Lonely Planet Writer

Moscow museum's quirky high heels marketing

A museum in Moscow has adopted a rather bizarre method of getting people to visit a Van Gogh exhibition, by allowing women in heels free admission and a 50% discount to men named Sergei. Random you might say!

Viral video by popular rock band Leningrad
Viral video by popular rock band Leningrad Image by Screengrab from Youtube

In fact, the tactic was inspired by viral video by popular Russian rock band Leningrad. The video went viral in Russia and has to date received over 38 million views. It depicts a woman going on a date with a man named Sergei to see a Van Gogh exhibition. The young woman wears a pair of terrifyingly high heels, which eventually lead to her falling over.

The video inspired organisers of Moscow Art Play who are currently hosting a multimedia Van Gogh exhibit to allow all women in heels free admission, as they deserve it after battling the difficulties of heels.

Curators at Moscow Art Play are offering free admission to women in heels
Curators at Moscow Art Play are offering free admission to women in heels Image by Screengrab from Youtube

Kira Marinina, the deputy curator of the exhibition, told the Daily Mail that the deal offered the curators an opportunity “to laugh at ourselves.”