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
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:
  • 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.
Implementation
  • Site audit and analysis
    Step 1
    We 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 communication
    Step 2
    We 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 atmosphere
    Step 3
    Every 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 day
    Step 4
    Invitations 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 highlight
    Step 5
    The ceremonial ribbon-cutting with representatives from Italy marked the symbolic beginning of a new era for the brand.
Results
  • Successful launch
    of two key beauty spaces in Moscow’s top luxury locations
  • Full compliance
    with the brand’s visual and ethical standards
  • Positive feedback
    from invited guests and loyal clients
  • A presentation format
    that highlighted the sophistication and prestige of the brand
  • Additional digital
    exposure 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&Gabbana
    brand 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 Kartamysheva
    Project Manager Sichkar Group
Project Team
  •  Ekaterina Sichkar
    Founder SICHKAR GROUP
  •  Diana Kartamysheva
    Project Manager
  •  Yulia Filatova
    Project Director
  • Yana Belousova
    Creative & Strategy Director
  •  Viktoria Lymar
    Head of Branding & Design
  •  Viktoria Barinova
    Creative Copywriter
  •  Anna Stefkina
    Senior Designer
  •  Ekaterina Filippova
    Designer
  •  Veronika Drovnyashina
    Client Relations Director
Другие проекты
Подобрали для вас:
У вас есть задачи, которые надо решить?
Просто отправьте заявку, и мы свяжемся с вами в течение рабочего часа
Генеральный директор
Валерия Кузьма