Official opening ceremony of the “Eternal Alphabet” art-relief project
DATES
January – February, 2016
Client
Yerevan Productions
Service
Strategic Communications & Media Relations
Category
Culture, Public Art & Urban Development
Overview
Under the patronage of the First Lady of the Republic of Armenia, Rita Sargsyan, and with the support of Yerevan Municipality, the art-relief “The Parade of the Armenian Alphabet” was unveiled along the road leading to the Matenadaran. The project transformed previously unattractive wall sections stretching from Mashtots Avenue 51 to Sarmen Street into a large-scale public art installation featuring metal letters of the Armenian alphabet.
Initiated by the imyerevan.com platform of Yerevan Productions, the installation aimed to enhance the urban environment while celebrating Armenian cultural identity through contemporary public art. Designed by artist and designer Vahan Balasanyan, the project emphasized harmony with the surrounding architecture and urban landscape. The installation was further complemented by lighting solutions, QR-code access to cultural content, and plans for periodic renewal and regional touring of the artwork.
Strategy
SPRING PR led the strategic communications and media relations for the project, ensuring strong public visibility and clear positioning of the initiative as a landmark urban-cultural intervention. The communications approach focused on presenting the art-relief not only as a decorative element, but as a meaningful contribution to Yerevan’s cultural landscape and public space development.
The agency coordinated comprehensive media relations, engaging leading national outlets and ensuring consistent coverage across news, cultural and city-life platforms. SPRING PR developed and distributed media materials, facilitated journalist access, and supported on-site media presence during the opening ceremony.
In parallel, SPRING PR oversaw professional photo documentation to secure high-quality visual assets for media use and long-term communication purposes. Post-event, the team monitored coverage, evaluated media impact and prepared press clippings, ensuring accurate representation and sustained visibility of the initiative.
Post-event communications focused on maintaining a consistent information flow across media platforms, ensuring accurate representation of the project’s cultural concept, urban value and future development plans.