Title	MAGIC SCHOOL BAZAAR IN HAMLEYS LUBYANKA MOSCOW
Brand	IDEAS4RETAIL
Product/Service	STATIONERY FOR SCHOOL AND TOYS
Category	D02. Point of Sales & Consumer Touchpoints
Entrant	UNITE Moscow, RUSSIA
Idea Creation	UNITE Moscow, RUSSIA

Name	Company	Position
Olga Matveeva	Unite	CEO
Liliya Iskhakova	Unite	Account Director
Alina Ivanova	Unite	Account Manager
Sergey Tumanov	Unite	Head of Purchasing Department
Olga Ostrova	Unite	Production Manager
Dmitry Mukhametzyanov	Unite	Production Manager
Dmitry Vorona	Unite	Creative director
Edoardo Rizzuti	Unite	Art Director
Natalia Maslova	Unite	Art Director
Sergey Agafonov	Unite	Art Director

The Campaign

The main creative idea was to create a new decoration for a back-to-school shopping zone styled as Harry Potter’s world. The area was designed to give the look and feeling of the ‘Magic School’ transforming the Central Children’s Store Atrium into an unusual yet functional zone to get all of back-to-school shopping done in one place. This unique creative zone allowed to attract a lot of consumers and to stand out among other shops.

Creative Execution

The agency developed the design and built a big and high tower (more than 7m high), a steam train (5m x 2.3 m), a traffic loop to display school backpacks, a real-size dray cart with old-fashioned suitcases and a mobile easy to move and transform decoration. Magic grimoires were styled to look old. The cinema zone was equipped with comfortable transforming hassocks. All the shelves with goods were seamlessly integrated in the decorations. Re-board and durable eco-friendly materials were used.

Indication of how successful the outcome was in the market

• Over 20,000 shoppers a day • 200% higher sales than the forecast • A great number of positive customers feedback in social media • A great number of positive customers left feedback on great atmosphere in the store and a high interest of their kids towards decorations, interactive zones and installations.

The store was decorated as the ‘Magic School’ transforming the Central Children’s Store Atrium into an unusual yet functional zone to get all of back-to-school shopping done in one place. Total area of the store was 380 m². The navigation was well-structured with the store divided into zones visible from all the sides thus boosting sales. In that zone one could find everything they need for school. There was a cinema zone built for kids where they could sit comfortably on hassocks and watch cartoons to let their parents do all the shopping meanwhile.