«MUSEUM GUIDE» International Exhibition and Discussion Platform


International Exhibition and Discussion Platform

2-3 September 2011

MUSEUM GUIDE - is an open festival and a new professional event. It is designed to represent a museum as a new, trendy and contemporary cultural centre, a place capable of giving professional interpretations to the cultural heritage, to attract different audiences and to use the new technologies. The venue for the festival – Winzavod Contemporary Art Centre – was deliberately chosen as a place for the innovative practices in art and culture realm.

MUSEUM GUIDE represents museums as a unique space to get new experience as well as unforgettable emotions. The museums will be highlighted in an entirely different way: the curatorial exhibition about 6 most successful museum projects will replace the usual presentations and boots. The discussion club takes place of the official ceremonies, and the professionals along with wider audience will have a series of non-stop meetings with the leading European and Russian museum experts.

Russian museums make a step toward the modern audiences; they are willing to tell about themselves in a language of nowadays. Contrary to stereotypes, they are ready for experiments.

Main itineraries of the MUSEUM GUIDE:

  • Journey through the Exhibition;
  • Treasure Hunt – open workshops for children and adults;
  • Discussions in formats of PechaKucha, TEDx as well as the experts interviews;
  • Master-classes and lectures by the leading experts from Russia and Europe.

The festival is based on the best projects of V.Potanin Charitable Foundation programmes- “Changing Museum in the Changing World” and the “First Publication” contests.

Russian museums keep the remarkable heritage of the past, being the active participants of everyday life at the same time. The bright and extraordinary projects take place not only in the large or central museums  The competition “Changing Museum in the Changing World” represents  the interactive exhibition of the best museum projects from Moscow, Petrozavodsk, Izborsk (Pskov oblast), Tver, village Aramashevo (Sverdlovskaya oblast) and Perm. The “First Publication” program represents the editions about the unknown or little known museum collections.

‘Treasure’- is the key metaphor of the exhibition. The cultural heritage, preserved by the museums, is always a treasure. However, the treasures are not only the valuable items of the museum collections – the museum projects can be treasures, too.
The guests have numerous chances to find these ‘treasures’ – the interactive stories about coins and decorations, lamps and long-lasting gun-posts, young artists and retired volunteers, painted rural houses and multi-towels. All ‘treasures’ are revealed, expanded and expressed in numerous videos, pictures, objects, short stories.
«Children’s Museum» is a special program of the Festival, where kids and adults can explore the exhibitions, hunt for treasures and express their own impressions in art forms. The participants are filling the walls and shelves of the new museum, one of the main sights of the MUSEUM GUIDE.
TEDxVorobyovy-Gory Conference “Infinity of Communication Space: Museum, City, Society”. The conference will be conducted in a popular format of the intellectual show and will give each speaker an opportunity to charge the audience with energy and inspire with the museum development ideas within a 15-minute speech.

The highlight professional event of the MUSEUM GUIDE – the Awards of V. Potanin Charitable Foundation to praise the winners of competition “Changing Museum in the Changing World” and All-Russian inter-museum contest “First Publication 2011”.
The project ideas of the museums – winners of “Changing Museum in the Changing World” will be presented via PechaKucha light – an “intellectual karaoke”. Also the results of “First Publication 2011 contest will be introduced to the guests of the Festival.

The Festival’s discussion club welcomes the following guest speakers: Björn Stenvers, the Marketing Director of Amsterdam Museum (the Netherlands); Jane Weeks, Museums and Heritage Adviser to the British Council (UK); Sam Hunt, Director, Association of Independent Museums (UK); John Baguley, International Fundraising Consultancy (UK); Mikhail Gnedovsky, Chairman, European Museum Forum (Russia).

Free entrance.

Festival Partners: WINZAVOD Center of Contemporary Art, the Union of Russian Museums, the British Council, TEDx Vorobyovy-Gory, Donors Forum.

