The document outlines a methodology for analyzing potential relocation areas for Strelka, an education organization currently located in Moscow. It involves a multi-stage process with expert input and evaluations. In stage I, 6 initial areas will be researched by questioning experts. Stage II involves evaluating the 4 most preferable areas selected by experts. Stage III includes selecting buildings that meet requirements and testing 3 locations over a short period. The final stage would be moving to the chosen location. Tables and questionnaires are provided to analyze factors like density, attractions, and expert opinions on different areas like Vorobyevy Gory and Kievskaya. The methodology employs a stage-gate approach to thoroughly evaluate options for Strelka's relocation.

1. Explanatory materials
Student competition project: Strelka relocation
Dancing Stalactites Team
13/02/2014

2. Methodology of complex analysis
Stage-Gate Approach
Stage
I
Gate one
Stage
II
To conduct the research of 6 selected areas by questioning
experts from different fields (ESPAC Approach).
Stage
III
Team evaluation of 4 most preferable areas
selected by experts.
Stage
Gate two
Gate three
IV
To select buildings according to our
requirements.
To test 3 locations within a short
period (e.g. summer program)
Stage V
To move to the
final location
Gate four

3. Methodology of complex analysis
Stage-Gate Approach
Stage
I
Gate one
Stage
II
To conduct the research of 6 selected areas by questioning
experts from different fields (ESPAC Approach).
Stage
III
Team evaluation of 4 most preferable areas
selected by experts.
Stage
Index of density
city activity
—
7
—
5
—
—
6
—
4
—
—
3
—
1
—
2
—
0
—
7
—
5
—
—
6
—
4
—
—
3
—
1
City scale
attraction point
Industrial zone
— Railroads
City scale
attraction point
Industrial zone
Metro station
Gate three
IV
To select buildings according to our
requirements.
To test 3 locations within a short
period (e.g. summer program)
— Railroads
—
Gate two
Stage V
To move to the
final location
Gate four

4. Methodology of complex analysis
Stage-Gate Approach
Stage
I
Gate one
Stage
II
To conduct the research of 6 selected areas by questioning
experts from different fields (ESPAC Approach).
Stage
III
Team evaluation of 4 most preferable areas
selected by experts.
Stage
Gate two
Gate three
IV
To select buildings according to our
requirements.
To test 3 locations within a short
period (e.g. summer program)
Stage V
To move to the
final location
Gate four

5. Methodology of complex analysis
Stage-Gate Approach
Stage
I
Gate one
Stage
II
To conduct the research of 6 selected areas by questioning
experts from different fields (ESPAC Approach).
Stage
Gate two
III
Team evaluation of 4 most preferable areas
selected by experts.
Experts' questionnaire
Average
Gate three
Kurskaya
3,33
Tulskaya (Lyusinovskaya st)
Stage
— Pleasingness to be there
2,88
IV
Tulskaya (Kholodilny
select buildings according to side-st)
our
requirements.
Vorobyevy Gory
2,56
— Frequency of your visits To
3,84
— Area investment attractiveness
To test 3 locations within a short
Kievskaya
— Area symbolism and image period (e.g. summer program)
— Transport accessibility
Belorusskaya
Stage V
To move to the
final location
3,47
Gate four
0
Score
1
3,66
2
3
4
5

6. Methodology of complex analysis
Stage-Gate Approach
Stage
I
Gate one
Stage
II
To conduct the research of 6 selected areas by questioning
experts from different fields (ESPAC Approach).
Stage
III
Team evaluation of 4 most preferable areas
selected by experts.
Stage
Gate two
Gate three
IV
To select buildings according to our
requirements.
To test 3 locations within a short
period (e.g. summer program)
Stage V
To move to the
final location
Gate four

