Yulia Grosheva, Director of the Country Real Estate Department at Kalinka-Realty, delivered a presentation at the conference "Country Real Estate: Formats, Prices, Consumers of the 'New Frontiers' of Moscow" held at the Marriott Tverskaya hotel.

Julia Grosheva, Director of the Country Real Estate Department at Kalinka-Realty, gave a presentation titled "Clubhouse Community in Russia: Consumers Choose Comfort and Infrastructure" at the conference "Country Real Estate: Formats, Prices, Consumers of Moscow's 'New Boundaries'," held at the Marriott Tverskaya hotel. In her speech, Julia Grosheva emphasized that the market is becoming increasingly segmented and structured. One of the key factors now is the concept of "club membership," which applies to all segments, from elite to economy class. However, the concept of club membership is evolving: in the early 2000s, it implied a small community of 20-30 houses, but today it refers to a community of shared interests among homeowners in a settlement, and the size of the settlements is not critical. Thus, a settlement with 300-500 houses can also be considered a club community. The lifestyle becomes a valuable factor, and that is why conceptual settlements that offer specific leisure activities such as yachting, golf, tennis, horse riding, etc., are gaining the most popularity among consumers today. The exemplary settlements in this regard are "Pirogovo" on the Klyazminskoye reservoir and "Agalarov Estate" on Novaya Riga.

According to Mrs. Groshova, clubliness, meaning a common interest, is becoming just as important today as it was in Soviet times: settlements like Peredelkino, Saltykovka, or Malakhovka were full-fledged brands in the Soviet era and were essentially club-like. Their existence in this form could only be possible in a stable society with clear social grid. During the years of perestroika and especially in the 1990s, the structures of Soviet society were destroyed. The new stratification of society is still only forming. As the values of the new society become increasingly clear, clubliness as a key characteristic of suburban housing will acquire a primary role.      

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