Entrance through the gift shop. How the Pushkin Museum sets trends with more than just exhibitions

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In 2023, the Pushkin Museum turns 111 years old. We discussed with Olga Alekseeva, souvenir manager at the Pushkin State Museum of Fine Arts, how her work helps combine outstanding art and contemporary design, as well as social initiatives and commercial projects. Olga Alekseeva's work plays an important role in promoting the museum's cultural values, creating unique souvenirs that reflect the rich artistic heritage.

Leading marketing and advertising specialist at the Pushkin State Museum of Fine Arts, focusing on souvenirs and collaboration with designers and brands. He is the founder of the youth career project Up to me and the jewelry brand J.oak. He is also the author of the Telegram channel "P.M. Souvenirs," dedicated to the latest in souvenirs and unique design solutions. The Pushkin Museum, with its high status and significant reputation, understands the importance of merchandising in addition to its exhibition program. Merch not only serves as a source of additional funding but also as a way to popularize art among a wider audience. Products featuring artworks, books, and other accessories help visitors better understand and remember the museum experience. Merch creates a connection between art and everyday life, fostering cultural exchange and increasing interest in museum exhibitions. Thus, focusing on merch is becoming an important part of a museum's strategy to attract new audiences and build a cultural brand.

There are many important reasons, and a short answer cannot encompass their full importance.

There is a theory of the experience economy, which emphasizes that modern consumers are increasingly guided by emotions and sensations, and not just the product itself. This means that when choosing a leisure activity, they evaluate not only the quality of the product but also the accompanying experience. As a result, museums face competition not only from other museums but also from various forms of recreation, such as walks in the park, visiting cinemas, or watching TV series at home. Integrating unique experiences into cultural institutions is becoming an important aspect of attracting and retaining visitor attention.

Research shows that when choosing a museum or gallery, visitors focus not only on the current exhibition but also on additional services. The presence of comfortable benches in the halls, a cozy café, a shop with a wide selection of books and souvenirs, as well as the opportunity to take attractive photos for social media are important. The availability of courses and workshops for children, as well as childcare services, also play a significant role. The friendly attitude of museum staff and other small details influence the overall impression of the visit. These aspects enhance the interaction between the visitor and the museum, contributing to increased audience engagement and strengthening loyalty to the museum brand.

In our country, the trend toward developing a museum environment has not yet reached significant heights. This is due to a conservative approach and a lack of funding. However, the audience is already beginning to recognize the importance of change. Museums that focus exclusively on scientific activity and do not strive to create comfortable conditions and vivid impressions for visitors are gradually fading into the background. There are teams trying to implement modern approaches, focusing on visitor engagement. In a competitive environment for consumer attention, it is important to offer emotions. Souvenirs play a key role in creating vivid impressions that can remain in the memory of guests for a long time, increasing interest in exhibitions and the museum itself.

Many people strive to demonstrate their interest in art, which has become a current trend. Museum shops play a vital role in this process, offering a variety of products reflecting artistic movements and cultural values. Visitors can not only acquire unique items but also highlight their passion for art, making a conscious choice in favor of cultural treasures. Museum shops are becoming more than just a place to shop; they are an important element of cultural life, allowing everyone to express their individuality and interest in art.

In contemporary art, there is a noticeable trend manifested in the active interaction of businesses with artists and cultural institutions. We see growing interest in such projects, and their success leads to new launches. However, only sociologists can thoroughly analyze the reasons for this phenomenon, especially in the context of a young audience under 40. Interest in collaborations between business and art demonstrates that modern society strives for synergy between cultural and commercial initiatives, which, in turn, opens new horizons for creative expression and innovative approaches in both sectors.

Additional funding can have a positive impact on the development of a project or business. It provides new opportunities for expansion, improving the quality of services or products, and introducing innovations. Financial support not only ensures stability but also accelerates growth, which is especially important in a competitive market. Therefore, raising additional funds is a strategic step for achieving successful results.

Sales at the museum kiosk are an important source of financial support for the museum and its projects. Expanding the product range not only attracts more visitors but also contributes to increased revenue. This is a form of fundraising in which every museum visitor can become a sponsor. Visitors realize that purchases at the kiosk help support the museum and begin to feel a sense of involvement in its activities. This creates a deeper connection between the museum and its audience, which is a significant aspect in the development of the cultural space.

