Buy good books and meet people: the 2025 "On the Edges" book festival

Contents:

• What is the "At the Edges" Festival?
• Line, Border, Edge
• Book, Bag, Box

In 2025, Ad Marginem Publishing House will organize a book festival "on the edges". This festival has become a logical continuation of a series of publishing house trips to the regions, which began in 2024. The project is actively developing and expanding, offering readers unique events and meetings with authors. The "On the Edges" festival will be an excellent opportunity for book lovers to immerse themselves in the world of literature and discover new works.

In the summer and fall of 2023, the Ad Marginem festival tour will take place in Russia, lasting five months from June 7 to October 12. The festival will cover 13 cities: Krasnoyarsk, Yekaterinburg, Samara, Syktyvkar, Kazan, Perm, Nizhny Novgorod, Vladivostok, Irkutsk, Makhachkala, Moscow, Tyumen, and Rostov-on-Don. This event is organized in collaboration with independent cultural institutions and the Yandex Books service. Participation in the festival will allow you to immerse yourself in the world of culture and art, as well as discover new authors and works. Don't miss the opportunity to be part of this significant cultural event in Russia.

The publishing team explained the importance of transporting books across the country, not just to marketplace warehouses, and also explained the choice of matches as merchandise "at the edges." Since books are valuable not only as a commodity but also as a cultural product, their distribution requires a special approach. Transporting books to different regions allows for a wider readership and makes literature accessible to everyone. The matches chosen for the merch symbolize the brand's creativity and uniqueness, bringing an element of surprise to customer interactions.

Ad Marginem is an independent publishing house founded in 1994. Currently, it specializes in translated non-fiction, offering readers books on art, illustrated editions, as well as works in the fields of anthropology, economics, sociology, philosophy, and cultural theory. The publishing house strives to present high-quality and relevant materials that promote a deep understanding of various aspects of human activity and culture. Ad Marginem continues to develop, upholding the traditions of intellectual publishing and drawing attention to important and interesting topics.

What is the "At the Edges" festival?

Ad Marginem publishing house continues to develop cooperation with independent cultural institutions. This year, the partnership is expanding, going offline and covering even more regions compared to last year. This initiative is aimed at strengthening cultural exchange and accessibility of literature to a wide audience.

In the 13 cities where the "At the Edges" festival will be held, guests can expect exciting book sales from a leading publishing house. The program includes lectures and workshops for children and adults, ensuring everyone will find something of interest. There will also be local brand markets, meetings with authors, translators, and editors, as well as performances and concerts. This is a unique opportunity to immerse yourself in the world of literature and creativity, as well as support local initiatives.

We actively cooperate with independent bookstores stores across the country, and "on the edges" is the culmination of our many years of friendship and collaboration.

The list of cities participating in the festival may seem random, but it has its own logic. For example, we already have strong ties with Kazan and Yekaterinburg. At the same time, we strive to establish long-term relationships with Syktyvkar and Samara through this festival. Participation in the festival helps strengthen ties between cities and develop cultural exchange.

Unfortunately, it is impossible to include every city in the book tour—at some point, we have to draw a line. However, those places we cannot visit this year will definitely see us next year.

The festival provides publishers with a unique opportunity to meet readers directly, which allows them to establish closer relationships and understand their interests. For books, this is a chance to reach places where they otherwise could not be presented. This event promotes literature and strengthens the connection between authors, publishers, and audiences.

We organize festivals in collaboration with bookstores, but we hold them outside their walls. This allows us to free books from the traditional bookstore infrastructure, take them beyond the cozy shelves, and integrate them into the urban environment. This approach allows readers to experience literature in a new context, creating unique cultural events and attracting attention to books.

Our audience includes everyone who is passionate about reading experiments and is looking for like-minded adventurers. We hope that among our "marginal" readers, there are those who will be encountering Ad Marginem Publishing House for the first time.

Dima from Kharkiv is the PR Director at Ad Marginem. In this role, he is responsible for strategic planning and implementation of PR campaigns aimed at promoting the brand and strengthening its reputation in the market. Dima actively interacts with the media, develops content, and manages communications with various target audiences. His experience and knowledge of contemporary PR trends make him a valuable asset to the Ad Marginem team.

