Tashkent City Mall – Retail Branding and Wayfinding Design
Client
Hyper Partners
Our Role
Retail branding and wayfinding
Location
Tashkent, Uzbekistan
Awards
Best “Mixed-Use Development” at the International Property Awards
Tashkent City Mall is the centrepiece of a $1.5 billion urban regeneration project in Uzbekistan's capital a 100,000 sqm mixed-use destination spanning three levels with over 300 tenants, a business centre, residential spaces, and a five-star hotel. Air Design delivered the retail branding and B2B marketing materials for the mall, working from a brief to position Tashkent City Mall as Central Asia's leading luxury retail and lifestyle destination.
The visual identity draws on Tashkent’s historic architecture and craftsmanship specifically the geometric patterns found in traditional Uzbek tilework to create a brand language that feels authentically rooted in place while projecting contemporary luxury. A modern sans serif logotype features deliberate breaks in the letterforms that mirror the refined shapes of the brand symbol, creating a system that works across signage, digital touchpoints, and marketing materials.
The project won Best Mixed-Use Development at the International Property Awards, recognising the quality of the design approach and the ambition of the development itself. It has firmly cemented its place as Central Asia’s premier lifestyle and entertainment destination.
Setting the standard
Part of a $1.5 billion urban regeneration project, Tashkent City Mall sets a new standard in Central Asia for luxury retail and entertainment. Consequently, it has become a truly multifaceted hub of activity that caters to a wide range of needs and interests.
