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I. Location

The Aviapark shopping center is located at Khodynsky Boulevard, 4, a 10-minute drive from the Dynamo metro station.

Location of the Aviapark shopping center on the map

Only residents of nearby houses can get to the shopping center on foot. However, this inconvenience is more than compensated for by the free buses that depart from the metro every five minutes. The journey from the Dynamo metro station takes literally five to seven minutes, since even during peak hours there are practically no traffic jams on the route. Getting there from other metro stations, of course, takes a little longer, but is also quite possible, since the distance directly from each metro station does not exceed 2 km.

An additional advantage to the shopping center is that in 2017, the Khodynskoye Pole metro station will open 100 meters from it. However, given the current situation, the planned opening of the metro station may be postponed to a later date.

In general, the location can be considered very advantageous for a shopping center of this size. Typically, large shopping and entertainment facilities are located near or beyond the Moscow Ring Road. In this case, potential visitors to the Aviapark shopping center are not only people who have purposefully planned shopping, but also employees of surrounding business centers and residents of nearby areas in the north of the capital.

The coverage area of ​​the shopping center, that is, the number of people living within 30-minute transport accessibility, is about 5 million people.

Previously, it was also predicted that the maximum traffic of Aviapark would be up to 180 thousand people per day, given that cafes and restaurants can accommodate up to 3.3 thousand people at the same time. However, so far there has definitely not been such an influx of visitors in the shopping and entertainment center.

Exterior view of the Aviapark shopping center

Parking

Another advantage of Aviapark is a two-level parking lot with 5 thousand spaces, including spaces for the disabled. Thus, the parking coefficient is 46 parking spaces per 1 thousand sq.m., which is a quite respectable indicator for a shopping center. For the convenience of visitors, the number of available seats is indicated on a special electronic board.

Visitors to the shopping center can leave their car free of charge for only an hour. The next three hours will cost 100 rubles, then the same for every two hours.

Summary: The Avipark shopping center is located at a certain distance from the metro, which is compensated by the presence of free buses, as well as the prospect of opening a metro station in close proximity to the shopping center. The entrances for people arriving by car are also quite convenient, especially considering the fact that large shopping centers are traditionally located outside the Moscow Ring Road.

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Of course, there are no shopping centers of comparable size in the area. Most shopping centers that could somehow compete with Aviapark are located in close proximity to metro stations.

Thus, at the entrance from the Dynamo metro station there is a two-story Palladium shopping center, which, according to the facility’s website, has clothing stores, toys, leather goods, as well as points providing various services. However, the shopping center is of exclusively regional importance and is even open until 20.00.

Between the metro stations “Dynamo” and “Airport”, in the airport building, there is another regional shopping center “Aviacity”. There are other small shopping centers nearby – “Butyrsky”, “Dynamo”, “Start”, as well as the furniture center “Monarch”. Many shops are located near the Savelovskaya metro station, but most of them have a highly specialized focus - the Savyolovsky shopping center (discount), Sovenok (children's), Savelovsky (radio market).

A full-fledged competitor to Aviapark can only be considered the Airport Gallery shopping complex with 70 stores and 8 cafes, the advantage of which is its location at the exit from the Airport metro station. Also, the Metropolis shopping center, located at the exit from the Voykovskaya metro station, which also has a solid composition of tenants, can become a partial competitor to Aviapark. But still, the distance between these complexes is quite large, so they may well divide the audience.

Summary: B Shops and shopping centers located in the immediate vicinity of Aviapark are not comparable to it in terms of level, quality and composition of tenants. The only exceptions can be “Gallery Airport” and “Metropolis”, which, however, are located quite far from “Aviapark”.

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II. Building characteristics

The building was built from scratch. The developer of the project was AMMA Development, the architect was Callison. Renaissance Construction was hired as the general contractor for the project, and Knight Frank, Cushman & Wakefield and JLL acted as leasing consultants for the project. The building consists of six floors, of which four are retail and two are parking.

The building of the Aviapark shopping center is made in the shape of a ship. At the same time, the facade of the shopping center is made entirely of glass, and the side facades are finished with plain panels.

