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The other day the Art-center «Winzavod» hosted the opening of a brand-new, unique project – the Contemporary Photography Boutique «Fotoloft». The very first collection under the general title «Views on Life» includes more than 100 works of Russian and foreign photographers, all of them already on sale. The creators of Fotoloft have gone the length of uniting 2 formats in their project – those of an art-gallery and a boutique. This approach is definitely very innovative and has no equivalents in Russia so far. According to Tatiana Kurtanova, Fotoloft’s executive general manager, they decided to swerve from the traditional, familiar exhibition format, instead presenting the clients an eclectic exposition made up of works of different authors and genres that are however united by one common concept and space organization. The gallery area also features special “sofa zones”, where you can look through the catalogues and photo albums, see a slideshow on a big screen or find an Internet page with the complete online archive of your favorite photographer.
The owners of this photo boutique are absolutely convinced that apart from being one of the most progressive directions in contemporary art, artistic photography can be also viewed as an aesthetical and decorative object apt at transforming the interior of a flat, office, restaurant, etc. It is this very idea that they aspire to bring home to their visitors.
The residents of the Pokrovka Luxe Hotel, situated not far from the Winzavod centre, can be among the earliest guests to the Fotoloft Boutique.
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Cosmos
President
