PRIME (lifestyle management company)

PRIME, established in 2006, provides lifestyle management and travel services. The partners of this company are more than 4,000 international companies including airlines and hotel chains.[1] In 2006, the first company's office was opened in Moscow, in 2009 - in London. PrimeConcept is a private club.[2]

The company's partners are companies which provide goods and services. Among them are Mercury, Alfa-Bank, Aeroflot Russian Airlines, The Novikov Restaurant Group, JamilCo, Maison Dellos, The Restaurant Syndicate, Ginza Project, Aldo Coppola, Beeline, Bosco di Ciliegi, British Airways, Crocus Group, Emirates, Podium, The Ritz-Carlton, World Class and many others.

Since 2009, PRIME offers lifestyle management and private banking services to large Russian companies. In 2010, PRIME in partnership with Sberbank of Russia has created the PRIME Sberbank loyalty program for the bank's clients, the Visa Infinite cardholders.[3] In 2011, Ginza PRIME membership was launched.

Since its foundation PRIME and PrimeConcept organize and support many cultural and social events.

• PrimeConcept annually organizes PRIME-preview of the ART Moscow, the contemporary art fair show, at the Central House of Artists.[4] • Sotheby's pre-auction exhibitions were supported by PrimeConcept. • In 2012, PRIME became an official concierge company of the Russia Forum 2012, co-organized by Troika Dialog and Sberbank of Russia. PRIME held PRIME-preview of XXXII Russian Antique Salon at the Central House of Artists on Krymskiy Val and supported the opening of O2 Lounge summer terrace at The Ritz-Carlton Moscow. • In 2011, PRIME became an official concierge partner of Inspiration Dior and provided full logistical support to this event, attended by the fashion house's management and top clients as well as journalists from all the world.[5] PRIME also supported the following events: the Russian Antique Salon at the Central House of Artists, Podmoskovnye Vechera music open air, an opening of O2 Lounge summer terrace at the Ritz-Carlton Moscow, a preview of "Brodovich: from Dyagilev to Harper`s Bazaar" exhibition at the Garage Center for Contemporary Culture.[6] PrimeConcept co-organized with the Healthy Heritage Charity Foundation the 6th Good Event charity dinner.[7] At the end of the year PrimeConcept held the Kids High Society New Year at Turandot restaurant.[8] A presentation of a new book "About Food. About Wine. About Provence" by Nika Belotserkovskaya was supported by PRIME 101 restaurant guides.[9]

• In 2010, PrimeConcept supported NEON Gala dinner, hosted by the Charity Funds of Naomi Campbell and Dasha Zhukova.[10] The division PRIME Events organized the Aeroflot festive dinner for privileged clients of the airline, Aeroflot Bonus members. PrimeConcept began to support the Healthy Heritage Charity Foundation («Zdorovoe nasledie») and serves as the organizer of the Good Event charity dinner («Horoshee meropriyatie»).[11] PrimeConcept also held the Kids High Society New Year for club members and their families at Barvikha Luxury Village.[12][13][14]

• In 2009, PRIME supported a number of significant events such as the Antony Gormley exhibition at the Garage Center for Contemporary Culture,[15] Moscow Biennale (section First Moscow Biennale of Contemporary Art),[16] Volvo Fashion Week,[17] The Kremlin Cup.[18]

• In 2008, PrimeConcept held For What You Are about to Receive, the second exhibition of the Gagosian Gallery, at The Red October - the former chocolate factory building.[19]

• In 2007, the first Russian Insight? exhibition of the world-famous Gagosian Gallery at Barvikha Luxury Village was held with support of PrimeConcept and Alfa-Bank.[20][21]

Among the partners of PrimeConcept and PRIME are leading Moscow galleries and cultural centers, including Aidan Gallery,[22] The State Museum of Modern Art,[23] Multimedia Art Museum,[24] Triumph.

PRIME was awarded as The Best Concierge Service of 2012 and 2014 by SPEAR’S Russia Wealth Management Awards. PrimeConcept was awarded as The Best Concierge Service of 2009 by Spear's Wealth Management Survey, the first awards ceremony in Russia in the field of private banking & wealth management.[25]

In 2011, the company launched PRIME 101 [26] project − a series of guides to the best places around the world. The following guides to the best places in Moscow have already been issued: "101 Best Moscow Restaurants 2011", "101 Best Moscow Restaurants 2012", "15 Best Meat Restaurants", "15 Best Moscow Terraces", "24 Best Restaurants of the South and the East", "The Best Winter Restaurants 2011-2012", "12 Best Italian Restaurants", "15 Restaurants with the Best Wine Cards", "The Best Summer Terraces 2012", "The National Cuisine", "101 Best Moscow Restaurants 2013".

PRIME Travel Services includes a range of travel services: development of individual travel routes, search for air and train tickets, booking rooms at the leading hotels, renting villas/apartments/chalets/cars/business jets/yachts/VIP halls, medical insurance and visa support.