The main entrance is a glass entrance with sliding doors and a canopy, but, unfortunately, at the time of visiting the shopping center it was not working for technical reasons. There are no shops or restaurants in Aviapark that you can enter from the street rather than through the main entrance.

Having passed through the glass doors or entering the building from the parking lot, the visitor finds himself near the stairs, elevators and escalators leading to the higher tiers of the shopping center, that is, there is no entrance in the usual sense of this phrase.

The interior decoration of the shopping center uses many transparent and translucent elements; the main shopping gallery is curved and open. In the middle of the center is the pride of the Aviapark - the tallest aquarium in the world.

An original solution for the shopping center was also the interior decoration of the roof with a night sky finish.

Summary: The facade and interior of the Aviapark shopping center are designed in a single urban style and meet current market requirements for the quality and beauty of retail projects.

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The mall is easy to navigate thanks to interactive navigation desks located on each floor. You can get to the desired level using two elevators located on each floor and two escalator groups.

The shopping galleries of the center are quite wide and convenient for the movement of a large number of visitors, however, over time, there is a possibility that in these spacious galleries shopping “islands” will begin to appear in large numbers, as has already happened in other large projects, which will make the galleries less convenient for visitors , but will increase the income of the developer and management company. To create a more comfortable environment, the galleries are decorated with artificial trees and installations. But at the same time, there are not enough benches in these galleries.

Summary: The shopping center is convenient in terms of movement of visitors, has clear navigation, but in terms of visitor comfort there is still room for improvement.

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The Aviapark shopping center has all the engineering systems necessary for the successful functioning of the shopping center - a supply and exhaust ventilation system, a central air conditioning system, a sprinkler fire extinguishing system with notification. Visitors can feel comfortable in both warm and cold seasons.

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As already mentioned, the entire façade of the shopping center consists of windows. From the sixth and last floor there is a view of the office center located opposite, as well as the Triumph Palace high-rise building. From the windows you can also see the parent enterprise OKB Ilyushin, where IL aircraft are produced, the Airbus residential complex and the head office of Mail.Ru on Leningradsky Prospekt.

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III. Trade area

The total area of ​​the Aviapark shopping center is 390,000 sq. m, of which leasable - 230,000 sq. m. The usable area coefficient is 0.59. On the territory of four shopping levels of the complex there are about 500 shops, 34 cafes and restaurants, a cinema, the tallest vertical aquarium in the world and much more.

Tenants from a variety of price segments can rent space in a shopping center, since the shopping center is designed for visitors of different social strata.

Occupied area

The anchor tenants of the Aviapark shopping center are the Auchan stores (18 thousand sq. m), OBI (15 thousand sq. m), Hoff (10 thousand sq. m), Decathlon (7.3 thousand sq. m. . m), the KARO cinema chain (10.2 thousand sq. m). It was these stores that opened along with the shopping center and amazed the first visitors with their scale. They rent large spaces in the center of shopping malls or at the end of shopping arcades so that they are easy to find.

For example, Hoff and OBI stores occupy two floors at once - the first and second. Mango occupies the same location, also occupying two floors. In addition, on the ground floor of the shopping floor, visitors can find lingerie stores - Etam, Intimissimi Incanto and others, cosmetics stores MAC and L'Etoile, jewelry stores - Moscow Jewelry Factory, Moscow Time, Nika, Samsung electronics store, as well as Levi's, Tommy Hilfiger, Trussardi Jeans, Lady&Gentleman.

On the second retail level, large tenants include the furniture gallery “March 8”, “Red Cube”, Formula of Sleep”, Torls mattresses, as well as Carlo Pazalini, Cacharel, Finn Flare, Henderson, Ostin.

On the third trading level, in addition to Decathlon, there are other sellers of sports shoes and accessories - Sportmaster, Adidas Performance, Nike, Crocs, Puma, Reebok. On the fourth floor, in addition to a cinema with 17 screens, there are M.Video, stores for children - Lego, Detsky Mir, as well as a Fox in Socks sporting goods store, a Rendez-vous shoe store and a Book Labyrinth.

