Developing Concepts and Seasonal Façade Designs for 'Passazh' Department Store, St. Petersburg

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Client

'Passazh' Department Store is a historic shopping complex in the heart of St. Petersburg, located on Nevsky Prospect. Built in the 19th century, it is an architectural landmark and one of the city’s iconic locations. With a total area exceeding 20,000 m², it houses boutiques from premium brands, jewellers, cafés, and restaurants.

The audience of 'Passazh' Department Store consists of St. Petersburg residents with high incomes, who value tradition and refined shopping, as well as tourists drawn by the atmosphere and beauty of the historic centre.

Challenge

The client approached us to develop and implement thematic façade designs that would not only emphasise the premium status of 'Passazh' Department Store but also attract the attention of both residents and tourists.

Objectives:

Create two seasonal designs: Spring-Summer and New Year’s
Integrate the décor into the architecture of the historic building, preserving its aesthetic
Develop a visual narrative that would be memorable and encourage photo opportunities
Create 'living' décor with moving elements that would fit the concept, operate flawlessly, and create a wow-effect

Solution

The client provided us with ready-made ideas for the seasonal façade designs, and our task was to translate them into vibrant, well-conceived, and technically feasible visual concepts.

We developed creative designs and visualisations for the façade décor, considering the architectural specifics of the historic 'Passazh' building and the installation requirements in central St. Petersburg.

For the spring-summer season, we created a design inspired by 'Alice in Wonderland', featuring blinking flowers and a White Rabbit with moving ears.
For the winter season, we developed a festive façade with New Year’s clocks, which we realised as a carousel, with each carriage featuring the logo of a key tenant.

Execution

Spring-Summer Design: 'Alice in Wonderland'

Concept Adaptation for the Façade

Step 1

Upon receiving the client’s concept based on Lewis Carroll’s work, we developed a detailed creative design that accounted for the architectural features of the historic 'Passazh' Department Store.
Character and Detail Development

Step 2

We created visualisations of the key characters — the White Rabbit and the blinking flowers — in the brand’s signature style, incorporating animated elements.
Structural and Lighting Solutions

Step 3

We engineered the structure and design so that the 'flowers' appeared 'alive' through a blinking effect, and the characters were integrated organically into the façade.
Production File Preparation

Step 4

We prepared 3D models and production-ready files and oversaw the manufacturing of all elements.
On-site Installation

Step 5

We managed the installation of the structure on the façade, ensuring precise alignment between the visualisation and the final result.

New Year’s Design with Clocks and Tenant Brands

Design Based on Client Idea

Step 1

The second design was based on the client’s idea: a large festive carousel mechanism featuring the logos of key tenants on its carriages.
Creating a Festive Atmosphere

Step 2

We developed the creative façade design, merging the carousel concept with New Year’s decorative elements: garlands, baubles, and pillars resembling candy canes.
Preparation of 3D Visualisations

Step 3

We prepared all production materials and 3D visualisations for client and contractor approval.
Manufacturing of Decorative Elements

Step 4

We devised a colour palette in warm golden tones with accents of red and white, ensuring the design looked festive while underscoring the brand’s premium status.
Installation for the Holiday Season

Step 5

We oversaw the manufacturing and installation of the décor, ensuring it was synchronised with the start of the holiday season on Nevsky Prospect.

Results

Up to 100,000

people per day estimated pedestrian footfall past the façade during the spring-summer season on Nevsky Prospect
Up to 120,000

people per day pedestrian footfall during the pre-New Year season
1,000+

user-generated posts on social media featuring photos with the façade design
50+

mentions in blogs and media; the design was featured in tourist guides and city reviews
And the other numbers we cannot show you — they ran away down the rabbit hole with the White Rabbit.

"Working with 'Passazh' Department Store is a special task for us, where we blend historical heritage with a contemporary visual language. It’s crucial that the décor doesn’t just adorn the façade but creates emotions that guests take with them as part of their memories of St. Petersburg."

Ekaterina Sichkar

Founder Sichkar Group

Project Team

Passazh Department Store

Client
Ekaterina Sichkar

Founder, Creative Agency SICHKAR GROUP
Valeriya Kuzma

генеральный директор
Yulia Filatova

проектный директор
Anastasiia Batalova

руководитель проекта
Viktoriia Lymar

Head of Branding & Design
Anna Stefkina

Senior Designer
Ekaterina Filippova

Designer
Vero Yuvakaeva

Designer
Ivan Vlasov

Designer

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