“JOYFUL MOMENTS”
CHALLENGE
After its reconstruction, the Central Department Store of Ukraine (TSUM) finally opened
For over 70 years, it had been not just a store in the center of Kyiv, but a special place in the hearts of Kyiv citizens.
Recently, many individual and multi-brand stores had launched nearby. It was time not to just reopen, but to communicate how TSUM is unique.
SOLUTION
TSUM became the first real department store in Ukraine – like Harrods or Gallerie Lafayette. And people usually don’t go to such places just to buy something, they are visiting a desitnation. That’s how our “Joyful Moments” platform came to be.
TSUM is where you get unique emotions and impressions from unique brands, unique places, and services … The opening of the Central Department Store emotionally resembled the opening of a gift. We waited for it and opened it gradually — on billboards, shop windows, and in TSUM itself.
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