(Source: http://www.vm.ru/news)

The Moscow Agency for development of the territory by means of culture (MosART) presented a new line of souvenirs for Moscow at the I Moscow International Forum “Culture. A Look into the Future” in the Central Exhibition Hall “Manezh”. The integrated project “Cultural Retail. New Souvenirs of Moscow” is being implemented by the Moscow Agency for development of the territory by means of culture “MosART” with the support of the Department of Culture of Moscow and consists of two directions.

The first one is the development and creation of series of modern Moscow souvenirs adapted to the needs of today’s consumers. The second direction is the modernization of souvenir shops in the cultural institutions of the city of Moscow.

The project involves changes in the interior of souvenir shops, in the principles of communication with the customer, as well as in the range of products, according to the “Vechernyaya Moskva” (“Evening Moscow”) newspaper. Several new lines of souvenirs have been developed in cooperation with the Russian designers. Thus a number of handmade Christmas decorations were created. The Solstudio textile design has developed a collection of gifts and accessories on the topics: “Sadovoe Ring Road”, “St. Basil’s Cathedral”, “Old Moscow”, “Parks of Moscow”.

The children’s souvenirs were complemented by educational toys, such as mini-cubes of wood “Moscow in a Matchbox” and the erector set “St. Basil’s Cathedral”. One of the lines of souvenirs “At the Exact Address” tells the stories of the famous monuments of architecture and places of attraction with the use of address labels. The new souvenirs include the drawn alphabet “Moskvazbuka”. The line is dedicated to the new “points of interest” of the residents of Moscow: Gorky Park, the ENEA, Red October, Krymskaya Embankment. Each letter of the alphabet has its own image and legend, and together they create a description of the new modern Moscow.