Immersive Performance 'Towards the Senses'

ОТПРАВИТЬ ЗАЯВКУ

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Immersive performance "Towards the Feelings"

How to Promote a Shopping Mall through a Night-time Immersive Performance and Achieve 750,000+ PR Reach

Reading time: 5 minutes

Client

MEGA Adygea-Kuban — one of the largest shopping centres in Southern Russia, covering over 124,000 m², located on Turgenev Highway in Krasnodar. With more than 200 stores, restaurants, a cinema, and family entertainment zones, MEGA’s audience consists mainly of families and young adults — for whom the mall is not just a shopping destination, but a vibrant cultural and social space.

Challenge

The client approached us with a brief to create a striking event presentation for the month-long art project "Towards Feelings" at MEGA.

Objectives:

Attract attention from regional bloggers and influencers.
Announce the upcoming concept of the "New MEGA" in an unconventional format.
Generate public interest in the contemporary art exhibition.
Create a buzzworthy story for social media and PR coverage.

Solution

We proposed the format of MEGA’s first-ever night-time immersive performance — with bloggers as key participants. The core idea was to lead guests through a journey of sensory deprivation and rediscovery — losing sight, sound, touch, and smell, only to regain them one by one. The experience symbolised the importance of human senses and served as an artistic prelude to the upcoming exhibition.

Execution

Concept and Naming

Step 1

We created the event name — "Towards Feelings", positioning it as a closed, night-time immersive performance for influencers.
Influencer Engagement

Step 2

We invited 50 regional bloggers, carefully selected for their audience relevance and engagement rates.

They became the main amplification channel, generating anticipation and storytelling around the exhibition.
Invitation Box

Step 3

Each blogger received a mysterious black box containing a personalised invitation, detailed instructions, and a single black glove hand-painted by artists. The glove — a symbolic "thrown challenge" — invited guests to step towards their own senses.
The concept intrigued recipients and instantly became a social media moment, driving pre-event buzz.
Atmosphere and Script

Step 4

To immerse guests completely, we developed a narrative script, hired professional actors, and produced an audio playfeaturing a guiding voice. The event space was transformed into a contemporary art environment — minimalistic, abstract, and thought-provoking.
Immersive Experience

Step 5

Upon arrival, guests put on masks, headphones, and gloves — gradually regaining their senses as they progressed through the performance. They smelled curated aromas, reached into hidden boxes with different textures (including a warm, fur-covered heating pad that felt "almost like a cat"), listened to layered sounds, and observed fragments of the exhibition.
Artistic Collaboration

Step 6

To elevate the project’s credibility, we invited renowned contemporary artists and photographers, including Yana Vasilyeva, the ZIP art group, and Dmitry Ageev. Their participation added prestige and expanded the project’s artistic footprint.

"It was an experiment — a bold move to bring influencers into a dark space and deprive them of their senses. But that’s precisely what made the project a powerful emotional experience — and an authentic way to introduce the future ‘New MEGA'".

Ekaterina Sichkar

Founder, Sichkar Group

Results

760 000

PR reach
120+

stories and 60 posts published overnight
+90%

increase in exhibition attendance vs. planned metrics

Project Team

MEGA Adygea-Kuban

Client
Ekaterina Sichkar

Founder of «SICHKAR GROUP»
SICHKAR GROUP

Team

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