"It's this way"

A mural on Stary Arbat Street set up by the Russian Geographic Society to celebrate their annual photographic exhibition titled "the Most Beautiful Country" (the link has photographs of some stunning nature). The exhibition is "devoted the the conservation of Russian nature and the development of a responsible attitude to the environment through the art of photography".  Something all blippers would believe in. Incidentally, they received 110,000 entries for this year's competition.

In an immediate context, the guy in red is a tout trying to persuade the women to come into his restaurant. Unsuccessfully, as far as I could see.