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TOCHKA.RU at Metropolis
How a shopping mall transformed into a fashion hub and became a stage for creative dialogue
  • 4-minute read
Client:
Metropolis Shopping Centre
Metropolis Shopping Centre - one of Moscow’s key fashion destinations, uniting global brands, showrooms, and an audience driven by style and inspiration.
Challenge:
To create a project that seamlessly blended art, fashion, and education within a single immersive space.

Project objectives:
  • Develop a visual concept and spatial design.
  • Handle installation and technical support.
  • Host fashion shows and a roundtable discussion.
  • Organise a reception for speakers.
  • Conduct fashion-sketching masterclasses.
Idea:
TOCHKA.RU was conceived as a reflection of the modern fashion ecosystem — a space where fashion becomes a dialogue between brand, person, and city.

We focused on transparency and reflection, turning the venue into a dynamic interplay of light, mirrors, and textures.

Each guest could not only watch the show but become part of it - seeing their own reflection in the art installation and feeling connected to the rhythm of fashion culture.
Execution:
  • Mirror installation
    Step 1 (19–27 November)
    We created a mirror installation that merged the stage, art zone, and audience into one cohesive experience. The venue featured:
    • A central mirrored art object with mannequins.
    • Two side installations with integrated lighting.
    • Metallic structures with directional spotlights.
    • Soft carpeting, immersing guests in a fashion show atmosphere.
    For nine days, the space transformed daily—a gallery in the morning, an art platform by afternoon, and by evening, a fashion stage alive with reflections, camera flashes, and audience energy.
  • Masterclasses
    Step 2 (26–27 November)
    On 26–27 November, artist and fashion illustrator Inna Somova held open sketching masterclasses. Guests drew among the installations, inspired by the surrounding light, textures, and silhouettes. Every sketch became part of the environment, turning even casual visitors into artists.
  • Fashion Show & Roundtable
    Step 3
    The final days marked the project's culmination. A fashion show unfolded on stage, with models moving through light and reflections as if inside a hologram. Guests stood just a step from the runway, feeling the rhythm and pulse of the show.
    In Hall #5, designers, stylists, and brand representatives gathered for a roundtable on the future of fashion. The evening closed with a reception and DJ set, where conversations continued over wine and laughter.
Results:
  • 9 days of activation
    Held in the heart of Metropolis
  • 1 mirror installation
    Created 3 functional zones and hosted 2 days of workshops
  • 100+ participants
    Attended the creative masterclasses
  • 2 000+ visitors
    Engaged with the exhibition zone
  • Strong feedback
    From designers, guests, and partners — making it a cultural highlight of the season
  • Hundreds of features
    Across media and social networks
Atmosphere:
TOCHKA.RU became more than an event - it was a state of mind.

An opportunity to experience fashion from the inside: to walk among reflections, to listen, to create, and to feel.

For a week, Metropolis turned into a living fashion stage filled with quiet conversations, flashes of cameras, and fleeting moments of inspiration - the kind that can’t be paused or repeated.
Project team:
  • Metropolis Shopping Centre
    Client
  • Ekaterina Sichkar
    Founder of the Creative Agency
  • Yulia Filatova
    Project Director
  • Anastasia Yurchenko
    Project Manager
  • Yana Belousova
    Creative and Strategy Director
  • Vero Yuvakaeva
    Designer
  • Dmitry Buzhdelev
    Designer
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