Services
- Concept Ideology & Strategy
- Naming
- Brand Architecture
- Visual and Verbal Identity
- Communication Campaign
- Navigation
- Ecosystem Design
INdustry
- Cluster & Ecosystems
Year
- 2024
Project Overview
The project set out to create an A-class business center located in Yerevan’s city center—highly accessible and surrounded by a useful ecosystem of shopping and entertainment. Rather than shaping a standard corporate identity, we observed the opportunity going beyond real estate functionality. By shifting the focus from a single building to an urban ecosystem—and eventually, toward a district mindset—Terminal 5 emerged not only as a place to work and visit, but as a strategic anchor for a new kind of city experience.
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Challenge
The location may be central, yet it has lost its place in the city’s mental map. The Tigran Mets area has long carried outdated perceptions—an overcrowded mix of trade stalls, heavy traffic, and a neglected urban rhythm. And yet, its potential is undeniable: a major mobility corridor with strong footfall, metro access, and home to Ayrarat, one of Soviet Armenia’s most significant architectural landmarks. The challenge was to elevate and reframe this district—both for adjacent communities and for attracting new audiences in search of contemporary urban experiences. This long-term vision will offer future users of the business center a more deeply rooted value proposition—beyond convenience and location, toward a richer, more enduring sense of place.
Answer
We started with extensive research—drawing from urban and anthropological studies of Yerevan and the site’s specific history, complemented by benchmarking leading mixed-use developments worldwide. This informed the prototyping of the area not as a single-purpose property, but as a future urban district, requiring a unified spatial and experiential logic. A key creative insight came from reading the site’s form: bordered on all sides by streets, the area revealed itself as an urban island—disconnected, yet inherently central. This observation reinforced the need for a concept that would bring cohesion and clarity to a fragmented yet high-potential location. That logic shaped the name: Terminal 5—a nod to its proximity to metro station number 5 and its role as a connective node in the city’s fabric. Like terminals worldwide, it’s a place of arrival, flow, and transition. The transformation will unfold in phases, requiring a complete reframing of experience—from tenant selection and product mix to the future reinvention of the Ayrarat Cinema, which will add a defining cultural layer. Together, these elements position Terminal 5 as a bold, breathing urban organism in the heart of Yerevan.
A dynamic mixed-use development that emulates the energy and variety of a global terminal. It’s a place where people from all walks of life come to work, shop, play, and engage in cultural experiences.
Inspired by the idea of freedom zones and transit hubs, it offers a seamless blend of business efficiency and lifestyle richness, all under one expansive and interconnected environment.
In modern cities, we usually take a Metro to get there, which makes the experience more holistic,
Localizing this to our context
When you exit at the top #5 – Zoravar Andranik station
The entire development as the “Urban Terminal” suggests a place where various urban elements—business, leisure, culture—come together seamlessly.
The logo reads “Terminal 5” in a modern sans-serif typeface. The “T” and “5” feature bold parallel lines, with the top of the “5” cleverly hiding a “T” in its negative space. The design takes inspiration from the building’s architecture, specifically its distinctive double vertical lines that are featured across the building. The tagline “District for Commerce & Culture” reinforces its urban, dynamic identity.
The Business Center is a dynamic modern space designed for success. Here professionals from all walks of life come together to celebrate the culture of growth – professional and personal.
It is achieved by the blend of work and lifestyle, the pursuit of global mindset and embrace of local community.
Like terminals worldwide, it’s a place of arrival, flow, and transition. The transformation will unfold in phases, requiring a complete reframing of experience—from tenant selection and product mix to the future reinvention of the Ayrarat Cinema, which will add a defining cultural layer. Together, these elements position Terminal 5 as a bold, breathing urban organism in the heart of Yerevan.