7. Methodology of complex analysis
Stage-Gate Approach
Stage
I
Average
Team evaluation
3,67
4,22
3,11
3,0 0
5
—
—
—
—
—
—
—
—
—
Pedestrian accessibility
Transport accessibility
Recreation (rivers, parks)
Ecology
Area openness
City scale attraction points nearby
Potential of the territory
Spacial attractiveness (buildings, yard)
Security
m. Vorobyevy Gory
& m. Kurskaya functional analysis, experts and
team evaluation
4
3
2
Tulskaya
Gate one
(Kholodilny
side-st) - only
functional analysis
1
Stage
Score 0
II
Kurskaya
Vorobyevy
Kievskaya
Tulskaya
To conduct the research of 6 selected Gory by questioning
areas
(Kholodilny
experts from different fields (ESPAC Approach).
side-st) Gate
Stage
III
Team evaluation of 4 most preferable areas
selected by experts.
Stage
two
Gate three
IV
To select buildings according to our
requirements.
To test 3 locations within a short
period (e.g. summer program)
Stage V
To move to the
final location
Gate four

8. Methodology of complex analysis
Stage-Gate Approach
Stage
I
Gate one
Stage
II
To conduct the research of 6 selected areas by questioning
experts from different fields (ESPAC Approach).
Stage
III
Team evaluation of 4 most preferable areas
selected by experts.
Stage
Gate two
Gate three
IV
To select buildings according to our
requirements.
To test 3 locations within a short
period (e.g. summer program)
Stage V
To move to the
final location
Gate four

9. Methodology of complex analysis
Stage-Gate Approach
Stage
I
Gate one
Stage
II
To conduct the research of 6 selected areas by questioning
experts from different fields (ESPAC Approach).
Stage
III
Team evaluation of 4 most preferable areas
selected by experts.
Stage
Gate two
Gate three
IV
To select buildings according to our
requirements.
To test 3 locations within a short
period (e.g. summer program)
Stage V
To move to the
final location
Gate four

10. SWOT analysis
S
trengths
- Fast-expanding brand of Strelka
- Innovator in the field of urban
education
- Free education for students and
public program
- Multifunctionality
- Self-sufficient organization
(balancing between commercial
and non-commercial)
W
eaknesses
- Restricted space for
development at Red
October
- Not precise knowledge
but experience
O
pportunities
- Developing as an art platform
- Creation of the new functions
(Urban Projects Accelerator, hostel,
etc.)
- New location could be a new
incentive for further expansion of
Strelka
- Relocation could be a good driver
for improvement
T
hreats
- Growing competitiveness (MARSH,
Art Play, British School of Design,
Higher School of Urbanism)
- Political instability

11. Strelka’s structure analysis (circle size means people engaged)
TODAY
KB Strelka
Education Program
high
Growth rate
Press
low
Bar
low
high
Share at Strelka (relative position)

12. Strelka’s structure analysis (circle size means people engaged)
AFTER
RELOCATION
Urban
Projects
Accelerator
Press
Education Program
high
Growth rate
KB Strelka
low
Bar
Hostel
low
high
Share at Strelka (relative position)

13. Experts’ questionnaire*
* To define the better places for relocation but it is not a PANACEA.

14. Stage
I
Number of...
parameters which define environment in terms of the variety of functions that are
t for the future Strelka.
- education facilities
he adjusting coefficients that take into account the influence of city scale
ion points in the accordance with their importance for the development of
a programme.
- cultural objects
eparate Moscow urban districts and industrial zones within the Ring Road
o the similar sectors bordered by regional roads.
o identify areas with a future potential for the development.
Stage
- shops
II
Stage
I
Gate two
m. Belorusskaya
III
Team evaluation of 4 most preferable areas
selected by experts.
Stage
Gate three
INDEX
Index of density city activity
period (e.g. summer program)
Gate four
coefficients that take into account the influence of city scale
the accordance with their importance for the development of
Stage V
e.
— 6
—
4
eas with a future potential for the development.
— 3
—
—
0
uct the research of 6 selected areas by questioning
— 2
from different fields (ESPAC Approach).
—
Industrial zone
Gate one — Railroads
Gate two
Pleasingness to be there —
3,50
Frequency of your visits —
3,67
Area investment attractiveness —
3,89
- cafes and restaurants
Area symbolism and image —
3,83
Transport accessibility —
3,42
Number of...
City scale
attraction point
—
1
To move to the
cow urban districts and industrial zones within the Ring Road
sectors bordered by regional roads.
final location
Experts' questionnaire
- shops
To select buildings according to our
II
AREA
IV
requirements.
hich define environment in terms of the variety of functions that are
— 7
— 5
To test 3 locations within a short
ure Strelka.
Stage
m. Belorusskaya
- hotels
To conduct the research of 6 selected areas by questioning
experts from different fields (ESPAC Approach).
Stage
- cafes and restaurants
Gate one
—
Metro station
- education facilities
- cultural objects
- hotels
0
1,0
2,0
3,0
4,0
5,0

