Profsoyuz. Bar Association Transformation Strategy

Urban Environment / Cultural Programming / Community, Moscow, 2020

Context

A bar association was losing repeat visits despite its scale.

What we did

We researched the audience and developed the Urban Living Room programme.

Result

A development strategy with daytime programming and institutional showcases.

About the project

Profsoyuz, one of Moscow's largest bar associations, reached a point where scale and recognition no longer automatically converted into audience quality and repeat visits. The task was to transform the space from an entertainment venue into an intellectual and cultural center of the district.

Details

We began with in-depth audience and competitive context research. Analysis of best global practices showed that sustainable venues are united not by atmosphere or assortment, but by a functional mix of users throughout the day.

Outcomes

A complete development strategy was created with an Ansoff matrix. A daytime programming concept was developed to close the functional gap on weekdays.

Client. Profsoyuz Bar Association