Moscow Automotive Society – Likhachov Plant occupied a huge plot of land not far from the center of Russian capital. In 2014 it was announced that the factory site will be turned into a residential development. A few architecture offices became curators and predefined the urban and design concepts for the site. They elaborated a complex program for the whole territory. Decisions were made on the sculptural appearance of all future residential buildings and public facilities. Streets were laid out on a grid plan forming rectangular urban blocks. Throughout the plan architects used the perimeter block development principle with buildings enclosing semi-private courtyards. Buildings’ heights alterations were intentionally designed to create a balanced, proportional, rhythmically accentuated urban environment. Unified landscape patterns and scenarios were depicted and described in “The Land Project”. Produced recommendations contained preferable facades materials as well. On further stages more architecture offices were invited to participate in the project. Each took responsibility for one building in a block to create a unique design and celebrate diversity. SVESMI team were working on the 14-storey building dominating street crossing. Numerous facade patterns were tested. Selected design refers to the industrial past of the site with its chimneys dominating at the horizon for almost a century.