15. Stage
I
Number of...
parameters which define environment in terms of the variety of functions that are
t for the future Strelka.
- education facilities
he adjusting coefficients that take into account the influence of city scale
ion points in the accordance with their importance for the development of
a programme.
- cultural objects
eparate Moscow urban districts and industrial zones within the Ring Road
o the similar sectors bordered by regional roads.
o identify areas with a future potential for the development.
- cafes and restaurants
Gate one
- shops
Stage II
m. Belorusskaya
Stage
Gate two
m. Vorobyevy Gory
III
Team evaluation of 4 most preferable areas
selected by experts.
Experts' questionnaire three
Gate
Stage
m. Vorobyevy Gory
- hotels
To conduct the research of 6 selected areas by questioning
experts from different fields (ESPAC Approach).
INDEX
AREA
IV
Stage I
Pleasingness to be there —
Index of density city activity
To select buildings according to our
Frequency ofprogram) visits —
your
period (e.g. summer
Gate four
coefficients that take into account the influence of city scale
the accordance with their importance for the development of
Stage V
e.
— 6
—
City scale
attraction point
—
Area investment attractiveness —
To move to the
cow urban districts and industrial zones within the Ring Road
sectors bordered by regional roads.
final location
4
—
Industrial zone
Area symbolism and image —
eas with a future potential for the development.
— 3
Transport accessibility —
Stage II
uct the research of 6 selected areas by questioning
— 2
from different fields (ESPAC Approach).
Gate one — Railroads
—
1
—
0
Gate two
3,50
- shops
0
—
Metro station2,0
1,0
- hotels
3,0
4,0
5,0
3,25
Area investment attractiveness —
4,33
Area symbolism and image —
3,83
3,42
- cafes and restaurants
Frequency of your visits —
3,83
- cultural objects
4,17
3,89
- education facilities
Pleasingness to be there —
3,67
Number of...
requirements.
hich define environment in terms of the variety of functions that are
— 7
— 5
To test 3 locations within a short
ure Strelka.
Experts' questionnaire
Transport accessibility —
3,64
0
1,0
2,0
3,0
4,0
5,0

16. m. Belorusskaya
Experts' questionnaire
Pleasingness to be there —
3,50
Frequency of your visits —
3,67
Area investment attractiveness —
3,89
Area symbolism and image —
3,83
Transport accessibility —
3,42
0
Stage
I
- shops
II
I
m. Kievskaya
INDEX
Gate three
Index of density city activity
period (e.g. summer program)
Gate four
coefficients that take into account the influence of city scale
the accordance with their importance for the development of
Stage V
e.
— 6
—
4
eas with a future potential for the development.
— 3
—
—
0
uct the research of 6 selected areas by questioning
— 2
from different fields (ESPAC Approach).
—
Industrial zone
Gate one — Railroads
Gate two
Pleasingness to be there —
3,08
Frequency of your visits —
2,92
Area investment attractiveness —
4,25
- cafes and restaurants
Area symbolism and image —
3,58
Transport accessibility —
3,50
Number of...
City scale
attraction point
—
1
To move to the
cow urban districts and industrial zones within the Ring Road
sectors bordered by regional roads.
final location
Experts' questionnaire
- shops
To select buildings according to our
II
AREA
IV
requirements.
hich define environment in terms of the variety of functions that are
— 7
— 5
To test 3 locations within a short
ure Strelka.
Stage
m. Kievskaya
- hotels
Gate two
III
Team evaluation of 4 most preferable areas
selected by experts.
Stage
5,0
- cafes and restaurants
Gate one
To conduct the research of 6 selected areas by questioning
experts from different fields (ESPAC Approach).
Stage
4,0
- cultural objects
eparate Moscow urban districts and industrial zones within the Ring Road
o the similar sectors bordered by regional roads.
Stage
3,0
- education facilities
he adjusting coefficients that take into account the influence of city scale
ion points in the accordance with their importance for the development of
a programme.
Stage
2,0
Number of...
parameters which define environment in terms of the variety of functions that are
t for the future Strelka.
o identify areas with a future potential for the development.
1,0
—
Metro station
- education facilities
- cultural objects
- hotels
0
1,0
2,0
3,0
4,0
5,0