There is also a children's area with attractions and entertainment for the little ones. And in the fall, the first children's entertainment center in Russia, Kidzania, will appear in Aviapark, where, on the territory of a children's town with an area of ​​10 thousand square meters. m will house gaming banks, schools, hospitals and a television studio.

Aviapark is generally rich in premieres and interesting finds in terms of retail. For example, on September 8, the largest H&M store in Moscow with an area of ​​almost 5 thousand square meters will be opened here, located on two floors. m. The first boutique of the same name was opened in Aviapark by Anna Chapman. The first men's clothing store on the Moscow market, Salvatini, and the second sports shoe store, Street Beat, are also presented here.

Other stores also distinguished themselves - Alpindustriya presented its concept for the first time in a classic shopping center, Boardriders opened the first multi-brand store inside the Moscow Ring Road. At the very end of summer, the Debenhams department store with an area of ​​8.4 thousand square meters opened in Aviapark, which was located on three floors of the complex.

In the near future, the shopping center will also have such tenants as Adidas Originals, the Kalyaev fur factory, the Alriche jewelry and watch store, and the Look like plus size clothing store.

The food court in the shopping center is represented by Burger King, McDonald's, KFC, Teremkom, Kroshka Potato, Vostochny Bazaar and other traditional fast food outlets. In addition, there are “islands” scattered throughout the “Aviapark” where you can have a snack or drink coffee, this applies to Starbucks, Tutti Frutti, Bubble Waffle, Baskin Robbins, Costa Coffee, Juice City. You can stay longer at Shokoladnitsa, Mr. Falafel, Pizza Mia, "Teaspoon".

Summary: Thanks to the thematic zoning of tenants and a convenient layout, the shopping center is very convenient both for movement and for relaxation and shopping.

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IV. Prices and terms of the transaction

All premises are rented to the tenant without finishing. At the same time, the owners of the shopping center focus only on permanent tenants who are ready to rent the premises for at least three years.

Rental rates are fixed in foreign currency and are discussed individually with each tenant, which is certainly a disadvantage of the shopping center. So far, Aviapark does not have such a scale and cross-country ability to dictate such harsh and non-market conditions to tenants in current times.

Most of even large and successful shopping centers have long ago transferred payments to tenants into rubles or fixed rates using currency corridors.

Summary: In an unstable economic situation, the shopping center does not present the most favorable conditions for tenants, offering them to enter into currency agreements, which, of course, scares off a number of tenants.

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V. Operation and Management

The Aviapark shopping center has its own management company, which deals with operational and rental issues. Since this is not the company’s first project, all security measures are observed there - there is 24-hour security, video surveillance systems and remote access control.

The shopping center is open from 10.00 to 22.00 on weekdays and until 23.00 on weekends. Auchan starts its work earlier, from 08.30, and OBI works around the clock. The cinema also operates according to its own schedule - from 10.00 to 02.00.

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Summarizing

The Aviapark shopping center is a new generation shopping center, the largest complex in Europe, and also located within the city. Due to its size, it is designed not only for residents and workers of the surrounding areas, but also for all other metropolitan lovers of shopping and entertainment.

Attendance at the shopping center, already quite good, is growing weekly, and over the next few years (most likely not before the opening of the metro station), it may reach the 180 thousand people per day planned by the developers. Despite the fact that the shopping center opened less than a year ago, it is already almost filled with tenants, many of whom, however, have not yet opened.

Ratings:

Significant changes have occurred in the management structure of the Aviapark shopping center. Mikhail Sverdlov was appointed to the position of Managing Director of the Aviapark shopping center, and Dmitry Stepovoy was appointed to the position of Operations Director.

Mikhail Sverdlov joined the Aviapark team in February 2015 as deputy director of the rental department, which he soon changed to director of the department. In December 2016, Mikhail took the position of commercial director.

Mikhail Sverdlov’s work experience in retail real estate is more than 15 years and includes work in such segment leaders as Colliers International, Cushman & Wakefield, etc. The portfolio of projects on which Mikhail worked includes the Vegas shopping center network, the Kristall shopping center, and the Afimall City shopping center. ", shopping and entertainment complex "Atrium" and many other centers.