Visitors may be confused if the museum does not have a shop. However, it is worth noting that many people sometimes value art-related purchases even more than the museum art itself. Museum shops offer unique products that allow visitors to take home a piece of culture and inspiration. These purchases are not only a nice souvenir but also a way to support the museum and its initiatives.

Many people don't realize that the MoMA Design Store's revenue significantly exceeds that of ticket sales for MoMA exhibitions. This circumstance is pushing Western museums to expand their product range and transform their stores into full-fledged retailers offering a wide selection of goods, from furniture to children's toys. This pragmatic approach allows museums not only to increase revenue but also to attract a wider audience by creating a unique offering for their visitors.

In the United States, there is an association of museum stores, known as MSA. Its primary goal is to assist museums in providing high-quality service. MSA emphasizes that a store should not simply be an accessory, but a harmonious extension and complement to the museum's exhibition. Members of the association recognize the importance of this approach and join together to share experiences, thereby improving the quality of services and products offered. This is not just a merchandise initiative, but a thoughtful approach to integrating stores into the museum environment.

Merch is an effective marketing tool if used correctly. This opens up opportunities for collaborations with both large and local brands. Partners may express interest in collaboration, but they can also be recruited, which is precisely what I do. Collaborations allow for the creation of unique products that stand out from traditional museum merchandise and are excellent newsmakers. They actively engage new audiences, especially younger ones. Furthermore, such initiatives generate additional income for the museum through the sale of image rights.

The museum is the sole copyright holder for high-quality digital photographs of its exhibits. Anyone wishing to obtain these images for commercial use must enter into an agreement with the museum. Under this agreement, they receive a license to use the photographs in accordance with the terms established by the institution. This approach protects the museum's intellectual property and allows for the effective management of the rights to use its collections.

If the author of a work has been deceased for more than 70 years, the work is considered to be in the public domain, and to enter into an agreement for the use of rights, it is necessary to contact only the museum where the work is housed. If the author died less than 70 years ago, then legal use of the work will require contracts with both the museum and the author's heirs, such as their children or grandchildren. This is important to respect copyright and avoid legal risks.

There are many reasons to support museums' social and environmental initiatives, as well as projects for children and young people. For example, the St. Petersburg brand Polyarus, which specializes in upcycling, created stylish tote bags, cases, and fanny packs from discarded facade banners. In collaboration with the "Special Ceramics at VDNKh" workshop, which employs ceramic artists with autism and other mental disabilities, unique custom pieces were created dedicated to the museum and its exhibits. These projects not only support sustainable development but also promote the integration of people with disabilities into society, emphasizing the importance of art and creativity in contemporary initiatives.

Museums and galleries can become an important platform for supporting young and emerging designers and artists. Art-related merch offers a unique opportunity for creative expression. Using museum collections as a source of inspiration can create a variety of original and interesting products. This not only fosters the development of talented artists but also allows a wider audience to experience art in a new and accessible format. Museum collections provide a rich context for creativity, opening the door to the creation of high-quality and relevant merchandise that will appeal to both art connoisseurs and young people.

The target audience for the Pushkin State Museum of Fine Arts merchandise includes a diverse group of people. Firstly, these are art enthusiasts who appreciate works of art and want to express their passion for culture through the purchase of unique goods. Secondly, students and young professionals interested in art and design are looking for original products that will help them stand out. Another important audience is made up of tourists visiting the museum, eager to take home memorable souvenirs. Furthermore, the merchandise may appeal to collectors seeking limited edition items. Thus, the Pushkin State Museum of Fine Arts merchandise is aimed at a wide range of people united by a love of art and culture.

It represents diversity. The Main Building of the Museum is always crowded: children on excursions are eager to spend their pocket money, usually 100 to 200 rubles, on souvenirs. My job is to provide them with this opportunity by offering a selection of badges, magnets, postcards, notebooks, and sweets. This not only creates pleasant memories but also fosters an interest in culture and art.

