Oz

A winning smile

A.I.M. Property Development has an ambitious scheme to develop a chain of shopping centres that are planned to become retail and entertainment destinations in twelve key regional Russian cities.

We were briefed to create a name and brand identity for the proposed chain to appeal to all audiences – customers, tenants, staff and investors. 

The name, Oz, is highly memorable and has immediate impact and wide ranging appeal. The brand is simple, direct and fun. It encapsulates the idea behind the development strategy –
‘to make you smile’.

The smile is therefore an integral part of the brand identity and creates a striking visual signature appealing to all involved. As a flexible endorsement, it can be adopted for a wide range of different treatments and adapted to fit with local culture and initiatives. The brand has potential to create strong exterior and interior treatments and strong marketing platforms for different events, promotions and activities.

The first Oz Mall is located in Krasnodar, a city in Southern Russia with a population of around 750,000 people. This shopping and entertainment centre has a total area of approximately 227,000 sq.m. and leasable area of 165,000 sq. m. Key anchor tenants include kika (13,400 sq.m.), OBI (11,400 sq.m.), O’KEY (12,400 sq.m.), Decathlon (8,100 sq.m.), Endlessstory (3,900 sq.m.), TSUM Moscow (9,700 sq.m.), bowling (36 lanes) and Kronverk Cinema (10 screens) – 10,000 sq.m. M.Video (2,440 sq.m.) and Eldorado (2,520 sq.m.)

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