On June 25, the ARARAT Museum opened a temporary exhibition titled “Bold Khndzoresk”. This unique exhibition serves as a prelude to the red carpet of the upcoming 21st Golden Apricot International Film Festival.

This year, the film festival, which will take place from July 7 to July 14 in Yerevan, will forgo the traditional red carpet. According to the festival’s creative team, this change carries significant meaning. For the 21st Golden Apricot Film Festival, AHA Collective released a modern "red carpet" collection in collaboration with artist Davit Kochunts. The seven unique carpets, handmade by female carpet weavers, comprise the "Point of Reference" red carpet collection curated by Nairi Khatchadourian, which aims to establish a new culture in local and international film festivals starting on July 7.

On the eve of this significant change, the ARARAT Museum is hosting an exhibition in cooperation with GAIFF and the AHA Collective to showcase Davit Kochunts’ previous works. The exhibition features the first contemporary carpets he released under the "Bold Khndzoresk" collection, created by female carpet weavers in the village of Verishen in Syunik in 2023, based on the designs by Davit Kochunts.

The Bold Khndzoresk exhibition narrates the story of one of the oldest forms of Armenian craftsmanship – carpet weaving – and explores these carpets in local, architectural, and natural contexts. A special feature of the exhibition is the photographs by Piruza Khalapyan, where the carpets are presented in the birthplace of the artist's family, near the cave of Old Khndzoresk.

“The contemporary world in a sense is in a constant battle for grabbing people’s attention and impressions. It is no secret that film festivals have ceased to be films screening platforms. Over the decades, festivals have become rich with symbolism, creating their unique signature. It is worth remembering the long-term president of Cannes Film Festival, the legendary Gilles Jacob, who for many years extend a hand with attending actors and filmmakers while climbing the stairs, symbolically bringing them to festival Olympus. I believe that the red carpet is bold and meaningful symbol, and it was audacious to bring some changes into this symbol. This idea also rhymes beautifully with ARARAT, the 20-year-old partner of the Golden Apricot since both brandy and carpet weaving are based on mastery. It is the creative work of the master that crowns the generosity of nature and centuries-old traditions and invites you on a journey to discover culture,” noted Zaruhi Saribekyan, Communications Manager of Yerevan Brandy Company.

“Certainly, breaking a tradition is a tough decision. Especially a tradition that has history older than all the ever-existed film festivals. At the same time, disengagement from a strong tradition gives more strength to create a whole new one,” said Karen Avetisyan, Artistic Director of Golden Apricot International Film Festival.

“Carpet weaving is one of the key manifestations of Armenian culture, with its centuries-old history, craftsmanship, and international recognition. I am truly thrilled that since 2023, AHA Collective, together with David Kochunts, has started bringing modern content and new forms to Armenian carpet art in cooperation with women carpet weavers. Both the craft and the symbols must constantly expand and reflect modern realities. Thus, new cultural discourses, deeper connection, and mutual understanding between the past and the present will be formed in society. Deconstructing and reinterpreting the classic symbol of the film festival red carpet, the “Point of Reference” collection offers a new ritual of the modern red carpet, bringing to the fore the discussion and dialogue about current issues, as seen in the diverse films presented at the festival,” noted Nairi Khatchadourian, curator of the exhibition, art critic, and founder of the AHA Collective.

“Films are crucial to me. The connection with cinema has enriched me as an artist; it became a basis for me, which I often return to. Golden Apricot is the biggest festival in Armenia, during which different people and various guests walk on the carpet. The carpet is one of the greatest mediums for influencing and deconstructing thoughts and forms, something I never give up while creating art,” highlighted artist Davit Kochunts.

The exhibition is on view until August 1 with free entrance.