How Neglinnaya became a major shopping street Гудкова Виктория
Task
Neglinnaya Gallery is located in the center of historical Moscow, where the first gym, the first skating rink, the first public baths, etc., sprang up in the past. Neglinnaya Street has always attracted entrepreneurs, who realized their ambitious initiatives. Our goal was to create a cultural and educational project promoting Neglinnaya Gallery as a mall for the business elite of the Russian capital.
Ideas and solutions
We started by studying the history of Neglinnaya Street and found plenty of proof that this location had always been a hotspot for business and entrepreneurship. It seemed logical to present Neglinnaya Gallery as a heir to those traditions. The history of this location makes the core of the project. This illustrated longread is an easy and fascinating narrative about Neglinnaya Street that bridges the gap between the past and the present. Readers learn interesting facts about the residents of Neglinnaya and nearby streets, the location’s role in the history of Russian entrepreneurship, and why the street was a magnet for business. The narrative follows the timeline format and the text is laced with original illustrations. The project’s partner is the Neglinnaya Gallery. The information about the mall at the bottom of the longread makes a natural final chapter of the main story.
