It is planned to build a residential complex of a micro-district type in a remote area from the center. It is necessary to understand who the target audience is, what consumption barriers it has, and find a way to overcome them.
Comprehensive market research has shown a number of consumer insights. The core of the target audience is "nest builders", they are focused on collectivism, friendship with neighbors and visiting public spaces. There is also a global trend for self-organization of residents. The key barriers to consumption are the discrepancy between the concept of reality and the "eco-friendliness " of the residential complex.There is an Association with remoteness from the center and poor transport infrastructure. Positioning is based on 4 values: creativity, community, self-organization and openness. This is how the concept was born: a residential complex as a space for creativity. Now residents can create their own image of the home, creatively comprehend the environment around them, forming a real community. A community of like-minded people. "Mozaika Park" is a place where the creative efforts of residents are combined into a single harmonious picture. Bright, eclectic graphics with emphasized variativeness of application. It creates the image of a place where you can be yourself surrounded by people close in spirit.