Exhibitions · 2023
VK Store in Sochi
Exhibitions / VK Store in Sochi
About the project
Three interactive zones for the VK flagship store in Sirius: a gesture-controlled VK Play game screen, a VK Clips shooting studio and a VK Music DJ game.
In early autumn 2023 VK opened its VK Store flagship shop in Sirius, on Olimpiysky Prospekt next to Olympic Park. It sells clothing, accessories, souvenirs and VK smart speakers. The store design and the space itself are the work of another agency; the store has multimedia play zones for VK Play, VK Music and VK Clips.
We made the interactive apps for these three zones. In VK Play the visitor uses gestures to pick a section of the gaming platform on a curved screen, in VK Clips they shoot a 30-second clip in a 3D set, and in VK Music they play at being a DJ.
Year
2023
Industry
Exhibitions
Scope of work
Three interactive zones: VK Play, VK Clips, VK Music
Venue
VK Store flagship shop, Sirius, Sochi
- 3
- interactive zones in the store
- 6
- backgrounds with music in VK Clips
- 30 s
- length of a clip shoot
The task
The zones of three VK services — the VK Play gaming platform, VK Clips short videos and VK Music — needed interactive apps: the visitor walks up to the screen and tries the service for themselves — plays, shoots a clip, mixes music. The screens are built into the store interior; each zone needed its own scenario. Work began on 10 July 2023, and the store was due to open in early autumn.
What we did
VK Play — “every facet of gaming”
A wall-to-wall curved screen and a marker on the floor. In standby mode the screen shows the ballerina robot from Atomic Heart holding a cube, with the words “play, watch, win, chat” and the prompt “stand on the marker”. The visitor steps onto the marker and raises a hand, and a cube appears among game covers with the faces “Games”, “Cloud”, “Media”, “Tournaments” and “Streams”. The cube is turned with a wave of the hand to the left or right, and a face is selected with a clap. After the choice a video about the section plays, ending with a “Join us” QR code.
VK Clips — “shoot a clip in a stunning 3D setting”
An idle loop on the big screen invites visitors to the vertical touch screen on the right, where they choose a background with music. There are six backgrounds: a neon tunnel, the Moon and the Earth seen from space, the seabed with fish, a forest of glowing mushrooms and two night streets; each has its own track — “Vyshe” by Konfuz, “More” by MAYOT and FEDUK, “ZEMLYA” by EDWXRDX, “Ex” by ADLIN, “MKB” by Dan Korshunov, “Otpusk” by Tri Dnya Dozhdya. Then comes a 10-second countdown and 30 seconds of filming: a camera on a tripod films the visitor, who appears on the big screen inside the chosen scene, in a vertical frame labelled “VK Clips”. A “time left” counter runs on both the big screen and the touch screen. At the end the visitor is invited to watch the result on the big screen.
VK Music — “become a DJ with VK Music”
A curved screen and a touch-table DJ console beneath giant headphones. The idle screen says “Come up to the headphones and start the game”. At the table the visitor chooses an artist (Klava Koka, for example), reads the rules — “press the left or right button in time with the flying notes”, “press the buttons when they flash to earn bonus points” — and plays. The console has two decks and the buttons “Light it up!” and “Laser show”; the screen shows a stage with a dancing crowd and a progress bar in per cent. The scenes change: the VK Fest venue, a neon city at night, a shore under the northern lights where VK sticker characters dance.
How it is built
VK Play: a curved screen, with the idle loop of the zone designed for 3968×1280; gestures are read by a sensor above the centre of the screen, and the player’s spot is marked on the floor.
VK Clips: a big screen on the wall, a camera on a tripod in front of it and a vertical touch screen on the right, used to choose the background and to see the countdown.
VK Music: a curved screen and a touch-table console.
The apps were made for these screens and this store scenario.
Result
By 13 September 2023 the store is open — the screens at the entrance say “VK Store — we’re open” — and all three zones are working (our footage from 13 and 19 September).
A December 2023 review on Otzovik describes all three zones: in VK Play “you need to stand on the marker on the floor, then raise your hand”, in the VK Clips zone you can “shoot a clip with special effects and download it to your phone”, and in the VK Music zone there is “a real DJ booth, with big headphones”.
In August 2025 a visitor writing on Otzovik mentions the VK Music game, where “you can get hooked for ages and become a virtual musician”, and the “interactive wall with clips”: “There’s often a queue for these interactive objects!”
In August 2026 a new review on Otzovik again says that in the store “you can become a DJ at a huge console” or shoot a video in the zone with the interactive screen.
