advantages of Hide Out.
All the project’s benefits for future residents—its idea and values, functional features, smart financial model that removes the financial burden from residents and so on—are presented in an elegant brochure we created.
This solves the main task: to tell everyone that settling in Hide Out means greatly expanding your comfort zone beyond your apartment, filling the entire surroundings with it and making your life truly happy.
