Galeria Mall (St. Petersburg) is one of the city’s largest shopping centers, spanning 208,000 m² and catering to a premium audience.

The brand isn’t just about shopping — it’s built on fashion, experiences, and emotion. Each campaign becomes a cultural moment, not just a discount sale.

Galeria set out to combine two major events — Black Friday and the mall’s anniversary — into one large-scale campaign.

But instead of the usual "up to 70% off" approach, the goals were:

• Create a media-worthy event and gain PR traction on social media
• Promote new collections and tenant trends
• Drive downloads and engagement for the Galeria Club app

Stand out from other malls promoting slow fashion and conscious consumption

While everyone else was saying "don't buy more", we said — buy with style. That’s how Hypnofashion was born — a campaign where fashion literally hypnotizes.

We combined:

• Optical illusions by Akiyoshi Kitaoka
• A retro-inspired palette
• Runway colors from Milan

All blended into a visual identity that’s impossible to ignore.

The symbol of the campaign: a massive 3-meter 3D shopping bag — not just a banner, but an art object and the star of all brand assets.

There were no typical contests. Instead, we used a soft engagement system via the app.
Each receipt over 2,000 ₽ became a chance to win.

Prizes included:

• 20,000 ₽ shopping vouchers — awarded daily to active app users
• The grand prize — a 100,000 ₽ Galeria shopping spree

Winners were chosen from users who scanned receipts. The more purchases — the better the odds.
It was transparent, spam-free, and focused on loyalty and joy.

We initially generated the Hypnofashion concept using AI - a quick way to create striking hypnotic imagery. But in 2023, AI still couldn’t deliver high enough quality for print.

To make the visuals work on large formats like facades and banners, our design team created a custom enhancement process. We used a mix of upscalers, manual detailing, and AI-based retouching - transforming even low-res images with «fewer pixels than fingers» into crisp artwork.

This approach allowed us to maintain a unique style and elevate the campaign to a fashion brand level - both online and offline.