AliExpress: ZAPUSK

The task was to impressively launch AliExpress on the Russian market and work on the image component, presenting the brand on a higher level. We have chosen the World Trade Center as a venue for the event for 600 guests, which, of course, was transformed almost beyond recognition.

To show the collection, we built a transnational metropolis in the multi-storey space of the foyer of the Center. Just for one evening the Center transformed into shooting pavilions of your favorite sci-fi movies, so our guests felt like the heroes of “Blade Runner”, but with more optimistic scenario.

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The main hall became a cyberpunk scenery: neon signs in Russian and Chinese, fimprovised noodle soup place, 3 D-projections, industrial robots by FANUC. The elevators of the Center were turned into retro futuristic demonstration capsules, delivering the models directly to the catwalk. The musical program was finalized with a beautiful concert of Kate NV — our favorite singer from Moscow, whose music is inspired by Asian composers and is popular all over the world.

WATCH

THE VIDEO

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RUNWAY

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ALIEXPRESS

&
RUSSIAN DESIGNERS

As part of the project, we organized collaborations of seven Russian brands with Aliexpress. Capsule collections were exclusively presented on the marketplace.

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DESIGN

We have developed the visual identity of the event together with Lesha Larionov: futuristic, digital and pragmatic. Representative both for Aliexpress brand and the cyberpunk spirit of the show.

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