In 2012, Air Design was appointed to reposition the brand identity of Galeria, a premier retail-entertainment complex in St. Petersburg, Russia, following its acquisition by Morgan Stanley. The aim was to refine the brand to convey sophistication, modernity, and elegance while reflecting current fashion trends and stylish living. The brief was to create a visual identity that would resonate with both local and international visitors, elevating Galeria’s presence in the competitive retail market.
Galeria spans 192,000 square meters and offers a diverse range of experiences, making it a top destination in St. Petersburg. With over 250 stores, a hypermarket, five department stores, a multi-screen cinema, a fitness center, and extensive recreational facilities, it was crucial that the brand’s new identity encapsulated the complex’s multifaceted nature. Galeria is designed as more than just a shopping centre; it is a vibrant space for entertainment and leisure, where visitors can engage in a wide array of experiences beyond traditional retail.
The new logo designed by Air was an elegant blend of both Roman and Cyrillic versions of the letter “G,” capturing the essence of Galeria’s modern and sophisticated character. This choice was symbolic, not only reflecting Galeria’s aspiration to be a contemporary and stylish destination but also bridging cultural and linguistic elements, creating a truly inclusive identity. The logo remains one of Air’s most celebrated works. Alongside this, comprehensive brand guidelines were developed to ensure consistency across future brand applications and design initiatives.
This project not only marked a significant milestone in Air Design’s portfolio but also paved the way for future collaborations with Morgan Stanley. In 2014, Air went on to create the branding for Metropolis, another high-profile shopping destination in Moscow.
The branding work for Galeria exemplifies how thoughtful, cohesive design can elevate a space, transforming it from a mere shopping centre into a dynamic experience that embodies luxury and modernity.