As Managing Director, Mikhail Sverdlov is responsible for the management and development of the Aviapark shopping center.

joined the Aviapark team in February 2017 as an advisor to the general director, within which he provided consulting on management, technical and infrastructure maintenance of the shopping center. In May 2017, Dmitry was appointed to the position of Operations Director of the Aviapark shopping center, within which he is responsible for the entire cycle of operational management of the facility.

Dmitry’s work experience in the commercial real estate management segment is more than 15 years and includes work on such objects as the Atrium shopping center (2001-2013), the Riviera shopping center, the Yasenevo, Dobryninsky, Molodezhny, Belgrade department stores. , OZ Mall, OZ Fashion Mall. Before joining Aviapark, Dmitry, as part of his work at TPS Real Estate, also prepared the Oceania shopping center.

Family adventure parks "Zamaniya" (Zamaniya) are unusual spaces in shopping and entertainment centers where children and adults have fun.

Our parks can be of different sizes - from 2,000 to 4,000 sq. meters and contain three key components:

• a place for active games - trampolines, climbing wall, bungee, labyrinth, tubing and other game elements. The most important thing is that we do not have slot machines or gadgets in our parks. This is a large, safe play area that is accessible at any time of the year, regardless of the weather!
• a family cafe is a place for little gourmets and their parents, where you can not only have a delicious meal, but also hold a children's party in a cozy celebration hall.
• a platform for creative master classes and a place for meetings with experts in the field of child development and education, etc.

All three components are combined into a single environment, which is played out in a certain theme, for example, space adventures or various magical worlds.

The task of our team is to fill this environment with a unique atmosphere, surround guests with care and make them want to come to us again and again.

We can confidently say that this is a great place not only for relaxation, but also for work.

We are now inviting a PARK MANAGER to join our team who will:

• create a comfortable atmosphere in the park in accordance with the business concept;
• build internal processes of the park through the development of standards, the focus of which is the happiness of our guests;
• fully manage the operation of the park and be responsible for planned commercial indicators;
• maintain a budget for operating expenses and income (together with the financial services of the central office);
• participate in the development and implementation of marketing activities that contribute to the growth of attendance and guest loyalty (together with the marketing of the central office);
• present your park on social networks (with the support of central office marketing);
• form an effective park team, passionate about their work, develop and motivate employees to achieve success;
• ensure effective interaction in the team, adapt newcomers, create a friendly atmosphere in the team and develop corporate culture;
• interact with the landlord and be responsible for compliance with the Lease Agreement, Rules of Operation in the Shopping Center;
• ensure compliance with safety regulations, fire safety, safety standards in the play area and in the cafe;
• monitor the condition of the equipment in play areas and cafes, order props in a timely manner and ensure the aesthetics of the park;
• do everything correctly to minimize interaction with inspection and control organizations;
• participate in internal company projects and grow with the project.

This can definitely be handled by a person who:

• has work experience in leadership positions in the entertainment industry, in HoReCa and in children's projects from 3 years old;
• received a higher education, preferably in the field of management or related fields (personnel management/sociology/marketing/management and economics in an enterprise, etc.);
• has a business mindset and can organize the work of a team of 20 to 30 people;
• knows how to “grow” teams, uses tools of material and non-material motivation in practice;
• knows how to manage relationships with clients and strives to create the best service;
• loves the atmosphere of new ambitious projects and feels good in a multitasking environment;
• open to new things and strive to use effective solutions in work;
• loves children.

It is also important for us that you strive for development, have a positive attitude and good mood. In exchange for this we offer:

• opportunities for professional self-realization - we provide sufficient freedom of action so that you do everything right;
• excellent career opportunities - by starting now, you will be able to grow with the business and make everything the way it should be;
• a passionate and young team of professionals with extensive experience in large companies, who will inspire and support;
• decent level of remuneration with growth prospects, depending on business development;
• compensation for mobile communications;
• level of remuneration - based on the results of the interview;

AK-1: this was the name of the first monoplane that flew from the Central Airport. Frunze, on the site of which the Aviapark shopping and entertainment center is located today. I find the coincidence not accidental.

