Galleria Tbilisi is a new multifunctional complex located in the heart of the capital of Georgia, Tbilisi, situated on the city’s main square and street. Covering 22,000 sqm of GLA, this location boasts unique integration potential with two theaters and a metro station. This investment transformed a long-abandoned Soviet department store.
The biggest challenge of the project was to create a branding and marketing communication strategy that would make this complex the best product of its kind in the entire country, with significant future growth potential, despite clear current barriers within the local consumer market.
The color palette of the branding draws inspiration from two aspects strongly tied to Georgian culture: Gold, a key element in Orthodox religion, and black marble, a common building material in Georgia.
The shape of the logo itself is reminiscent of dragon scales from the legend of Saint George, who fought a dragon – the patron saint of Georgia, whose golden statue stands in the vicinity of the gallery.
The created logo is a manifestation of openness to new experiences, creativity, and the joy of discovery. It is a symbol of a place that never stops shining with bright lights and capturing everyone’s attention. The font is like the rhythm of music on the dance floor, beating in the gallery – the heart of entertainment and shopping in Tbilisi. It is a tribute to a place where light, movement, and excitement come together to create an unforgettable atmosphere.
Il. 1. Basic version
Il. 2. Version on a gold background
Il. 3. Opposite version on a black background
Gold and black, the colors of our shopping mall’s logo, carry deep symbolism. Gold symbolizes luxury, prestige, and success, emphasizing the high-quality product offerings and the exceptional shopping experience. Black, on the other hand, adds a touch of mystery and elegance, reflecting modern aesthetics and the aspiration to create a unique place that delights and inspires our mall’s customers.
These two colors together create a harmony between luxury and modernity, which is an integral part of our mall.
| Gold #FFD616 | SCSS var $color-yellow | ◯ |
| R 255 G 214 B 022 |
Gold
| Black #199C69 | SCSS var $color-green | ◯ |
| R 025 G 156 B 105 |
Black
The Tbilisi Gallery project was promoted at the international Mapic Trade Fair in Cannes, France. This provided an excellent opportunity to showcase the innovative concept of the shopping center on the global business stage and establish connections with potential partners and investors.
The Grand Opening required Grand Preparation. The opening campaign was meticulously designed to emphasize the exclusive nature of the new place and its rich offerings, creating unforgettable experiences for our guests and piquing their curiosity and excitement about the new shopping center.
The post-opening campaign was aimed at a young target group, open to everything new. Thanks to this, we managed to make our gallery the number one place in Georgia, attracting and inspiring young people by offering them modern shopping and entertainment experiences.
We are a creative team dedicated to crafting unique concepts with passion.