Site Analysis
- Trekhgornaya Manufactory
— formerly a textile enterprise
— today, a hub housing offices for major corporations, startups, large media companies, and fashion brands
— the grounds feature cafes, restaurants, and parking areas
2. Moscow City
— major Russian and international corporations
— office spaces
— restaurants, cafes, and gastronomic venues
— luxury apartments and hotels
— retail outlets
3. International Trade Center
— offices for Russian and international companies
— event forums and conferences
— hotels and restaurants
4. Embankment and Krasnaya Presnya Park
— walking area
— recreation zone for families/dogs/couples
Target Audience Analysis
- Entrepreneurs / Executives
— City and CMT employees
— High income level
— Value quality and comfort
2. People from creative fields
— Employees in media / fashion
— Value unique space and design
3. Residents of the Presnensky District
— 30+ years old
— High income level
— Value quality and comfort
4. Guests / Office workers
— Visit occasionally or for a work-lunch
— Varying income levels
Brand Analysis
Leica—it was a revolution in the world of photography. Before the 20th century, photography was static and staged. Cameras were heavy and large, often mounted on tripods. The photographer was like a theater director, setting the lighting, the set design, and directing the people. However, everything changed in 1913 thanks to Oskar Barnack, who worked at the Leica Institute. Oskar suffered from asthma and a passion for photography. Due to the difficulties of moving around with heavy camera equipment, he conceived of a compact camera. Thus, Leica became a revolutionary tool in the world of photography because it allowed for instantaneous, historic captures.
Because of its compactness and multi-shot capability, the camera allowed eras to be captured and history to be recorded. Photographs became immediate and alive.
Kiss on Times Square, Alfred Eisenstaedt, 1945 / Victory Banner over the Reichstag, Eugene Halday, 1945
In 2025, Leica celebrated 100 years since the debut of its first camera at an exhibition in Leipzig. Today, the company is also led by the Leitz family, who prioritize quality over mass production. To this day, all cameras are handcrafted, each lens is individually calibrated, and production remains low-volume. Leica is not just a camera; it is a culture, a community, a club. The average passerby is unlikely to buy it—this camera is for true connoisseurs of art photography.
works by Alan Schaller, captured with a Leica camera
works by Daniel Arnold, executed with a Leica camera
Series of works «We Are Already Dead,» Andre Wagner, 2013—n.d., created with a Leica camera
Leica Oskar Barnack Award (LOBA) — one of the world’s most prestigious photography awards.
The series of works, «Preserving Nature as Preserving Ourselves,» by Russian photographer Damir Faizulin, has been named a finalist in the prestigious Leica Oskar Barnack Award.
The series of works «Internal Distance» by Russian photographer Vyacheslav Lyu-Fa has been named a finalist for the prestigious Leica Oskar Barnack Award.
Leika Galleries—a network of galleries and cultural spaces created by Leika to promote the art of photography. The first gallery opened in Wettzlar in 1976. Currently, we have 26 galleries around the world. The philosophy of Leika Galleries is to overcome linguistic and political barriers and unite people through the universal language of photography.
Leica stores around the world
Leica Store Analysis:
— Seating area for guests, coffee
— Area with a projector —???
— Photo gallery
— Large table for product presentation
— Lecture hall
Products
— Cameras
— Lenses/Objectives
— Camera straps/bags/cases
— «Leica Picture of the Year» poster
— Camera accessories: tripods, etc.