Pyaterochka CVM Anniversary and Partner Awards Ceremony

Personalization becomes the script for the evening

Personalization shaped both the theme of the event and the entire program. At the very start, the host invited guests to train a celebration algorithm using live audience data: who had arrived early, who had arrived exactly on time, and who had chosen their outfit on the way to the venue.

It turned a complex professional subject into something light, relatable, and funny. The guests provided the answers, the algorithm generated the insights, and from its first moments, the event was tuned to its audience.

Every guest feels seen

The welcome area featured a buffet, bar, LED photo zone, and a fully fledged art space. Fashion illustrators sketched guests live or from photographs, with the finished portraits becoming part of the evening’s visual content.

Each guest could also take home a copy of The Formula of Personalization, a book created by the X5 team and based on their first-hand experience.

Shared success becomes personal recognition

We structured the business segment as a fast-paced awards ceremony. Short talks by X5 leaders focused on what comes next for the customer journey, strategy, personalized marketing, experimentation, category development, and product evolution.

Each conversation culminated in recognition of a partner who had helped move that area forward. A sealed envelope, the winner taking the stage, the award, an acceptance speech, and a group photo gave the business content genuine emotional weight.

And became songs created for one night only

After the formal program, real stories of collaboration between Pyaterochka and its partners became creative material for Prosecco Show.

Two improv actors and a pianist transformed the guests’ stories into musical numbers created live on stage. Each story received its own personalized interpretation and an unexpected new sound.

The performance carried the CVM idea forward: listen to the person, find what matters most in their story, and create something unique.

The next chapter has already begun

The show culminated with a birthday cake. Andrey Egorov, Pyaterochka’s Director of Strategic Marketing, cut the first slice, while everyone in the room joined in to sing Happy Birthday.

Then the venue changed gear: the amphitheater seating made way for a dance floor, and the evening continued with a set by DJ Reshetnikov, dancing, and informal conversation.

Every new project continues our shared story.

iMARUSSIA! and Pyaterochka have built a long-standing partnership. Year after year, we create events for the retail chain’s team and its key partners. Over time, we have learned to read the audience, understand the brand’s voice, and deliver at the level guests have come to expect.

That is why CVM’s fifth anniversary mattered to us as well. Our annual projects with Pyaterochka have long been a chapter in the iMARUSSIA! story, and this evening became a milestone we could celebrate together.

Once again, we were responsible for the entire journey: from the concept and visual direction to the event narrative, show direction, technical and content production, artist management, and the final track. A long-standing partnership provides what matters most: trust, shared experience, and the freedom to make every new project stronger than the last.