Innovation watch: How minimalist luxury is attracting Moscow's elite to a new area

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A Moscow property developer has created an art-led pop-up restaurant as an innovative way to attract its audience to a new development of luxury apartments in a former industrial zone.

Door 19 is an art gallery and restaurant used to attract wealthy Muscovites to a new area

Designed to attract wealthy Muscovites to an area that they wouldn’t otherwise consider venturing to, Door 19 is situated in Arthouse, a new development of luxury loft apartments on the Serebryanicheskaya Embankment. Hosted by creative project Artkvartel, the temporary eatery-cum-club-cum-gallery is supported by the Moscow government and sponsored by MINI. The unique month long dining experience is being used as an unconventional sales tool by introducing potential buyers to the area, which is still under development, and more crucially to the loft apartments in Arthouse. It will be the last chance for the public to see inside the penthouse - number 19 - before permanent residents move in.

Michelin starred chefs and top cocktail mixologists have been flown in from around the world to provide the highest quality food and drink offer. The space itself has been decorated by a number of international progressive young artists. The mix of fine-dining and street art set within the concrete walled open-plan space matches the project’s mission to establish an area of Moscow aligned with hipster areas in other cities, such as Williamsburg in New York and Mitte in Berlin. MINI is also using the pop-up as a chance to promote its newest model which is new to the Russian market. Patrons can enjoy their night out and then use the MINI VIP shuttle to take them home.

Consumer Insights:

Consumers are keen to buy into entertaining and unique experiences rather than just buying products. The minimalist luxury aesthetic is also gaining ground in a market traditionally associated with bling.