Magnit Superstore in Krasnodar

The concept is based on the idea of an adventure with an unusual guide — a bulldog named Pelmen. The character talks about the different kinds of trips people take. He introduces visitors to various modes of transportation: a motorized suspended railway, where a two-car train runs directly along the ceiling (modeled after the Wuppertal Schwebebahn), a convertible, whose route is depicted on the walls in the In-House Production area, and a hot-air balloon with a basket and a pilot, moving leisurely up toward the very roof of the superstore and then back down.

Shoppers walk through natural landscapes that not only decorate the departments but also help them navigate the superstore. For example, a light installation featuring mountains and northern landscapes prepares shoppers for the temperature in the frozen foods section, while dolphins leaping over the waves toward lighthouses guide shoppers to the checkout area. Numerous interactive activities for the youngest shoppers foster a playful atmosphere and turn shopping into a real adventure for the whole family.

The project was carried out by our partners — the Belarusian agency AVC.