Unfolding Authenticity within Retail Transformation in Novosibirsk, Russia

Abstract

The goal of the article is to describe the transformation of retail and to reveal how representatives of retail turn to the idea of authenticity. The study focuses on 3 areas in the city of Novosibirsk: the city center, Akademgorodok, and Zatulinskiy residential area. This research is conducted by a mixed-method involving quantitative and qualitative approaches. The quantitative approach is an analysis of interactive map data (2GIS): the information about all businesses in Novosibirsk’s districts in 2007 and 2023 years. The qualitative approach is visual analysis of the commercial fabric of the districts using the authenticity concept. The main findings of the research. During the period from 2007 to 2023, there was a significant increase in the number of retails in the selected areas. Moreover, in the case of the city center and Akademgorodok, the proportion of the HORECA category, primarily catering establishments, has increased. The retail in Zatulinskiy residential area is mainly represented by chain establishments, among which various grocery stores and supermarkets stand out, and the HORECA sphere is not expressed vividly. At the design level, establishments can refer to the authenticity of the place in various ways: by indicating official, expert evaluation of the age of the building, through names that refer to the roots of the place, or through images that would be associated with cultural symbols of the place. However, it is also typical for situations when symbols of places located in other countries are commodified, or when the only concern in the design is the visibility of the establishment. The results of this study may be of interest to business representatives who apply local symbols in their design.