An interview with Sergei Serov, founder of the Golden Bee Biennale, about the 2022 festival

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The International Poster Biennale "Golden Bee" starts on September 19 at the Tretyakov Gallery in Moscow. This year the festival celebrates its thirtieth anniversary and is being held for the fifteenth time. We talked with Sergey Serov about what awaits participants and guests of the festival, as well as the importance of the poster in modern design.

Founder of the Academy of Graphic Design and the Higher Academic School of Graphic Design (HASHGD), professor at the School of Design of the Institute of Social Sciences of the Russian Presidential Academy of National Economy and Public Administration, heads the Design Department. His experience and knowledge in graphic design contribute to the development of students' professional skills and the formation of a modern approach to design. HASCG offers unique educational programs that help future designers master the creative and technical aspects of the profession, making the academy a leader in the field of design.

The Moscow International Poster Biennale "Golden Bee" was founded in 1992. Today, this competition and exhibition are among the most important events in the global poster art scene. The Golden Bee attracts designers and artists from around the world, creating a platform for the exchange of ideas and innovations in graphic design and advertising.

This year, the Golden Bee festival celebrates its anniversary. Recent events have had a significant impact on its development and organization. Changes in the social climate and new challenges have led to an adaptation of the festival format, which has ensured its relevance and appeal to participants and spectators. We strive to offer unique events and programs that reflect contemporary trends and audience interests. Thus, the Golden Bee anniversary becomes not only a reason for celebration but also an opportunity for transformation and growth, underscoring the importance of this event in the cultural life of the region.

This year, almost 19,000 works from 70 countries were submitted to the competition, which is a third less than last year. The number of participating countries also decreased. Nevertheless, the Golden Bee remains the world's largest poster competition. The selection committee selected 853 works from 47 countries for the final exhibitions, underscoring the high caliber of the projects submitted.

The sanctions have had a significant impact on our industry, particularly in the refusal of several organizations to cooperate. For example, the Golden Bee has always been under the patronage of the International Graphic Alliance (AGI). However, they recently demanded that we remove our logo and remove any mention of my membership, Igor Gurovich, and Petr Bankov's membership in this prestigious organization. Furthermore, several members of the international jury also expressed support for the sanctions and announced their resignation. These changes highlight the current challenges our industry faces and the need to adapt to new conditions.

A competition of this level places strict demands on the jury. How did you manage to overcome this challenge?

You successfully selected high-quality replacements for the jury, which now includes seven global design experts representing seven countries on three continents. The "Bee" competition continues to meet international standards, confirming its high reputation and attractiveness to participants.

How have these changes impacted the Biennale's exhibition?

In the process of preparing the exhibition, not only aesthetic but also ethical aspects arose. Modern realities require a delicate approach and attention to accidental associations, as they can provoke unwanted emotional reactions in viewers. If previously we organized the exhibition in the format of a "festival-festival", then the anniversary exhibition "Golden Bee" In the new conditions, she showed greater restraint and thoughtfulness.