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New Year at "Galeria": how a shopping centre turned December into a musical celebration and made the wait for New Year part of the shopping experience
- 7-minute read
Client
Galeria Shopping Centre — the flagship mall of St. Petersburg, located in the very heart of the city.
Every December, Galeria becomes a magnet for locals and tourists alike, combining festive atmosphere, urban rhythm, and contemporary style.
Every December, Galeria becomes a magnet for locals and tourists alike, combining festive atmosphere, urban rhythm, and contemporary style.
Challenge
To create a New Year experience within the mall that guests could not only see — but truly feel.
Project objectives:
Project objectives:
- Build a cosy, festive atmosphere.
- Increase the number of loyalty programme users.
- Boost traffic during the pre-holiday and holiday season.
- Generate a city-level newsworthy event.
Idea
In adult life, New Year often turns into a whirlwind of to-do lists, traffic jams, and gift hunts.
We wanted to bring back the sense of childlike wonder — when anticipation turns into surprise, and routine transforms into joy.
That’s how the concept "Factory of Happiness" was born — a magical place where happy moments are created.
The design drew inspiration from clockwork mechanisms — as if the entire mall became a grand New Year timepiece, precisely counting down the seconds to the miracle.
We wanted to bring back the sense of childlike wonder — when anticipation turns into surprise, and routine transforms into joy.
That’s how the concept "Factory of Happiness" was born — a magical place where happy moments are created.
The design drew inspiration from clockwork mechanisms — as if the entire mall became a grand New Year timepiece, precisely counting down the seconds to the miracle.
Execution
Campaign period: 12 December — 12 January
Key design elements:
A gift distribution stand operated daily throughout the month. The entertainment programme featured a host, DJ, and percussion show.
From 21 to 27 December, live piano music filled the mall — creating a sense of chamber intimacy amidst the festive shopping rush.
Promoters in branded outfits welcomed guests, guided them through the raffle participation process, and distributed gifts. 1 January was the only rest day for the team — by 2 January, the stand was back in full operation.
Key design elements:
- Branded promo stand and staff uniforms.
- Stage area and media-wall décor.
- Media façades with festive animations.
- Gift certificates and branded souvenirs for raffle winners.
A gift distribution stand operated daily throughout the month. The entertainment programme featured a host, DJ, and percussion show.
From 21 to 27 December, live piano music filled the mall — creating a sense of chamber intimacy amidst the festive shopping rush.
Promoters in branded outfits welcomed guests, guided them through the raffle participation process, and distributed gifts. 1 January was the only rest day for the team — by 2 January, the stand was back in full operation.
The Grand Finale
On 31 December, the main prize draw took place.
The evening opened with a performance by ZARЯD, the award-winning percussion group recognised as Drumwavechampions.
Their set became the emotional high point of the celebration — light, rhythm, vibration, and applause filling the central atrium.
Afterward, the crowd enjoyed a host-led interactive show, a DJ set, and candy giveaways for children — ending the year with dozens of smiling faces around the stage.
And on 12 January, the celebration returned one last time — with drums, music, giveaways, and the final note of the winter marathon.
The evening opened with a performance by ZARЯD, the award-winning percussion group recognised as Drumwavechampions.
Their set became the emotional high point of the celebration — light, rhythm, vibration, and applause filling the central atrium.
Afterward, the crowd enjoyed a host-led interactive show, a DJ set, and candy giveaways for children — ending the year with dozens of smiling faces around the stage.
And on 12 January, the celebration returned one last time — with drums, music, giveaways, and the final note of the winter marathon.
Results
- 1-month festive programme spanning December-January
- 40+ hours of live music performances
- Hundreds of gifts and certificates distributed
- Significant increase in foot traffic during the holiday period
- Dozens of organic mentions across social media
Despite logistical adjustments during execution, the project fulfilled its main goal — to bring the feeling of celebration that transcends format.
Atmosphere
This New Year at Galeria was remembered not for its lights — but for its sound. When the drums echoed in unison, the piano played beneath the dome, and promoters smiled at passing guests,
the shopping centre transformed into a concert hall of joy. Music became the symbol of the season — a celebration not just to be seen, but to be heard.
the shopping centre transformed into a concert hall of joy. Music became the symbol of the season — a celebration not just to be seen, but to be heard.
Project Team
- Galeria Shopping MallClient
- Ekaterina SichkarFounder, Creative Agency SICHKAR GROUP
- Yulia FilatovaProject Director
- Anastasia BatalovaProject Lead
- Yana BelousovaCreative & Strategy
- Denis GultsevLead Creative
- Viktoria BarinovaCreative Copywriter
- Viktoria LymarHead of Branding & Design
- Anna StefkinaSenior Designer
- Anastasia ProkuratovaDesigner
- Ekaterina FilippovaDesigner
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