Stuff International Design Ltd was employed to transform a derelict Soviet factory in Cheylabinsk into a discount retail shopping centre. The aim was to position it to attract the middle/lower income bracket in the local market. We branded the centre “Fiesta” with the concept of a Latin American Fiesta, creating three key vertical circulation points, each with a different atmosphere. Opened in September 2010 this has proved a very successful concept, effectively attracting the target audience.