Published on: 2026-09-15
Source: Moscow Government – Правительства Москвы –
An important disclaimer is at the bottom of this article.
Residents of the “Moscow” club on Tverskoy Boulevard noted the positive effect of participating in the project. It operated from June to early September within the framework of “Summer in Moscow” and became a unique platform for the development of the capital’s brands.
The number of participants in 2026 increased by approximately 40 percent compared to the previous season — from almost 70 to 110 companies. Residents were provided with ready-made commercial pavilions equipped with all necessary facilities on streets and squares popular among Muscovites and tourists. Entrepreneurs did not have to worry about rent or product security. The freed-up funds allowed companies to invest in implementing the most unusual ideas — from personalized embroidery to outdoor Pilates classes open to everyone. An interesting program is one of the most effective ways to earn customers’ trust.
For visitors to the “Moscow” club on Tverskoy Boulevard, free summer masterclasses were organized on hairstyling and everyday makeup, dance and drawing lessons, lectures on beauty and health, boxing classes, and other activities. In addition, brands were able to prepare gifts for every customer, as well as for participants of the “Wheel of Fortune” and win-win lotteries. Guests of the branded pavilions could receive facial and body care products, decorative cosmetics, certificates for beauty salon visits, promo codes for sports training payments, and treats — fruits, drinks, ice cream, and other sweets.
New development strategy
In the pop-up space of the summer club “Moscow,” the brand Boja showcased its products. In two and a half weeks of operation, the company earned a significant profit of three and a half million rubles. Thanks to this, the owner decided to open her first offline store near Tverskoy Boulevard.
“We definitely would not have been able to open our store without participating in the summer club ‘Moscow.’ Even if we had found the necessary funds, we would have had to test the business model blindly, guessing whether customers would come or not. Here, we got the answer to this question on the very first day. Words cannot express how invaluable such support is for a growing business — the city project turned our lives around. It supported the company during a crucial period for us and highlighted very important aspects from the sales perspective,” shared Olga Otrashkevich, the brand owner.
Changes in the marketing strategy and business expansion were aided by live communication with visitors. The brand was able not only to increase its recognition but also to build bold plans for the future.
Enhance the company’s image
One of the new residents of the project was the Dr. Head brand, which filled the street with music. The team focused on ensuring that visitors experienced vivid emotions and a unique audio experience. DJs played and concerts took place for the pavilion’s guests. Everyone interested could get acquainted with high-quality music equipment and discover new artists.
“We evaluate success comprehensively: it includes direct sales, brand awareness growth, and the incredible response we received from Muscovites. The most successful aspect was the very decision to go beyond the store and integrate the culture of good sound directly into the urban environment. We demonstrated that our brand is not just an electronics store, but a community and a lifestyle. Urban projects of this kind perfectly combine comfortable leisure for Muscovites and tourists with business opportunities,” shared Darya Yanush, the company’s CEO.
Visitors to the venue purchased records, portable acoustic systems, headphones, and accessories. Among the major purchases were a professional studio microphone ‘Soyuz’ and a premium turntable for vinyl records. Many were interested in personalized earplugs and subsequently visited the brand’s flagship store on Novy Arbat.
The company noted that about 200,000 people passed through the brand’s pavilion, leaving nearly half a million reviews on social networks and other media. Guests filmed videos and shared them with their followers, and this worked better than any advertising.
Tell about new products
For the first time this year, the Dolores Hairdressing Art Academy joined the Moscow summer club. The company primarily wanted to introduce city residents and tourists to its products. The greenhouse on Tverskoy Boulevard became an excellent venue for presenting its professional line of hair care products. The products generated great interest — guests inhaled the fragrances, evaluated the textures, and purchased balms and shampoos for use at home.
“Thanks to participating in the project, we not only showcased our products but also introduced a wide audience to our beauty salon. We raffled and handed out vouchers for stylist services, and what is especially valuable to us is that most of the winners and guests who received such vouchers actually came to the salon afterward. They brought friends, acquaintances, shared their impressions on social media. Thus, a casual visitor on Tverskoy Boulevard turned into our regular client, and we received live, warm feedback within the walls of our space,” said the company’s president, Valery Gorelik.
The brand created a comfortable and inspiring atmosphere for visitors, as well as organized giveaways and workshops featuring the best stylists in Moscow. Thousands of people visited the pavilion over the summer. Guests highly appreciated the hairstyles done at the venue, and many showed interest in the opportunity to take a course in hairdressing.
“Summer in Moscow” — a joint project of the city and business. Companies and entrepreneurs have been partners of the capital and co-organizers of the main event of the season for several years now. Participation allows them to be at the epicenter of city traffic, use Moscow’s infrastructure, receive informational support, and be part of a rich program. This year, entrepreneurs were offered the opportunity to become partners of key venues, create their own brand zone, make special offers for visitors, present products in art pavilions, and book city spaces for events. You can apply or contact the organizers at on the page project “Time of Opportunities for Business.”
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