The author of the project "Hello, Moscow!" Oksana Bondarenko: “Transport is a new media”

The author of the project

About the project: "Hello Moscow! " - a revolutionary project for urban transport, for the first time, transport enters into communication with passengers, talks about the city using a variety of channels: walls of subway cars, stickers in the lobby, on platforms and in walkways, video and audio clips.

- When I worked at the Tretyakov Gallery, I wanted to create development projects for the museum on the territory of the city: I was interested to come up with something exciting for the metro passengers, when this use the knowledge and capabilities of the Tretyakov Gallery. So there was an educational project called "Intensive XX", it started with the launch of a thematic train dedicated to the history of Russian art of the XX century.

Then, at the station " Park Kultury" of the underground line of the metro, we began to transmit passengers the history of 20th century art through the prism of the Tretyakov Gallery's collection on Krymsky Val. The project was designed for seven months - it helped me test possible formats of communication with passengers.

Well, the next step was a more global history - the idea came up to transmit in transport not only content related to the museum, but also other information.

The author of the project

Which- at that time I lived in Paris, studied it myself: streets, houses ... I have a story about every intersection of this capital.

I got hooked on my personal experience of living in another city and transferred it to life in Moscow. Very often, passengers do not understand, near which places they drive, what happened there, what emotion this or that object carries. When the team and I came up with the project “Hello, Moscow!”, We decided that the main thing in it would be storytelling.

Project "Hello, Moscow!" - These are stories about the capital in the form of urban mythology, tales and legends on behalf of Moscow transport. Moscow transport (underground, ground, tram, bus) is none other than a personal fascinating guide who is 146 years old, who has seen a lot, knows and understands the capital.

Moscow transport always has a story to the place.

Texts for the project are written by journalists, historians, there is a separate curator in each direction. All texts are seriously tested by the faculty of urban folklore of the Academy of Humanities at the Russian Academy of Sciences, and by the purity of the Russian language at the State Russian Language Institute named after A.S. Pushkin.

The author of the project

Oksana Bondarenko

We have collected about seven hundred facts, about five hundred more in the plans. Where are these facts and in what format can they be seen in the subway? There are four blocks in the project: Moscow Historical, Moscow Cinematographic, Moscow Musical, Moscow Literary and Theater.

Information is placed on the walls of cars, on stickers in vestibules, on platforms and in passages. Н on escalator boards (three in each block) brief information is published that makes the passenger smile. So, at the Barrikadnaya metro station, as part of the film block format, a trio of billboards hung:

  • "Hello, Moscow!" - This is our greeting and logo.

  • The second shield is the fact that Lyudmila Prokofievna Kalugina, who lived on Bolshaya Nikitskaya, 43, is the main character of the film “Office Romance”. You can show off knowledge in front of friends!
  • "I have an office romance with Moscow. Your Moscow transport."

The author of the project

under each block, we select one radial branch, for example, a music block - Serpukhov-Timiryazevskaya. Each train carriage (and there are thirty on a radial branch) has a recognizable poster "Hello, Moscow!" That broadcasts information about the city with reference to the gray line.

This information is about the musical heroes of Moscow, about events, buildings, events. We take a large section: from Tchaikovsky and Chaliapin to Bi-2, including the Western participants - Pink Floyd, Aerosmit - in relation to Moscow.

We cooperate with wi-fi in the subway and through the Internet we give the opportunity to participate in online quests. Ahead - a daytime event in the theater and literary block at 25 stations, interactive microperformances. For example, on "Voikovskaya" - Oblomov in bed, pronouncing the famous monologue.

The author of the project

One of our main mottos : "Transport is an active participant in the social and cultural life of the capital." There was a month of autism in Moscow - we had to react. Together with the Naked Hearts foundation, they launched the special Moscow Special project on a blue branch. Each carriage of a radial train contains vivid stories of autistic children. We tried to tell passengers that these are children with unique abilities, they do amazing artwork, theater exercises and more.

Now we are developing a project together with the Art, Science and Sport Foundation, which helps visually impaired and blind people. There will be an excursion with typhoid commenting on the Garden Ring - a blind person will be able to see his city through the story, find out what spire the Foreign Ministry has, what Chaliapin’s house looks like and what happens there.

My professional dream is to launch a program called “I'm a Philanthropist” on screens in subway cars, consisting of small clips in storytelling format . And through this program to tell people about the features of some fellow citizens and how you can become an active player in this field of charity. Misunderstanding in relation to people with developmental disabilities arises from ignorance.

As soon as educational program appears revealing the essence of the issue, people begin to look at the problem with understanding. Projects similar to "Hello Moscow, ! ", in other countries, no. There are separate actions, western subways devote a lot of time to decorating their stations, adding various art objects (we have a beautiful metro, we can not do this). Only a few communication projects are known. But storytelling projects about the city, namely systemic, and not in the form of individual shares, no.

The main concept vector is intracity tourism. Everyone can rediscover the place where he has long lived. This is a daily trip without visas for 55 rubles.

We started the project in October 2018 and will finish in September 2019. Then we want to vote on the “Active Citizen”, and if the citizens want continuation, we will take it with pleasure.



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