Dolce&Gabbana - the iconic Italian brand, a symbol of elegance and passion. In 2024, the brand introduced an updated cosmetics line and relaunched the design of its beauty corners worldwide. In Russia, the premiere took place in the heart of Moscow - at TSUM and GUM.

To launch the updated Dolce&Gabbana Beauty line in Russia with a vibrant yet intimate touch - no large-scale hype, but maximum attention from the target audience.
As part of the global PR campaign for the brand’s beauty line update, Dolce&Gabbana launched a series of campaigns shot by Steven Klein (2024–2025) and reimagined the design of key beauty corners. In Russia, Italian HQ representatives were expected at the opening, but it was essential to maintain a “quiet mode.”

Tasks included:

• Organize the grand opening of the brand’s two key corners
• Convey the philosophy of the new collection through visual and event solutions
• Attract the attention of loyal customers and the premium segment audience
• Comply with the requirements of the global PR plan and brand guidelines
• Create a memorable client-only event that aligns with the Dolce&Gabbana aesthetic

We built the concept of the launch around the key symbol of the updated line - Cuore Sacro (“Sacred Heart”). This image became a metaphor for beauty’s rebirth, inner radiance, and emotional engagement with the Dolce&Gabbana Beauty universe.

The opening was not just a product showcase but an aesthetic performance in the signature Italian style: flowers, theatricality, emotions, and attention to every detail.