Content Concept
A fairy tale as a product catalogue
TSUM Minsk × Yandex Go · with Community
01 / Tension
A shop window is a city tradition; a delivery service is a utility. A logo next to a fairy tale reads as an intrusion, not as taking part.
02 / Shift
From sponsor of the tale to a character in it: every wonder in the story is the service at work.
Concept and experience
Four fairy tales are retold so that each one illustrates a single product advantage: “Morozko” — delivery that holds in the frost, “The Snow Queen” — delivery from shops, “The Nutcracker” — the premium tariff, “At the Pike’s Command” — finding places to eat. Eight windows are assembled into a looped story.
Key decisions
- Tie each tale to one product advantage without forcing it
- Build a looped narrative structure that reads from any point of entry
- Build a physical reason to take a photo into the decor — mirrored photo zones
- Design the full production pipeline with dates for delivery
Our role: the narrative concept, the dramaturgy of the windows, the mechanics of engagement.
