Grazia magazine turns 5 in 2012, and to celebrate the anniversary year, it held an unprecedented promotional event in cooperation with the Tsvetnoy department store: For three days, editors gave readers and the store’s patrons an opportunity to see firsthand how a new issue of the magazine is produced.
The editors set up shop inside a large cubicle of transparent glass in the atrium of the Tsvetnoy department store, allowing passers-by to see them at work. The Design Boom showroom generously provided designer furniture and accessories to furnish the “open office.”
On Feb. 18, the first day of the promo, actress Ravshana Kurkova visited the open office, gave an interview and posed for the magazine’s fashion section. Alexander Terekhov was the second celebrity guest of the day. The designer spoke with Grazia editor-in-chief Alyona Peneva and fashion department director Alisa Zhidkova. At the close of the workday, the entire Grazia staff left the glass cubicle and joined Tsvetnoy shoppers in the atrium to listen to the famous DJ Alexander Dulshchikov.
The second day, Feb. 19, turned out to be the most intense: A large number of stars and famous people visited Grazia editors. The celebrities arrived at the department store driving elegant BMW 7-series automobiles. The first guest was singer Natalia Podolskaya. After visiting the open office, she went to the 4th floor of the department store to pose for the cover of an upcoming issue of Grazia. That was followed with visits from renowned fashionista and Buro247.ru site editor-in-chief Miroslava Duma, TV hostess Aurora and singer Yulia Kovalchuk, who also posed for a Grazia cover against the stylish background of the Tsvetnoy interior.
The program continued with a workshop by Katya Dobryakova. The designer demonstrated how she creates her famous T-shirts with surprising and provocative texts. Television hostess Ksenia Sobchak took part in the workshop, drew a template for a new T-shirt and posed for the magazine’s cover. Following the workshop, all of the guests and readers moved to the lounge area to take part in a roundtable discussion with Grazia beauty department director Natalia Bogdankevich and Maybelline official makeup artist Yury Stolyarov. Stolyarov also shared the latest cosmetics trends of the season and demonstrated how arrows are drawn this season. Sati Kasanova stopped by to have coffee with Alyona Peneva while Svetlana Khodchenkova immediately went up to the fourth floor to choose the right outfit and pose for the cover of Grazia.
The third day at Tsvetnoy department store began with the editorial board discussing the theme of the new issue. Nespresso aromatic coffee and delicious deserts from the Antresol (Mezzanine) restaurant contributed to the productive working environment. The first celebrity guest of the day, Olga Shelest, gave an interview and posed for the Accessories section of the magazine. Once again, Grazia fashion editors were impressed with the way the items sold in the Tsvetnoy department store had been selected with great care and good taste.
Leading Bobbi Brown makeup artist Larisa Bragina held a workshop with a step-by-step demonstration of how to apply daytime and evening makeup. Next, celebrity guests Maria Kozhevnikova and Alexei Vorobyov stopped by to chat with editors and pose for a Grazia photo shoot. Andrei Grigoryev-Appolonov, Natalia Turovnikova, Denis Simachev and Viktoria Daineko also visited the open office on Monday.
The evening ended with a DJ set by Vitaly Kozak. Per newly established tradition, the editorial staff walked out into the atrium to drink a glass of champagne along with the department store patrons.
The entire promo event was broadcast live on the websites Woman.ru and Buro247.ru.