- There are several reasons. The first - a personal one. Four years ago I started a midlife crisis. In the 90 years when nobody was interested in art, to open a gallery in Moscow - it was something heroic. But I did it. In the gallery of Marat Gelman were the first exhibitions of leading artists, I found new names. But in 2000 years, the situation has changed - in Moscow, one after another began to open up new good picture. Yes, Marat Gelman Gallery continues to be one of the best, but it is not the only one. Besides, I realized that without my gallery works almost better than me. It turned out that in my life have done everything I could, got everything he wanted, with my talents do not need anyone else - you just name. Psychologically it was very difficult to grasp: I spent a whole year almost did not go anywhere.

And then I called the senator from Perm Sergey Gordeev and offered a job. His idea of ​​turning Perm in a major cultural center looked so adventurous that I liked it very much. That is, I had the opportunity to play a game where there was virtually no chance of winning.

I must say that when we started working on the project of the Permian, almost no one believed in its success, in that outside of Moscow and St. Petersburg, you may receive a serious cultural life. But for two years while we worked on the project, we got much more than expected.

Initially, the calculation Sergey Gordeev and Permian Governor Oleg Girkunova consisted in the fact that, relatively speaking, with the help of the Museum of Modern Art Perm appeared on the world map as a small Spanish town of Bilbao became known for a similar museum. As a result, as in Perm has totally changed cultural environment. Because of this migration has changed the mood in the city poured tourist flow. That is, Perm became a place where people want art - artists, musicians. And it became clear that our main achievement is that we have changed the place of art in the architecture of power. Whereas previously there were, firstly, to make the necessary (for example, to electricity is not switched off, transport went), and secondly, to make important (investment, ambition the governor, officials, businessmen) and, thirdly, the social assistance. The third category is traditionally one of helping the poor, sick and old. And culture with art. We've made it so that the culture of professional beggars become a social leader. It is through the development of culture in Perm region has become known throughout Russia, there is increased traffic flows, there stretched investors. That is, culture has become a driving force in the economy.

And then the question arose: Is the "perm phenomenon" combination of circumstances or we find some sort of technology that culture as an engine for regional development can be used throughout Russia. To test this program was created "Cultural Alliance, which we have gathered all of the Permian of use.

By the way, I personally made a lot of experience perm. Art world itself is not very large. Even if you're driving at some altitude, it still remains within him. Another thing, when you walk into the club and the young guys, which you do not personally know, they say: "We stayed in the city, because you came and changed it." When you see this scale of his actions, epinephrine, and interest in life becomes much more.

- So, you have created a "Cultural Alliance ...

- And the need was the second region to prove that the "perm phenomenon" - it's not a miracle, a technology that can be implemented elsewhere. We had to prove that in the postindustrial world a place of art is at the forefront of regional economic development. Thus was born the Tver project "Believe in Tver!".

When you select a region very important for us was the figure of the governor. In the Permian the project, it was Oleg Chirkunov - a man who is not interested in art, but rather open-minded and understanding the current state of the world. In Tver project became a key figure Dmitry Zelenin. He is young, understands the head of the region and he has a young team of plastic, which we found common ground. For example, Alex Kasprzhak, who oversees the project from the regional administration, studied with Sergei Zuev - my friend and in a sense, the pupil.

The second reason why the choice fell on the Tver - the region is situated between Moscow and St. Petersburg, and from Tver to Moscow by car to reach in two hours.

The third factor is that unlike many other regions of Russia in the Tver region there is light industry. We thought it interesting because it allows them to focus on the design. It is very important because the design of today's Russia is almost absent, and it makes it difficult to develop the economy. Therefore, we decided that the Tver - the perfect place to create a design center.

- Design Center can not be created from scratch ...

- So, first of all, we're going to create in Tver conditions for an intense cultural life. That people want to live in this city, it was interesting to live here.

Sociologists estimate that two-thirds of people go to the unloved work. What does this mean? That for two thirds of people living life begins after work. If the city has an intense cultural life, and its inhabitants live fully. Otherwise, people have the feeling of emptiness and desire to run away from him ...

- A big problem in Tver that less than 200 kilometers away is Moscow. People are more or less mobile, more or less active leaving to live and work there.

- All right. But mobility - a two-way channel. If we create in Tver, interesting, intense cultural life, the direction of flow change. And instead of leaving from Tver, people will start coming back.

The basis for the development of cultural life in Tver to become center for contemporary art that we create in the building of river station. It must become a cultural headquarters of the city, which itself will organize different exhibitions and festivals, and help others to carry out cultural projects.

- Reconstruction of the river station would require large cash infusions, since the building is "dead" state ...

- This is a misconception. When I arrived in Tver, gave me a look at the documentation on the technical condition of the river station, according to which he nearly collapsed. But then I got pulled into the station building, and I realized that all the stories about his poor condition - someone's deliberate deception. Of course, the building has problems, spire, incorrectly constructed foundation - but in general it is in good condition. It's just crap, but work in it can simultaneously conducting repairs.

As a result, we divided all the problems of the river port into three parts. Acute - replacement of the spire on the lighter - already solved. Main - strengthening the foundation - will require several years of work. Decorative - cleaning of the building from the outside, but not licking it, leaving the "old days", and design the exhibition space inside.

- What else besides the creation of the Centre of Contemporary Art are you going to surprise the inhabitants of Tver region?

