Masters School, an art education initiative founded by art historian Polina Bondareva, launched in St. Petersburg in 2015. Lecturers from leading institutions, including the Academy of Arts, St. Petersburg State University, the Hermitage, and the Russian Museum, quickly established the school as a hub for cultural learning. A year after its inception, Masters received its supplementary education license and began offering full academic programs.
Masters kicked off in Moscow on Maly Patriarshy Lane in October, launching an academic program for additional education in art history and art management, as well as short-term author courses, programs for kids, and other offerings.
Masters in Moscow is a public facility including a lecture hall, exhibitions, Masters Bookstore, and ABC Roasters café. Architected by El Born’s revered founder, Ilya Gulyants, the school's premises at Patriarch Ponds are open to students and visitors alike, hosting exhibitions and special projects all year round. The inaugural event was a joint exhibition between The Sample gallery and artist Valeria Popova.
PR challenge
In 2022, the challenge was navigating a complex media landscape while entering the information space with the right tone and positioning. With Masters already thriving in St. Petersburg, the goal was to successfully launch the project in Moscow—building a distinct reputation and cultivating a new, engaged audience.
Results
— 87 publications upon opening; — Developed a PR strategy to promote the new project in Moscow; — Crafted the project founder's image, including via interviews and social media coverage; — Managed media relations at Masters' booth at Cosmoscow International Contemporary Art Fair and Blazar Young Art Fair; — Partnered with Setters and Seasons magazine; — Launched a special project with ArtFlash