Pensioners represent an important aspect of social life, sharing the same budget as other groups. It is important to consider their needs and interests to ensure comfortable coexistence across all age groups. It is important to pay attention to issues affecting pensioners and develop programs that will promote their well-being and active participation in society.

Younger people spend slightly more, but their preferences in choosing products differ. There is also a significant and solvent audience aged 30+, which represents a desirable target group. For this category of clients, I develop designer handbags, exclusive perfumes, silk, porcelain, and crystal products, as well as jewelry, cosmetics, and home fragrances. Importantly, the assortment also includes high-quality toys for children. Ideal museum merch should combine uniqueness, quality, and a connection to the museum's theme. It should reflect the spirit and concept of the exhibitions and offer visitors the opportunity to take home a piece of the cultural experience. Important aspects include the use of environmentally friendly materials, original design, and functionality of the products. Merch can include reproductions of works of art, souvenirs, books, textiles, and accessories that not only attract attention but also serve as a reminder of a museum visit. It is also important to consider the target audience, offering products that are interesting to both children and adults. Thus, ideal museum merch becomes not just a product, but a part of the cultural exchange and educational process. Ideal museum merch is a product that preserves the museum's atmosphere in the memory. Every time a person looks at such an item, they should remember where they bought it, what emotions they experienced that day, and want to return to the museum to relive those feelings. Properly selected merch not only reminds them of their visit but also strengthens the connection between the museum and its visitors, creating an emotional attachment and a desire to return again.

Merchant is an important tool for promoting a museum's brand and its collection. Effective merch not only attracts visitors but also creates a deep emotional connection with them. When a museum manages to touch the hearts of its guests through unique products, the impression becomes more lasting and memorable. This approach allows the museum not only to increase sales but also to strengthen its reputation and increase interest in exhibitions and events.

The best museum merch combines educational and aesthetic elements, helping to shape buyers' knowledge and taste. I place great importance on high-quality designer products and am constantly seeking interesting partners—local brands that share the museum's values. It is important for me to avoid producing mass-produced goods with popular images, preferring to create unique and meaningful products.

The results of our store's work justify all the efforts. Our fame is already beginning to spread beyond the museum district. Visitors come not only to see the exhibition, but also to "choose gifts on the way home". We often hear such feedback from our customers.

Which museums are your reference points?

As a visitor, I truly love the MoMA Design Store. In my collection, I have unique MoMA x Vans sneakers, a stylish MoMA x Uniqlo T-shirt, and many other interesting items. This store offers a diverse selection of products that combine design and functionality, making it an ideal destination for lovers of art and contemporary style. Studying the experiences of stores like The Met Store, V&A Shop, and the British Museum Shop, I encounter challenges in applying their approaches. Each of these stores has its own unique characteristics, and the Pushkin Museum has its own unique characteristics and production capabilities that must be taken into account. Therefore, it is important to adapt best practices to our conditions to create a successful and attractive store.

Our imagination can run wild, but reality shows that in Russia it is difficult to find high-quality products in categories such as watches, gadgets, decorative cosmetics, or glasses. We create each product and its packaging taking into account our needs, including visual materials and the logo of the Pushkin Museum. We don't consider selling ready-made goods, as it doesn't fit our format and philosophy. We strive for uniqueness and originality in every offering to offer our customers something truly special.

Our museum shops haven't yet reached modern standards and have space limitations. Therefore, one of my tasks is to find original, compact products and accessories that can harmoniously fit into our display cases and on glass shelves. This will enhance visual perception and attract visitors, providing them with a unique experience.

We don't strive to imitate others. We study experience, but we build our work from the ground up, based on our own goals and capabilities. The Pushkin Museum is one of the leaders in the number of collaborations with local brands. We emphasize this, which distinguishes us and adds variety to our assortment.

The Pushkin Museum's recent collaboration with Gosha Rubchinskiy drew attention to the museum's merchandise. This initiative marked a significant step in merging art and fashion, expanding its reach and attracting new visitors. Within the museum team, discussions about the collaboration sparked interest and enthusiasm, as it opened up new opportunities for engagement with contemporary art. The significance of this project extends beyond commercial success: it promotes cultural heritage and makes art accessible to a wider audience.

