Problem: Shusev Museum of Architecture intended to raise awareness of city residents about cultural significance of unique buildings in Moscow and increase visitors attendance of the Museum of Architecture.   

 

Solution:  On the ‘Museum Night’, an annual event held in Moscow, we presented the whole Moscow city as an ‘open air museum’ with city buildings serving as museum objects.  This we did by taking museum staff , the so called ‘Museum Grannies’, outside, to the streets of Moscow.  Museum Grannies became the main heroes of this promo campaign. Museum Grannies sat on their museum chairs near unique buildings as if near museum masterpieces and explained to people passing by the significance of each architectural masterpiece.   We also launched an architectural audio guide app that allowed people to take specific architectural tours through the city, presented by ‘Museum Granny’ VO.

 

Result:  Many city people with their families participated in architectural tours with Museum Grannies learning more about unique Moscow buildings, Shusev museum attendance increased and the campaign was covered widely by media.