Social Impact

State Tretyakov Gallery

Creating a strategy for increased tourism

Located on Lavrushinskiy Lane in Moscow, Tretyakov Gallery is an iconic art museum – one of the most visited in the world. Featuring more than 13,000 Russian masterpieces from the 11th through the 20th centuries, this extensive museum complex is well worth visiting. Its wide collection highlights a variety of works, ranging from Andrei Rublev's icons to paintings by Wassily Kandinsky, Kazimir Malevich, Marc Chagall, and many more internationally renowned Russian artists. In addition, the Tretyakov Gallery houses several exhibitions, including the New Tretyakov Collection on Krymsky Val. This permanent exhibit features rich, diverse modern art of the 20th century.


Oliver Wyman was tasked by the Tretyakov Gallery to create a comprehensive strategy to maximize the flow of international tourists to the 20th century exhibit. In addition to strategy development, Oliver Wyman was asked to create a detailed road map and plan for allocation of the resources needed to pursue identified opportunities. 

The Moscow office of Oliver Wyman was delighted to have the opportunity to assist the State Tretyakov Gallery in its work of making better known and appreciated its unique collection of twentieth-century art, an important part of Russia’s cultural heritage. We see this opportunity as just the beginning of what we hope will be a continuing collaboration with one of the most iconic museums in the world. Our brand in Russia can only benefit from this prestigious association with the Tretyakov Gallery
Philip Gudgeon, Partner, Oliver Wyman

The team conducted in-depth market analysis, based on numerous surveys, interviews with tour operators, and experience-sharing sessions with other museums. The team also drew upon the firm’s analytical expertise to segment key tourist groups and tailor recommendations to meet their needs. Key opportunities were identified and prioritized according to their complexity, and an automated tool to allow for easier management and tracking of initiatives was developed.

The project was very important for us – we felt obliged to help the world discover Russian 20th century art. We leveraged the firm’s knowledge of international tourism as well as the gallery’s contacts in leading museums of modern art to get valuable insights and develop tangible recommendations
Artiom Arkhangelskiy, Partner, Oliver Wyman


Our strategy provided detailed and actionable answers to the main question asked, “How can Tretyakov Gallery popularize its 20th century collection for international tourists?” Tretyakov Gallery approved the developed strategy and immediately started implementing the outlined road map, actively leveraging provided automated tool.

We find the results of our project with Oliver Wyman very useful and applicable to the real world. They successfully delivered not an abstract strategy, but rather a solid manual for required actions, based on profound analysis and research
Karina Srtlyan, Counselor to CEO, Tretyakov Gallery