From June 23 to July 12, Librederm transformed Moscow's Tverskoy Boulevard into an immersive summer greenhouse pavilion featuring four "urban muses" who introduced visitors to the brand's skincare lines through cultural collaborations with Gorky Film Studio and the State Historical Museum, personalized consultations, and interactive activities that delighted both local residents and international guests.
From June 23 to July 12, Librederm transformed Moscow’s Tverskoy Boulevard into a lush summer greenhouse – an immersive beauty space. Librederm pavillion was a vibrant destination where beauty, cinema, literature, museum culture, sports, and leisurely summer rituals came together in one inspiring location.
Urban Muses
At the heart of the experience were four “urban muses,” each embodying a different summer story and introducing visitors to key Librederm skincare lines.
The Bride Muse featured Blanc de Blanc – the line for even tone, freshness, and natural radiance. This theme brought to life Librederm’s collaboration with Gorky Film Studio and the movie The Bride’s Box Office. Guests enjoyed a meet-and-greet with actress Anna Bogomolova, a ticket giveaway for the premiere, and an interactive “match finding board” photo zone.
The Margarita Muse (a 21st-century take on iconic Russian author Mikhail Bulgakov’s protagonist Margarita) was embodied by Mezolux – Librederm’s premium anti-aging line. This story unfolded through two cultural partnerships: Mezolux was featured as “Margarita’s cream” at the State Historical Museum’s exhibition “People as People. They Love Money”. Visitors could win tickets to the museum. In collaboration with Alpina.Prosa, the space featured a mini-library with Mikhail Bulgakov’s books and contemporary prose.
The Active Muse was celebrated with the Bronzeada sun protection line and Librederm deodorants. An SPF station right next to the sports area allowed guests to refresh their sun protection during their walk.
A colorful highlight was the AEVIT tinted lip balms: available in cherry, coconut, raspberry, salted caramel, guava, sugar watermelon, almond milk, and magical blackberry – turning daily lip care into a stylish summer accessory.
Throughout the event, guests received personalized skincare consultations, tested products, and purchased Librederm items at special festival prices. Daily activities included the “match finding board” photo zone, the Alpina.Prosa mini-library, the SPF station, and the wheel of fortune offering balms, patches, SPF minis, promo codes, and tickets to the State Historical Museum.
Global interest
The Librederm pavillion attracted not only Moscow residents but also international visitors from Saudi Arabia, China, and Vietnam, many of whom discovered Librederm products for the first time and were delighted with the quality and effectiveness of the skincare.
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