Festival Participants: “Lights of Moscow” Museum, Museum of Fine Arts, Republic of Karelia, State Historical, Cultural and Natural Museum Reserve of Izborsk, Tver State Unified Museum, Perm State Art Gallery, Aramashevo Museum of Local Lore (Sverdlovskaya oblast).

Festival Organisers: Association of Cultural Managers (АCM)

Festival Curators: Natalia Samoilenko (head of the project), Georgiy Nikic (exhibition curator), Anton Kochurkin (exhibition architect), Inna Prilezhaeva (event curator)


2-3 September 2011 

4 –th Syromyatnichesky side-street, 1, building 6 (Kurskaya metro station) Red Hall


Discussion Club
Program for museum professionals and ‘advanced users’

2 September, Friday
Professional Guide. European Dimension.

12:00-13.00  ”Opening up the Museum” Jane Weeks, Museum and Cultural Heritage Adviser to the British Council (United Kingdom)
How UK museums have become more open - curating new exhibitions, creating new spaces and reaching new audiences.

13.30-15.00  “Floating Free: What makes a Successful Independent Museum?” Sam Hunt, Director of Association of Independent Museums of the United Kingdom (United Kingdom) 

Museums without state support? How to become successful in the changing world? Creation the sustainable organization through development of business skills, taking risks and effective management. New types of professional communications: consortiums and sharing the museum activity. Create your own life: lobby and influence.

15.15-17.00   “How Endowment Operates: Fundraising and Tools of Financial Sustainability” John Baguley, director of International Fundraising Consultancy (United Kingdom)
Moderator – Natalia Kaminarskaya, Donors Forum, Russia

Endowment (earmarked funds) is as one of the financial sustainability tools, actively used by the advanced US and European museums.
Possibilities for Russian museums: strategies in fundraising from different sources and capital increase.  
What is the difference in long-term project and current projects fundraising? How to make large-scale fundraising campaigns and what technologies can be used? Practical recommendations: how to run a  fundraising campaign from planning to the final stage and to raise million of rubles to support your museum. 

17.15-18.30 “Museum in Touristic City – Economics of Audience Relations”
Björn Stenvers, Director of Marketing, Amsterdam Museum (Netherlands)

Is business model applicable for museum activities? How are museum able to be profitable? Communications with various target audiences – system of services and economics. Development of museum products. The presentation of new marketing program and experience of Amsterdam Museum.

19:00-22:00  “New Acquisitions” PechaKucha–light
Presentation of the Winners in VIII Competition “Changing Museum in Changing World”  and Program the “First Publication”, V.Potanin Charitable Foundation

“PechaKucha” is a kind of intellectual karaoke. All participants take part on equal terms. The essence of content is represented by minimal means. The Winners of the competition “Changing Museums in Changing World – 2010-2011” present their project in a new playful format.
       Moderator  – Lev Kharlamov



3 September, Saturday
Museum for People. Disclosure.

12:00-13:00 “Russian Museum Projects in the European Dimension”
Interviews in European Museum Forum mode with the heads of the best projects “Changing Museums in Changing World”. By Mikhail Gnedovsky, Chairman of European Museum Forum.

13.30-14.30  “Introducing the City. New Museum Itineraries of Amsterdam”  Björn Stenvers, Director of Marketing, Amsterdam Museum (Netherlands)

15.00 – 17.00  “My Own Museum Guide. Findings and Favorite Places”
European and Russian experts tell about their personal museum routes and share the strong impressions after the museum visits. What museum do they prefer to visit with the family? Or with the colleagues? What kind of new experience one can get there?
Jane Weeks, Museum and Cultural Heritage Adviser to the British Council (United Kingdom)
Sam Hunt, Director of Association of Independent Museums in the United Kingdom (United Kingdom)

John Baguley, Director of International Fundraising Consultancy (United Kingdom)

Björn Stenvers, Director of Marketing, Amsterdam Museum (Netherlands)

Mikhail Gnedovsky, Chairman of European Museum Forum
Natalia Samoilenko, Head of program “Changing Museum in the Changing World, V.Potanin Charitable Foundation 

18:30-21:30 TEDx “Infinity of Communication Space: City, Museum, Society
Going on with the slogan “ideas worth spreading” the TEDx project team invited the following speakers – the intellectual, research and professional museum elites – to present their own visions of communication spaces. What happens with the identity of city inhabitants’ today? What channels and technologies are used by IT –industries, video technologies, museums and experts in cultural heritage realm? How contemporary artists actualize it? What has been changed in the museum space in recent years, and what the word “museum” means for people nowadays. 

