DIANA VAKHRUSHEVA

CEO, NOBLESNOB, MOSCOW, RUSSIA

The most engaging shopping experience I’ve orchestrated recently was the new concept that I presented, together with my colleagues from Air and Dear Progress, at Tsvetnoy department store. We all share a deep interest in the acid techno aesthetic, so we decided to throw a real club party inside the store. In early February, Tsvetnoy invited our best customers, booked a DJ, hired bouncers and had the department store open until the early morning! It was a surreal and unforgettable moment with the same energy and atmosphere as that of an open-air rave. Our customers are still reminiscing about this event. The feedback was so good that we decided to repeat it but focus on hip-hop music and culture; that proved to be another great success and showed another face of Tsvetnoy: now customers see it as not just a store but a multisensory experiential space where you can go from shopping to partying hard!