The Shchelkovsky multifunctional complex is a unique architectural project of the Kievskaya Ploshchad group of companies. It was designed by the Global Architecture Development bureau and  united under one roof a multi-level shopping center and the largest bus station in Russia, Tsentralny. Its operator, LLC «Shchelkovskaya Ploshad» contacted us about development of content for the media facade 5 000 m² in area for the opening event in October 2020.

Pitch has developed a creative concept of dynamic lighting solutions based on variable content scenarios for demonstration at different times of the year, weekdays and holidays, taking into account seasonality, time of day and visibility for traffic flows around the multifunctional complex.

In addition to further elaboration of the original style, typography and content creation, we have developed a pixel map for the correct display of the image on a translucent facade with wave-like geometry and a total glazing area of 7 800 m², and also developed a software for automatic time-based content representation mode with the possibility of real-time control.

Each of the displayed scenarios is unique, thus the media facade is not monotonous and attracts the attention of all types of visitors. It is especially important as the visitors’ traffic is pretty high here – about 100 000 people a month use the Tsentralny bus station.

The Moscow building complex named the Shchelkovsky multifunctional complex the best multifunctional project. It was also awarded the prestigious international CRE Moscow Awards 2021.