About the project
On June 10, 2023, the iconic Levashov Bread Factory reopened on Barochnaya Street in St. Petersburg—this time as a cultural center following an extensive reconstruction. Curator and art historian Dmitry Renansky, together with composer Vladimir Rannev, presented a sound installation, “Levashovsky Khlebozavod: Activating the Space,” to mark the occasion.
The opening weekend featured a dynamic program of architecture lectures, themed city walks, Pianissimo concerts, and a collaborative exhibition with the Ruarts Foundation for Contemporary Art later in the summer, among other events.
Polina Bondareva, an art historian and founder of Masters, directed the project, while RBI Developer Group sponsored and completed the site reconstruction.
It took four years to revive the abandoned constructivist structure, which has since been declared an architectural landmark and cultural heritage object of regional significance.
PR challenge
Launching a new cultural institution is always a complex challenge. For this project, our goal was to elevate the profile of St. Petersburg’s new cultural space nationally, positioning it as a vibrant “third place” for a broad and diverse audience.
A key part of our strategy was also to spotlight the building’s intricate reconstruction and initiate meaningful dialogue with the architectural community.
Project PR team
Tatiana Nemirovskaya, Daria Gnashko, Peter Ivanov, Yulia Milyukova
Interim results
— Over 130 publications were made upon the opening by mass media, Telegram channels, and bloggers;
— Created a positioning strategy for the new institution;
— Organized a statewide press tour with leading media outlets
— Set up a press conference to present the restoration results and honor the new center's opening
— Created a framework of media partnerships for the launch, including Kultura radio, Pravila Zhizni magazine (The Rules of Life), WoL, and The Art Newspaper Russia;
— RBI development group is positioned as the primary investor and author of the project idea
Media exposure
TV: Kultura.
Radio: Silver Rain, Kultura Radio.
Print and digital media: Forbes Life, RBC Style, Project Russia, Art Guide, Dialogue of Arts, The Art Newspaper Russia, WoL.
Telegram channels: Pravila Zhizni (The Rules of Life), Parnasskiy Peresmeshnik (Parnassus Mockingbird).
On June 10, 2023, the iconic Levashov Bread Factory reopened on Barochnaya Street in St. Petersburg—this time as a cultural center following an extensive reconstruction. Curator and art historian Dmitry Renansky, together with composer Vladimir Rannev, presented a sound installation, “Levashovsky Khlebozavod: Activating the Space,” to mark the occasion.
The opening weekend featured a dynamic program of architecture lectures, themed city walks, Pianissimo concerts, and a collaborative exhibition with the Ruarts Foundation for Contemporary Art later in the summer, among other events.
Polina Bondareva, an art historian and founder of Masters, directed the project, while RBI Developer Group sponsored and completed the site reconstruction.
It took four years to revive the abandoned constructivist structure, which has since been declared an architectural landmark and cultural heritage object of regional significance.
PR challenge
Launching a new cultural institution is always a complex challenge. For this project, our goal was to elevate the profile of St. Petersburg’s new cultural space nationally, positioning it as a vibrant “third place” for a broad and diverse audience.
A key part of our strategy was also to spotlight the building’s intricate reconstruction and initiate meaningful dialogue with the architectural community.
Project PR team
Tatiana Nemirovskaya, Daria Gnashko, Peter Ivanov, Yulia Milyukova
Interim results
— Over 130 publications were made upon the opening by mass media, Telegram channels, and bloggers;
— Created a positioning strategy for the new institution;
— Organized a statewide press tour with leading media outlets
— Set up a press conference to present the restoration results and honor the new center's opening
— Created a framework of media partnerships for the launch, including Kultura radio, Pravila Zhizni magazine (The Rules of Life), WoL, and The Art Newspaper Russia;
— RBI development group is positioned as the primary investor and author of the project idea
Media exposure
TV: Kultura.
Radio: Silver Rain, Kultura Radio.
Print and digital media: Forbes Life, RBC Style, Project Russia, Art Guide, Dialogue of Arts, The Art Newspaper Russia, WoL.
Telegram channels: Pravila Zhizni (The Rules of Life), Parnasskiy Peresmeshnik (Parnassus Mockingbird).
