About the project
Sergey Gushchin’s Fragment Gallery is a contemporary art space in Moscow, founded in December 2016. The gallery is dedicated to showcasing a diverse roster of artists whose work engages with social, economic, and political issues. Alongside its exhibition program, Fragment offers a robust educational platform featuring lectures, workshops, and artist talks. The gallery is also committed to supporting emerging talent through annual international open calls for artists and curators.
Tanya Nemirovskaya, founder of the vesnaskoro PR bureau, led the gallery’s PR efforts during its launch, shaped its public positioning, and later managed key projects.
Tanya Nemirovskaya, founder of the vesnaskoro PR bureau, led the gallery’s PR efforts during its launch, shaped its public positioning, and later managed key projects.
PR challenge
Another newcomer entered the contemporary art scene—one of many small galleries. The challenge? Making it stand out.
At the time, the gallery represented emerging artists who had yet to gain recognition, and its founder was also relatively unknown. Our task was to identify the project’s unique strengths and bring them to the forefront through strategic positioning. This included developing the personal brands of both the gallerist and the artists, building relationships with critics and the art community, and elevating even modest exhibitions to the level of major cultural events—by securing coverage from leading voices and creating high-quality publication formats.
We also closely tracked the gallerist’s successful acts, using timely PR tactics to amplify visibility.
#strategy #branding #massmedia #personalbrand
At the time, the gallery represented emerging artists who had yet to gain recognition, and its founder was also relatively unknown. Our task was to identify the project’s unique strengths and bring them to the forefront through strategic positioning. This included developing the personal brands of both the gallerist and the artists, building relationships with critics and the art community, and elevating even modest exhibitions to the level of major cultural events—by securing coverage from leading voices and creating high-quality publication formats.
We also closely tracked the gallerist’s successful acts, using timely PR tactics to amplify visibility.
#strategy #branding #massmedia #personalbrand
Results
— Secured over 200 media mentions, with more than 40 dedicated to the gallery’s opening.
— Arranged 10+ interviews, expert comments, and authored pieces featuring gallery founder Sergey Gushchin.
— Developed a series of in-depth features on the gallery and its founder, and ensured their inclusion in curated media roundups.
— Positioned Fragment Gallery as a leading space for emerging artists and a rising cultural hub near Patriarch Ponds—highlighting its thoughtful curatorial approach, support for artists through residencies, portfolio development, public speaking coaching, and collaboration with museum curators.
— Evolved this positioning into a broader ecosystem, encompassing the Fragment Art Club, the gallery’s Telegram channel, Sergey Gushchin’s blog, and his co-authored with Alexander Shchurenkov book “How to Stop Being Afraid of Contemporary Art.” These efforts contributed to building trust within the art community and establishing Fragment Gallery as a key player in Russia’s contemporary art scene.
— Crafted and strengthened the public image of Sergey Gushchin
— Expanded the gallery’s professional network by introducing key figures to the art community and fostering long-term industry connections.
— Arranged 10+ interviews, expert comments, and authored pieces featuring gallery founder Sergey Gushchin.
— Developed a series of in-depth features on the gallery and its founder, and ensured their inclusion in curated media roundups.
— Positioned Fragment Gallery as a leading space for emerging artists and a rising cultural hub near Patriarch Ponds—highlighting its thoughtful curatorial approach, support for artists through residencies, portfolio development, public speaking coaching, and collaboration with museum curators.
— Evolved this positioning into a broader ecosystem, encompassing the Fragment Art Club, the gallery’s Telegram channel, Sergey Gushchin’s blog, and his co-authored with Alexander Shchurenkov book “How to Stop Being Afraid of Contemporary Art.” These efforts contributed to building trust within the art community and establishing Fragment Gallery as a key player in Russia’s contemporary art scene.
— Crafted and strengthened the public image of Sergey Gushchin
— Expanded the gallery’s professional network by introducing key figures to the art community and fostering long-term industry connections.
Media exposure
TV: Moscow-24.
Radio: Kommersant FM, Silver Rain, Kultura, and others.
Print and digital media: Kommersant, RBC Style, Forbes, The Blueprint, Buro 24/7, Vogue, Tatler, Esquire, GQ, InStyle, Elle, L’Officiel, Afisha Daily, The Village, Moskvich Mag, Time Out, The Art Newspaper Russia, Dialog Iskusstv (The Dialogue of Arts), Metro and others.
Radio: Kommersant FM, Silver Rain, Kultura, and others.
Print and digital media: Kommersant, RBC Style, Forbes, The Blueprint, Buro 24/7, Vogue, Tatler, Esquire, GQ, InStyle, Elle, L’Officiel, Afisha Daily, The Village, Moskvich Mag, Time Out, The Art Newspaper Russia, Dialog Iskusstv (The Dialogue of Arts), Metro and others.
