OM at the ProMediaTech Exhibition
From January 25 to 26, 2024, the 15th anniversary International Festival of Promotion and Advertising Technologies, ProMediaTech, was held at Crocus Expo — the leading exhibition event for professionals in the EXPO, EVENT, and PROMO industries, as well as t
he MICE, e-commerce, and digital marketing sectors.
For fifteen years, we had only ever visited it individually and on business. But finally, we decided to attend the festival with the largest possible team, and this time purely for ourselves. Thanks to our partners — Expoline EBR Group, who shared their exhibition space with us — we were able to showcase examples of our work, some of which still impress even us to this day.
The first day was, as always, the loudest, most crowded, filled with meetings, emotions, encounters, and events. There weren’t many casual visitors — everyone was there with purpose, engaged and sociable. Our shared stand with Expoline EBR Group attracted plenty of attention on its own. Unlike some others, it was of interest to absolutely everyone — from a passing cleaning staff worker to serious figures in expensive suits. The secret was that the stand was designed in a way that proved simple and, as it turned out, dear to the hearts of many: retro style. A typical Russian office of the 1990s —
modular furniture, a bulky printer, a stationary telephone with a fax machine, and a TV with… that very same game console.
And the joysticks, of course — those very same ones. Young visitors stopped to take pictures in the office corner, enchanted by the coiled telephone cord and the Windows startup screen on the conve
x monitor of an old computer. Older visitors would break into nostalgic smiles at the sight of pixelated tanks crawling across the TV screen. Almost every one of them reached for the joysticks — and stayed. In the end, what at first glance was not the brightest or most innovative stand became one of the festival’s most powerful points of attraction, evoking many good, genuine, warm, and multi-layered emotions.
There was so much communication. The cozy, atmospheric stand became the perfect backdrop for our video presentation on the big screen. A phenomenon: we’ve seen everything shown in the video a hundred thousand times — we created and nurtured it ourselves — yet we still couldn’t tear our eyes away whenever we caught sight of our own vivid images. People came from all walks of life — and no matter how hard we tried to keep track of our guest statistics, our counts always varied widely.
It was impossible to categorize the visitors: unusual women with requests to develop personal brands, fellow production professionals, students, representatives of intermediary sales companies, technicians and creatives, advertisers and models, caterers and designers. And with all of them, there was something to discuss, something to share.
We heard there was a rich official business program — honestly, we wouldn’t know. Our business happened right at the stand, warm and informal, never dragging on, and never needing to be convened. Truthfully, we simply didn’t feel like sitting through conferences and public speeches. On the contrary — we wanted to talk here and now, face-to-face, smiling and enjoying the exchange. Which is exactly what we did, with great pleasure, for both days of the festival.
Attending a 
professional event not to implement a project — to build, install, or create content — but instead for self-presentation was a first for Omelchak Multimedia Studio. And it turned out to be a very warm, kind, engaging event, full of lively conversations, meetings, new acquaintances, ideas, and inspiration for future victories!