The Hermitage Museum, in collaboration with VKontakte, has launched a new project called “One Museum. Three Perspectives” on June 17th, offering virtual tours led by celebrities to engage a younger audience. The project aims to make art more accessible and appealing to young people by featuring unique perspectives on the museum’s collection.

The project features three distinct tours, each led by a different show business personality: Sergei Minaev, Evgeny Chebatkov, and Klava Koka. Each celebrity brings their own unique style and perspective to the tours, offering a fresh and engaging way to experience the Hermitage. The tours are designed to appeal to a younger audience by using language and themes that resonate with them.

Sergei Minaev’s tour focuses on history, glory, and wars, and includes insights from the director of the Hermitage, Mikhail Piotrovsky. Evgeny Chebatkov’s tour explores humor in the Hermitage and the culture of laughter throughout history. Klava Koka’s tour delves into inspiration and the behind-the-scenes aspects of the museum.

Klava Koka expressed her amazement at the museum’s strict rules and the staff’s dedication to preserving its historical significance. She also highlighted her personal connection to the project, recalling her own initial experiences with art as a mandatory program rather than a personal interest. She aims to bridge that gap and explain to her younger self, and others like her, why art is interesting and important.

During the preparation for her tour, Klava Koka was particularly moved by Leonardo da Vinci’s painting “Madonna and Child,” one of only 15 surviving works by the artist. She described the experience of seeing the painting up close as incredibly powerful, noting the intricate details and the profound sense of value it conveyed.

To access the tours, visitors can scan QR codes located on special stands within the museum halls, which will direct them to the Hermitage VKontakte chatbot.