For the outsiders view, the committee seeks to maintain the image of a successful structure with the clear tasks set, which has all the resources for their implementation (the availability of projects and the willingness to present them to competitive commissions and boards is the main one among them).
Even at the first stage of development it has avoided the risk of “non-recognition” because of acting as a formally created enterprise structure, rather than an artistic community, whose recognition depends on the opinions of critics and the long history of active creative process, which made the committee more familiar with the official institutions and gave it more weight.
The developed directive task – the reservation of the largest number of places and sites for the ‘cascade of exhibitions openings’ – was implemented with tools used by institutions, commercial and state companies to increase visitors loyalty, promote an imaginary product or service.
For the realization, several completely different sites were chosen in Moscow and the Moscow region: a music club, a skate park, the Central architects house (the ex-Soviet club of the professional community), a manor that became a boarding house, the weekend city festival ‘Forma’, the Moscow Museum of Modern Art , Workshops of the Smirnov and Sorokin art fund for the support of contemporary art, the apartment of the artist Viktor Skersis in the US.
Some of above mentioned places after a lengthy document circulations and talks turned out to be unavailable, and in some of them unauthorized actions were committed.
In 2015-2016, the completion of the process of turning museums into units of the cultural industry, using all means to attract and entertain visitors, has become noticeable in the flow of advertising content traffic generated in social networks and media. Promotion of events began to be made byadvertising and PR-agencies, without help of museum and gallery employees, as it was before, and visitors attendance numbers became the main index of event success.
In fact, the main form of art presentation has transformed into festivals, offering an excessive number of events in short time, evenly distributed across the city center area.