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Miscellaneous Categories > 17.2 Signs & Displays

New Tretyakov gallery

by ZOLOTOgroup
Silver

The internal and external spaces of one of Russia’s most famous museums – the Tretyakov Gallery on Krymsky Val – have recently been renovated with the participation of the ZOLOTOgroup.
 The Gallery on Krymsky Val is home to the greatest collection of 20th century paintings, with its canvases by Malevich and Kandinsky being the hallmark of the Russian avant-garde. 
However, over the course of the last few decades, despite being a museum of worldwide renown, the Tretyakovka has not taken full advantage of the popularity it commands among Muscovites and tourists alike.  
The main goal of the museum in 2015 was to increase visitor flow, raising the museum’s profile among Moscow residents and tourists, and to renovate its gallery spaces in line with international museum standards.  
ZOLOTOgroup was set the following tasks:
-To conduct an analysis of the existing museum services’ correspondence with European standards and the demands of visitors
-To conduct an analysis of how well informed locals and visitors to the capital are concerning the location of the museum
-To greater emphasise the gallery’s main entrances
-To propose a new spatial zoning arrangement, including the services required for a standard European museum 
-To develop a design concept for the (non-exhibition) space, including furniture
-To develop and implement a design concept for the navigation system in the museum’s internal space
-To create model templates for all information materials
 As a result of the investigations carried out by ZOLOTOgroup the following suggestions were made: 
-To change the logic behind pedestrian flows, creating an additional riverside entrance from the Muzeon Park, one of the most popular recreation venues for Muscovites
-To create a central welcome zone, including a ticket office
-To organise an infozone, covering all events to be held at the museum over the coming month
-To set up a fully functioning museum shop and café in the hall space
-To open up the internal courtyard
-To create a lounge zone
 -To increase the transit capability of the cloakroom by means of the provision of storage lockers
The museum’s internal space has been subjected to a complete rezoning: the central welcome zone, café and souvenir shop are now in operation. All alterations were made while taking into account the existing architecture and were designed to highlight the unique nature of the building (erected in 1983), with its light halls and “soaring” marble staircases. 
A multilingual navigation system has been devised and installed (in two and occasionally three languages), corresponding to the needs of international visitors, greatly improving the museum’s user-friendliness for both locals and tourists: the galleries have been divided into sections indicated by a letter of the alphabet, clearly visible on the walls and at the entrances. Issues concerning the indication of the ticket purchase areas, toilets, conference chamber, children’s and education centres have all been resolved.
A special system has been set up in the museum vestibule for temporary event posters and information stands, enabling guests to more easily acquaint and orient themselves with regards to the various exhibitions and events held by the gallery.  
In addition, the problem of the chaotic positioning of the retail points on the museum territory has been resolved with the creation of a designated souvenir shop zone, comprising a centralised retail space that does not unduly clash with the museum atmosphere. A design project has been devised for the furniture, including technical drawings for its manufacture.  
A period of over six months was required for the carrying out of all these alterations. The implementation of the project brought together architects, designers and marketing specialists. All members of the museum staff were actively involved in all the processes of the reorganisation.  

Agency
Credits
  • Creative Directors
  • Art Directors Kirill Borisov
  • Designers Olga Volovskaya, Olga Churiumova
  • Illustrators
  • Photographers Marina Saanishvili, Ivan Erofeev
  • Editors
  • Copywriters
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