ITD Properties has opened Krolik Misha, a children'‎s edutainment centre in the shopping centre Torgovyy Kvartal in Domodedovo. This is the first outlet for the edutainment project, which the company is planning to develop in shopping centres in Moscow and other cities in Russia.

The centre offers visitors a whole complex of entertaining and educational programmes for children, such as chemistry shows, master classes in modelling and drawing and English lessons.

Professional teachers who teach their subject in an engaging way work with young visitors to the centre on a daily basis. Moreover, ITD Properties specialists are conducting work to build relations with city educational institutions in Domodedovo to run free lessons on various subjects in the centre.

The centre’s services also include a children'‎s playground, a zone with gaming machines and services for holding celebrations and birthday parties for children, but ITD Properties considers the project'‎s social function, which is currently the only one of its kind in Domodedovo, as one of the most important.

The area of the pilot project in Torgovyy Kvartal was 200 sq. m., however the format assumes the opening of outlets with a total area of 500 sq. m. In 2017 ITD Properties plans to open another centre in their chain in Moscow region. «Now, our main task is to standardise the format that we plan to replicate on our sites in the future», said Indira Shafikova, the commercial director of ITD Properties. According to her, edutainment is a new and interesting format for shopping centres that will bring in new tenants, diversify our pool of services and attract more customers, and for visitors who will be able to leave their children while shopping at a site that provides not just entertainment services, but also educational services.