The Uglich Cheese and Dairy Plant (USMZ) has begun developing the concept and design of the Museum of Cheese Making. The design bureau “B&K”, which has extensive experience in working with museum expositions, has begun work. The Museum will welcome the first tourists in 2023.
The Uglich Cheese-Dairy Plant (USMZ), one of the leaders in the Russian cheese-making market, is part of the AgriVolga agricultural holding (known for its organic cheeses under the Ugleche Pole brand). Today, USMZ is a unique enterprise that combines many years of cheese-making traditions, scientific developments of VNIIMS (All-Russian Research Institute of Butter and Cheese Making) and modern production technologies. USMZ produces such famous cheeses as “Uglichsky”, “Rossiysky”, “Poshekhonsky”, “Dutch”, as well as dairy products “From Uglich” and “Yaroslava”. Paying tribute to the traditions that were born on the Yaroslavl land back in pre-revolutionary times in the artels of Nikolai Vereshchagin, the father of Russian cheesemaking, USMZ decided to create a Cheesemaking Museum here. This will become a new point of attraction for guests of Uglich, will expand the possibilities of tourism in the Yaroslavl region, including gastronomic and educational tourism – these areas are now in trend.
“Plans to create a Museum of Cheese Making originated with us in the process of modernization of the plant. During the modernization of the factory premises, we created a panoramic glass wall through which tourists can observe the production process. And now, when the modernization is completed and modern equipment has been supplied to the plant, it is time to start creating the Museum. The exclusive items of old equipment that we have preserved will become its exhibits. Together with our partners, experienced specialists from the B&K Design Bureau, we began to develop the concept and design of the Museum,” says Andrey Molev, General Director of USMZ.
The design and concept of the museum will be handled by the B&K Design Bureau (named after its founder Eric Belousov and co-founder Maria Kornilova), which develops modern museum expositions at the intersection of interesting architectural and design solutions. This creative team worked with the Tretyakov Gallery, the Pushkin Museum, the Shchusev Museum of Architecture, the Moscow Film Festival, and also developed concepts for corporate museums and exhibitions, including for Rosatom and Sberbank. Therefore, the museum of cheese making within the walls of a large industrial enterprise in the Yaroslavl region, which is USMZ, seemed an interesting task for the B&K Design Bureau.
“We all love cheese. And when we saw the powerful modern production at USMZ, we were impressed and even more inspired, – says Eric Belousov, founder and art director of the B&K Design Bureau. – Of course, such a big topic as cheese making can be revealed from different angles. This is both a historical context and the context of modern production, this is work with archives. And of course, such a museum will be full of information from a cognitive point of view.
“We try to combine various interactive solutions, multimedia, design approaches, which allows visitors to immerse themselves in different layers of content and at the same time get a completely different experience of interacting with the exhibits and information presented in the museum,” notes Maria Kornilova, co-founder and creative director of Design- bureau “B&K”. “Of course, each exhibition project requires its own approach, our task is to find a basis that will suit a particular exhibition space, this applies to both visual and content.”
According to the designers who are now developing the concept of the museum together with USMP, this will be a space rich in information, because Russian cheesemaking has a rich history.
The authors of the museum concept plan to tell about the history of cheese and cheesemaking from the very beginning, touching upon the first attempts at cheesemaking in the era of Peter the Great, focusing on what happened in Uglich land in terms of the development of cheesemaking. Much attention will be paid to the personality of Nikolai Vereshchagin, the founder of cheesemaking in Russia, as well as his followers, who will talk about the famous “Vereshchagin Triangle” – the places where cheesemaking developed. The exposition of the museum will definitely tell about the history and development of the plant (USMZ), as well as about the modern production of cheese and those unique cheeses that are produced here: the Uglich cheese-dairy plant has become a natural successor to the Russian cheese-making tradition – the museum will demonstrate the continuity in cheese-making.< /p>
And of course, the museum will have its own chips, unique features – but the designers promise to talk about this later. The most important thing is that this object will definitely become one of the highlights of Uglich, expanding the tourist and excursion opportunities of this ancient Russian city. “We are facing an important task from the point of view of developing tourism in Russia, – says Maria Kornilova. “We hope that our work will contribute to the fact that people will come to Uglich with even greater interest to visit our museum.”
It is planned to complete work on the concept and design of the museum by the end of April 2023.