How Okeania Shopping Centre Launched a Fashion Lab Instead of Discounts

Okeania Shopping Centre found itself in a situation typical for large malls. Visitor footfall existed, but it was 'transit' traffic: people arrived, bought what they needed quickly, and left. Fashion category tenants wanted not just footfall, but engaged shoppers willing to spend time and money on putting together a look.

The team faced four challenges: attract new shoppers to the centre, strengthen loyalty among regular visitors, reinforce the centre’s image as a space where fashion and inspiration matter more than discounts, and integrate fashion category tenants into a unified campaign.

The SICHKAR GROUP team asked a different question: what if a purchase became not the final action, but the first step? A person comes to the shopping centre for seasonal items. They register their receipt. Instead of a discount coupon, they receive access to an experience: a lesson from a stylist, an improvisation workshop, an English language test. And the main prize for loyalty programme points is not electronics or a gift card, but participation in a professional fashion photoshoot: with makeup artists, hair stylists, outfit selection from tenant collections, and photography on a cyclorama with studio lighting.

Thus the project 'Course on Trends: Learn and Transform' was born. The name reflected the essence: the shopper doesn’t just spend money, but gains knowledge about fashion and trends, then applies that knowledge in a real transformation.

At the entrance: purchases of 3,000 roubles or more and receipt registration in the Okeania app. Each registered receipt earned points. Points could be 'spent' on three types of activities.

The photo zone included:

• 2 cycloramas (colourful, mobile, 2x2x2 m)
• 3 studio light sources
• Rails with clothing and accessories from tenants
• 2 branded fitting booths
• Mirror with integrated lighting
• Waiting area

Photographs were displayed on a screen in real time, allowing other visitors to see the process and become interested.

The on-site team included: 5 stylists for outfit selection, 2 photographers, 2 photographer assistants, 1 hair stylist, 1 makeup artist, 5 coordinators, 1 technical specialist, 1 host, and 1 DJ — more than 16 people working simultaneously.

Next to the studio were workshop zones (tables for 10 people), a stage for lectures with pouffes and seating for 30, and separate partner stations.

four major partners contributed vouchers for the prize draw. Putin Team, EMKA, Guess, and Edison school added to the prize pool. For tenants, this was a way to attract new customers; for the shopping centre, it strengthened the programme without increasing the budget.

tenants participated in the lecture programme. GLVR delivered a talk on trends, EMKA discussed the return to office style, and Liotriss atelier explained how fashion trends emerge. Brands gained an audience, while visitors received expert content.

the paper doll with tenant-branded outfits served as both a souvenir and an advertising medium simultaneously.

Twilly scarf. For 5 receipts from Okeania tenants, a visitor received a silk twilly scarf at the registration desk. This mechanic encouraged cross-purchasing: to collect 5 receipts from different stores, visitors had to visit multiple tenants.

Mermaid paper doll. To engage children and families, the team created a 'dress-up paper doll' in the Okeania shopping centre’s visual style. The mermaid doll came with a set of paper outfits featuring the logos of fashion category tenants. Children played, while parents saw tenant brands in the context of a fashion-themed game.