Transformations at Danilovsky Market began in 2011. Maxim Popov was appointed to the post of market director, while he was working in the Ginza Project and, in four years, he transformed a Soviet collective farm market to a cult place. The market did not close in all that time. It operarted as usual. Rebuilding of the sales space went on night and day. The first changes occurred in the first few months: the space was cleaned and slightly modernized, sellers began to wear uniforms, counters were covered in paper decorated with the market’s logo, Internet ordering with two-hour delivery was initiated, and organized crime was expelled. At the same time, several modern urban cafes opened at the market, serving products from the surrounding stalls. In the summer of 2015, Ginza also began working with the city’s Stay Hungry food festivals.
The atmosphere at the market has become so European that, in March 2015, a performance by Spam Theatre took place there as part of the Golden Mask Festival and, in September it hosted the Book Market – a fair of intellectual literature under the leadership of Boris Kupriyanov ("Falanster"). Also in September, Harvest Day was held at Danilovsky Market, attended by farmers from the Kaluga region, Bashkiria, Transbaikal and other regions of Russia, as well as dacha residents from outside Moscow, to whom the market provides a free place for sales.