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28/5/2009

Future Depends on You. New Rules

Moscow Museum of Modern Art - Petrovka, Moscow

May 29* 2009 Moscow Museum of Modern Art hosts a large-scale exhibition project “Future Depends on You. New Rules” nominated as “Regional project” for “Innovation” award.
“Future Depends on You. New Rules” is a touring art exhibition, that was shown in 7 Russian cities: Vladivostok, Krasnoyarsk, Khabarovsk, Novosibirsk, Ekaterinburg, Samara, Krasnodar. It comprises a contemporary art show, an educational program, an alternative Russian film festival, meetings with the participants – famous Russian artists and social activists. Total attendance figures mount to 120,000 people, 700 publications came out – it all reflects broad public response. The project is rightly considered one of the most significant art initiatives in the history of contemporary Russian art in the past 50 years.
“Future Depends on You. New Rules” – is a new form of cooperation between proactive Russian state museums and private initiators.
The general sponsor for the project in Russian cities is MegaFon, first all-Russian mobile network operator, uniting people through communication.
The educational aim of the project “Future Depends on You. New Rules” is to popularize contemporary art.
The works in the collection belong to New Rules company. Pierre-Christian Brochet, the director of New Rules, compiled the collection specially for this regional tour taking into account art advisers’ recommendations. The collection of New Rules presents a mini-museum of contemporary Russian art and falls into 7 theme-sections: “Idea”, “Neoclassicism”, “Parody”, “Psychedelia”, “Revolution”, “Society” and “Body”. The concept was conceived by art critic Valentin Dyakonov.
87 works by contemporary Russian artists have traveled all over Russia by all means of transport: by plane, by train, by car. Total weight of all exhibits and exhibition equipment is 5 tons. The art works are insured by “Alfa Strakhovanie” for 42mln. rubles covering the entire exhibition period.
Artists: AES+F, Yuri Albert, Sergey Bratkov, Anna Brochet, Sergey Bugaev (Africa), Dmitry Gutov, Georgy Guryanov, Vladimir Dubossarsky and Alexander Vinogradov, Konstantin Zvezdochetov, Alexey Kallima, Valery Koshlyakov, Oleg Kulik, Vladislav Mamyshev(Monroe), Andrey Monastyrsky, Timur Novikov, Anatoly Osmolovsky, Aidan Salakhova, Pavel Pepperstein, Blue Noses, Olga Chernysheva, Sergey Shehovtsov (Porolon). Many of them took part in the tour.
Thanks to “MegaFon” and “New Rules”, Russian citizens could meet contemporary Russian art stars, regular participants of international exhibitions, and contemporary art biennales. They learnt that art works by these artists are held in museum and private collections in Europe, US, and Asia, that interest in Russian art is growing every year.
The organizers of the project united Russia’s regions by introducing them to global cultural process and dynamic art market.

Audience
The logo of the project “Future Depends on You” and the educational program address young audience in their ambition to realize their creative and professional potential in the complex changing world of today, and business people, who discover the world of contemporary art as a perspective investment. The project appeals to regional elite; it stresses corporate social responsibility and global practice of investments in art.

To Young Audience: “Art Without Borders”
Contemporary art unites millions of people by creating equal communication space for men and women of different ages, professions, and interests. It is the most democratic sphere of culture. “New Rules” visualize the country’s level of culture, and create the environment for development of new talents from generation 2000. New Rules company collaborates with young artists and plans to present a special project at the II Biennale for Young Art “Qui Vive?” in 2010.

To wide audience: “Contemporary art as a new lifestyle”
Russia’s territory form Moscow to Vladivostok is united by the new lifestyle of the 21st century – communication and a desire for new beauty. “Future Depends on You. New Rules” project together Russian and international companies “MegaFon” “AlfaStrakhovanie”, Fleming Family&Partners Asset Management, S7 Airlines create common cultural space, uniting huge territories.

To business elite: “Business is responsible for the future of culture”
The future of this country’s culture depends on every Russian citizen, it requires participation of big business to familiarize Russian regions with contemporary art. “New Rules” of the new millennium involve active social engagement of commercial organizations in educational initiatives. Culture and business cannot survive without financing, and business loses its social significance without culture.

Partners and sponsors:
Exhibition projects in Russia often face financial and logistic problems. Project partners helped tackle these problems successfully. Corporate social responsibility was exercised by major Russian companies: MegaFon, first all-Russian mobile network operator; AlfaStrakhovanie; Fleming Family&Partners Asset Management; S7 Airlines; Phillips de Pury & Company; “Novaport”, strategic investor of “Tolmachevo” airport.

Building up the collection for the touring show “Future Depends on You” was the first project by New Rules. The mission of New Rules is to support and promote contemporary art in Russia and abroad.


May 29 – the official opening
Starting May 30, the exhibition will be open to general public.

Moscow Museum of Modern Art
25, Petrovka Street - Moscow

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