17. m. Tulskaya (Lyusinovskaya st)
Experts' questionnaire
Pleasingness to be there —
2,75
Frequency of your visits —
2,83
Area investment attractiveness —
3,00
Area symbolism and image —
2,67
Transport accessibility —
3,17
Index of density
city activity
—
m. Tulskaya (Kholodilny side-st)
3,0
4,0
m. Tulskaya (Lyusinovskaya st)
To select parameters which define environment in terms of the variety of functions that are
important for To add the adjusting coefficients that take into account the influence of city scale
the future Strelka.
attraction points in the accordance with their importance for the development of
Pleasingness to be there —4,17
Pleasingness to be there — 1,83
To add the adjusting coefficients that take into account the influence of city scale
Strelka programme.
attraction points in the accordance with their importance for the development of
Strelka programme.
To separate Moscow urban districts and industrial zones within the Ring Road
into the similar sectors bordered by regional roads.
To separate Moscow urban districts and industrial zones within the Ring Road
into the similar sectors bordered by regional roads.
Frequency of your visits — 2,17
Area investment attractiveness —
4,33
3,29
Area investment attractiveness —
Area symbolism and image3,83
—
2,42
Area symbolism and image —
Transport accessibility — 3,64
Transport accessibility —
0
1,0
2,0
3,0
4,0
—
4
—
3
—
1
2
—
0
5,0
Stage
II
Stage
II
To conduct the research of 6 selected areas by questioning
To conduct the research of 6 selected areas by questioning
experts from different fields (ESPAC Approach).
experts from different fields (ESPAC Approach).
Gate two
Stage
III
Stage
selected by experts.
0
Stage
IV
2,0
—
1,0
Stage 3,0
To select buildings according to our IV
Metro station
- cultural objects
- cultural objects
2,75 one
Gate
- cafes and restaurants
- shops
- hotels
- cafes and restaurants
- shops
- hotels
Gate two
2,67
III
Team evaluation of 4 most preferable areas
Team
selected by experts. evaluation of 4 most preferable areas
3,08
— Railroads
- education facilities
- education facilities
3,00
Gate one
Industrial zone
Number of...
Number of...
2,83
To identify areas with a future potential for the development.
To identify areas with a future potential for the development.
Frequency of your visits — 3,25
5,0
6
City scale
attraction point
I
m. Tulskaya (Lyusinovskaya st)
Experts' questionnaire
4,0
Stage
To select parameters which define environment in terms of the variety of functions that are
Stage I
important for the future Strelka.
Experts' questionnaire
3,0
—
5,0
m. Tulskaya (Kholodilny side-st)
2,0
5
—
2,0
—
—
1,0
7
—
0
Gate three
4,0
requirements. To select buildings according to our
To test 3 locations within a short
requirements.
period (e.g. summer program)
Gate four
To test 3 locations within a short
3,17
Gate three
5,0
INDEX
INDEX
AREA
AREA

