Festival "Territory. Kids” is a celebration of contemporary art for children, presenting a variety of genres. The family festival is focused on getting acquainted with the contemporary art of children aged 6-16 and for their parents to get a glimpse of the world through a child’s eyes. This journey is a shared experience where children for once can teach adults to not take life so seriously. This is a festival for big children and small adults about how important it is to keep curiosity, spontaneity and love for life alive, and hopefully awaken some inner children longing to come out and play too.
It was important for us to find an image of the festival that will not leave anyone indifferent, and when being a part of it, to evoke emotions, smiles and warm nostalgic feelings. At the same time, it will be relevant and correspond to the nature of a multi-genre contemporary art festival. Gummy bears have become the visual symbol of the festival - a highly recognizable image, elevated to a cult, such as Mickey Mouse or Kaws figurines. They are familiar and unmistakeable to children and adults alike. In this case, these colourful levitating bears fill the atmosphere like festive balloons, spreading weightless joy and enchantment.
Gummy bears are used in performance posters as flexible shaping tools, with help of which image-symbols are depicted and directly characterize our production.
animation by Stepan Makarov
