«ՀԳԹ» — Armenian Literature Museums Association
«ՀԳԹ» or «Armenian Literature Museums» is a unified brand with the goal of promoting Armenian literature as a national treasure.
We create engaging programs and routes for house museums and invite people to immerse themselves in the world of Armenian literature. Thanks to our brand, museums can more easily promote themselves without significant costs because together they are stronger.
One of the original solutions not yet applied in any of the personal museums is the treatment of photographs in the style of smiles.
When a writer smiles, the world is filled with new colors, and literature is perceived in a completely different way.
Campaign concept: «When the writer smiles»
It is very strange to see a photo of a smiling writer, as in tradition and in school textbooks we often encounter their old archival photographs with grim faces. However, they wrote not only sad but also joyful works, and their lives had happy moments as well.
With this advertising campaign, we draw people’s attention and invite them to our house museums.
Additionally, to fully immerse in the writer’s world, we have brochures with routes through the poetic places of Yerevan.
A person can either follow the route themselves or participate in a tour organized by our association.
The brochures highlight interesting locations connected to the writer’s life, allowing visitors to truly immerse themselves in their world.
Campaign concept: «Armenian poets in Digital World?»
It was interesting to imagine how writers would interact with the world if they were alive today.
This humorous series is about the older generation that dislikes the internet but happily welcomes us into their homes.
Event campaign: «Literature evening in Yerevan»
This series of posters was created to promote a literary evening.
Some of the writers on the list do not have their own house museums, but that does not prevent us from promoting Armenian literature.
Here, we use AI-regenerated portraits of writers to give them a fresh and contemporary look. This modern approach allows us to bridge the gap between the past and the present, making the writers more relatable to today’s audience. By doing so, we aim to renew interest in their works and attract a broader audience to Armenian literature. These updated images help convey the timeless relevance of their contributions in a visually appealing manner.
Additionally, we are creating merchandise featuring excerpts from poems, adding an emotional backdrop to the literature. By moving people out of the frozen image of archival photographs, we show that the legacy of these individuals lives on. This approach brings a dynamic and personal touch to their work, making their contributions feel vibrant and relevant today.
Series of scarves
The series of scarves was generated using AI and is dedicated to Yerevan, the capital of Armenia. In each design, the characters hold a piece of Yerevan in their hands, while Yerevan’s buildings are transformed into intricate ornaments. This blend of literary figures and architectural elements creates a unique homage to the city and its rich cultural heritage.
