Even Sber’s ice rink at Luzhniki is more than just a winter venue — it’s a bold artistic statement. Seven brands from the Sber ecosystem — Prime, Zvuk, Kuper, Okko, SoyuzMultFilm, Credits and the Youth Products segment — came together in a single rhythm to create a space where style is felt in every detail.
The Texture of Fur
Soft, daring, and warm — fur is not just decoration but a symbol of comfort and freedom.
At the entrance, guests were welcomed by the Prime zone, the symbol of Sber’s ecosystem, setting the tone for the entire space — an entry point into a world of style and emotion.
Zvuk made a loud and confident statement with a massive fur installation — bold, overwhelming, impossible to ignore. Here, style wasn’t just felt — it was heard.
Kuper infused the space with energy.
Okko brought cinematic aesthetics.
SoyuzMultFilm added bright strokes of childhood.
Lending wove a delicate thread of possibilities.
Together, they created the art of being.
For example, one of the style activations was the celebration of Student Day at the skating rink.
After all, doing something mundane with style is better than doing something dangerous without it. But doing something dangerous with style — that is art.