/ OVERVIEW

Auchan City is a branded retail world inspired by a real Auchan hypermarket in Pushkino, designed to engage younger audiences through interactive shopping experiences.

/ CHALLENGE

Engage younger audiences with the Auchan brand through gaming, increase loyalty, and reimagine retail through immersive digital experiences.

Continued evolving Auchan City through live content, retail campaigns, and ongoing activations — turning the experience into an always-on branded destination.

Expanded live retail activations through new seasonal campaigns, branded mechanics, and creator-led experiences to deepen long-term audience engagement.

Expanded the experience through seasonal updates and a large-scale back-to-school activation featuring Roblox Queen — combining a real-world concert, in-game experiences, and receipt-based rewards for Robux and Auchan discounts.

Launched Russia’s first playable retail world inspired by a real Auchan hypermarket — bringing shopping into gaming for a new generation.

Since launch, Auchan City evolved into a long-term branded ecosystem blending retail, entertainment, and real-world activations. Through seasonal updates, phygital campaigns, and live events, the experience transformed in-store engagement into an always-on digital destination.

/ EXECUTION

/ RESULTS

28.5M+
VISITS

LIVE
UPDATES

EFFIE GOLD
AWARD