In the photo: Mikhail Petrov, Mikhail Petrov, General Director of SmartEstateMoscow

The opening of the shopping center occurred at the very peak of the 2014 crisis. It took place in an atmosphere of deafening silence of the shopping gallery and was greeted with tears in the eyes of Auchan visitors: due to the store’s lack of an alcohol license at that time, customers could not complete their shopping with the final chord of a bottle of intoxicating drink.

But after four years of operation of the shopping center, we see that the project team, which inherited from the developer a half-empty project with cheap finishing that does not meet modern requirements, has done the literally impossible.

Information about the Aviapark shopping and entertainment complex:

• GBA: 400,000 sq.m.
• GLA: 230,000 sq.m.
• Location: Khodynsky Boulevard, 4.
• Total coverage area: 5,000,000 people.
• Environment: Khodynskoye field area. Within walking distance are the CSKA stadium, the Megasport Sports Palace, and Khodynsky Field Park. A new residential area formed by the “Liner”, “FACES”, “Parus” complexes.
• Transport accessibility: metro station "CSKA" (1 min.). Near Leningradskoye Highway, Third Transport Ring, accessibility to the Garden Ring. Organization of free shuttle buses from metro stations "Dynamo" and "Polezhaevskaya".
• Parking: underground, 5,000 parking spaces.
• Traffic: 40,000 - 45,000 people/day on weekdays, 80,000 - 85,000 people/day on weekends.
• Anchor tenants: Auchan, OBI, HOFF, Media Markt, M.Video, Decathlon, Karo SKY 17, Leonardo Hobby Hypermarket, Stockmann, Claustrophobia, KidZania, Gamer Stadium eSports Stadium, Monster Hills restaurant.

The shopping center went through the “caterpillar pupation” stage stoically.

The management company worked within its capabilities. The situation was complicated by the fact that initially direct flows had already formed in the project: the entrance and exit to Auchan and OBI were distributed unevenly throughout the center. The changes took place thanks to the opening of the flagship of H&M and the Inditex brands, and later the flagship of Reserved and Uniqlo. Such a coalition of the strongest acts on buyers like a love spell with a 100% guarantee. “Aviapark” immediately felt its uniqueness due to its scale, but primary results were needed to really turn around and start churning out the USP as if to order.

How does this upstart project live now?

The architectural concept of the project is executed at a high level: in the center is the world's largest cylindrical aquarium with fish, which have grown greatly since its opening and have now become the real feature of the project. There is a lot of air in the common areas of the complex due to the high transparent roof.

Although the facade of the building, unfortunately, looks quite ordinary, in general the location (now also within walking distance of the new metro station), convenient parking and other advantages of the project allow buyers to be lenient about the shortcomings. All the cream of the anchor tenants are already present in the project. Even that same “Auchan” is being transformed: according to the press service of the shopping center, it will soon open in an updated format.

Boris Katz, development director of the Leonardo hobby hypermarket chain, which is among the tenants of the Aviapark shopping center, shared his opinion regarding the shopping complex: “In my opinion, the complex team did the impossible. Almost all the space has been rented out, even in the part that tenants called among themselves the “dead gallery.” Renting out the largest shopping center in Europe in the post-crisis period is not just a feat and heroism, it is something more - it is the result of enormous professionalism. I am sure that the appearance of the metro within walking distance has brought a large number of potential buyers without a car closer, and travel time has been reduced by about 5 minutes. It is very important. I would like to note that if the complex ever implements a traffic-light-less driveway or builds some kind of transport interchange, this will expand the access area for motorists.”

But we are not here to sing an ode to the shopping center, so we are moving in order.

Commercial concept some blurred: there are no obvious clusters for different groups of the target audience, and some segments of the target audience still cannot receive full service in the shopping center. I'm talking primarily about the Mix&Match consumer trend. Having bought clothes from H&M, such a buyer wants to see a multi-brand of shoes and accessories from Maison Martin Margiela or Balenciaga, and the project team should take this into account when updating the pool of tenants.

