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The “Relax Arena” Summer Festival for Arenadata
IT
Offline
OperAir
2025
2025
Year
500
Guests
The Birch.
Moscow.
Moscow.
Venue
Offline.
Format
Event highlights.
The Spark Behind It All.
Hello, Relax!
Relax Arena was conceived as an event where feelings are everything. We created a space where everyone could feel at ease: calm, free, and able to choose their own rhythm and path for the day.
Yoga by the water, art installations, games, workshops, music, the Arena Store with merch, a campfire sing-along zone, signature cocktails, and wishes sent to the sky — it was all part of a cohesive structure that created a unified vibe.
We assembled the details into a living composition where the format wasn’t dictated, but the atmosphere simply emerged. It was an atmosphere you wanted to live in, remember, and take with you. And it worked.
Project scope:
creative concept
creative concept
event identity
event identity
3D animation and graphics
3D animation and graphics
technical support
technical support
direction
direction
full-scale decoration production
full-scale decoration production
artist booking and management
artist booking and management
development of over 20 activities
development of over 20 activities
themed buffet zones
themed buffet zones
guest logistics
guest logistics
art object creation
art object creation
video production
video production
Create WOW . Create WOW . Create WOW . Create WOW .
Create WOW . Create WOW . Create WOW . Create WOW .
Stories from Our Events.
Stories from Our Events.
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Stories from Our Events.
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Stories from Our Events.
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Stories from Our Events.
•
Coins Instead of KPIs!
Welcome to the Game.
The entire day was a web of dozens of parallel paths that guests could join whenever the mood struck. Some started with yoga by the pond, others chose a quiz, and some headed to a workshop to customize a bucket hat or create their own diffuser. In one spot there were games; in another, conversations; and elsewhere, just silence in hammocks under the trees.
Gaming stations were set up across the grounds: frisbee, foosball, billiards, pétanque, tennis, quad-pong, and IT challenges like “I Am Not a Robot” or “De-stress and Assemble a Server.” All of this took place in an open space with clear navigation, no pressure, and the freedom to join in or just walk by.
Participants earned Relax Coins for every activity. These coins could be turned into swag: a full merch shop awaited its winners. At the Arena Store, the currency wasn’t cash — it was emotion.
The Moment Everyone
Looked Up.
Looked Up.
Arenadata’s Manifesto of Emotions.
As evening fell, something unexpected appeared on the grounds. In the center of the field, a large hot-air balloon began to inflate. Attached to it was a manifesto — hundreds of wishes left by guests throughout the day. Words about the team, about the future, about themselves. Simple, honest, gathered piece by piece.
To the sound of music and applause, the manifesto rose into the sky. People pulled out their phones, filmed videos, looked up, cheered, and celebrated. That moment was a true ‘wow’ — not just because it was a surprise, but because of the meaning that had taken shape over the day. Everything that had been invested suddenly took form and flight.
Later, the balloon remained on site, and everyone had the chance to take to the sky. People ascended, took photos, and shared their impressions. The balloon rides became an extension of Relax Arena — another light, warm summer moment you wanted to take with you.
An Event
at Full Throttle.
at Full Throttle.
A Release Like This Comes Once a Year.
As the sun set, the venue transformed — lights, a stage, music. The space converged on a new focal point. On the main stage, a cover band started their set, quickly getting the dance floor moving. People sang along, recorded stories, and raised their glasses. The music became the new backdrop for everything — warm, familiar, and alive.
After the performance, DJ Panfeelove — an artist with powerful energy and a signature sound — took the stage. His set continued the mood, but with a different tempo. The stage remained the center, but new points of attraction began to emerge: by the water, around the campfire, in a hammock. In the campfire zone, a live guitar gathered guests in a circle. The format grew quieter, but more intimate.
When the main events were over, time seemed to slow down. People continued to wander the grounds, talking, listening, and watching the bright lights of our festival. The day didn’t end on a schedule, but on a feeling — precisely when everyone was ready to write their own ending.
Creating Emotion
is Our Teamwork.
Behind the Scenes at Relax Arena.
Relax Arena didn’t just happen by chance. Behind this one day were months of preparation, dozens of decisions, and hundreds of details that came together into a single space, a unique journey, one atmosphere.
We developed the concept, built the narrative and visual structure, created the gamification mechanics, and designed the entire user experience: from the entry point to the final flight. Every zone, every transition, every effect was thought out and interconnected.
The iMARUSSIA! team was responsible for everything: creative, content, activities, sound, light, atmosphere, and maybe even the weather that allowed the hot-air balloon to rise into the sky. We held the complete picture in our hands, without missing a single detail.
This day was about the people of Arenadata — and entirely for them. But for us, it was also personal. About our ability to feel, to design, and to connect meaning and form into a living experience. We were entrusted with a complex, important, and vibrant project — and we delivered it authentically, with our full dedication. We built this project from the inside out. And it’s the only way we know how.
Emotions that become
part of the brand.
Strong brands choose strong partners.
Igor Shpakov
Director of Indirect Procurement
Evgenia Kryukovich
Head of Internal Communications and Corporate Culture
Alexandra Kovaleva
Trade Marketing Director
Fedor Dbar
Commercial Director
Sergey Kapkov
Senior Director of Direct Procurement
Maria Sefer
Partner Programs and Special Projects Manager, Marketing Department
Natalia Shastina
Head of the Department of Product and Operational Marketing
Galina Kulakovskaya
Head of Trade Marketing
Yana Raevskaya
Head of Department
Viktoriya Lapshina
Head of Partner Personalization Department
Tatyana Bystrova
Head of the Service and Administrative Economic Affairs Department
Margarita Plaskeeva
Director of the Center for Corporate Culture Development
Ekaterina Popova
Internal Communications Department
Dmitry Chernyakov
Head of Marketing
