MOSAIC OF GOOD DEEDS

The 5th Gala of the Endowment Fund of The Jewish Museum

The Blumenkrants team developed the event concept for the fund, which sponsors various projects in culture and education, as well as art exhibitions, to promote the idea of tolerance in modern society.
The Endowment Fund of The Jewish Museum collects funds in order to enhance the facilities and exhibitions of the museum and to develop the museum initiatives. In order to meet this objective, starting from the day of its foundation, the Fund holds an annual Gala. This event aims at raising the international exposure of The Jewish Museum and at highlighting its yearly achievements.
On photos: the presenter Ivan Urgant and guests at the event: friends of The Jewish Museum and Tolerance Center, including the Endowment co-founder Victor Vekselberg and Alexander Boroda, CEO of the museum, President of The Federation of Jewish Communities in Russia.
Traditionally, the Endowment Fund would invite museum's friends and guardians to a dinner followed by a theatre premier or a symphonic concert. However, to celebrate the 5th anniversary Gala of the Fund, the Blumenkrants team designed an authentic concept of the event, with its own entertainment programme.
As the starting point of the idea and the visual solution of the event, we took the triangle from the logo of The Jewish Museum. It symbolises the activities of the Endowment Fund: projects in education, culture and history. The Fund exists and prospers due to everyone who participates in developing these areas. Therefore, everyone's engagement and input can be represented in the shape of a triangle piece that forms the mosaic of good deeds.
Julia Mirochnik
stage director
As the venue for the gala dinner, we chose the Congress Park at the Radisson Royal hotel Moscow Ukraine. We used the triangle and complex geometric shapes derived from it for the decoration of the venue. Every element was composed of triangular shapes — the furniture, the accessories, the textile, the floral arrangements, the interactive installation, even the classical press wall was transformed into a three-dimensional hexagonal objet-d'art. Even the stage, with the central screen and the pyramidal shapes going from it into every direction, reflected the principal idea of the event. The lighting solution and the turquoise colour accents were used skillfully to create a link between the concept of the celebration and the brand of the museum itself.
The line-up of the event was carefully thought through, to cater for the most sophisticated taste in music and to correspond to the artistic philosophy of the event. The invitees could listen to the symphonic versions of the songs of the famous band Kino and see abstract paintings of its late leader — the iconic musician Viktor Tsoi. His son Alexander was in charge of the production control unit; while one of the co-founders of the band Yuri Kasparyan played the main guitar part. Among other performers were The Bril Brothers quintet and Valeriy Syutkin, the renowned Russian trumpeter Vadim Eilenkrieg, the prominent jazz pianist and the People's Artist of Russia Daniil Kramer, as well the virtuoso guitarist Roman Miroshnichenko — a four-time winner of Independent Music Awards. The event was hosted by the popular Russian presenter Ivan Urgant.
On photos: musicians on stage, Yuri Kasparyan and the symphony orchestra, The Bril Brothers quintet.
A number of prominent invitees expressed their support and gave speeches that emphasized the importance of the Endowment Fund: Victor Vekselberg, co-founder and Chairman of the Center Board of trustees of the Endowment of the Jewish Museum and Tolerance Center, Chairman of the Board of Directors of the Renova Group; Leonard Blavatnik, co-founder of the Endowment Fund, chairman of the Board of Directors of Access Industries; Alexander Boroda, CEO of the Jewish Museum and Tolerance Center, President of The Federation of Jewish Communities in Russia; Nyuta Federmesser, founder of the VERA Hospice Charity Fund, head of the State Center of Palliative Care; Vasili Tsereteli, Executive Director of the Moscow Museum of Modern Art.
On photos: Victor Vekselberg, co-founder and the Chairman of the Center Board of trustees of the Endowment of the Jewish Museum and Tolerance Center, Chairman of the Board of Directors of the Renova Group; Vasili Tsereteli, Executive Director of the Moscow Museum of Modern Art, and his wife.
Among the guests at the Gala of the Endowment Fund of the Jewish Museum and Tolerance Center were: Berel Lazar, Chief Rabbi of Russia, Harry Koren, Ambassador Extraordinary and Plenipotentiary of Israel to Russia; Zvi Heifetz, Ambassador Extraordinary and Plenipotentiary of Israel to China; Simon Mraz, head of the Austrian Cultural Forum; Marina Loshak, Director of The Pushkin State Museum of Fine Arts; Anton Belov, Director of the Garage Museum of Contemporary Art; Sofia Kapkova, CEO of the Documentary film center; Pavel Lungin, film director; Mark Garber, businessman; Regina von Flemming, advisor to the President of Sistema conglomerate; Lyudmila Narusova, member of the Federation Council of Russia; Ekaterina Pronicheva, Chairman of the Moscow Tourism Committee; Sergei Nikolaevich, Editor-in-chief of the "Snob" magazine; Alexander Rappoport, lawyer; Fyodor Pavlov-Andreevich, artist; Anna Banshchikova, actress; and many other friends and trustees of the museum.
On photos: Lyudmila Narusova, Sofia Kapkova, Alexander Rappoport, Ivan Urgant and Mark Garber.
The high status of the event and its invitees obliged us to feel a special responsibility for the project result. As an event agency, not only do we organize an event, first and foremost, we create a comprehensible idea that reflects the essence of the event and that is easy to grasp. We used bold visual solutions, modern technologies and creative content in order to achieve this. We combined traditions and strict Kashrut requirements with art, music and outstanding people, in order to attract attention to socially significant ideas and actions.
Katerina Zvekova
account director
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