For hosq Cultural Foundation, which is part of Maison Marom international lifestyle group of companies, the past period has been particularly significant in terms of new initiatives. The foundation has launched several projects that have reinforced its position as a platform where art, education, science, and innovative thinking converge.
Collaboration with the State Academy of Fine Arts of Armenia
This year marks the 80th anniversary of the State Academy of Fine Arts of Armenia, and within the framework of this jubilee, the foundation and the academy signed a memorandum of cooperation. The goal of this partnership is to bring together education, art, innovation, and experimental creative processes, creating an environment where learning transforms into creative experience.
For Maison Marom, this collaboration represents an important step in fulfilling the company’s cultural mission.
“Art and Science in Schools” Project
The hosq Foundation has also continued its educational and cultural activities within the field of school education by implementing the “Art and Science in Schools” program in Yerevan and Charentsavan. The initiative aims to integrate interdisciplinary exhibitions and project-based learning methods into the educational process, merging science, art, media, and technology.
Students aged 10–16, together with teacher-curators and field specialists, created research-based creative projects such as websites, games, and media productions. The project culminated in a two-day exhibition, where students’ works were presented as proof that education can be not only instructive but also creative and inspiring.
The foundation plans to expand the program to other regions of Armenia, creating a national network of teachers and students that will foster a culture of interdisciplinary and project-based learning.
“Unbearable”: Art as Resistance
Contemporary art also holds a special place within Maison Marom Group’s activities. One of the year’s key events was the premiere of the performance “Unbearable”, presented within the framework of Armenia’s largest theatre festival, High Fest.
The performance was born within hosq’s Études Lab program-an environment where new ideas are formed and various artistic formats are explored. Unbearable is a multidisciplinary project divided into four parts, addressing themes of exile, environmental activism, social pressure, digitalization, and the female body as a space of resistance.
The artistic director of the performance was Tsolak Mlké Galstyan, head of the “Mihr” Theatre. The Études Lab team is currently working on the next stage of the performance, which will soon be presented at the Edinburgh International Festival-a major step toward international recognition of contemporary Armenian art.
Participation in the NOPA Festival
The hosq Foundation of Maison Marom also took part in the NOPA Festival, organizing a series of master classes and educational discussions focused on developing new forms of collaboration among artists, cultural institutions, and students.
Beyond Art: Our Philosophy
Maison Marom is a group of companies operating in the lifestyle sector, with a mission to “Turn business into cultural heritage.”
The group’s activities encompass three main directions — fashion, gastronomy, art and culture, as well as the development of a lifestyle ecosystem.
● Rien-à-Porter is Maison Marom’s lifestyle division, bringing together fashion, beauty, gastronomy, and design. It represents Yerevan’s first lifestyle concept space and an international online platform.
● Maróm Label is a fashion brand that combines Armenian traditions with global design approaches, creating a style that is authentic, sustainable, and contemporary.
● Melonpan is a gastronomic sub-brand that promotes high-quality gastronomy culture, offering fine dining experiences, signature menus, and culinary products.
● Hosq is a cultural foundation that fosters the joint development of art and innovation.
Founded in Armenia but operating with an international focus, Maison Marom’s vision is to develop the creative industries, promote sustainable entrepreneurship, and build an open cultural ecosystem.
The latest initiatives of hosq demonstrate that for Maison Marom, art is not merely a form of expression but a tool to educate, unite, and transform reality. This belief shapes the company’s cultural strategy-promoting creative education, supporting innovative ideas, and building an environment where art becomes a driving force of development.
