Meeting space

Branding, Graphic, Naming

The network of district centers “Place of Meeting” is a global program of the developer ADG group for the reconstruction of Soviet-built cinemas in Moscow, which includes more than 30 district centers.

In the 50s. cinemas were built in all residential areas – the urban environment outside the Garden Ring was actively developing, and each Soviet microdistrict received its own cultural center. Cinemas – one of the most affordable mass entertainment outside the home at the time – were becoming a local attraction. The Meeting Place brand refers to history and reflects the perception of these locations by several generations of townspeople.

Naming allows you to easily create sub-brands: “Meeting point – Angara cinema”, “Meeting point – foodhall”, “Meeting point – playroom”, “Meeting point – library” and so on.

The main goal of the large project was to create comfortable public spaces in the districts themselves. Now residents can spend time interestingly “in a place” without leaving the center.

The symbol of the project is the five-pointed asterix-footnote “asterix”, which represents the meeting point and intersection of all routes. The symbolism is easily adapted to each sub-brand, changing the content, but retaining a recognizable shape. The visual elements, as well as the color scheme of the identity, are developed according to the principles of Soviet poster graphics. Thanks to the laconic and easy-to-use style, it became possible to create a large amount of unique illustrative content.

Нейминг позволяет легко создавать суббренды: «Место встречи – кинотеатр Ангара», «Место встречи – фудхолл», «Место встречи – игровая», «Место встречи – библиотека» и так далее.

Символом проекта стала пятилучевая звездочка-сноска «астериск», олицетворяющая место встречи и пересечения всех маршрутов. Символика легко адаптируется под каждый суббренд, меняя наполнение, но сохраняя узнаваемую форму.


Владимир Лифанов, креативный директор
Евгения Максимова, дизайнер
Анастасия Ашукина, дизайнер
Анастасия Хорошилова, дизайнер
Марина Локтеева, аккаунт-директор
Мария Казакевич, аккаунт