On June 6, 2025, the Ad Marginem showroom opened in Moscow at the Black Market festival, held at the Fabrika Center for Creative Industries. This event marked a significant milestone for the "On the Edges" project, which strives to present unique creative solutions and innovative concepts. The Ad Marginem showroom will serve as a platform for showcasing contemporary art and creative ideas, as well as a meeting place for designers and art lovers.

Publishing houses often represent the interests of bookstores, libraries, book series, and social networks, and also organize mobile book stands. In this context, creating a new "face" for the publishing house, connected to a specific space and rooted in the area, is an important step towards reaching readers. The history of Ad Marginem publishing house began in the 1990s with the opening of a bookstore on Novokuznetskaya, which emphasizes its connection with the cultural and literary community.

This will be a unique public space where books will be stored and made available to the public. It will also include venues for cultural events, exhibitions, and festivals, creating an atmosphere of exchange of ideas and inspiration for all visitors.

Marketplaces are capable of delivering books to regions where there are no bookstores. However, it is difficult to imagine a full-fledged community of readers forming around a pick-up point.

Sociologists may disagree with me on this issue.

Dima Kharkov is a name that has become popular in certain circles. He is known for his achievements and active position in various fields. Dima attracts attention with his ability to find unconventional solutions and take a creative approach to problems. His experience and skills make him a valuable asset in teamwork and project management. It is important to note that Dima Kharkov actively shares his knowledge and experience, which contributes to the development of his professional reputation. Thanks to his achievements, he has become a role model for many, inspiring others to new achievements and the desire for self-improvement.

Line, Border, Edge

For the festival, the publishing house's designers created a unique identity that harmoniously aligns with the overall style of Ad Marginem. At the same time, it clearly emphasizes that this is an independent event, different from typical publishing practices. The new visual style emphasizes the festival's individuality, distinguishing it from other events and emphasizing its uniqueness in the cultural sphere.

Ad Marginem, translated from Latin, means "at the edges." This name reflects the publishing house's philosophy, which focuses on texts and practices that go beyond traditional genres. The most fascinating and meaningful often emerges at the boundaries of the familiar, and this is precisely what our publishing house strives to highlight.

When creating the festival's style, we focused on its name and associated concepts—border, contour, edge, symbolizing the emergence of something new. We also considered the geography of the events, as book projects rarely span 13 cities. Our goal was to emphasize the scale and idea of ​​uniting different regions of the country through literature.

The main graphic solution is based on working with lines, contours, and outlines. The logo represents not the letters themselves, but their "edges," which directly embodies the name. This concept allows us to create a unique and memorable visual style that emphasizes the essence of the brand and strengthens its identity. The use of elements such as lines and contours contributes to a modern, minimalist design that attracts attention and remains memorable.

The identity is based on the principle of highlighting unfilled space and its boundaries: cultural, geographic, and genre. Boundaries are not perceived as obstacles, but rather as a space of possibilities in which new content emerges. This approach creates unique ideas and concepts that enrich the cultural and creative landscape.

The festival's key graphic element is an abstract line, which represents a map of the route between the cities. This element unites various geographical points in a single festival route. The line has an intentionally unstable appearance: it thickens, thins, trembles, and breaks. We avoided smooth animations to emphasize the lively, intermittent dynamics and create a sense of materiality inherent in printed publications. This approach allows viewers to experience the festival's uniqueness and its connection to culture and literature.

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Book, bag, box

The book festival not only serves a commercial function, but also fosters community building. It brings together readers, local projects, and artists. The presence of merchandise at such an event allows participants to visually demonstrate their affiliation with this community. Physical objects with recognizable designs attract the attention of both those familiar with Ad Marginem and those unfamiliar with the books, authors, and nonfiction genre. This creates an environment for exchange and expands the readership, promoting a culture of reading and interest in literature.

At the festival, designers presented traditional event merchandise such as T-shirts and tote bags, as well as a unique product: matches. This unexpected element brought originality to the product range, distinguishing the festival from other similar events. Matches have become not only a practical accessory, but also a stylish addition, reflecting the creative approach of designers.

Of course, I will help you with editing the text. Please provide the text you wish to rework.

