Our working time is Mo-Fr, from 10 a.m. till 7 p.m.
by Moscow, Russia

Our working time is Mo-Fr, from 10 a.m. till 7 p.m.
by Moscow, Russia

Our working time is Mo-Fr, from 10 a.m. till 7 p.m.
by Moscow, Russia

+7 (495) 847–69–80

Interactive navigation of the CDM in Lubyanka

The introduction of management systems and demonstration of digital-content, further support of the project


The Central Children's Store on Lubyanka (CDM) opened its doors after the reconstruction on March 31, 2015. To restart the iconic shopping center, Initsium introduced the CDM digital content management system and produced interactive equipment for this system.

The new CDM in Lubyanka impresses not only with the richness of the interior decoration, which recreates the old interior as much as possible, but also with the abundance of innovative AV-solutions. In terms of the scale of application of audio-visual technologies, CDM is one of the leading commercial real estate in Russia.

In total, there are nine levels in CDM, one and a half hundred shops, cinemas, cafes and restaurants, the Museum of Childhood, an observation deck, the Magic Hall with handmade stained-glass windows, entertainment, interactive and educational areas. Without navigation, it would be impossible to navigate all of this.

  • Москва
  •  2015
  •  «ГАЛС-Девелопмент»

kingdom digital

On the territory of the shopping complex works:

  • 250+ digital signage information screens
  • 30+ video wall
  • 30 priliftovyh pylons
  • 19 interactive screens

All content on these devices is managed using the Directorix™system. Interactive navigation also works within this system. It has a simple, intuitive, intuitive interface that allows visitors to the shopping center to easily navigate, get complete information about the store or service and get directions.

statistics OF CDM

  • 6 000 000 displays advertising banners on a monthly basis
  • 400 000+ monthly contacts of shopping center visitors with the system
  • 12% Mall visitors regularly use interactive navigation
  • 3 minutes — minimum system content update time
  • 2,5 tenant cards were viewed on average by one visitor per interaction session with the system
  • 1,5 — Interactive Navigation Interaction Session Average Time


The functionality of a unified system for managing and demonstrating digital content is extensive.

  • Unified content management system: interactive terminals, digital signage advertising screens, additional solutions (Directorix Photobox ™), etc.
  • Display banners and videos in standby mode
  • Detailed statistics on the use of the system for administration
  • Contextual Special Offers
  • Search by categories of goods and services
  • Search for tenants by substring
  • Multifunctional interactive map
  • calendar of events CDM
  • The module restricting the use of profanity by visitors


The company Initsium provides technical support for the system, develops and updates software and hardware. In addition, at the request of the customer, our team adds new interactive solutions specially designed for this object to the digital ecosystem of CDM content.

In December 2016, just in time for the New Year holidays, Initsium introduced a solution called Directorix Photobox ™ into CDM. This is a separate room on the ground floor.

It offers any visitor to the mall to make a fun photo by putting your image in the fairy story or a different background, provided by the administration. Made photo cartoon can be cut down, processed and sent to your email on the spot. Administration increases the loyalty of visitors and collects a database, and visitors had viral entertainment, current at any time of the year.


Initium the company is not only a software developer Directorix™, platform, but also a manufacturer and supplier of equipment. For CDM, our team specially designed and manufactured:

  • Interactive touch terminals
  • Priliftovye information screens digital signage
  • Other solutions, including interactive modules and further improvements to the CDM digital ecosystem

The appearance of the terminals is made in the corporate style of the Central Children's Store. The kiosk cases are made of anodized aluminum and digitally printed glass. The kiosks have Samsung professional displays. Touch screens are made according to projective-capacitive technology, based on the professional Displax Skin touch film. AOpen industrial computers based on the Intel processor are used as the hardware platform

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