any other type of a center. The time changes and so do the generations, and what we can see now is that millennials are replacing older generations. And these millennials do not only have a new type of behavior, they also have a new lifestyle. Consequently, after millennials there will be other generations, which is why retail property is now adjusting to the future shopper, future target audience. Technically, it is already an existing current audience, which will lead in the future. As I have already mentioned, Armada is going to change together with the changing needs of the main target audience and our task is to control the process and change the style and image of the shopping center simultaneously. All the changes in the Armada shopping center are about the transformation of a famous furniture shopping center into a new specialized lifestyle center..
Does everything you have mentioned belong to the concept of Armada 2020+? Could you share some details about this program?
With this concept, we are going to significantly change the style of our current shoppers, and bring them to a light and pleasant change of their space. I do not only mean a flat, house or an office, but the ambience in general. It is about creating a new lifestyle community in online and offline space. That is exactly what we mean: to change the approach for service standards, speed of selection and decision, variety of choice, time saving and safe communications.
tenant mix, refreshing the range of goods, choosing most popular trends in furniture and interior design as well as holding all types of tenders.
As I have said before, all the changes start with diagnostics and Armada 2020+ will also offer its own approach to diagnostics and total transformation of space. Our customers will receive training and master classes from best Russian interior designers and representatives of international schools. Those, who want to keep their favourite things alive could use our restoration service and give these items away to regional children’s institutions. It is about communication with home, with people around, which makes our life meaningful and gives energy.
Based on the carried out research, we are now optimizing the tenant mix, refreshing the range of goods, choosing most popular trends in furniture and interior design as well as holding all types of tenders.
As I have said before, all the changes start with diagnostics and Armada 2020+ will also offer its own approach to diagnostics and total transformation of space. Our customers will receive training and master classes from best Russian interior designers and representatives of international schools. Those, who want to keep their favourite things alive could use our restoration service and give these items away to regional children’s institutions. It is about communication with home, with people around, which makes our life meaningful and gives energy.
That is correct. We are now working on it. A marketplace is not just a must have, it is also an important tool one cannot possibly do without for full cross marketing or following the changes in demand of the target audience. And it is difficult to imagine effective changes without this. In Armada 2020+ we are going to offer a multifunctional design for life which is infinite because it covers all the models, such as you come, you touch and you buy or the virtual one, which is you see, you order and you take.
The marketplace will also perform as a design coworking. In addition, it will be the basis for a design community in the center and beyond. Design and art are infinite, so the community has a high potential for development.
Is it true that one of the most interesting features of the new Armada will be a marketplace of local tenants?