Now developers are turning to social projects to attract attention and increase brand loyalty and, as a result, their properties. And this is a pretty productive tactic. “Despite the costs, developers are actively using this tool to expand their audience and create additional demand for their own products,” said Sergei Nazarov, CEO of Times Estate.

So, one of the brightest social projects from developers is the unique POP UP MUSEUM in the Neo Geo design business center in the Konkovo ​​district at the address: st. Butlerova, d.

“The ideology of the place is supported by the author's interiors. The space is divided into zones, with their color design embodying the four elements. The Neo Geo concept was created according to the principle of "city within a city", when inside residents can get everything they need for work, sports and recreation. In addition to the classic set of services, there are, for example, a fitness center and its own tennis court, ”explained the managing partner of the company Anastasia Malkova.

According to her, after the opening of the center, it became clear that the integration of art literally "asks" into the eight design atriums, which will further strengthen their design component.

“In 2017, Nikolskaya Gallery needed an exhibition area, and we responded. As a result, it became an opportunity for us to fill the project with real emotions, ”added Malkova.

The exposition of the mobile museum included various directions: realism, impressionism, post-impressionism, figurative art, avant-garde, abstract and sculpture. Also, guests could admire landscapes, still lifes, genre compositions, portraits, performances and video art.
The main feature is accessibility: admission is free and open to everyone.

Among the most high-profile exhibition projects are Denis Kulikov's “Alternative Evolution”, which talks about the problem of environmental pollution, an exposition of works by contemporary artists “New Reality”, as well as “Russian-Chinese Seasons 2018” with performances, immersive performances and videos.

However, regular exhibitions are not the only thing that attracted interest from numerous guests in POP UP MUSEUM. There were also free guided tours, available by appointment, and open lectures. As part of the new expositions, meetings were held with the authors of the works.

“For the development of art and society, it is important to demonstrate not only recognized and world-famous figures, but also to give an opportunity to declare themselves to a new generation, because contemporary artists have something to say. Frequent rotation of high-quality topical exhibition projects made it possible to attract a mass audience in the shortest possible time, ”explained Irina Nikolskaya, founder of POP UP MUSEUM, director of Nikolskaya Gallery.


And although this place was originally conceived as a project for a year, thanks to the success of the exhibitions, its work lasted for three years. During this time, POP UP MUSEUM has become the first mobile museum in the world with the largest exhibition area of ​​2,000 square meters. meters: 1.8 thousand art objects and paintings were presented here. The space also received awards: Skolkovo Alumni AWARD WINNER 2019 in the Social Business of the Year nomination and Moscow Volunteer 2020.

Now, despite the news about the imminent closure of the expositions, at the request of the residents, they will still remain in the atriums of the business center. In addition, the developer continues to interact with art in other projects, for example, since October 2018, he has been cooperating with the Jart gallery in the Art Residence complex of low-rise mansions near the Belorusskaya station of the Zamoskvoretskaya metro line - as an operator in the art direction in the residential complex.

“Today it is important not only to build with high quality, but also to create a philosophy within and around the project. Education and art are global trends of our time, and we strive to keep up with them, embodying the best world practices of shaping the urban environment in our facilities, ”says Anastasia Malkova.

The developer's other social projects include a corporate social responsibility program in partnership with the Nochlezhka charitable organization. Within its framework, cooperation and support for volunteer actions is carried out. The goal is to provide an opportunity for wards to get a job in the structure of the company.

Also, on a quarterly basis, the company transfers funds to a charitable organization to support Nochlezhka's projects, employees' salaries, as well as the education of its wards. By the end of 2022, the amount of proceeds will be 20 million rubles.

Moreover, such projects are not always about art. Thus, the Millhouse company is developing the Skolkovo territory, the area of ​​which is more than 600 hectares. It is based on the idea of ​​"suburb - park", which appeared in the West at the beginning of the 20th century during the period of active development of megacities.

“The second important component of the project was the 15-minute city concept. The developers managed to ensure that any infrastructural object of the suburb, be it a school or a swimming pool, a shopping gallery or a cafe, a park or a medical center, was 15 minutes from the residential and business quarters of Skolkovo Park, - said the director of marketing for real estate management at Millhouse Stanislav Lobanov.


Such a comprehensive development of infrastructure allows residents not to waste time moving around the city, receiving all the necessary services in the immediate vicinity of their place of residence.


As for the advantages for business, there are several of them:


infrastructure development capitalizes the location as a whole;
an environment of like-minded people is formed;
the audience of the project is growing.


In addition, the company was engaged in the improvement of the territory of the Meshchersky Park: an unauthorized dump was eliminated, the forest was cleaned and bridges over the Setun River were cleaned, a system of alleys and picnic areas was organized, and picturesque routes for cycling and skiing were arranged. What is important, this place is accessible not only for residents of nearby houses, but also for other Muscovites.


The Rodina Group also positions itself as a socially oriented developer, developing urban areas, creating conditions for the disclosure of human potential and its realization.


The company adheres to the author's development format - the construction of innovative residential clusters (IHK). This is a single space where an environment is created for comfortable and safe living, self-realization of residents and the development of their talents.





One of the examples of IHK is the cultural and educational cluster Russian Design District, which was designed and built as a point of attraction for residents of New Moscow. It has created all the conditions for education, creative and physical development in author's schools under the guidance of scientists, culture and sports.

The total area of ​​the cluster exceeds 70 thousand square meters. meters, and more than a third is occupied by infrastructure. The number of facilities under construction depends not so much on the statutory regulatory requirements, but also on their social necessity and importance for the life of the entire district.

The cultural and educational infrastructure on the territory of the cluster will include the Irina Viner-Usmanova Gymnastics Palace, the FIGHT NIGHTS martial arts school, the DATA design and technology center, the Valentin Yudashkin fashion school and other institutions.


A large art space with installations, performances, non-standard concepts of lighting and landscaping has also been designed for the residents of IZHK. The main "feature" will be the boulevard, the territory of which will become a promenade and turn into a gallery of works by the Russian avant-garde artist Alexander Rodchenko.

Sculptures by contemporary artist Dmitry Aske, created specifically for the Russian Design District, will also be displayed throughout the cluster.

“We achieve the investment payback of the social infrastructure during the construction of HMLs at the expense of the residential component. Thanks to our conceptual format, a premium is achieved over the market, which we are focusing on infrastructure development. And we achieve operational payback by the fact that our facilities are managed by leading figures, ”said Maxim Petrenko, partner of the Rodina Group development company.

Participation in social projects is also important for the construction company "House of Lazovsky".

“In addition to partnership agreements with MGSU, whose students undergo practical training with us, benefit the company and increase knowledge, we also dealt with the arrangement of municipalities,” said the owner of the company, Maxim Lazovsky.

So, in the village of Borisovka, Moscow Region, the organization participated in the construction of a power line (PTL). The company independently worked on the playground and the creation of roads.

In the dacha consumer cooperative "Dolmatovo", a church, a football field and a playground have been built at the expense of the company. Social facilities cost 15 million rubles. In addition, the "House of Lazovsky" regularly organizes outbound trade for local residents, encouraging small businesses.

“The goals of creation and investment are both humanitarian and practical. This increases the loyalty of existing customers: they recommend us to their friends. As a bonus, such activities increase overall awareness and the positive effect of locations, ”Lazovsky explained.

Participation in social projects increases the credibility of developers and attracts an audience. This ensures the popularity of companies in the market and an increase in demand for the products of developers.