Да, мы тоже используем cookie. Они помогают нашему сайту работать без сбоев.
Хорошо, без проблем
Yes, we use cookies too. They help our website run smoothly.
Okey, no problem
Dolce&Gabbana Premiere in Russia
Grand opening of the beauty corner and presentation of the updated cosmetics line
  • 6 minutes of reading
Client
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.
Objective:
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
Solution:
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.
Execution:
  • Step 1
    Site analytics and audit
    The process began with a client briefing where all aspects of the concept and activation mechanics were clarified.
  • Step 2
    Visual communication
    We developed the event’s key visuals based on the international Dolce&Gabbana campaign featuring Irina Shayk. The visuals were adapted for the Russian audience and the spaces of the two flagship corners.
  • Step 3
    Atmosphere design
    All event elements — from floral zones to installations and photo areas — were designed in accordance with brand guidelines. The aesthetic emphasized deep tones, velvet textures, and golden accents.
  • Step 4
    Client day organization
    An invitation was sent to a select group of loyal clients. On-site, guests enjoyed personal beauty consultations, gift sets featuring new products, and a masterclass from Dolce&Gabbana’s national makeup artist.
  • Step 5
    The climax
    The grand opening ceremony with Italian representatives marked the finale. The symbolic ribbon cutting served as a ritual ushering in a new era for the brand.
Results:
  • Full compliance
    with the global brand’s visual and ethical standards
  • Positive feedback
    from invited guests and loyal clients
  • Enhanced brand status
    and sophistication through a carefully crafted presentation
  • Successful launch of two key beauty spaces
    in Moscow’s premium retail locations
  • Increased brand visibility in digital space
    through visual content from the event
  • We appreciated the attention to detail, the ability to truly listen and understand the client, as well as the work of the on-site coordinator - that confident yet calm and friendly approach is truly disarming and inspires confidence that everything is going exactly as planned.
    Dolce&Gabbana
    Brand Representative in Russia
  • Organizing the project for Dolce&Gabbana was a truly inspiring and unforgettable experience. This project combined the elegance of the new cosmetics and fragrance line, creating a unique space where style meets innovation. Every stage of preparation - from concept and design to partner coordination and technical execution - was filled with creative energy and team spirit.
    Diana Kartamysheva
    Project Producer at Sichkar Group
Project Team
  • Ekaterina Sichkar
    Founder of the Creative Agency SICHKAR GROUP
  • Diana Kartamysheva
    Project Producer
  • Yulia Filatova
    Project Director
  • Yana Belousova
    Creative and Strategy Director
  • Victoria Lymar
    Branding and Design Director
  • Victoria Barinova
    Creative Copywriter
  • Anna Stefkina
    Senior Designer
  • Ekaterina Filippova
    Designer
  • Veronika Drovnyashina
    Operation director
OTHER PROJECTS
You may also like our other projects: