Russian shoppers can now experience two PLAYTIME play areas, thanks to a recent installation at Detsky Mir shopping center in Moscow. The first play area was opened in Kontinent Mall in St. Petersburg late last year and there are two more play areas in the works.
“This trend is gaining momentum now,” says Natalia Oreshina, co-owner of Art Playtime, the sole representative of PLAYTIME products in Russia. “Due to the quality and safety of the PLAYTIME playground, parents bring their children and their friends here more and more. Not only are the play areas colorful and fun, but they encourage positive physical development; while playing the children run, jump and exercise.”
She adds, “No other concept can offer such fairy tale fun and provide positive developmental experiences at the same time.”
Owned by Lubyanka-Development Company, Detsky Mir is located in a historic building in Moscow that was built in the 1950s. Recently, the owners realized that, in order to properly serve their clientele, they needed to expand shopping options and amenities. Through a unique expansion, the owners were able to preserve the historic building and remodel its interior to double the leasable space available to shoppers.
Today, Detsky Mir is anchored by the world-famous Hempleys flagship store, and offers many other important children’s brands.
Oreshina explains that Lubyanka-Development Company wanted to offer shoppers more than great retail; they wanted to offer a great overall experience.
“The Detsky Mir playground’s theme is space,” she explains. “So the playground is full of planets and, of course, a Russian spaceship. It features a huge four-meter rocket and a huge Saturn.”
According to the owners, the PLAYTIME play area, which is the only free play area for children around, is “absolutely packed all the time.”
Now, Oreshina is hard at work on the next two PLAYTIME installations as she also responds to other developers who are recognizing the significance of this play area trend.
“We have two more play areas on the way. The first is at ZelenoPark shopping center in Zelenograd town, near Moscow, and the second is at Outlet Village Belaya Dacha, also in Moscow.”
Oreshina reports that she is also working on three more play areas for IKEA MEGA Malls in Russia.
“Every month, we develop PLAYTIME in Russia, inspiring more and more people with the concept,” she says. “We’re so excited to introduce Russian families to PLAYTIME.”