Galeria Mall (St. Petersburg) — one of the city’s largest and most iconic shopping destinations, spanning 208,000 m²and attracting a premium audience.

The Galeria brand goes beyond shopping — it’s about fashion, culture, and experiences. Every campaign the Galeria team launches becomes a city event — not just a sale, but a cultural happening people aspire to attend.

Galeria set out to merge two major occasions — Black Friday and the Mall’s Anniversary — into one bold, large-scale campaign designed to create a wow-effect and generate a strong media buzz.

As part of this campaign, the team planned an exclusive VIP Party inside the mall for high-spending clients, aimed at supporting luxury tenants on the first floor.

The mechanics were simple yet elegant:

• Visitors shopped in select stores at Galeria.
• Those whose purchases reached a set threshold received invitations to a private after-hours event — the VIP Party inside Galeria.

Key tasks from the client:

• Design engaging event mechanics and an immersive concept around the theme "Everything Beautiful Must Be Edible"(inspired by Salvador Dalí).
• Develop the visual identity and event branding.

We embraced a daring creative approach to reinforce Galeria’s image as a modern fashion and lifestyle hub.

Our main objective was to immerse guests in the surreal world of Dalí — from the first touchpoint to the very end of the night — maintaining emotional engagement throughout the experience.

Every detail was curated with Galeria’s audience in mind: guests who value aesthetic sophistication, fine dining, and artful experiences.

The project was executed through close collaboration between three teams — the Client, our Agency, and a partner production company.