Back to the Root is a new media project with a mission to showcase different parts of Russia and promote internal travel beyond the well-known destinations.
The mastermind behind the project is the celebrated Russian artist, designer, and globetrotter Gregory Emvy.
Once a month, Gregory is going to embark on a journey across one of Russia’s 85 regions. The quest kicked off in June and July with Altai and Kamchatka, respectively. 2020 has six more expeditions in store: Karelia; Kabardino-Balkaria; Sakhalin, the Kuril Islands and the Shantar Islands; Karachay-Cherkessia; Lake Baikal; and Murmansk.
Gregory keeps off the beaten track and blazes new trails and routes, which he explores first-hand by studying the landscape, nature, landmarks, and traditional folk handicraft from different angles. He then shares these spots with the audience to inspire them to have adventures of their own.
‘I travel around the world a lot but I have realised that I do not know my own country well enough, and I have decided to fix it.
Works that I make as an artist – paintings, furniture, installations – examine the connection between nature and architecture. I have lived in the UK, Mexico, Brazil, and gradually studied the existing cultural codes of each of these countries.
At this point, I’m interested in tracing my roots and origins. And I want to see what I can share with the people and find out myself in the process of getting to know my own country.
Step by step, I will set out to discover and explore all these spectacular and inspiring places and share their energy with you. Together we will learn about the landscapes, cultures, nature, cuisines, crafts and traditions of local people. I will do my best, I promise! And I will really appreciate your support and involvement in this project.».
— Gregory Emvy
The following features will launch on the Back to the Roots website by the end of this year:
Photobank with original copyright images available for sale.
Online Shop for selling clothes and accessories created in collaboration with Russian fashion designers, original ceramics designed by Gregory Emvy, and smaller items, including stationery and cards with the Back to the Roots logo.
And last but not least. In September 2020 you will get a chance to take part in Gregory’s first curated expedition to Altai. Follow Back to the Roots and Gregory Emvy on social media, and stay tuned!
Gregory Emvy (b.1986, Nizhny Novgorod) graduated with a degree in Fine Art from Nizhny Novgorod Art College in 2004, and moved to Moscow in 2010. In 2014, he participated in MANIFESTA 10 Biennial in St Petersburg and made his London debut with the Human Souls show as part of Frieze Art Fair. Later, he was awarded First Prize at the Amsterdam International Art Fair. In September 2018, Gregory’s solo show titled Architectural Constructions. Chipperfield to Gehry was hosted by the Shchusev State Museum of Architecture.