Conference Speakers:
1. Natalia Sergievskaya, deputy director of Foundation for Polytechnic Museum Development. “From the Storage of Values toward Communication. How to convert Polytechnic Museum into the communication site, demanded by the audience, companies and researchers? Why the Museum needs to become such a ground?

2. Alexander Filippov, researcher, sociologist and philosopher, Head of Department of Practical Philosophy HSE, Head of Centre of Fundamental Sociology, HSE.  “History as IT could be” On the weekends I prefer to go to the special places, where I could meet special people and experience special state of mind. What states would I need and who I would like to meet at these places? 

3. Alexander Klimov, software developer, IBM East Europe/Asia. Art: Technology for Experience, Event, Travel.  Every 7 years the technologies dramatically change - a brief overview of what had happened and the forecast what to expect. The presentation of the best IT and Internet technologies, used for viewing, involvement and complicity

4. Boris Mamlin, director of the company “Kartina Mira”, expert in the field of the corporative films. “City, Where I Am”. There are many unique Russian cities and, of course, their inhabitants. What is history of a place, how does it define the world view and the identity of its inhabitants? What do people value in their cities? Exclusive video-talk by the director of the film series “City, Where I Am”

5. Evgeny Plaksenkov, independent director, Miel Holding, Glas Systems, ltd and “Ikos” company. Economics 3.0: what will be paid? Reliable. Save. Tested. These are the features of 3.0 product. The speaker presents his vision about the products of new format and main trends of further development. 

6. Viktor Vakhstein, dean of Social Studies Faculty, Moscow High School of Social and Economic Studies. Production of Public Space: Body, Communication and Social Logic of a Place The city, identity, communication – recent trends and result of frame-analysis, which comprehended a city inhabitant from an expert.

7. Alexander Sholokhov, director Mikhail Sholokhov State Museum Reserve, head of the project “Novel Open-Air” “Heirs, Heritage and Bequeathers”. What is valuable? What has been changed for the last 20 years in the attitude toward the previous 70 years? The novel Tikhi Don (And Quiet Flows the Don) is filmed in Hollywood and the village Vyoshenskaya is getting not only “novel open-air”, but also the “place of power” and group identity for several generations of local people. 

8. Natalia Tolstaya, academic secretary of the State Tretyakov Gallery “Dynasties, Values, Emotions, Stories”. What were the museum functions in the history of Moscow and Russia – formal and real. How did they live in Soviet times and during the transit period? what will be new museums and new museum staff?

9. Alexey Nalogin, social entrepreneur, inventor. Movement, Adventure, Experience.  Real and virtual adventure. What opportunities are there for travel and experience for our coevals..

10. Anna Gor, director of Nizhny Novgorod State Center for Contemporary Art., established by Ministry of Culture, RF. Creating the “Spots of Complexity”. Due to many reasons – civilization, information, geography and politics - we witness the culture simplification. Loss of depth is loss of culture, and the aim of actual projects – is to create spots of complexity.

TEDTalks Videos:

Aaron Koblin: Artfully Visualising the Humanity
Artist Aaron Koblin takes vast amounts of data -- and at times vast numbers of people -- and weaves them into stunning visualizations. From elegant lines tracing airline flights to landscapes of cell phone data, from a Johnny Cash video assembled from crowd-sourced drawings to the "Wilderness Downtown" video that customizes for the user, his works brilliantly explore how modern technology can make us more human.

Amit Sood: Building a Museum of Museums on the Web
Amit Sood is the head of Art Project, Google's effort to bring the world's greatest museums onto the web.
Imagine being able to see artwork in the greatest museums around the world without leaving your chair. Driven by his passion for art, Amit Sood tells the story of how he developed Art Project to let people do just that.

