Victor Melamed and Michael Gibbson will lecture in the joint program of the Pushkin Museum and the British Higher School of Art and Design for the British poster exhibition Automatic translate

The Pushkin Museum has prepared a series of three events, developed jointly with the British Higher School of Design, for the exhibition Advertising as Art. British poster of the late XIX - early XX century from the collection of the Pushkin Museum. A. S. Pushkin ". Lectures and master classes will be delivered by the world’s leading experts in the field of graphics and advertising Viktor Melamed and Michael Gibbson.

The exhibition "Advertising as Art…" is being held in the Gallery of Art of the Countries of Europe and America of the 19th – 20th centuries from October 20 to March 14, 2021. The exposition includes more than 150 advertising posters from the museum collection, representing the work of the best English artists and designers - Aubrey Beardsley, Edward McKnight Coffer, Beggarstaffs, Tom Purvis, Edward Bowden, Austin Cooper and other masters who made London the glory of the capital of world design. The exposition continues a series of museum projects dedicated to the results of scientific research and restoration work to restore fragile documents of the era - works of early industrial printing. These are illustrated advertisements, political posters, samples of commercial lithography.

EVENT PROGRAM

Lecture by Viktor Melamed "Defamation"

February 9, 16:00, "Pushkin Youth" space, 3/5 Maly Znamensky Lane, bldg. 4

Even the most striking visual solutions cease to impress us over time. More and more skillful moves are needed to make the viewer get distracted from pressing matters and social networks, which are sometimes difficult to part with, even entering a museum. Back in 1929, literary critic Viktor Shklovsky introduced the term "defamiliarisation", meaning the technique of removing the reader or viewer from the "automatism of perception", making the subject unusual and strange. This technique is equally applicable to the works of Pablo Picasso and Viktor Pivovarov, Leo Tolstoy and Vladimir Sorokin, Igor Stravinsky and Hans Zimmer, Sergei Eisenstein and David Fincher. Strangeness is an integral and necessary feature of contemporary art. Many artists are increasingly striving to amaze and stun, offering new forms of art and its perception. How to accept and love itand what methods of defamiliarisation are used by modern graphics, will be discussed in a lecture by the artist and teacher of illustration at the British Higher School of Design Victor Melamed.

Victor Melamed is an illustrator, cartoonist, has been engaged in illustration since 1997. He has worked for over 20 publications, including the American weekly New Yorker. From 2005 to 2014, monthly illustrated in the Russian edition of Rolling Stone magazine the Hall of Fame section dedicated to the best albums in the history of popular music. I have also written reviews for the last two years. In 2010 he received his master’s degree from the University of Hertfordshire (UK), but generally considers himself self-taught. At various times he was engaged in advertising, book covers, murals, wooden sculpture, animation. In 2009, he was the first in Russia to professionally engage in scribing, conducted sessions at Philips, Microsoft, Sberbank, etc. He translated into Russian two novels and several graphic novels,including all books published in Russian by Tom Gold. He has produced over 20 commercial and non-commercial collective projects of the Tsekh illustrators’ partnership. Since 2006 he has been teaching at the British School of Design, overseeing a two-year evening course in illustration and intensive courses. The course, based on student feedback, was twice declared the best course in the school. Conducted master classes in St. Petersburg, Novosibirsk, Yekaterinburg, Kiev, Lvov, Tashkent and other cities.Tashkent and other cities.Tashkent and other cities.

In November 2019, the publishing house “Ad Marginem” published the book “The Machinery of Portrait: The Experience of the Viewer, Teacher and Artist”, which is sold in all major bookstores.

Now he is working on the graphic novel "An old-old animal drives a car" and an album of his own songs with the group "Melamed and Yeti".

Admission is free upon registration.

Lecture and master class by Michael Gibbson "How to Cook a Poster"

February 17, 16:00, "Pushkin Youth" space, 3/5 Maliy Znamenskiy per., Bldg. 4

The meeting with Mike Gibbson will include two parts: a lecture and a practical session. In the first part, we will take a close look at posters to understand the visual principles that make posters effective and attractive. In the second part, all participants will be able to get creative and apply these principles to create their own poster. This session proves that every person is a creative person and, having understood the essence of the issue, can create a good poster.

Michael Gibbson was born in London, graduated from Oxford University, received a Bachelor of Arts, and continued his master’s studies at London’s St. Martins. After working as a designer in London, he got a job at McCann Erickson advertising agency and came to Moscow as art director of the international brands Nestle and Sprite. With his team, Gibbson created an advertising campaign for Nescafé in Russia, the videos for which, which had a huge success, were shot by Timur Bekmambetov. Then he worked at Fridman & Rose with such large Russian clients as Golden Telecom, Svyatoy Istochnik and Ararat (Pernod Ricard). As Creative Director at Gray Worldwide Moscow, Michael has worked with P&G, Glaxo and Visa. For the Rolf company, a Russian automotive holding,he founded an in-house advertising agency and created international commercials for Mitsubishi and other car brands. In 2009, he was Creative Director at Ark Group, and in 2013 at Orange Agency. Gibbson is currently the head of Buta Lab, a PNN Group agency. Among his clients are P&G, Visa, Mars, Glaxo, Mitsubishi, Unilever, Coca-Cola, Pernod Ricard, Nestle, Golden Telecom, Troika, Wimm-Bill-Dann. Michael Gibbson’s works have received numerous prestigious awards at major international festivals.Mitsubishi, Unilever, Coca-Cola, Pernod Ricard, Nestle, Golden Telecom, Troika, Wimm-Bill-Dann. Michael Gibbson’s work has won numerous prestigious awards at major international festivals.Mitsubishi, Unilever, Coca-Cola, Pernod Ricard, Nestle, Golden Telecom, Troika, Wimm-Bill-Dann. Michael Gibbson’s works have received numerous prestigious awards at major international festivals.

The lecture and master class will be held in English with simultaneous translation.

Admission is free upon registration.

Michael Gibbson’s lecture “Selling with Emotion. The Art Poster Starts a Revolution / Sell with emotion. An art poster starts a revolution "

February 24, 16:00, "Pushkin Youth" space, 3/5 Maliy Znamenskiy per., Bldg. 4

How does the process of selling through advertising work: rational and deliberate, or just emotionally? Artistic posters were one of the first forms of advertising to try to bring emotion and humor to interact with the audience. This marked the beginning of a new era of communication. But the relationship between mind and emotion is difficult to control and difficult to explain. Starting with Art Posters, in the lecture we will look at the importance of emotion in advertising and will be able to understand why the most successful communication is always filled with emotion.

The lecture will be held in English with simultaneous translation.

Admission is free upon registration.

Recordings of lectures and master classes can be seen on the museum’s social networks: Facebook, VK.