The shopping centre in Zelenograd was perceived as a place to shop. The Sichkar Group team turned a Saturday evening into a party with comedians, socialising, and cocktails.

Registration data is collected through the Timepad platform.

Zelenopark had four challenges simultaneously. First: create a reason to visit that would resonate specifically with the Zelenograd audience. Second: stimulate purchases in mall stores. Third: increase weekend footfall. Fourth — and perhaps the most difficult — change the perception of Zelenopark and show that this is a place to spend time, not just to shop.

The standard toolkit for shopping centres includes discounts, children’s workshops, and photo zones. All of these work, but they target the same audience that already comes. A format was needed that would bring in people who had never previously visited Zelenopark in the evenings.

The brief sounded like a traffic challenge. The team reframed it as a perception challenge: a shopping centre can become a place where people come to spend an evening. Not to buy something specific, but to have an experience.

The registration mechanic was designed to simultaneously generate buzz and bring people into the shopping centre in advance. A0-format announcements were placed inside the mall itself. Each poster included quick registration instructions: visitors scanned a code, landed on the event page on Timepad, and immediately received a coupon for a free cocktail from a partner.

The coupon served as the first point of contact with a tenant. A person hadn’t even arrived at the party yet, but already knew that Goodson bar at Zelenopark had a drink waiting for them. On the event day, participants confirmed their registration at the check-in desk and gained access to the show-game with guaranteed prizes.

A simple funnel: saw the announcement, registered in one minute, received a bonus, came. No complicated conditions or lengthy forms.

The programme lasted four hours and was divided into three blocks. Each block kept guests on the premises and smoothly guided them to the next.

Compatibility show-game with comedians (7:30 PM — 9:00 PM)

The central part of the evening. A host and invited comedians ran a game in a speed-dating format. Participants received cards and name stickers, were seated at tables, and answered questions. The comedians set the tone: adding humour, provoking unexpected answers, and maintaining the pace. Pairs were formed based on shared interests, style, and hobbies.

The game lasted an hour and a half. During this time, participants had the chance to speak with several people. The format held attention: each round was short, and transitions between tables prevented boredom.

Comedy concert and prize draw (9:00 PM — 10:00 PM)

The final block: a concert from invited headline comedians and a prize draw organised by Zelenopark. Every show-game participant received a guaranteed prize. Among the prizes were certificates for mall stores, which converted evening guests into customers.

After the prize draw, the venue continued as an open-format party with a DJ and Goodson bar until 10:00 PM.

A distinct value of 'Gravity Party' for the shopping centre was that the event linked entertainment with tenant sales. Not through abstract 'footfall growth', but through a concrete mechanic.

Partner tenants were embedded into the evening programme. Goodson bar provided 150 drinks, each of which functioned as a coupon: get a cocktail, remember the bar, come back. Persona salon provided free glitter make-up and hairstyling, introducing the audience to its services. And at the end of the evening, participants received certificates for Zelenopark stores.

For a shopping centre manager, this is an argument in conversations with tenants: the event doesn’t just attract people to the venue — it directs them to specific stores.

The project was approved on 7 February. Announcements launched and registration opened on 13 February. The event took place on 18 February. The entire preparation took 11 days.

In this time, the team developed the concept and visual style, created design mock-ups (A0 announcements, game cards, participant stickers, drink coupons, station mock-ups for the beauty station, game signage), branded a partner capsule, sourced and hired a host, DJ, comedians, photographer, tarot reader, promotional staff,
technician, and supervisor. Plus coordinated partner integrations, rented sound equipment and venue furniture.

A fast turnaround was possible because the format was simple to produce. The main challenge — sourcing and securing headline comedians and partners within a week — was managed in parallel with design and logistics. A small team of four people handled all tracks simultaneously.