Khlebzavod is one of Moscow's most prominent urban spaces during the winter season.
Every December, the area transforms into a festive village with light installations, fairs, themed zones, concerts, and an atmosphere that attracts both residents and visitors of the city.
Results from last winter:
• over 100,000 visitors each week
• 525,000 guests in December
• active audience aged 25–34
• 150,000 views of the "Winter at Khlebzavod" project page
The venue is suitable for brands seeking vibrant holiday season presence and direct contact with an audience in the mood for leisure, shopping, and experiences.
Format | Features | Opportunities for the Brand |
On-site Object Placement | Locations along the main traffic route; Choice of structure size and shape; Seamless integration into the winter village | Promotional stands and art objects; Integrated photo zones; Interactive elements and guest engagement |
Large-scale Installations (Cars, Large Structures) | High visual dominance; Placement in central points; Instant recognition | Full-size product demonstration; Creating a focal point; Enhancing brand image |
Poster Wall | Main photo zone of the area; High foot traffic; Potential for gamification mechanics | Advent calendar, Santa's Mail, interactive elements; Viral photo content; Increased brand recognition |
Truck / Brand Mobile | Suitable for pop-up formats, tastings, and promotions; Located in high-traffic zones; Quickly gathers an audience | Direct contact with visitors; Giveaways, sales; Creating a vibrant communication point |
Graffiti Mural | Large-scale seasonal art format; Popular photo location; Broad visual reach | Image integration; Prolonged audience contact; Forming a distinctive brand image |
Installations and Digital Formats | LED objects, projections, light structures; Maximum visibility in the evening; Flexible scenarios | Digital Christmas trees, animation, special effects; Technological integrations; Enhancing the festive atmosphere |
Event Activities | Venues: Boiler Room, Marsakova, and Main Square; Event program for December and January; Live engagement | Partnership in concerts, film screenings, parties; Participation in holiday events; Engaging the audience in the moment |
The winter village at Khlebzavod is a place people come to not just for a few minutes, but to stay for a while: strolling, taking photos, visiting cafes, fairs, and events.
In such an atmosphere, the brand is perceived naturally, and the festive mood enhances memorability.
Placement formats are located at key points along the route, so contact with the audience is inevitable — regardless of the time of day or day of the week.
Main holiday season: mid-December to late January.
Additional periods are possible upon agreement.
The AD.Media team will help select a format, choose a location, and assemble a media plan tailored to your objectives.
We will propose several integration scenarios to make your brand a part of the winter atmosphere at Khlebzavod.
