Emerald City

A contemporary fairytale

The Emerald City shopping and entertainment centre extends over 3 storeys and totals 42,300 sqm in size. It is located Tomsk, the largest scientific, cultural and industrial centre in the Siberian federal district with a population of over 600,000.

The strategy for Emerald City is bold; the brand design concept is bright, dynamic and unique.
The aim is to create a destination unlike any other place in or around Tomsk. The centre will provide a balanced mix of retail and leisure including food, electronics, children’s goods, sports,
a multiplex cinema and food court. The retail offer will encompass both international and Russian brands, including some that will launch their first Tomsk stores at Emerald City.

The centre brand draws on key themes from the book, The Wizard of the Emerald City, written by Tomsk-based writer Alexander Volkov in 1939. Famous throughout Russia, it was inspired by
L Frank Baum’s The Wizard of Oz. Characters from the book have been partnered with traditional Tomsk architecture and unique woodcarvings, making Emerald City a place with an enduring, uniquely appealing character, offer and ambience.

We have developed a complete visual language – from logo, architecture and interior treatments, through to marketing communications. Each level zone has its own colour and lighting style, to create interest, variety and ease of orientation. The centre has a strong external presence with dramatic lighting effects and high impact signature elements. Adding humour and a sense of
child-like wonderment will be an unmistakable ‘yellow brick road’ leading up to the entrance.

An inspired destination brand, Emerald City achieves an iconic sense of place through this blend of historic detail, local character and fantasy.

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