The Museum of Russian Impressionism and Azbuka Vkusa launched a special project dedicated to the regions of Russia visited by famous artists. In order for the initiative to reflect the direction in which the supermarket chain operates, the organizers gave it a gastronomic touch. The project includes an online tour, a podcast and a selection of local products.
The impetus for the project was the Alpha Seasons campaign, which Azbuka Vkusa launched earlier this year. It is dedicated to the gastronomic traditions of the regions of Russia and trips around the country. As part of this campaign, new signature dishes from branded chefs, as well as products from the Caucasus and the South, appeared in supermarkets in the summer.
The first point of the joint program is an online tour. You can visit it virtually on Azbuka Vkusa’s official YouTube channel and on social media. The tour is led by art historian and exhibition project coordinator at the Museum of Russian Impressionism Daria Uryadova and Taras Potapov, Azbuka Vkusa’s signature chef.
Together they will tell the audience about the most interesting paintings in the museum’s permanent exposition, as well as about the life and work of Russian artists: Vasily Polenov, Konstantin Korovin, Nikolai Bogdanov-Belsky and others. They will also discuss who painted the Russian version of the famous “Breakfast on the Grass” and why the painters loved the holidays at the Abramtsevo estate so much.
The second item on the program is a special selection of products at the ABC of Taste, located next to the museum on Upper Street. It will be available there and on the retailer’s official website from June 14 to July 26. The assortment is based on the work of Nikolai Dubovsky “Mountain Village”. Experts suggest that the canvas represents an Armenian village near Sochi, so buyers will be offered relevant local products: red wine, churchkhela, nut and herbal teas.
Previously, Azbuka Vkusa created audio fairy tales for children. The main characters, Chef and his assistant Butylesha, travel across Russia and search for themselves. Read more here.