John Maeda on the Simple Life
The MIT Media Lab's John Maeda lives at the intersection of technology and art, a place that can get very complicated. Here he talks about paring down to basics..


Annex 1

Grant Competition “Changing Museum in the Changing World”


Competition Objective: to support the best museum practices and customize the museum environment to the changes of social, economic and cultural life.
The competition “Changing Museum in the Changing World” is aimed at the unification and strengthening of the Russian professional museum community and to encourage the preservation and interpretation of the cultural and historical heritage. 
Competition Priorities:
• To support and to promote the best museum practices in Russia.
• To create equal opportunities for all the museums, irrespective of their status and location.
• To promote the new ideas in the museum management
• To boost the partnership between the museums and other professional institutions. 
The competition is open for the Russian state and private museums located in Russia, registered under the Russian legislation with the relevant bank account.
The applications can be submitted for the following nominations:  “Museum and Tourism Technologies”, “Museum and New Educational Programs”, “Museum Partnership Projects”, “Museum Exhibition Technologies”, “Museum Research”. “Museum Social Projects”.
Information on the competition and the applications are disseminated by the regional coordinators in the federal districts.
The applications are evaluated by the Expert Board of the competition. The Board consists of museum project experts (the list is closed) and the Jury - a representative public body that convenes the directors of large central and regional museums, art critics and journalists as well as art & culture researchers.
The competition traditionally starts in the late November .It consists of two stages: 1st stage is to evaluate the brightness and novelty of the project concept, 2nd stage evaluates the feasibility and applicability of funding as well as the overall professionalism of the project team. The finalists of the 1st stage are enhancing their applications with the help of experts at the seminar.
The competition “Changing Museum in the Changing World” is organized by V.Potanin Charitable Foundation and supported by Ministry of Culture of Russian Federation. The Association of Culture Managers has been managing the competition since 2003.
  In 2011 the VIII grant competition received 411 project applications from 74 Russian regions. The Jury run a meeting on the 16th of June, 2011 and selected 23 winners. The museum-winners get funding for the project implementations and will be awarded on the 3rd of September at the “MUSEUM GUIDE”, the International Exhibition and Discussion Platform. For more information, please, visit:

Annex 2

“First Publication” Program

The “First Publication” is a tool for the long-term implementation strategy on the preservation, research and actualization of Russia’s cultural heritage.
Objectives: to represent the unknown or little known museum collections, the inseparable parts of Russia’s cultural heritage to Russian and non-Russian communities through the research, publishing, restoration, education, learning and exhibitions.
The intellectual, organizational and financial support provided by the Program contributes to the publication of modern, high-quality books about the various museum collections. Also it promotes restoration works, exhibitions and presentations, helps to find partners and bridge the public relations between the museums and other cultural institutions.
The program “First Publication” runs the competition of the same name that collects the applications for publications and research on various museum collections or exhibits in the museums and museum organizations of Russia.  Annually from 3 to 5 museums win the competition. The publications are presented to the participant museums and disseminated among Russian and foreign libraries, universities, museums, archives and other cultural institutions.

The projects 2010-2011:
1.“The Heaven and Environs of Kenozerye” (the publication, a documentary film about “Kenozersky” National Park; restoration of one of the signed “heavens”, the exhibition “Hand-Made Heavens” in Moscow);
2. “100% Ivanovo” (the publication; two exhibitions in Moscow and in Ivanovo; organization of the mobile exhibition “100% Ivanovo” in regional and overseas museums).
At present the following projects are under the implementation: “The Unified Archive of Andrey Beliy” (three museums); “Museum of Oil-Painting Culture” (40 museums of Russia and CIS countries); “Solid Engraved Book” with Yaroslavsky museum-reserve; “Buried Treasure of the Goldsmith of the VII century” with Udmurt National Museum and “A. Bolotov Unique Album of Watercolors” with three museums, etc.
For more information, please, visit: