GUM 12STOREEZ LAUNCH
On December 10th, the opening of 12 STOREEZ' new home took place in the main department store of the country — GUM. The cozy event gathered the warmest circle of friends of the brand, and the in–out studio team was responsible for the development and production of the event.
The guests were welcomed with cocktails created by Soma team exclusively for 12 STOREEZ based on the color palette of the new collection, and the actors of “Creative Association 9” immersed the visitors into the magical atmosphere of the event. Playtronica performative and interactive zones were set up at the opening, where one could touch the new collection and hear its magical sound. The program also included a DJ set by Andrey Zakharov and an acoustic performance by CHEBANOV. We equipped the boutique with two stations where the guests could share their wishes for the coming year on a beautiful flammable piece of paper. And, of course, the real point of attraction was the carousel with desserts — the catering composition that alluded to the magic of New Year's fairs.
Together with an artist, we decorated the windows of the GUM boutique in the style of the brand's New Year collection inspired by the aesthetics of the circus. The decorative elements referred to recognizable visual codes close to this theme.
The guests were welcomed with cocktails created by Soma team exclusively for 12 STOREEZ based on the color palette of the new collection, and the actors of “Creative Association 9” immersed the visitors into the magical atmosphere of the event. Playtronica performative and interactive zones were set up at the opening, where one could touch the new collection and hear its magical sound. The program also included a DJ set by Andrey Zakharov and an acoustic performance by CHEBANOV. We equipped the boutique with two stations where the guests could share their wishes for the coming year on a beautiful flammable piece of paper. And, of course, the real point of attraction was the carousel with desserts — the catering composition that alluded to the magic of New Year's fairs.
Together with an artist, we decorated the windows of the GUM boutique in the style of the brand's New Year collection inspired by the aesthetics of the circus. The decorative elements referred to recognizable visual codes close to this theme.
MOSCOW, 2024
visual merchandising
creative concept
production
creative concept
production
SERVICE:
events
set design
