mega mytischi€¦ · a ppi (purchasing power index) value of 182, placing it above the russian...

MEGA MYTISCHI

A place for wellbeing, discovery and inspiration

Grow your business with MEGA Mytischi

IKEA Centres Russia+7 495 221 33 [email protected]

3 | MEGA Mytischi 4 | MEGA Mytischi

FAMILY AND FRIENDS, WORK

AND HOBBIES, SPORTS

AND ENTERTAINMENT, CULTURE

AND ART – THE MAIN COMPONENTS

OF PEOPLE’S DAILY LIVES.

MEGA MYTISCHI CREATES

A UNIQUE PLACE FOR WELLBEING,

DISCOVERY AND INSPIRATION


centres have become a gateway to the Russian market for major brands like ZARA, Victoria’s Secret and the Body Shop. MEGA Mytischi is set to be the fourth and largest of our Moscow region centres, planned to open in 2018.

Access Europe’s retail hot-spotThe Russian retail market’s annual turnover of €350 billion (2014 figures) makes it a leader among European markets and one of the most exciting players worldwide.

With a growing appetite for international brands,Russian consumers are increasingly choosing tospend their money in the country’s new shop-ping centre environments.

Discover MytischiThe Mytischi area, northeast of Moscow, is the scene of the region’s latest growth spurt-projections for 2020 stating a 12% population increase. Furthermore, the city of Mytischi has a PPI (Purchasing Power Index) value of 182, placing it above the Russian average of 100.

With three strategically located MEGA centres around the capital, we have gained extensive knowledge of the Moscow region. In fact, MEGA

At the heart of Russia lies Moscow, home to a vibrant and vast consumer market of 20 million people (and counting). And what’s really appealing is that Moscow, like many other major Russian cities, is far from reaching saturation point. Despite the prevalence of retail in the city, the ratio of retail space per 1,000 residents is just 357 sq.m., half the 700 sq.m. average in Europe (2014 figures).

35 million expectedyearly visitors


Meet MEGA 2.0

We believe our new model represents something entirely new in the Russian retail business – MEGA 2.0 is built to meet the changing needs of our customers and tenants.

At its core, our vision is based on a very simple principle – providing a better everyday life for the many people. MEGA Mytischi’s mission is to create a place for wellbeing, discovery and inspiration.

So how are we different? How are we organised to deliver solutions to our customers and tenants in Russia’s rapidly expanding and changing retail landscape?

The answer lies in our very model. We started with what our work is about – the life of the many people. From there, we developed the MEGA Mytischi model to integrate culture, nature, fashion and community, all key areas of the many people’s daily lives.


Facts & Figures

The new MEGA model is made possible by the unique characteristics that set MEGA Mytischi apart from the rest of the Russian retail market.

MEGA Mytischi’s 230,000 sq.m. GLA will make it the biggest retail destination in Europe. This formidable area can accommodate a vast array of brands – for both budget-conscious and premium-oriented customers.

Approximately 40% of this GLA will be reserved for anchor stores (IKEA and Hypermarket) while the remaining 60% will be distributed carefully among a mix of fashion and sport brands, services,

food & beverage and entertainment venues. This balanced approach will entail unique sophistication and variety in the food & beverage and services categories. Emphasis on customers’ everyday needs will promote increased visit frequency and, we hope, the transformation of MEGA Mytischi into the regions’ busy community hub.

In addition to the wide appeal of its offer, the 40-acre parkland surrounding MEGA Mytischi, its inside entertainment options and nearby historical landmarks will give it the unique pull of a cultural and recreational centre.


A place to shop fashionWith almost half of MEGA Mytischi’s massive GLA dedicated to fashion, we can accommo-date a wide array of brands, ranging from value fashion to premium, plus brand flagship stores and unique retail formats.

Knowledge of our customers’ price-points and shopping styles allows for a balanced tenant mix, suited to varied budgets and sensibilities.

This wide appeal, in turn, will let us provide our tenants with the largest possible audience.


A place for fun & playThe MEGA arena will be equipped to host the most epic of invited performances, as well as a rich program of MEGA’s own entertainment and marketing events.

A soft play area and a crèche with game zones will be set up for our youngest visitors to explore, and game areas and a cinema will welcome teens and tweens.

The miles of rolling greenery skirting MEGA Mytischi will make outdoor play a must. Visitors of all ages will be able to enjoy rock-climbing, bicycling and other family-friendly outdoor activities.


