About the project
On November 23, 2022, Moscow welcomed the opening of the Zotov Center—the first Russian institution dedicated entirely to studying constructivism.
Its inaugural exhibition, “1922. Constructivism. The Beginning” explored the movement’s origins, which transformed the course of 20th-century art in just a decade. The exhibition brought together over 300 works from 17 Russian museums and institutions, along with pieces from five private collections.
Zotov Center is housed in the rebuilt facilities of the Zotov Bread Factory 5 on Khodynskaya Street, Moscow. The building is now recognized as an architectural landmark and a cultural heritage site of regional significance. VTB Bank and the SPEECH architectural agency, led by Sergei Tchoban, ideated the center's concept. The center's partners include the State Tretyakov Gallery and the Shchusev Museum of Architecture, which seek to partner on grant programs and research projects.
The center's event program includes exhibitions, avant-garde and classical cinema screenings, lectures, and hands-on design and art workshops. It also provides opportunities to participate in a scientific grant program that supports studies of 1920s and 1930s art. The center welcomes visitors to its exhibition areas, a public space with a reading club and a café, an auditorium, a children's club, and two cinema halls.
PR challenge
In 2022, the challenge laid in navigating a sensitive news landscape while introducing a major new cultural institution into the public sphere—opening in a carefully restored architectural landmark.
A key objective was to generate interest in the project and attract a diverse audience to the exhibition and a wide-ranging event program.
An equally important task was to highlight the thoughtful restoration of the building and spark dialogue within the architectural community—both professionals and enthusiasts alike.
Project PR team
Tatiana Nemirovskaya, Daria Gnashko, Emilia Vyazhanskaya, and Yulia Milyukova.
Results
— Over 400 publications upon opening;
— The Zotov Center opening was recognized as the headliner cultural and architectural event of 2022;
— Developed a positioning strategy for the new institution, including a brand communication style guide and working with different target audiences, from residents of Presnya district to representatives of the art and social community;
— Arranged two press conferences: on restoration results and inaugural;
— Developed a system of media partnerships for the opening: Kultura TV channel, Radio Kultura, The Art Newspaper Russia, The Blueprint, and Pravila Zhizni (The Rules of Life) magazine;
— Positioned VTB Bank as the primary investor and author of the project concept.
— Constructed new institution's team image.
Media exposure
TV: Channel One, Russia-1, Russia-24, NTV, Kultura (Russia-K), Mir, RTVI, Moscow-24, and others.
Radio: Kultura, Business FM, Silver Rain, Orpheus, Mayak, and others.
Print and digital media: Kommersant, Rossiyskaya Gazeta, Izvestia, Metro, RBC Style, Forbes, The Blueprint, Pravila Zhizni (The Rules of Life), Buro, Afisha Daily, Bolshoy Gorod (The Big City), Grazia, The Symbol, The Art Newspaper Russia, ArchReview, and others.
Telegram channels: Antiglyanets, Bakhchisaraiskie Gvozdiki, Arkhitekturnye Izlishestva, The Blueprint News, ArtFragment, Super8, Kulturnye Lyudi (Culture People), and others.
On November 23, 2022, Moscow welcomed the opening of the Zotov Center—the first Russian institution dedicated entirely to studying constructivism.
Its inaugural exhibition, “1922. Constructivism. The Beginning” explored the movement’s origins, which transformed the course of 20th-century art in just a decade. The exhibition brought together over 300 works from 17 Russian museums and institutions, along with pieces from five private collections.
Zotov Center is housed in the rebuilt facilities of the Zotov Bread Factory 5 on Khodynskaya Street, Moscow. The building is now recognized as an architectural landmark and a cultural heritage site of regional significance. VTB Bank and the SPEECH architectural agency, led by Sergei Tchoban, ideated the center's concept. The center's partners include the State Tretyakov Gallery and the Shchusev Museum of Architecture, which seek to partner on grant programs and research projects.
The center's event program includes exhibitions, avant-garde and classical cinema screenings, lectures, and hands-on design and art workshops. It also provides opportunities to participate in a scientific grant program that supports studies of 1920s and 1930s art. The center welcomes visitors to its exhibition areas, a public space with a reading club and a café, an auditorium, a children's club, and two cinema halls.
PR challenge
In 2022, the challenge laid in navigating a sensitive news landscape while introducing a major new cultural institution into the public sphere—opening in a carefully restored architectural landmark.
A key objective was to generate interest in the project and attract a diverse audience to the exhibition and a wide-ranging event program.
An equally important task was to highlight the thoughtful restoration of the building and spark dialogue within the architectural community—both professionals and enthusiasts alike.
Project PR team
Tatiana Nemirovskaya, Daria Gnashko, Emilia Vyazhanskaya, and Yulia Milyukova.
Results
— Over 400 publications upon opening;
— The Zotov Center opening was recognized as the headliner cultural and architectural event of 2022;
— Developed a positioning strategy for the new institution, including a brand communication style guide and working with different target audiences, from residents of Presnya district to representatives of the art and social community;
— Arranged two press conferences: on restoration results and inaugural;
— Developed a system of media partnerships for the opening: Kultura TV channel, Radio Kultura, The Art Newspaper Russia, The Blueprint, and Pravila Zhizni (The Rules of Life) magazine;
— Positioned VTB Bank as the primary investor and author of the project concept.
— Constructed new institution's team image.
Media exposure
TV: Channel One, Russia-1, Russia-24, NTV, Kultura (Russia-K), Mir, RTVI, Moscow-24, and others.
Radio: Kultura, Business FM, Silver Rain, Orpheus, Mayak, and others.
Print and digital media: Kommersant, Rossiyskaya Gazeta, Izvestia, Metro, RBC Style, Forbes, The Blueprint, Pravila Zhizni (The Rules of Life), Buro, Afisha Daily, Bolshoy Gorod (The Big City), Grazia, The Symbol, The Art Newspaper Russia, ArchReview, and others.
Telegram channels: Antiglyanets, Bakhchisaraiskie Gvozdiki, Arkhitekturnye Izlishestva, The Blueprint News, ArtFragment, Super8, Kulturnye Lyudi (Culture People), and others.