AxelMondrian & Partners, one of the leading firms in communications, creative content, public relations, and marketing communications, has signed a Memorandum of Understanding with ToC, a cultural organization dedicated to the conception and management of cultural projects.

“At AxelMondrian, projects dedicated to the arts always carry a special significance. We consistently seek out and collaborate with organizations that bring fresh perspectives and innovative approaches to the arts. In this context, the signing of the memorandum with ToC is of great importance for us. ToC has already succeeded in bringing together outstanding artists and launching impactful artistic initiatives,” said Kristine Udumyan, Brand and Marketing Projects Director at AxelMondrian & Partners.

Human creativity knows no bounds, not only in science but also in the realm of artistic expression. This collaboration between the two organizations will open new ways of exploring the diverse manifestations of art, while fostering the preservation of both national and universal values.

Within the MoU framework, the two organizations plan to implement joint exhibitions, educational programs, and initiatives in the field of contemporary art and cultural creativity that will draw public attention to cultural values, their preservation, and re-evaluation through new approaches.

“At the heart of ToC’s mission lies the conviction that collaboration is the key driver of creative progress and systemic change. We attach great importance to developing partnership models that not only inspire the formation of creative ideas but also ensure their transformation into real and influential initiatives.

As we expand the scope of our partnerships, we are confident that working together with AxelMondrian will be both effective and fruitful. The memorandum we have signed represents not only the first step toward building a trustworthy and long-term partnership, but also an opportunity to combine our experiences and expertise to realize innovative projects that will bring value to Armenia and enrich the contemporary art and cultural landscape,” noted Marianna Atshemyan, Co-Founder and President of ToC Cultural Organization.

At the conclusion of the signing ceremony, Kristine Udumyan presented the activities, philosophy, and values of AxelMondrian & Partners. In turn, Marianna Atshemyan and Sona Hovhannisyan, co-founders of the ToC cultural organization, spoke about the work done by the organization and the company’s priorities.

***

AxelMondrian opened its Yerevan office in 2022, offering Public Relations, Reputation management, and Creative communication services to leading companies in Armenia. Shushan Harutyunyan, the company’s Chief executive officer, has 17 years of experience in managing communication projects and is a graduate of Central European University and University of Oxford’s Said Business School. Her work experience includes implementing public projects, campaigns, and branding in Armenia, EU countries, and the Middle East.

***

ToC  cultural organization creates a dynamic collaborative environment in the field of art, bringing together artists, curators and art managers. The organization promotes innovative projects, contributing to the development of contemporary art and strengthening collaborative initiatives at the local and international levels.

The organization is based on the idea that the power of art is revealed through co-creation, forming innovative projects that bridge different disciplines and create new experiences in the field of contemporary art.