The project involved a collaboration with Rustam Usmanov, an artist focusing on interpreting cultural heritage in a modern context. This collaboration resulted in creation of unique ornate window trims for express service counters that combined traditional and modern visual elements. The concept supported the brand’s goal of creating a Russian brand identity and deepening the emotional connection with the audience. The campaign included a video for social media and information support in different cities, which allowed going beyond a standard promotion. The project took into account interest in local topics and unique PR tools, which ensured attraction of a new audience and involvement in the cultural agenda.