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The grand opening of the beauty corner and the presentation of the renewed cosmetics line
DOLCE&GABBANA’S RUSSIAN PREMIERE
- Estimated read time: 6 minutes
Client
Dolce&Gabbana is a legendary Italian brand, synonymous with elegance and passion. In 2024, the brand launched its renewed beauty line and redesigned its beauty corners worldwide. The Russian premiere took place in the very heart of Moscow - at TSUM and GUM.
Objective
To launch the updated Dolce&Gabbana Beauty line in Russia with a bold yet intimate touch. No large-scale buzz, but maximum attention from the target audience.
As part of Dolce&Gabbana Beauty’s global relaunch, the brand introduced a series of campaigns shot by Steven Klein (2024–2025) and reimagined the design of its key beauty counters. In Russia, the opening was timed with a visit from the Italian head office - all while maintaining a «low-noise» policy.
Goals included:
As part of Dolce&Gabbana Beauty’s global relaunch, the brand introduced a series of campaigns shot by Steven Klein (2024–2025) and reimagined the design of its key beauty counters. In Russia, the opening was timed with a visit from the Italian head office - all while maintaining a «low-noise» policy.
Goals included:
- Organizing a grand opening of the brand’s two flagship corners
- Communicating the new collection’s philosophy through visual and event-driven elements
- Engaging a loyal, premium-segment audience
- Complying with the global PR strategy and brand guidelines
- Delivering a memorable, client-only event that aligned with Dolce&Gabbana’s aesthetic code
Our approach
We built the concept around the central symbol of the updated line - Cuore Sacro (Sacred Heart). This image became a metaphor for beauty reborn, inner radiance, and emotional immersion into the world of D&G Beauty.
The launch was more than a product showcase - it became an aesthetic performance in true Italian spirit: floral arrangements, theatrical flair, emotion, and attention to every detail.
The launch was more than a product showcase - it became an aesthetic performance in true Italian spirit: floral arrangements, theatrical flair, emotion, and attention to every detail.
Implementation
- Site audit and analysisStep 1We conducted an in-depth study of both venues, analyzing foot traffic, spatial layout, and customer interaction points. This helped us design a precise engagement journey for guests and shoppers.
- Visual communicationStep 2We developed the event’s key visual using Dolce&Gabbana’s international campaign, fronted by Irina Shayk. The design was adapted for the Russian audience and the layout of the two flagship beauty spaces.
- Curating the atmosphereStep 3Every element - from floral zones to installations and photo areas - followed the brand’s guidelines. The signature aesthetic included rich tones, velvet textures, and golden accents.
- Client dayStep 4Invitations were sent to a select group of loyal clients. On-site, they received personalized beauty consultations, curated gifts featuring the new collection, and a masterclass from Dolce&Gabbana’s national makeup artist.
- The highlightStep 5The ceremonial ribbon-cutting with representatives from Italy marked the symbolic beginning of a new era for the brand.
Results
- Successful launchof two key beauty spaces in Moscow’s top luxury locations
- Full compliancewith the brand’s visual and ethical standards
- Positive feedbackfrom invited guests and loyal clients
- A presentation formatthat highlighted the sophistication and prestige of the brand
- Additional digitalexposure driven by visual content from the event
- «We appreciated the attention to detail, the team’s ability to truly listen, and the smooth coordination on-site. That kind of calm, confident, and friendly approach is exactly what inspires trust and reassures you that everything is going exactly as planned.»Dolce&Gabbanabrand representative in Russia
- «Managing this project for Dolce&Gabbana was truly inspiring and unforgettable. It brought together the elegance of the new beauty and fragrance lines, creating a space where style meets innovation. Every stage - from concept and design to partner coordination and technical execution - was driven by creative energy and strong teamwork.»Diana KartamyshevaProject Manager Sichkar Group
Project Team
- Ekaterina SichkarFounder SICHKAR GROUP
- Diana KartamyshevaProject Manager
- Yulia FilatovaProject Director
- Yana BelousovaCreative & Strategy Director
- Viktoria LymarHead of Branding & Design
- Viktoria BarinovaCreative Copywriter
- Anna StefkinaSenior Designer
- Ekaterina FilippovaDesigner
- Veronika DrovnyashinaClient Relations Director
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