For the reportedly 87% of Russian youngsters who know and love SpongeBob SquarePants, Nickelodeon is bringing to Moscow a new immersive modern art exhibition entitled Absorbent: A SpongeBob Exhibit.
Designed by Nickelodeon in partnership with global design consultancy FITCH, the exhibition will be offered free-of-charge to visitors from September 16 to October 2 at the Flacon Design Plant in Moscow. The attraction will invite visitors to see how the global character has influenced fashion, culture and modern media. Children will also be able to partake in multiple workshops.
To mark the opening of Absorbent: A SpongeBob Exhibit, Nickelodeon will host an auction with all funds raised going to the Naked Heart Foundation, a children’s charity headed by supermodel Natalia Vodianova, to build SpongeBob-themed playgrounds across Russia and develop programs for children with special needs.
The SpongeBob SquarePants series, which reaches viewers in more than 170 countries, was first introduced to Russian audiences in 2000 and remains the most widely-distributed property in MTV Networks. A 2011 study carried out by Viacom International Media Networks showed that nearly 90% of young Russians recognize and love the brand.