With a Star at the Hermitage: A New Look at the Museum Collection
In June, Russia’s Hermitage Museum partnered with VK to launch a trio of digital tours guided by media personalities, merging art with tech and reshaping how we explore cultural heritage.
More Than Just a Tour
What do writer Sergey Minaev, comedian Evgeny Chebatkov, and pop singer Klava Koka have in common? They’re now unofficial Hermitage tour guides. In a new initiative titled “One Museum. Three Perspectives,” these cultural figures guide users through 33 curated locations across Russia’s iconic museum using digital storytelling powered by VK’s platform.
Each celebrity guide takes a different thematic route. Minaev and Hermitage director Mikhail Piotrovsky explore historical halls such as the Field Marshal’s Hall and St. George’s Hall. Chebatkov dissects humor in art, decoding visual jokes embedded in centuries-old masterpieces. Klava Koka’s route ventures through hidden museum corners, including a balcony for orchestra performances typically off-limits to the public.
Smart Interactions Meet Classical Art
The tours culminate in the Rastrelli Gallery — a digital media zone featuring Samsung tablets for visitors to create AI-enhanced self-portraits or interact with masterpieces in augmented reality. Whether crafting a Renaissance-style selfie or virtually painting the Winter Palace, the tools invite playful engagement.
Users can access the digital experience worldwide via VK’s chatbot or by scanning QR codes within the museum.
Personalized and Tech-Driven
This project isn’t just about tech novelty — it’s about customization. “Longtime friends and creative collaborators VK and Samsung joined the Hermitage to build a multidimensional digital space that humanizes tech and redefines access to art,” says Piotrovsky.
The concept echoes global trends. In Europe, the CHESS system enables museums to craft user-specific routes and digital companions. Educational gamification is on the rise too — Russia’s State Russian Museum launched 'Tsar-Tsarevich,' an adventure game teaching monarch history through play.
Where Digital Culture Is Headed
‘One Museum. Three Perspectives’ offers a scalable model — celebrity-driven digital tours that deepen public engagement. The format could go international, adapted by institutions worldwide.
Already, museums are merging AR and history: Baidu’s AR map revives lost Beijing landmarks, Berlin’s Timetraveler app resurrects the Wall in 3D, and the Darwin Museum in Moscow animates extinct creatures through glass displays.
The future of museum visits may be less about quiet contemplation and more about immersive interaction. As Russian museums adopt cutting-edge solutions, they invite us to breakfast with Velázquez’s courtiers or glide alongside Boyarynya Morozova in a digital sleigh ride.
Expert Insight
Maria Vorobyova, Director of Content Partnerships at VK: “This project merges art and technology to offer a fresh look at the Hermitage’s treasures. It’s a reimagining of museum engagement for the digital age. Cultural communities on VK already draw 72 million users. We hope this initiative brings even more attention to Russia’s most iconic museum.”
