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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.

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.

CHALLENGE

SOLUTION

After its reconstruction, the Central Department Store of Ukraine (TSUM) finally opened.

Recently, many individual and multi-brand stores had launched nearby. It was time not to just reopen, but to communicate how TSUM is unique.

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.