The collaboration between Rubchinskiy and Titaev's Rassvet brand and the Shchukin exhibition in 2019 was a significant event for the museum. This drop attracted the attention of numerous media outlets and bloggers, ensuring widespread coverage. The collaboration not only highlighted the exhibition's relevance but also demonstrated the influence of contemporary designers on cultural initiatives.

The news drew the attention of those who are not regular visitors to the Pushkin Museum. The collaboration significantly strengthened the museum's image as a modern, world-class cultural institution. Furthermore, the museum received additional income from royalties, and the team handled the tasks professionally. This event highlights the importance of engaging with diverse audiences and opens up new opportunities for the museum's development.

There are three collaborations in which our paintings and engravings became the basis for prints on Rassvet brand products. This brand is available both in-store and online through its owner, Comme Des Garcons. In Russia, Rassvet products are available at the KM20 store.

The first collection mentioned was related to the Shchukin exhibition and included works by Gauguin. Also worth noting was a drop featuring Japanese graphics from the Pushkin Museum collection, timed to coincide with the 2020 Tokyo Olympics. Despite the postponement of the events due to the COVID-19 pandemic, the collection was successfully sold out. In these initial collaborations, media support for the line was accompanied by a mention of our museum, which contributed to its increased recognition.

In spring 2022, the Rassvet brand presented a collection inspired by the works of the German Romantic artist Caspar David Friedrich. However, the collection was aimed exclusively at a Western audience, and our museum was not mentioned in the press releases. It was emphasized everywhere that the design used the works of Caspar David Friedrich, which calls into question the connection with local cultural contexts.

You continue to actively collaborate with young designers, such as Marra and Good Local for the exhibition "Shchukin. Biography of a Collection," as well as TTSWTRS for the "Tatu" project. Is this part of your strategy?

We focus on collaborating with designers and brands, primarily small and local ones, but we also work with large companies. The Pushkin State Museum of Fine Arts' partnership with various brands began about five years ago, which coincided with the active expansion of our souvenir range.

Mappa, Good Local, TTSWTRS, Tegin, Kochetkova, Heart of Moscow, Nina Donis, and St. Friday's Socks were the first brands we began collaborating with. Since then, we have implemented many new collaborations, both large and small. Last year was especially productive in this area. We continue to develop partnerships with talented designers and brands, which allows us to expand our range and offer unique products to our customers.

The beginning of 2022 promised to be a successful one for the Pushkin Museum of Fine Arts, which was preparing to celebrate its anniversary—110 years since its founding. A major milestone this year was the exhibition "Brother Ivan. The Collections of Mikhail and Ivan Morozov." Please note our list of partners, which reflects the scale of our work: KM20 and KM20 Food, Pangaia, Bernardaud, Raf Simons—we eagerly anticipated his visit to the Pushkin Museum. Also among the exhibitors were J.Kim, Tigran Avetisyan, Sergey Naumov, Vilhelm Parfumerie New York, Uniqlo, and several other lesser-known brands. Our commitment to collaborating with leading brands underscores the Pushkin Museum's importance as a cultural center and a platform for artistic initiatives.

At the end of February 2022, the fashion world underwent significant changes, and many brands suspended their operations. However, Vilhelm Parfumerie and Uniqlo remained active thanks to timely collaborations with their partners. These companies managed to present their collections, maintaining a presence in the industry.

Almost all the work had to be started from scratch.

We successfully completed the anniversary year, marking it with significant achievements. This period saw a record number of active collaborations, marking a significant milestone in the museum's history.

The exhibition featured works by artist Dina Khaichenko, a lingerie collection by Asya Muravieva, and the basic cosmetics brand Aadre. Visitors could view elegant silk bags from Two Eagles and unique porcelain from "Volshebno Tut," which comprises four lines. The Gus Crystal Factory presented two of its lines, as well as Pure Sense perfumes, wooden toys from Raduga Grёz, and stylish steel bracelets from BNGL. Sweet lovers could sample Okasi chocolate, enjoy printed products from Falafel, and enjoy "Travki" tea. Home fragrances from Ucandles and many other small brands rounded out the diverse offerings.