18. m. Belorusskaya
m. Vorobyevy Gory
Experts' questionnaire
Experts' questionnaire
Pleasingness to be there —
3,50
0
Stage
1,0
2,0
5,0
0
1,0
2,0
3,0
4,0
5,0
- cultural objects
eparate Moscow urban districts and industrial zones within the Ring Road
o the similar sectors bordered by regional roads.
- cafes and restaurants
Gate one
- shops
Stage II
m. Kievskaya
To conduct the research of 6 selected areas by questioning
m. Kurskaya
- hotels
experts from different fields (ESPAC Approach).
Gate two
m. Kurskaya
III
Team evaluation of 4 most preferable areas
selected by experts.
INDEX
Gate
Experts' questionnaire three
Stage
3,64
- education facilities
the adjusting coefficients that take into account the influence of city scale
ion points in the accordance with their importance for the development of
a programme.
o identify areas with a future potential for the development.
4,0
3,83
Transport accessibility —
Number of...
parameters which define environment in terms of the variety of functions that are
t for the future Strelka.
Stage
3,0
I
4,33
Area symbolism and image —
3,42
Transport accessibility —
3,25
Area investment attractiveness —
3,83
Area symbolism and image —
Frequency of your visits —
3,89
Area investment attractiveness —
4,17
3,67
Frequency of your visits —
Pleasingness to be there —
AREA
IV
Index of density city activity
Stage I
Pleasingness to to our there —
To select buildings according be
Frequency ofprogram) visits —
your
period (e.g. summer
Area investment attractiveness —
4
—
To move to the
cow urban districts and industrial zones within the Ring Road
sectors bordered by regional roads.
final location
Industrial zone
Area symbolism and image —
Transport accessibility —
Stage II
uct the research of 6 selected areas by questioning
— 2
from different fields (ESPAC Approach).
Gate one — Railroads
1
—
0
Gate two
Pleasingness to be there —
3,08
2,92
Frequency of your visits —
2,83
- cultural objects
4,25
Area investment attractiveness —
4,80
- cafes and restaurants
3,58
Area symbolism and image —
3,08
- shops
City scale
attraction point
—
Gate four
coefficients that take into account the influence of city scale
n the accordance with their importance for the development of
Stage V
e.
— 6
—
—
3,08
3,50
Transport accessibility —
2,83
Number of...
requirements.
hich define environment in terms of the variety of functions that are
— 7
— 5
To test 3 locations within a short
ure Strelka.
eas with a future potential for the development.
— 3
Experts' questionnaire
0
—
Metro station2,0
1,0
- education facilities
- hotels
3,0
4,0
5,0
0
1,0
2,0
3,0
4,0
5,0

19. Team evaluation
AREAS
Kurskaya
Tulskaya
Vorobyevy
(Kholodilny Gory
side-st)
Kievskaya
Pedestrian accessibility
3
4
5
3
Transport accessibility
4
4
5
4
Recreation (rivers, parks)
4
3
5
3
Ecology
2
1
3
2
Area openness
3
3
4
4
City scale attraction points nearby
5
2
5
4
Potential of the territory
5
3
4
3
Spacial attractiveness (buildings, yard)
3
4
5
5
Security
4
3
2
0
Average
3,67
3,00
4,22
3,11
CRITERIA

20. Shortlist of locations for test
JCS Tupolev
Weak (monotonous) environment adjoining with strong (multifunctional) – m.
Baumanskaya / Aviation factory” – developed neighbors (business, art clusters)
with a potential for a further development in the context of Art Kvartal programme.
Spark Refrigeration Plant Engineering Building
Former industrial zone (“a grey spot” on the map) – m. Tulskaya / Kholodilny factory – with cultural sights, cheap renting cost / weak surroundings, no magnets,
with a potential for a long-term development.
«Druzhba» sport complex
Isolated environment surrounded by Magnets – Sport center “DRUZHBA”.
Monousage (sport), disconnectedness, with a massive human potential and development of Luzhniki area up to 2018 FIFA World Cup)

21. JCS Tupolev, Academic Tupolev emb., 15к23
History,
Technical information
Existing Functions & Usage
Availability
From the very beginning, in
1922, this manufacturing area
has been developed as a cluster for the “Tupolev” JSC – the
largest developer of aircraft.
Currently it is not functioning
as a whole. Due to this reason
some of the buildings are going
for a rent.
Aircraft components manufacturing, business offices. It includes over 25 buildings.
Industrial zone which planned
to be developed as a business
and housing district.
There are many empty spaces for a short – and long-term
usage. Average rental cost is
around 15,000 RUB per sq.m.
annually.

22. Temporary programme
JCS Tupolev
Before
After

23. Spark Refrigeration Plant Engineering Building
Pavlovskaya str., 27с7
History,
Technical information
Existing
Functions & Usage
Availability
The old manufactory building
which is close to BC “Spark Refrigeration Plant Engineering”,
Danilovsky Monastery.
Complex of buildings, some of
them converted into business
centers.
Public Corporation of MSRPE
“Iskra” (ОАО МЗХМ “Искра”),
partly absorbed by the Private
Limited Company “Lunch” (ЗАО
“ЛАНЧ”).
The property of MSRPE “Iskra”
is a complex of 10 buildings, a
total area of 10,970 m2 of which
8798 m2 is for rent.
The rental cost for office is
19 000 rubles for sq. meter per
year.
Priority of business strategy of
owners – for rent (offices and
warehouses).

