MMOMA x Azbuka Vkusa

The project provides artists with access to a wide urban retail audience while continuing MMOMA’s program to support young art and highlighting the values of the “Azbuka Vkusa” brand. The project’s leitmotif is the phrase “Food, Culture, Discoveries, ” which replaced the word “supermarket” on the facades of “Azbuka Vkusa” stores.

The curators were Alexey Novoselov and Arina Romantsevich.

The artists in the project are: Vova Perkin, Mayana Nasybullova, Asya Marakulina, Lisokot, and Petro_aestheticks_group. The participants created special art projects to be displayed in the store windows in central locations across Moscow, designed a signature drink for Azbuka Vkusa cafes, a dessert for the MMOMA Cafe, and developed a new design for the loyalty program virtual card “Vkusomaniya” in Wallet.

Each day during the week from October 12 to 17, new windows featuring the works of young artists will be revealed, and all exhibitions will run until mid-November. Already today, you can see the works by artist Vova Perkin at the supermarkets on Arbat 54/2, bld. 1 and Leninsky Prospekt. The addresses and schedule for the remaining openings are available on the project website — lp.av.ru/culture.

At the same time, all “Azbuka Vkusa” stores will feature the signature drink “Mixed Feelings, ” developed by artist Asya Marakulina based on her work “Shall We Try?”. At the MMOMA Cafe (Yermolaevsky per., 17), you can order the dessert “Actual Amber, ” created from the artist Mayana Nasybullova’s eponymous series of works.

Vova Perkin

Anastasia Sotnikova (The Blueprint)

Arina Romantsevich (MMOMA) and Adlet Bermukhamedov

Evgeniy Dubovoy