The Endowment Fund of The Jewish Museum collects funds in order to enhance the facilities and exhibitions of the museum and to develop the museum initiatives. In order to meet this objective, starting from the day of its foundation, the Fund holds an annual Gala. This event aims at raising the international exposure of The Jewish Museum and at highlighting its yearly achievements.

Traditionally, the Endowment Fund would invite museum's friends and guardians to a dinner followed by a theatre premier or a symphonic concert. However, to celebrate the 5^th anniversary Gala of the Fund, the Blumenkrants team designed an authentic concept of the event, with its own entertainment programme.

As the venue for the gala dinner, we chose the Congress Park at the Radisson Royal hotel Moscow Ukraine. We used the triangle and complex geometric shapes derived from it for the decoration of the venue. Every element was composed of triangular shapes — the furniture, the accessories, the textile, the floral arrangements, the interactive installation, even the classical press wall was transformed into a three-dimensional hexagonal objet-d'art. Even the stage, with the central screen and the pyramidal shapes going from it into every direction, reflected the principal idea of the event. The lighting solution and the turquoise colour accents were used skillfully to create a link between the concept of the celebration and the brand of the museum itself.

The line-up of the event was carefully thought through, to cater for the most sophisticated taste in music and to correspond to the artistic philosophy of the event. The invitees could listen to the symphonic versions of the songs of the famous band Kino and see abstract paintings of its late leader — the iconic musician Viktor Tsoi. His son Alexander was in charge of the production control unit; while one of the co-founders of the band Yuri Kasparyan played the main guitar part. Among other performers were The Bril Brothers quintet and Valeriy Syutkin, the renowned Russian trumpeter Vadim Eilenkrieg, the prominent jazz pianist and the People's Artist of Russia Daniil Kramer, as well the virtuoso guitarist Roman Miroshnichenko — a four-time winner of Independent Music Awards. The event was hosted by the popular Russian presenter Ivan Urgant.

A number of prominent invitees expressed their support and gave speeches that emphasized the importance of the Endowment Fund: Victor Vekselberg, co-founder and Chairman of the Center Board of trustees of the Endowment of the Jewish Museum and Tolerance Center, Chairman of the Board of Directors of the Renova Group; Leonard Blavatnik, co-founder of the Endowment Fund, chairman of the Board of Directors of Access Industries; Alexander Boroda, CEO of the Jewish Museum and Tolerance Center, President of The Federation of Jewish Communities in Russia; Nyuta Federmesser, founder of the VERA Hospice Charity Fund, head of the State Center of Palliative Care; Vasili Tsereteli, Executive Director of the Moscow Museum of Modern Art.

Among the guests at the Gala of the Endowment Fund of the Jewish Museum and Tolerance Center were: Berel Lazar, Chief Rabbi of Russia, Harry Koren, Ambassador Extraordinary and Plenipotentiary of Israel to Russia; Zvi Heifetz, Ambassador Extraordinary and Plenipotentiary of Israel to China; Simon Mraz, head of the Austrian Cultural Forum; Marina Loshak, Director of The Pushkin State Museum of Fine Arts; Anton Belov, Director of the Garage Museum of Contemporary Art; Sofia Kapkova, CEO of the Documentary film center; Pavel Lungin, film director; Mark Garber, businessman; Regina von Flemming, advisor to the President of Sistema conglomerate; Lyudmila Narusova, member of the Federation Council of Russia; Ekaterina Pronicheva, Chairman of the Moscow Tourism Committee; Sergei Nikolaevich, Editor-in-chief of the "Snob" magazine; Alexander Rappoport, lawyer; Fyodor Pavlov-Andreevich, artist; Anna Banshchikova, actress; and many other friends and trustees of the museum.