In the modern world, books are perceived not only as a source of information but also as an important element of lifestyle. They reflect personal interests and preferences, emphasizing the reader's individuality. In the digital age, a physical book has become a symbol of status and intellectual attainment, as well as a manifestation of aesthetic taste. Reading books promotes critical thinking and broadens horizons, making it an integral part of cultural life. Thus, books play a significant role in shaping the image and values ​​of modern people.

The choice of book can say a lot about a person, and merch enhances this impression by adding specifics. For example, by purchasing an Ad Marginem tote bag, a person declares their belonging to a community aware of this publishing house, its publications, and projects. This approach not only demonstrates the wearer's preferences but also creates a sense of unity with other fans of literature and culture, emphasizing the importance of choice in shaping one's personal image.

A T-shirt or tote bag not only serves as a festival attribute but also extends its life beyond the venue. After the event ends, people who own the merch continue to feel a connection to the tour. This creates a bridge between cities and fosters a sense of unity around a major book event. The merch becomes a symbol of participation and a memory of unforgettable moments, which helps strengthen the community of literature lovers.

From the very beginning, our idea was to create T-shirts in the style of music tour merch that would contain a full list of cities and dates. This solution seemed natural for our "Around the Edges" project. We were already planning to send the merch to print, but unexpectedly, dates changed in two cities, and the festival was completely canceled in a third. As a result, we realized that our T-shirts could become museum exhibits with outdated information. We urgently needed an alternative to avoid this situation and offer a relevant and in-demand product.

The idea of ​​using city coordinates arose as an interesting design approach. While it may seem abstract at first glance, it has its own appeal—this T-shirt will be relevant in a year or two, as it's not tied to specific dates. Furthermore, this solution has a poetic element: the country's geography is represented by mysterious numbers, united by a book festival. This creates a unique connection between fashion and literature, allowing people to wear not just clothing, but the symbolism of a cultural event.

Liza Skurikhina is a vibrant and talented individual, known for her achievements in various fields. She attracts attention with her intelligence and creativity. Liza is actively involved in public life, supporting initiatives related to culture and education. Thanks to her charisma and professionalism, she inspires many to achieve their own goals. Liza's contribution to society and her commitment to self-improvement make her a prominent figure. Her activities and achievements serve as a role model and motivation for many.

The creation of matches was the result of an accident insight.

Intuition tells me that they, as an object and an image, perfectly harmonize with the aesthetics of our publishing house. The question of where our mascot could be located is easily solved: a matchbox is the ideal space for its placement.

A box has an important feature: it is not thrown away immediately after use. It often ends up in a pocket, is passed on to other people, and can be preserved in collections. This ability to be passed on and preserved makes the box a valuable object that continues to live its own life in the hands of others.

This compact yet stable element of identity.

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The Ad Marginem team is made up of professionals specializing in providing effective advertising solutions. We strive to help our clients achieve maximum results in digital marketing. Our team consists of experienced specialists who utilize the latest technologies and methods to develop unique advertising strategies. We understand the importance of a personalized approach to each client and are ready to offer optimal solutions for a variety of business challenges. With us, you can increase your brand's visibility, engage your target audience, and improve conversions. We are proud of our experience and are ready to share it with you. Choose the Ad Marginem team for successful promotion of your business.

• Alexander Ivanov - Founder of Ad Marginem
• Mikhail Kotomin - Publisher of Ad Marginem
• Kirill Mayevsky - Executive Director of Ad Marginem

PR and communications play a key role in shaping public opinion and maintaining a positive image of companies and organizations. Effective PR strategies help build trust with audiences, the media, and other stakeholders. It is important to consider various communication channels, including social media, press releases, and events, to deliver messages to the target audience. Professional PR specialists develop content and strategies that help increase brand awareness and strengthen reputation. Proper use of PR and communications tools helps not only attract clients but also create sustainable relationships with partners and society as a whole.

• Dmitry Kharkov — PR Director, Ad Marginem
• Polina Yudina — PR, Ad Marginem
• Kirill Shelest — Event Producer, Ad Marginem

The design department is responsible for creating the visual style and functionality of products. This is a key element in brand development and customer attraction. The design team develops unique concepts that align with current trends and the needs of the target audience. Each project goes through several stages, including research, conceptual development, and final implementation. It is important that the design not only attracts attention but also ensures ease of use, which helps build customer loyalty. The effective work of the design department directly impacts the company's success, so paying attention to this area is a priority.

