Summer Open Air — 30 Years of IBS

Three Eras. One Vibe.

IBS is a company with heritage, experience, and character. We proposed a concept rooted in human emotions and the cultural code of decades past. Three eras: The ’90s, 2000s, and 2010s shaped the script and visual design. Each decade had its own space with authentic aesthetics, atmosphere, and cuisine.

Themed zones with unique style, food, games, and decade-specific visuals created a layered sense of time — as if it could be touched, tasted, heard, and photographed.

Mom would approve (and ask for the recipe).

A key expressive element of the concept was the themed catering, also styled to match the three decades. Five themed food zones, each reflecting the spirit of a popular decade — the ’90s, 2000s, and 2010s. Chebureks from Office Romance, or kebabs from Brother 2. Sprats on bread or pickles? French fries or modern food trends? All of it — with a touch of cozy Soviet cuisine and backyard gatherings.

The 2000s took on a European vibe: food stations with salads, pasta, cold cuts, and a bar with “glamorous” cocktails.

The 2010s zone focused on wellness and mindful eating. Guests enjoyed poke bowls, vegan and gluten-free options, sugar-free desserts, and superfood cocktails. Modern, light, and vibrant.
Through flavor, we deepened the sense of recognition and built a culinary version of the company’s story.

Raspberry Lada, raspberry sunset.

Every zone was planned down to the smallest detail. The ’90s zone featured a cherry-red Lada, boomboxes, iconic prints, vintage tees, and retro games.
In the 2000s: an old-school CD shooting range, a glam tattoo studio, graffiti, lipsync karaoke, iconic soundtracks, and glossy-era flashbacks.
The 2010s zone had surfboards, beach volleyball, floral workshops, and mindfulness-inspired relaxation areas.

Each decade was expressed through visual and symbolic cues — imagery, details, music, and gestures. The space became an interactive time capsule that sparked real emotion and instant recognition.

Yesterday, for example, Tarantino showed up.

Guests moved between eras, collected nostalgic visuals, scanned pixels, and immersed themselves in playful memories. Everything led up to one moment.
When the colors of the “IBS Heart” began to animate on the screen — crafted by hundreds of people — the air literally changed. The space held its breath, as if time itself paused.
The stage lit up. Thousands of eyes turned to the place where it all began — live music, raw energy, a stage becoming the heart of the celebration. The band UMA2RMAN struck the first chord.

And everything changed. People drew closer, singing along to familiar lyrics. In that moment, it didn’t matter what your title was, which department you were from, or which decade you joined IBS.
Only feelings remained: rhythm, a shoulder nearby, and a shared emotion that unites. The dance floor became a living organism, the stage its breath.

The anniversary found its voice. Informal, warm, and real. The whole day came together in this shared finale — like a song sung in unison. And it sounded like a strong, mature, confident team.

Powerful Results.

Such scale demands precision. Nearly 2,000 guests, three full-fledged eras in one venue, dozens of storytelling touchpoints, complex interactive mechanics, layered logistics, and a tightly-paced narrative flow. Every element not only had to work — it had to align with others and hold the audience’s attention for eight hours straight.

We achieved it. Over 93% of guests took part in activations, zone engagement exceeded 87%, and posts about the event drew hundreds of comments and nearly 13,000 views on the internal portal. But most importantly — the emotional response: the IBS team spoke of pride, energy, and the sense that “this is all about us”.

For iMARUSSIA!, this project was another challenge. We tackled a massive task, built a complex system of hundreds of elements, thought through every detail, and delivered a result where concept, experience, emotion, and precision direction came together. Projects like this speak louder than any presentation.