Translation. Region: Russian Federation –
Source: Moscow Government – Moscow Government –
An important disclaimer is at the bottom of this article.
The city offers entrepreneurs new formats for participation in seasonal projects, including the upcoming Winter in MoscowSpecific partnership opportunities were discussed at the "Urban Seasonal Projects: Together with Business" conference, where major organizations also shared their collaboration experiences.
"Companies will be able to set up their own branded zones at central city venues, such as their own pavilion or pop-up facility in locations popular with tourists and Muscovites. They can also join the seasonal decorations—last summer, more than eight thousand companies decorated their facades, verandas, and shop windows or sponsored the project," noted Ivan Malofeev, a representative of the Winter in Moscow project directorate.
One of the companies actively participating in the city's seasonal projects is VK, which, at the end of May, jointly with the city, held a festival of friendship with pets. PawsLast winter, it organized special events at the VDNKh skating rink and sponsored the New Year's tree in Gorky Park. VK also supports Moscow-based projects on various platforms, including VKontakte and Zen.
Among other options for partner integration, the expert mentioned holding the event at a convenient location. Entrepreneurs can also implement special offers, events, and promotions at their own venues under the city project brand, as well as organize sales of their own products at seasonal event venues and in "Made in Moscow" pavilions. In this case, the city will provide PR support and a range of free services for business promotion.
Anna Stolyarova, event leader at VkusVill, explained that the organization believes that sustainable habits start small—with mindful food choices, a caring attitude toward nature, and the simple joys of city life. Participation in the "Summer in Moscow" project is fully aligned with the brand's values and the company's mission to make a healthy lifestyle accessible. This year, the organization integrated into a number of Moscow projects, including joining the "Made in Moscow" pavilions, where it showcased its cosmetics products.
The company also established modern, eco-friendly picnic areas in Moscow parks. Anna Stolyarova emphasizes that the goal was to create comfortable spaces for recreation that are healthy and beneficial for the environment. In addition to food, the green areas also featured watering bowls for animals, sports equipment rentals, and ecology workshops.
You can learn more about options for cooperation with the capital in the all-season section "Time of Business Opportunities", which launched on the mos.ru portal in October. It allows companies to systematically plan their work and integration with city projects in advance, regardless of the time of year. The universal platform presents the main results of previous seasons. Anyone interested can fill out an application to participate in the projects, after which they will be contacted by the organizers.
An all-season business section has opened on mos.ru.
New leisure trends
Over the past summer season, more than 450 business partnerships were integrated into the capital's event projects, with companies hosting events and creating their own themed venues. Together with the city, 1,900 companies participated in the project, a 73 percent increase over the 2024 target. In total, businesses invested 2.1 billion rubles in the "Summer in Moscow" project. Thanks to this collaboration, the program was rich and diverse: dozens of venues opened across the capital, and the program expanded to include a variety of events.
For example, the children's entertainment center "KidZania" was located in three parks this summer. There, it held master classes on creative professions and also set up a cybersecurity zone for young children at the Bauman Moscow State Technical University. As Yulia Vevere, Head of Partnerships at the company, explained, participating in summer urban projects allowed them to rethink their brand positioning and audience perception, as well as attract new guests and partners.
The conference noted that the projects are contributing to economic growth across a wide range of leisure sectors in the capital. Against the backdrop of "Summer in Moscow," revenue from cultural and leisure organizations in June and July alone amounted to 195 billion rubles. During the first months of summer, cafe and restaurant turnover increased 24.1 percent year-on-year, reaching 159 billion rubles. Revenue from the sports industry increased by 20.7 percent (to 21.5 billion rubles), cinema by 23.8 percent (to 3.81 billion rubles), and theaters and other performing arts organizations by six percent (to 10.65 billion rubles).
Furthermore, the city and businesses are collaborating to create new leisure trends in Moscow, engaging the economically active population in cultural life. For example, experts emphasized that more and more city residents and tourists prefer to spend time outdoors without leaving the city. Attendance at some of the project's city venues has increased by 10-20 percent compared to last year. Event-based projects are increasing the engagement of a young and active population. A third of visitors to the "Summer in Moscow" venues are aged 25-44.
Yandex Maps used the project to promote the "Good Place" award.
"A good place truly makes you feel good, and when you feel good, you want to sing. That's why we based the theme on the music that filled the city in summer. For a whole month, you could relax in the lounge on Tverskaya Square, sing your favorite track at karaoke, and win a nice gift. More than 160,000 people visited the venue, and over seven thousand people took part in the promotion," noted Ksenia Krutova, Head of Special Projects at the Search and Information Mapping Service.
Avito also joined the "Summer in Moscow" campaign. According to its Director of Government Relations, Dmitry Gavrilenko, the organization's project demonstrated how a brand can simultaneously engage its audience and strengthen its reputation. The company's city site was visited by over 50,000 people. It also served as a gateway for aspiring entrepreneurs. Market experts offered advice to businesspeople during the "Business Packaging" public talk in Gorky Park.
Joint development
Often, companies' projects in parks and city spaces went beyond entertainment and included educational, social, and cultural initiatives.
For example, a modern space opened on Bolotnaya Square this summer, where Muscovites and tourists explored new technologies and services. Guests created their own AI characters, generated music and videos, and participated in intellectual quizzes and 3D table tennis matches.
Particular attention was paid to family entertainment, with cartoon and movie screenings. The program wasn't just about entertainment. Every Wednesday, there were meetings for entrepreneurs and those just thinking about starting their own business. In collaboration with the capital's Department of Entrepreneurship and Innovative Development The Made in Moscow project hosted industry discussions where participants learned about digital and financial solutions for business development, received expert advice, and established business contacts.
"Together with the Moscow Government, Sber not only offers residents and visitors modern technologies and smart services, but also creates a new digital environment—one as natural as Moscow's parks and boulevards. This summer, we built a multimedia hub on Bolotnaya Square, which was visited by 225,000 people. Everyone could interact with artificial intelligence, create their own digital twin using GigaChat, and generate music and videos. Moscow entrepreneurs learned how our services help small businesses grow stronger and closer to people. For us, such projects are more than just a partnership; they are a way to be part of the vibrant city life. And when Muscovites gather again at skating rinks, squares, and festivals this coming winter, Sber will definitely be there," emphasized Herman Barg, Chairman of Sberbank.
X5 opened a coworking space and career development platform in Gorky Park. The space hosted expert meetings, skills training sessions, and game-based activities for all ages.
As Viktor Vyazovsky, Head of Employer Branding at the company, noted, the organization's entertainment venue and coworking space became a place where visitors could combine relaxation with education and career development. Master classes, quests, and educational programs helped people of all ages discover new horizons, while sports and wellness activities supported a healthy lifestyle. Over three months, more than 300 events were organized. Together with coworking visitors, the company hosted over 40,000 guests. Through projects like these, the organization can impact the lives of city residents holistically, offering high-quality family recreation that simultaneously inspires and unites people around shared values of development and self-realization.
Event tourism has a significant economic impact. Thanks to travelers who come to Moscow to attend city events, the capital's budget could generate over 260 billion rubles by 2030.
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Please note: This information is raw content obtained directly from the source. It represents an accurate account of the source's assertions and does not necessarily reflect the position of MIL-OSI or its clients.