We did not hold open calls, despite the current conditions, although this method can be effective for attracting new partners. We may consider this possibility in the future. At the moment, we don't have a shortage of work, rather, on the contrary, there is an excess of tasks.

Finding designers to implement creative ideas is an important step in the process of creating unique projects. There are several effective ways to find suitable specialists. Firstly, you can use online platforms where designers present their portfolios and services. Secondly, it's worth paying attention to recommendations from colleagues and acquaintances who have already collaborated with talented professionals. The third option is participating in design events and exhibitions, where you can meet a variety of creative people and discuss collaboration opportunities. Using these methods, you can easily find a designer who can bring your ideas to life.

The museum team has only two people coordinating collaborations. My main task is to find new brands, develop briefs for existing partners, and actively develop ideas with those who contact us with collaboration requests. Particular attention is paid to products intended exclusively for the museum's stores. This allows us not only to expand our product range but also to create unique offers for our visitors.

If the collaboration extends beyond our retail segment, Nastya Morozova, Head of Marketing, joins the process. In this collaboration, we jointly assist the brand in product development, ensuring that it meets market requirements and consumer expectations. Our goal is Create a unique offering that will attract the target audience and increase brand awareness.

Once all the preparatory stages are completed, a significant portion of the work with partners passes to the sales team. At this point, the process of obtaining image rights, concluding contracts, and completing other key organizational tasks begins. This is a critical stage that ensures the legitimacy and legality of the use of materials in the subsequent production process.

I find brands by researching various information sources. In February, I shared a detailed post on my Telegram channel "Souvenirka P.M.", where I revealed my research methods. In short, I actively follow fashion news, visit local markets, and analyze the websites of domestic multi-brands. Social media also plays an important role in my research. Thanks to constant research, I can easily determine which brands are suitable for a specific task or exhibition, and which products will be most relevant.

Working on a merch collection for an exhibition begins with preliminary planning. I usually have three to four months to attract partners and develop production. Initially, I conceptualize the style of the exhibition display and carefully select brands that align with this concept and create a unified collection. Even if brands approach me directly, I adapt their products so they fit harmoniously into the overall concept of the display. They usually respond positively to such changes.

For your 110th anniversary, you presented a unique fragrance collection in collaboration with the French perfume brand Vilhelm Parfumerie. How did collaborating with such a significant international partner come about?

Working with our partners proved to be a straightforward process, and I'd like to express my gratitude for that. Vilhelm Parfumerie has an official representative in Russia—the Molecule chain of perfume boutiques (Esterk Lux Parfum), known for its active market presence. They were able to attract the interest of Jan Wilhelm, the brand's perfumer, by organizing a meeting at the Pushkin Museum. Jan came to Moscow and selected three paintings—works by Gauguin, Cézanne, and Boucher. He created unique collages for the product packaging, inspired by these works of art, and recommended fragrances for the collaboration. This collaboration highlights not only the quality of Vilhelm Parfumerie's products but also their creative approach to fragrance creation, rooted in art and culture.

Preparing for the release of the new fragrances took over a year, during which we held regular meetings to discuss key project details. The result exceeded expectations, and we were able to release three 100ml fragrances for the museum's anniversary. We also offered a convenient format that proved particularly popular with customers: the Moscow Three set, which included three fragrances from the collaboration, each in 10 ml bottles, in a single package. In addition to the fragrances, we developed a small collection of merchandise featuring Yan's unique collages, including tote bags, coffee mugs, and diary planners. The Vilhelm Parfumerie boutique on Malaya Bronnaya in Moscow became an adornment of Jan's collages as part of his collaboration with the Pushkin Museum, creating an atmosphere of artistic elegance.

The collaboration with Asya Muravieva Lingerie brought unique items to the museum shop, including a beaded bra, velvet briefs, and cuffs. This experiment was the result of a desire to combine art and fashion, creating extraordinary pieces that attract attention and spark interest. Introducing such items to the museum shop's assortment expands the horizons of art appreciation, offering customers not only traditional exhibits but also contemporary interpretations that can become part of their everyday lives. These unusual items highlight the creativity and boldness of the design approach, making them a wonderful addition to the museum's cultural content.