The zone of small operators of household goods also looks strange: there is a feeling that literally everyone who entered the project was offered to rent space, without regard to the concept and price positioning.

There is objectively a lack of men's formal clothing in the fashion segment. There are identical stores for men of the older age group, who in our country are traditionally dressed by their wives, in every shopping center. A modern buyer in a shopping center really needs high-quality analogues of Massimo Dutti and Brooks Brothers, because a huge part of the Moscow luxury market has gone into the middle price segment.

There are practically no free spaces in the complex today, but there are many operators from secondary shopping centers. Tenant mix shopping centers today look more like a disguise for the rotation of areas, rather than a coherent concept. The project team should already think about a more stringent rental policy, which will consist not in rates, but in the conceptual selection of operators: a timely measure will provide an invaluable service to the complex in the medium term.

However, the facility still has a chance to level out traffic (and it is possible that professionals in the shopping center are already working on this): as the shopping center development team reports, on average more than 30 events of different formats are held in Aviapark per year - from traditional sales to children's camp on vacation.

By the way, it is important that the activities of the shopping center extend beyond its walls: for example, Aviapark at one time became the first shopping center to support the summer music festival “Afisha Picnic”. This year the facility has planned an extensive program of events in honor of the World Cup. Thus, the shopping center becomes a living organism, fused with the urban environment, spreading its influence throughout the city.

In my opinion, the shopping center is now at a heroic crossroads: if you go to the right, you will find money, if you go to the left, you will become the best project in the country.

Isn't it time to stop and traditionally start increasing rental rates from existing operators?

Some time ago, even before the heyday of Aviapark, a European group of companies approached me, which wanted to introduce a mid-price segment clothing brand to the Russian market. It should be noted that this brand is still one of the most desirable in the whole world: the queue for their Dubai Mall franchise has been waiting for several years. And so, despite everything, such a “star” herself begins to take a closer look at the Moscow market. Even today I consider the opinion of this company as a benchmark assessment of the state of our market: “execution cannot be pardoned.”

1. Shopping center No. 1: too many jewelry stores in one place, there is no adequate contribution to the shopping center from the management company, unreasonably high entrance and rental conditions.

2. Shopping center No. 2: too low and poorly navigated traffic, negative reviews from tenants.

3. Shopping center No. 3: a vague concept, an obvious attempt to become a premium project, but the conspicuous trade proximity of brands from different price niches and opposite profiles also highlights the lack of consensus between the bidding policy and the quality of the concept.

Would Aviapark, had it existed at that time, have been able to attract the attention of a sought-after international brand?

Definitely yes. Can it afford to become the best project in the city and country today? Yes. But there is still a long way to go: there is a lot of work to be done to replace the secondary operators with the best in the world.

This indicates the high quality of the shopping center.

Tenants do not note any problems in relations with the administration of the shopping complex.

Yes, but only those who have something to say to their audience, who follow a real mission, and not a team-building fashion.

I would like to inform all new brands on the market that you really will not be ashamed to show this location to your Western partners. Today, this is the ideal format for opening flagships, which will draw in revenue for the brand. If the development of the retail project follows this scenario, then I believe that the object will be talked about throughout Moscow as a place where you can buy truly fashionable clothes at human prices. And, in my opinion, all new and most anticipated brands should debut in this shopping center: with a scrupulous approach from the marketing team, the start can be really bright.

Those who are not recommended to be present in this shopping center are mediocre operators. Accept: this is not a piece of your pie, and in a space of 400,000 sq.m. Among the still dominant ones, you will not find the desired success. Keep it simple and look at small local projects: your ambitions are already incommensurate with the colossus of Russian retail.

About the author: Petrov Mikhail Andreevich, General Director of SmartEstateMoscow, which has been providing financial and comprehensive professional services to owners, tenants and investors in the commercial retail real estate market for over 13 years. Mikhail Petrov is a recognized expert of leading federal publications; he has collaborated with the best shopping centers in the country, such as MEGA, Atrium, Aviapark, Metropolis and others.