balance / Glavstroy
RUS
balance
City:
Moscow
Square:
775 520 m²
Area:
27, 5 ha
Status:
Construction

Modern residential area for millennials on Ryasanskiy avenue with its own park, co-working spaces and digital services. Apartments here have been for sale online since 2018 and, while working on this complex, we wondered how we could apply technology everywhere, but make them discreet.

balance

Modern residential area for millennials on Ryasanskiy avenue with its own park, co-working spaces and digital services. Apartments here have been for sale online since 2018 and, while working on this complex, we wondered how we could apply technology everywhere, but make them discreet.

WHERE THE NAME COMES FROM

There are a lot of millennials in Glavstroy’s team. That’s why when we thought about the brand’s name and values, we listened to ourselves and asked each other what’s most important thing for us in life. Few could clearly define it, but then our Internet marketing director said: «Balance».

Everyone agreed and the name was confirmed.

WHY ALL TEXTS SAY ‘YOU’ AND START FROM LOWERCASE LETTER

That’s simple: the Balance was intended to be a friendly brand. And all of us communicate with our friends on а first-name basis and often message in lowercase letters.

WHY APARTMENTS ARE SOLD ONLINE

We decided to sell apartments online when our marketing director Aleksey Gusev unwillingly overheard a conversation on the street. Mother convinced her son to do something and he resented: «Why it can’t be done online?!» «It seems everything can be done online, - thought Aleksey, - other than selling an apartment. Why? Can it be changed?» That’s how our journey towards an online shop started.

WHY LAYOUTS ARE LIKE THAT

In some apartments in the Balance a children’s room and parents’ bedrooms are separated by a kitchen. This is a deliberate step so that it would be possible to make noise at night both in parents’ and children’s room without disturbing anyone. Also, there are no large halls in the Balance. When sales began, a two-room apartment there was twice cheaper than that of competitors', even though a square meter cost the same: if there are no useless areas, the price is more profitable.

JOGGERS’ IMPACT ON THE PARK

Park’s designer Ekaterina Gagarina from Arteza landscape bureau enjoys jogging and knows it’s boring to train on the same trail every day. Therefore, the Balance park is provided with several jogging trails. It should be noted that Moscow lead architect also likes jogging and welcomes sports infrastructure in new projects.

TEAM

Aleksey Ginzburg, а grandson of the House of the People's Commissariat of Finance creator, was responsible for the architecture. Passion for minimalistic architecture is in his blood.

The Balance Park was created by Arteza landscape bureau, who are also authors of Triumfalnaya square and Luzhniki embankment. 

Studio 211 came up with a design, in the Balance lobby they put together neon of the 1980s and restrained industrial.