Exhibition project "The Dream" Automatic translate

From September 22 to November 26, 2017, the Viktor Bronstein Gallery will host an exhibition project, “The Charted Dream”. The exposition can be considered a kind of excursion into the history of the Soviet deficit, a study of the relationship between deficit and advertising in our country from the late 1910s to the mid 1990s.

In a deficit society, which it was possible to do away with only in the mid-1990s, advertising became a paradoxical phenomenon: the main problem was not to increase demand, but to somehow satisfy it. Any thing - even the most basic necessity - was a dream object for a Soviet person. She had to be "taken out", and for this it was not enough just to work and earn money. To achieve the “dream” I had to change galoshes for fabric, fabric for a vacuum cleaner… Then all this changed for scarce books, then for theater tickets, a scarce refrigerator or a scarce car…

Soviet advertising did not just show books and toothpaste, galoshes and mayonnaise, juices, champagne and black caviar, vacuum cleaners and polishers, televisions, cars, and, of course, Soviet perfumes. Each poster, above all, created the image of a happy abundance society and reinforced the main Soviet slogan: “Life has become better, life has become more fun!”

The exposition presents photographs of the classics of Russian photography - Alexander Rodchenko, Arkady Shaikhet, Boris Ignatovich, Vsevolod Tarasevich, Dmitry Baltermants, Viktor Akhlomov and many others, as well as advertising posters, excerpts from Soviet films and objects of Soviet life. The exposition is supported by unique exhibits from the Museum of Retromototechnics and Household Items of the USSR era (Irkutsk).

At the exhibition, as it used to be in the Soviet Union, the dream conquers reality, and in its final chapter, devoted to the 1990s, it is seen how the deficit begins to wane, and the open market overshadows the dream.

Tickets cost 150 rubles (for adults), 50 rubles (for children 3-18 years old) and 50 rubles (for preferential categories of citizens). You can visit the exhibition daily from 11 to 20 hours.

Eugene Chaldean. Muscovite on the background of Peter.

Leo Borodulin. All for the people!

Unknown author. The first batch of Soviet champagne. Moscow, 1937

Nina Sviridova, Dmitry Vozdvizhensky. Sun. At the Children’s World.