Metropolis Shopping Centre — one of Moscow’s leading retail clusters, known for its wide audience and strong marketing presence. The mall actively builds its image through large-scale media campaigns, outdoor advertising, influencer collaborations, and branded content.
The “League of Eco-Heroes” project became a perfect fit for this communication strategy - a bright, socially conscious event that united sustainability, creativity, and community engagement.

To show visitors that everyone can make a difference in protecting the planet - and help them take their first real steps toward sustainable living: recycling, reusing, and conscious consumption.

We transformed the central atrium of Metropolis into an immersive eco-cluster — a living demonstration that an eco-friendly lifestyle can start right here and now.

• Partner "SobyRator" set up a recycling station for rare waste types and introduced a points-based system — participants earned eco-points for recyclable materials and used them as currency to purchase eco-goods.
• In the Tommy Hilfiger workshop, visitors repaired and customised their own clothing.
• Photographer Kirill Umrikhin’s exhibition "We Have Something to Save" and an art installation on pollution illustrated the consequences of overconsumption.
• Eco-points could be spent immediately — in a pop-up eco-market or through the mall’s app on branded sustainable merchandise.
• The programme was complemented by an EcoLine exhibition and a limited-edition merch collection by eco-activist Asya Mitskevich, author of the bestselling book Asya and the Plastic World.