New approaches to the presentation of intangible cultural heritage

In order to preserve folk arts and crafts, an essential component of the intangible cultural heritage of Russia, it is important to find a place for them in the XXI century. But to do this, it is necessary to make our contemporaries aware of the value of handicrafts, use them in their lives, and the goods themselves would be fashionable and relevant. The article presents several advanced and successful approaches to the presentation of Russian crafts. In the first, the emphasis was placed on changing the ingrained idea of old fashioned Gzhel, showing her fashionable, relevant, corresponding to the modern lifestyle. Within the framework of the second, the latest production technologies are being introduced and a production and tourism cluster is being created, immersing in the history and style of Gzhel. Presenting the embroidery “krestetskaya strochka”, its manufacturers actively used the principles of presentation of prestigious brands of the fashion industry and the format of the factory museum. The use of modern technologies, as well as the principles of PR and marketing, combined with the careful preservation of traditions, seems to be the key to the survival and development of crafts.