On May 22, the immersive art space Luminar became, for one evening, a striking point of attraction for those shaping contemporary media culture: representatives of film, show business, animation, the blogosphere, and the creative industries. It hosted another SOFITY media party — an event that MosFocus observed not merely as a spectator, but as an information partner. And the evening served as a compelling reminder: professional networking does not have to be a dry exchange of business cards; it can become a true secular ritual — with art, style, music, and the vibrant energy of a large creative community.
“SOFITY is a space where young authors, artists, and producers find themselves in the same frame as those already setting the tone for the industry.”
Secular Networking in a New Format
The true luxury of such evenings is not the décor or the flashes of cameras, but the opportunity for conversation. Guests come for the atmosphere, but stay for the people: here, ideas are discussed, projects are presented, like-minded collaborators are found, and creators receive the very live response from the professional community that cannot be replaced by correspondence or an online presentation.
The evening’s program was built like a carefully directed mosaic: interactive elements gently drew guests into conversation, media-project pitches gave authors a chance to step out of the shadows, while the musical segment, artist performances, buffet, and sparkling wine created the feeling of an effortless afterparty for those who speak the language of images, ideas, and future collaborations. SOFITY once again proved that networking can be beautiful, lively, and genuinely productive.
Participants note that it is precisely at such gatherings that informal yet life-changing connections are born — partnerships for shoots, internships, job offers, creative alliances, and personal stories. For MosFocus, it is especially valuable that this format not only brings the industry together in one place, but also makes it more open to new names and bold voices.
The Surreal Theme of the Evening
The theme of the evening was “Salvador Dalí’s Ball” — a surreal fantasy in which futuristic AI art met historical silhouettes, natural motifs, and theatrical eccentricity. The dress code invited guests to think freely and dramatically: flowers, moss, grasses, animal prints, gothic lines, monastic robes, knightly armor, cowboy glam rock, and cosplay inspired by film characters came together in a visual kaleidoscope. At Luminar, every look became an independent fashion statement, and the hall itself turned into a living editorial shoot without a prewritten script.
The choice of concept proved impeccably precise. Dalí knew how to turn the impossible into art, and SOFITY does something similar in communication: it brings together different generations, professions, temperaments, and aesthetics, allowing them to enter into unexpected dialogue. It is often from such intersections that projects emerge capable of changing trajectories — personal, professional, and cultural.
Guests and Figures of the Media Scene
The guest list matched the mood of the evening: among the attendees were actors Slava Morozov, the Parshin brothers, Sergey Pioro, and Ekaterina Volkova; radio host Nikolay Krupatin; bloggers; representatives and producers of the Tavrida.Art label; employees of Artemy Lebedev Studio and the Aeroplan studio; the development director of the Monolit label; producers from the Insight People blogger agency; television program creators; directors; and other figures of the contemporary media scene. Conversations that evening touched not only on inspiration, but also on discipline, education, professional resilience, and faith in one’s own path.
Projects with a Social Resonance
A special highlight of the program was the presentation of creative media projects. Among them was the socially driven creative project “Your Beauty” by director Anna Gets. Its heroines are women of different types, professions, and appearances who, through personal stories, gain voice, support, and visibility in the media space. The project is already attracting attention from bloggers and the media, and at SOFITY it sounded like an important reminder: beauty today is not a standard, but the right to be seen.
Details That Create the Atmosphere
The atmosphere of the evening was supported by partners: the Luminar art space, DIGEST for the technical side of the event, Jevea water, the AzaliyaNow flower network, the GreenShot lemonade brand, the Karelia resort Marya, and Canapé Fest catering. Thanks to them, the event came together as a complete visual and gastronomic experience — with attention to detail, mood, and that very aftertaste that remains after a successful social evening.
MosFocus’s Position
For MosFocus, participating in SOFITY as an information partner means supporting initiatives that shape a new cultural perspective, reveal new names, and create an environment for honest professional contact. “Salvador Dalí’s Ball” showed that today’s industry needs not only bright ideas, but also spaces where they can meet, be heard, and take shape. In this sense, SOFITY is becoming not just an event on the calendar, but a place of power for those who want to be noticed, heard, and included in the larger conversation about the future of media.