The $50-million Jewish Museum & Tolerance Center, located at the Constructivist landmark of the former Bakhmetevsky Bus Garage, opened its doors in November 2012. It is considered the largest museum of its kind in Europe (the museum spans over 8,500 square metres). State-of-the-art interactive exhibitions and a 4D movie theatre also make it one of the most technologically advanced museums in Russia.
CHALLANGE
The Jewish Museum & Tolerance Center approached us to help them create a distinct identity that would make the museum stand out and resonate with today’s young people, both Jewish and non-Jewish, and also integrate this identity into the museum space and signage system created by Ralph Appelbaum Associates.
SOLUTION
The idea behind this identity is based on the notion of three modalities as ways of two cultures as well as two histories (Russian and Jewish) interacting with one another. This correlates perfectly with the museum’s primary objective, which is to tell the tale of Russian history through the eyes of Jewish culture and history to people from all different walks of life as well as social, national and religious groups, and to promote dialogue and mutual understanding between cultures, nations and communities.
IN BIG NEW MUSEUM, RUSSIA HAS A MESSAGE FOR JEWS: WE LIKE YOU.
The New York Times
THIS IS A VERY SMART IDENTITY SYSTEM THAT AVOIDS BEING PRETTY OR FRIENDLY.
BrandNew (USA)