24. Temporary programme
Spark Refrigeration Plant Engineering Building
Before
After

25. «Druzhba» sport complex
Luznetskaya emb., 24/5
History,
Technical information
Existing Functions & Usage
Availability
Universal gym “Druzhba” was
built for the XXII Olympic
Games.
Today it hosts non-professional
sport competitions, as well as
corporate events, conferences
and concerts.
The Moscow government is
currently acquiring shares in
the ownership of the “Olympic
complex “Luzhniki”.
There are 33 outdoor courts
and four indoor tennis training halls, playgrounds for mini
football, mini-gym and sauna;
sports shop, cafe, restaurant,
coffee shop and a sushi studio.
The city government has a plan
to develope this part of Luzhniki as public multifunctional
space.
There are an extensive protected recreational area on the embankment of the Moscow River,
parking spaces is located inside
the “Druzhba” complex place.

26. Example of relocating
«Druzhba» sport complex

27. «Druzhba» sport complex
Luznetskaya emb., 24/5
Index of density
city activity
—
7
—
5
—
—
6
—
4
—
—
3
—
1
—
2
—
0
City scale
attraction point
Industrial zone
— Railroads
—
Metro station

29. Ground floor

30. First floor

31. Outdoor public space
Outdoor ramp holding summer public events
has an excellent view to the Moscow river.

32. Second floor

33. Hub containers
Containers are easily transformed and can be
used for different functions in different places.

34. Educational programme
Indoor space is suitable for education
programme with minimal investments.

35. Third floor

36. Bar
Bar has a two side panorama to public
programme space and education space.

37. Shell

38. Roof

39. Green field / Bar
Unique meadow bar with
symbolic Moscow view.

40. Section

42. New functions
1
2
Strelka is the only one organization in Russia
that can go further in this direction and
develop a radically new business — to facilitate
rewriting the Russian Set of Construction Rules
and Regulations.
Also, Strelka can host new divisions, such as
Urban Projects Accelerator (UPA).

43. Strategy
Relocation every five years.

44. Experts and Consultants
Alexey Bolshakov
Alexandre Maddalena
Anna Nistratova
Anastasia Anikeeva
Anastasia Smirnova
Anastasia Gulyavina
Andrew Grenfell
Andrey Steblyuk
Daniel Slota
Daniele Dendra
Daniyar Yusupov
Denis Romodin
Denis Sokolov
Evgeniy Panasiouk
Ilya Zavaleev
Ilya Davydov
Jack Shirley
Konstantin Grouss
Kuba Snopek
Mila Ilyushina
Natalya Skvortsova
Nikita Kochetkov
Stella
—
—
—
—
—
—
—
—
—
—
—
—
—
—
—
—
—
—
—
—
—
—
—
KESZ Russia, Contracting department Manager
Business Development Manager/Event Coordinator
Art and Cultural Projects, Сurator
Moscow Department of Culture, Press Secretary
Writer and Researcher, Strelka Institute Programme director
Social enterprise projects, Creative Director
Co-Founder at Hub Initiative Moscow, Social enterprise projects
Strategic brand manager, PEPSI
Architect
Architect
Architect, Urbanist, Founder of the architectural group u: lab.spb
Architectural Ethnographer
Cushman & Wakefield, Partner, Head of Research Department
Ernst&Young Valuation and Advisory Services LLC, Senior Executive
Ernst&Young Valuation and Advisory Services LLC, Senior Executive
Cartographer/Graphic Designer
Editor, Gutsy TV
International Cultural Project “Art-residence”, Artistic Director
Architect, Urbanist, Strelka Institute Programme curator
Strelka Institute Student coordinator
Project Manager/Producer
Associate Professor of the Moscow State University of Psychology and Education
Consultant on non-mathematical methods of forecasting

45. Team: Dancing Stalactites
Luba Russkikh
Anna Maikova
Daniil Gavrish
Albina Nurgaleeva
Pavel Ilyichev
Architect
Marketing specialist
Architect
Cultural Project Producer
Business Project Manager