Dyer was retained by the Eurasian Development and Management Company to assist with the redevelopment of the Astana Mall. One of the challenges was what to do with the underutilised below ground car park immediately beneath the shopping centre and was it possible to create a revenue generating use for this large unattractive space.
The concept that evolved was the Astana GT Park a 24 hour a day space totally given over to the motorist – Kazak men love playing with their cars if they are not driving them they like to clean or fix them.
To make the concept successful it was important to get the atmosphere right. The atmosphere would be generated by the activities undertaken within. The brand was important together the professional team came up with ‘GT Park’. Continue reading