FIRST PLACE: Sestry Feldman x TSUM Kyiv

2024 INTERNATIONAL VISUAL COMPETITION AWARDS

Non-Holiday Window Displays

AS THE LEADING department store in Ukraine, TSUM Kyiv is known for its entrancing VM. The retailer snagged a First Place win this year with its windows and in-store campaign featuring larger-than-life flowers inspired by the concept of rebirth.

Each window display featured oversized flowers, some 4 meters (roughly 13 feet) tall. Elements outside the windows were purposely tactile and dynamic, and the motif continued into the department store through a storewide campaign.

For the project, TSUM Kyiv partnered with the art duo known as Sestry Feldman, which began as a Ukrainian street art project launched by sisters Nicole and Michelle Feldman, artists from the Ukrainian city Dnipro. The project now goes beyond street art and encompasses mediums like clay, animation, canvas and merchandise.

this page: TSUM Kyiv partnered with art duo Sestry Feldman for its windows featuring flower motifs symbolizing rebirth.

The biggest challenges for the design team centered around the ongoing Russo-Ukrainian war: Due to the conflict, the production of decor and other elements normally used in window displays has slowed significantly, according to TSUM Kyiv’s Marketing Director Kostiantyn Putylenko. Power outages due to shelling and airstrikes also caused design delays.

“There is a war in our country, and we face a lot of difficulties,” says Putylenko. “That’s why we wanted to make the spring season of TSUM Kyiv especially bright, lively and life affirming. It was important to give passersby positive emotions [and], at the same time, to remember that the war in the country continues. Nothing shows spring better than flowers, but we decided to make them as bold and as unusual as possible – mesmerizing.”

Flowers were also chosen as the main “star” of the campaign as they symbolize revival and were used as amulets in ancient Ukraine that held ritual significance, as reflected in historic pottery, paintings, embroidery and jewelry. “Flowers, like people, are unique and vulnerable. Beautiful alone and no less magnificent in lush bouquets,” reads the retailer’s submission.

PHOTO GALLERY (10 IMAGES)
📷 DMYTRII BADAHOS, KYIV, UKRAINE