No-Stop City is an investigation for a Hidden Landmark exploiting figure / ground reversals as an urban strategy. In search of Moscow’s Identity new landmark figures Formally negotiate with cartographic excavations and projections onto the square grounds. Negative spaces are used to filter and condense marketing culture and public Program from the commercial systems. The Void Figures are legible against the continuous solid of the shopping sectors, calibrated according to quantifiable density of products and services. These sectors are made of Highly Generic Shops juxtaposed to Extremely Specific Identifiable Identities, both being deeply conflictual in their spatial configuration but operating in symbiosis.