Garage Museum of Contemporary Art

Building a new audience for art

Where did we start?

Garage, which was founded in 2008 by Dasha Zhukova and originally located in the former Bakhmetevsky bus garage moved to Gorky Park in 2012. It is playing a fundamental part in the renaissance of this famous Moscow park, through the construction of its new pavilion by architect Shigeru Ban and the forthcoming 4 seasons building being renovated by Rem Koolhaas.

What did we do?

We were appointed to develop a brand strategy for Garage, that would help them deliver a powerful vision for the future. Through a series of workshops with staff we developed a brand around a big idea of being an independent platform for new thinking.

What's the impact?

This central idea is already being reflected in an ambitious and extensive programme of exhibitions, education, publishing and research. Garage is the first arts organisation of its kind in Russia and is already building a new audience for contemporary art.

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