- If we're talking about a person Tver region in all-Russian scale, it must be recognized. We decided to focus on the printing industry and created the "Publishing paradise." The fact that 30%of printing facilities in Russia is in the Tver region. Despite that, experts predict, is a dying industry, we have 5-7 years to "grow" in Tver publishing business.

Take the book in hand. Who worked on it? The author, editor, designer, illustrator, layout. It was only towards the end it was published. So, print - the low-profit part of the publishing business. We believe that in Tver has implemented the entire process: that the books were edited, typeset and printed, and preferably written.

- So you want to Tver was not only technical, but the entire creative process?

- Exactly. This idea of ​​"publishing paradise." And so it was realized, the administration is developing a system of incentives and subsidies for publishers, it should stimulate their desire to come in the Tver region.

The first step is to draw in Tver those segments of the book market, which hold the printed products from the transition to electronic form. Comics, illustration, art galleries, children's literature - that is all that is in the book will live long.

- But then there is a problem. Many people living and working in Moscow, believe that there is no life outside Moscow. Are publishers to translate your business into "a terrible country Zamkade?

- Users will be ready to leave Moscow in the Tver if they provide an opportunity to not only work but also to live a rich cultural life. Especially since the closeness to Moscow, Tver, lets first just to come here and work, and only then, if you wish, to transport his family. This is a big plus.

- The development of the region's economy through the arts, culture, book ... Marat A., admit you're going to turn the Tver Region, a region of humanities?

- We are going to open in the Tver region Humanitarian Skolkovo. The fact that, say, Big Skolkovo clearly oriented towards scientific and technological progress. But 80%of innovations in the world - not technological. For example, a new form, the new design of the newspaper - it is also innovation ...

- But they are not interested developers Skolkov ...

- That's why we decided that in a newly built city Zavidovo should be a humanitarian Skolkovo. And since I am a member of the Urban Council of Greater Skolkov, I can see and appreciate the serious flaws "big" project, offset by massive injections of funds. We kind of money, but it is possible to take into account the errors of others.

We Zavidovo developer - company ProfEsteyt, a part of the holding Vladimir Potanin - reached a clear understanding of the development model of Humanities Skolkov, which differs fundamentally from the "big" project. There's all built on the idea that leading scientists would move to live in Skolkovo. I very much doubt it: for man, something dobivshegosya in one place, change the style of life very difficult. We will have an entirely different principle: it will be a congress hall. Year is divided into 24 sessions. And, accordingly, every two weeks in Zavidovo Congress will be held on a particular topic. That is in the Humanitarian Skolkovo will focus the latest information in the humanitarian sphere. In the Humanities Skolkovo will also provide a residence for people who will come here to work on a particular issue.

It should be noted that "ProfEsteyt" even adjusted the master plan development Zavidova in accordance with our proposals. We hope that the Humane Skolkovo earn after 2-2,5 years, that is, before even than the Greater Skolkov project.

 

Comment deputy governor of Tver region Alexei Kasprzhak:

- The project "Believe in Tver!" For the implementation of which the administration of the Tver region invited Marat Gelman, we are trying to change two things: the idea of ​​the way of regional development and mode of financing of culture. That is, we say that the region can develop not only at the expense of investments in the real economy, but also by culture. And getting in this case including the economic effect. Hence the project's publishing paradise. " Administration is important that the region has not only typography, from the standpoint of economic development fundamental to the territory of the Tver region a full cycle of publishing. Now there is a discussion on how we can attract publishers - benefits, rent parties, which collects Gelman. Also, we need to Tver was a couple of good book fairs, and that at some point in the books began to travel to us, not we went to Moscow. And ideally, my dream - to Moscow International Book Fair has moved to Tver. Me because this is often called a dreamer. But wait and see.

Our second goal: to change the attitude towards culture as a social sector. But for this to change the mentality, but it is a complex and lengthy process. In this case, only the person afflicted can turn the mental attitude to culture. A Gelman really obsessed with this idea.

Strictly speaking, the project Gelman "Believe in Tver!" - A start in the process of changing the mentality. Important for us to keep the younger population of the region through the initiation to a certain cultural life, to no one quality leisure time, which is organized in Tver, and that is in demand all over Russia, and perhaps not only in Russia. It is defined branding through culture, through cultural values. For me, essentially, that the person received an informal residence in Tver. That is to say that people who go beyond the scope of Tver, could say: "I am from Tver. A Tver - a book, Tver - a place where cultural activities are known to all. " That is what is at stake. So to me, projects related to the restoration of Tver Imperial Palace, with the revival of the waterfront of Stepan Razin, with the reconstruction of the river port, it also projects that allow me to raise issues related to culture, as a trend in the development of the region.

Chronology of the project:

1. April 2011 - large-scale presentation of the project:
- Center of Contemporary Art will open an exhibition of Krasnodar artists;
- A creative cluster will hold a festival of local art;
- Design Center will present a design project;
- Publishing Center will hold a congress, which invited some 40 publishers. In Congress, three major book chain brought in Tver exhibition and sale of their products.

2. August 2011 - the beginning of a full-fledged work of the Centre of Contemporary Art.

3. Beginning in 2012 - the beginning of the project "Publishing paradise."

4. 2014 - the beginning of the project "Humanitarian Skolkovo.

Material: Irina Mandrik http://www.mk.ru/print/articles/5749...yu-v-tver.html