Objective
Strengthen GUESS JEANS' connection with a young creative audience and integrate the brand into Moscow’s contemporary cultural landscape through a long-term partnership with one of the city’s iconic venues.
Task
Create a strong omnichannel integration of GUESS JEANS at Salut café, engaging the audience throughout the entire summer season through offline activations, influencers, media, and organic social media content.
Execution
From June to August 2026, we delivered a large-scale GUESS JEANS × Salut collaboration, transforming the café into the brand’s summer hub.
The project kicked off with a full co-branded transformation of the space and a major season-opening party. Throughout the summer, we continued to build momentum by inviting influencers, editors from media outlets and Telegram channels, creating additional newsworthy moments and generating organic content around the collaboration.
The project culminated in GUESS JEANS’ integration into Salut’s large-scale 7th anniversary celebration in August. The brand became part of the event with its own branded area and gifts for guests, while Glukoza was one of the evening’s headliners.
Results
Over three months, the project brought together offline integration, influencer marketing, and PR, ensuring a sustained GUESS JEANS presence across Moscow’s cultural and lifestyle landscape.
Strengthen GUESS JEANS' connection with a young creative audience and integrate the brand into Moscow’s contemporary cultural landscape through a long-term partnership with one of the city’s iconic venues.
Task
Create a strong omnichannel integration of GUESS JEANS at Salut café, engaging the audience throughout the entire summer season through offline activations, influencers, media, and organic social media content.
Execution
From June to August 2026, we delivered a large-scale GUESS JEANS × Salut collaboration, transforming the café into the brand’s summer hub.
The project kicked off with a full co-branded transformation of the space and a major season-opening party. Throughout the summer, we continued to build momentum by inviting influencers, editors from media outlets and Telegram channels, creating additional newsworthy moments and generating organic content around the collaboration.
The project culminated in GUESS JEANS’ integration into Salut’s large-scale 7th anniversary celebration in August. The brand became part of the event with its own branded area and gifts for guests, while Glukoza was one of the evening’s headliners.
Results
Over three months, the project brought together offline integration, influencer marketing, and PR, ensuring a sustained GUESS JEANS presence across Moscow’s cultural and lifestyle landscape.
87,249,057
Total reach
Publications
Impressions
1,200+
200+
©THE PURPOSE 2022
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