A stimulating project is being developed in Chelny, Tataristan to boost the urban life in economic, culture and social terms. Inspiring from the Volga River, the project introduces a vibrant urban alley where multitude of outdoor and indoor activities would be the integral part of daily life of the city. Linking the south and north section of the city, the site accommodates retail, office and residential functions supported by public spaces. The master plan is conceived to be the “center in center” and is being carried to design development stage.