A place for gastronomical discoveriesThere is a growing trend in Russia for eating out and casual dining is booming. To accommodate this trend, MEGA Mytischi development features a strong focus on food & beverage offers includ-ing both upscale slow food venues and «boutique» fast-food joints.

Whether catering to a foodies’ taste for interna-tional cuisine or a fashionista’s need to fuel up for a shopping spree – the MEGA Mytischi Food & Beverage offer will not leave visitors disappointed.

Besides all this, mealtimes at MEGA will feature live music, culinary lessons for kids and grown-ups and other themed events.


A place for everyday affairs

We want our customers to be able to get dailyerrands done right on the spot, while enjoyingother MEGA activities. MEGA Mytischi will offer an array of service venues much more varied than typically available in a Russian retail destination – including a post office, notary, dental clinic, bakery, dry cleaner and others.

This will make MEGA Mytischi a one-stop-shopfor all of our customers’ day-to-day errands and needs.

If in need of assistance, customers will alwaysbe able to rely on the friendly and helpful per-sonnel. Each member of the staff will be care-fully selected and trained to provide the most efficient service.


Omnichannel approachOur seamless multi-channel retailing system is designed to connect our tenants and our guests before, during and after shopping.

Click-and-collect and home delivery services will take all the work out of shopping, leaving customers to enjoy as many brands & stores as their hearts desire.

In-mall beacon technologies will connect brands with guests via their devices — pinging promotional offers to customers’ smartphones and collecting real-time feedback of their actions and locations.

Finally, our integrated online platform will allow brands to continue the conversation beyond their stores.


Convenient and accessibleTransport and accessibility is a key part of our work on MEGA Mytischi.

The construction of a new local road infra- structure and junction from the Ring Road (MKAD) will make MEGA Mytischi a prime destination for Moscow’s car-loving families. A light rail tram will be integrated with the local public transport system, making Mytischi citizens’ commute to the centre fast and easy. The planned construction of the Chelobityevo metro station will connect MEGA Mytischi to Moscow’s public transport system by continuing the Kaluzhsko-Rizhskaya line.

Reinforced accessibility from both primary catchment areas and any part of Moscow will provide a strong traffic flow to MEGA Mytischi all year round.


Caring for people and planetThe company’s mission and values define its approach to sustainable development. By closely adhering to these principles, we aim to work with local partners to sub stantially contribute to the improve ment of the everyday lives of the many people. We are aware of our responsibility to society and the role we play in it. For this reason, we take even greater care of the whole community and the environment around our centres.

We are committed to better separation of recycled waste in order to further improve our recycling credentials and minimize landfill. Our long-term ambition is zero waste to landfill. Energy efficiency in our business and shopping centers is also important because it decreases operational costs and reduces our impact on the environment. The introduction of sustainable lighting solutions is one part of this program, with the aim of switching all MEGA shopping centers over to LED lighting. These steps support our intention of receiving BREEAM certification.


Caring for cultural heritageWe have deep respect for the history and culture of Russia.

When we work on the development and design of a new centre, maintaining local cultural and historical heritage is one of our top priorities.

We plan to invest 1 billion roubles in the restoration of a landmark of national significance – the XVII century Church of Zechariah and Elizabeth and the Taininskaya estate. We will work in partnership with experts in historic restoration and remodeling. We trust that the estate, restored in accordance with archival evidence, will become the region’s new cultural landmark.


Who we areWe are IKEA Centres Russia — IKEA Group’s global shopping centre company. We develop and manage retail destinations, across Russia, Asia and Europe, inspired by the original IKEA heritage and vision — to create a better every-day life for the many people.

IKEA Centres Worldwide

15 countries

59 centres of operation

3.2 million sq.m. retail space

400 million visitors annually

IKEA Centres Russia

14 centres

200 average number of retailers per centre

2 million sq.m. retail space

275 million total visitors per annum

Our 14 MEGA branded shopping centres are located in Russia’s 11 largest cities, welcom-ing more than 270 million visitors annually. Anchored by IKEA stores, new MEGA centres quickly become the focus for a region. This consumer focus is boosted by high brand recognition and recall throughout Russia and beyond.

MEGA MYTISCHI

A place for wellbeing, discovery and inspiration

Grow your business with MEGA Mytischi

IKEA Centres Russia+7 495 221 33 [email protected]

mega mytischi€¦ · a ppi (purchasing power index) value of 182, placing it above the russian...

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