• Anna Kelsheva - Senior Communications Designer
• Liza Skurikhina - Communications Designer
• Elizaveta Lotnikova - Communications Designer

The Sales Department is responsible for the successful implementation and sale of the company's products. Its main goal is to effectively interact with clients, ensure a high level of service, and maintain long-term partnerships. Sales specialists analyze market needs, develop sales strategies, and implement projects aimed at achieving maximum results. Thanks to the well-coordinated work of the team, the department contributes to the company's growth and strengthening its position in the market.

• Konstantin Tatyan - Head of Sales Department
• Ekaterina Semiglazova - Work with stores
• Tatyana Bychkova - Offline Sales Manager
• Viktor Lukyanov - Lead Marketer
• Anton Makhanko - Deputy Head of Sales Department
• Semyon Podlipovsky - FBS Warehouse Manager
• Alisa Raevskaya - Online Sales Manager
• Anya Kananina - Marketplace Manager

Warehouse employees play a key role in effective logistics and inventory management. Their main task is to organize the storage of goods, the receipt and shipment of products. Competent warehouse workers ensure accurate inventory and maintain order in the warehouse, which helps avoid losses and improves overall work efficiency.

Qualified employees are able to process orders quickly and efficiently, which is critical to meeting customer needs. It is also important to note that proper warehouse work organization improves safety and reduces the risk of injuries.

Investing in warehouse employee training, their motivation, and the use of modern technologies, such as warehouse management systems (WMS), significantly increases productivity and reduces order processing time. Thus, the high-quality work of warehouse employees directly impacts the success of a business in the field of logistics and trade.

• Andrey Sokolov
• Ilya Zosimov
• Konstantin Sipkin
• Vladimir Eliseev

Text editing is an important process that involves improving and adjusting content to achieve the best result. Proper editing helps not only improve the readability and structure of the text but also improves its visibility in search engines. When editing, it is necessary to pay attention to grammar, spelling, and style. It is also important to consider keywords that are relevant to the topic of the text and can help in its promotion. Effective editing contributes to the creation of high-quality content that attracts readers' attention and meets modern SEO requirements. As a result, a properly edited text becomes more informative, accessible, and attractive to the target audience.

• Ekaterina Tarasova - Managing Editor
• Ekaterina Morozova - Senior Editor
• Maria Makhova - Editor-in-Chief
• Alexander Kabisov - Editor-in-Chief
• Olga Gavrikova - Editor
• Alla Alimova - Editorial Assistant
• Daria Pushkina - Print Manager

The book partners of the Po Krayam festival play an important role in creating the unique atmosphere of the event. They help diversify the program, providing visitors with a wide selection of literature and the opportunity to meet new authors. The participation of publishers and bookstores fosters reading culture and knowledge sharing. We are proud to partner with leading representatives of the book industry, who make the festival richer and more engaging for all book lovers. The festival program includes meetings with authors, presentations of new publications, and thematic discussions, ensuring everyone will find something of interest. The book partners of the "Po Krayam" festival are not just supporters; they are also creating a community that unites writers, readers, and publishers.

• "Baken" from Krasnoyarsk
• "Piotrovsky" from Yekaterinburg and Perm
• "Smena" from Kazan
• "Wordplay" from Vladivostok
• "Pereplot" from Irkutsk
• "Pereplot" from Makhachkala
• "Nikto Ne spit" from Tyumen

The partner venues of the "Po Krayam" festival play an important role in its organization and implementation. These venues provide space for events, promoting cultural exchange and cooperation. The participation of various venues allows the festival to reach a wider audience and create a unique atmosphere for all visitors. Partnership with the festival "On the Edges" opens up new opportunities for venues, allowing them to attract attention to their projects and initiatives.

• Museum Center "Peace Square" (Krasnoyarsk)
• Museum of Art Nouveau (Samara)
• "Revolt Center" (Syktyvkar)
• "Terminal A" (Nizhny Novgorod)
• Gallery "Rostov" (Rostov-on-Don)

Study also:

• Creative ghetto: how the literary town of Peredelkino appeared and what it became
• A conversation with El Lissitzky about design and art 105 years later
• Biennale of the central zone: who and why is showing contemporary art in Chuvashia
• Merchant that will be worn by: 7 Designs to Capture Attention and Convey Mood

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