The Asya Muravieva Lingerie line, created specifically for the museum, featured a less provocative design. Although the brand focuses on lingerie, we discussed with Asya in advance the absence of such items in our assortment. Instead, we sought alternative options. The museum shop featured embroidered items such as a vest-bib, organza cuffs, a velvet shopper bag, a choker and headband, as well as a set of gold-tone transfer tattoos. Additionally, panties and a bra were designed by Asya for her store and partners outside the museum.

These elements fit perfectly into the concept of the museum store display case, harmoniously combining with the rest merch and vividly reflecting the exhibition's message. Asya and I invested a great deal of effort and energy in searching for embroidery motifs, and she ultimately developed an original piece—a short vest made of black velvet and organza embroidered with ancient texts. The geometric composition of the embroidery conveys the key idea of ​​the "Universal Language" exhibition, making this piece not only stylish but also conceptual.

On the vest, the texts are connected with gold threads, forming the image of the Tower of Babel, where each floor represents an ancient language. On the "ground floor" is cuneiform, the oldest written language in human history. Above are ancient Egyptian hieroglyphs, followed by more recent languages—ancient Greek and Latin. These lines can be found throughout the exhibits, highlighting the richness and diversity of human cultural heritage.

Languages ​​form the foundation of our communication and are important arteries connecting people. By finding common ground, we can achieve mutual understanding and restore harmony in the world. The tower on the vest symbolizes the universal language that, according to legend, once existed among all peoples. This symbol reminds us of the importance of communication and mutual understanding in our society.

A unique object with an original concept. The emphasized meaning is more important than experimenting with different media.

Have there been cases when the released merch unexpectedly became much more popular than you expected?

One of the interesting Surprises – bracelets from the St. Petersburg brand BNGL, which offers a unique product in its line. These bracelets stand out for their original design and high-quality materials, making them an attractive choice for connoisseurs of stylish accessories. I discovered them on the Poison Drop website. At the time, I was new to the museum and trying to figure out what might interest visitors to the Ksenia Hausner exhibition. The titles of her paintings struck me with their simplicity and clarity, without any confusing meanings. "Reckless Love," "Under Voltage," "True Lies," "Dancer in the Dark" – I easily recognized situations in these titles that I could have found myself in. Hausner's works evoke deep emotions and make you think about human experiences. The bracelets with unique inscriptions proved incredibly popular, and their sales were like hotcakes. This inspired me to create a second collaborative project for the "Art of Immortality" exhibition, which used ancient Egyptian hieroglyphs. The result was successful, and the edition also sold out. The next step were bracelets with the name "Morozov Brothers", which stood out for their playful play on words based on French artists. The success of these products convinced us to keep them in the permanent line of souvenirs.

The Pushkin Museum is planning a number of exciting collaborations in the near future, aimed at expanding cultural interaction and attracting new audiences. We strive to partner with various artists, designers, and brands to create unique projects that combine art and modernity. As for merch, we see its further development towards creating exclusive collections that will be not only aesthetically pleasing but also functional. This will allow us to strengthen the connection between art and everyday life, making cultural treasures accessible to a wider audience.

In 2023, we are actively continuing to expand our collaborations with various brands. As part of the "After Impressionism" exhibition, we have attracted four new partners: Kitchen Ceremony, Oregano Mama, Le Pompon, and Eclat. For the "Gold of Sarmatian Chieftains" project, we're working with Kioko tea and Krasnolesye ceramics. Loom by Rodina and Julnika are new partners for the "Salon Diderot" exhibition. Our commitment to expanding cooperation allows us to offer more diverse and high-quality products, which, in turn, enriches cultural projects and events.

For each new exhibition, we create a unique collection of products, different from previous ones. We don't offer the same souvenirs. Our goal is to convey the meaning and atmosphere of the exhibition through products that visitors can take home as memories. We strive to evolve in accordance with our exhibition plan, so that each collection reflects the uniqueness of the event.

We eagerly anticipate significant changes in the museum's renovation. We have long been promised a new, modern, and spacious stand-alone museum shop, possibly even a two-story one. However, at the moment, development is hampered by the outdated format of our kiosks. We are confident that the store's modernization will be an important step toward improving the museum's overall experience and attracting new visitors.

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