AZAT MARD Unveils MINAS x NAREK Collaboration in Yerevan
AZAT MARD Unveils MINAS x NAREK Collaboration in Yerevan
A night where lost heritage was brought back to life.
In the heart of Yerevan, AZAT MARD hosted an immersive cultural evening to unveil its collaboration with Minas Avetisyan — a moment where Armenian heritage, artistry, and modern expression came together as one.
At the centre of the event stood a 2m x 2m live painting, as Narek Avetisyan (Minas’ son) recreated The Artist and the Model — originally painted by Minas Avetisyan and lost in the tragic 1972 Yerevan studio fire.
What was once destroyed has now been reimagined, not as a replica, but as a continuation of legacy.
The artwork became the defining focal point of the evening and will now live on display in AZAT MARD’s Dalma Mall store — embedding heritage directly into the brand’s physical space.
Beyond the venue, the experience extended into the city itself. On Pushkin Street, one of Yerevan’s most iconic streets, AZAT MARD installed a 2m x 2m interactive paint palette, inviting the public to engage, capture the moment, and become part of the story. A deliberate move, transforming the launch into something lived, not just observed.
The evening unfolded at Minas Cocktail Room, a venue deeply aligned with the spirit of Minas himself.
For the occasion, an immersive cocktail menu was curated — each drink designed to reflect both the artwork and the life behind it.
Apricot brandy, known to be Minas’ favourite, formed the foundation of every cocktail, paired with plant extracts sourced from Armenian region Jajur — Minas' roots, allowing guests to quite literally taste Armenian culture.
Fire and smoke notes ran subtly through the menu, referencing the 1972 studio fire — a symbolic transformation of loss into experience. Each cocktail was finished with artistic, paint-inspired details, applied live by bartenders, turning every serve into a performance.
The night was intentionally unstructured.
This was not a formal event, but a gathering, where conversation flowed, music carried through the space, and guests moved freely between storytelling and celebration.
Influential and creative figures from across the community were in attendance, sharing a genuine appreciation for the collaboration — a reflection of how deeply the story resonated beyond the brand itself.
During the evening, Narek Avetisyan shared the story behind the artwork and thanked AZAT MARD for keeping his father's legacy in the new generations.
Originally painted in 1969 — the year he was born — The Artist and the Model was lost just three years later in the 1972 fire. What could have marked the end of its story instead became the beginning of another. Recreated now for AZAT MARD, the piece stands as a symbol of resilience, remembrance, and continuation.
Originally painted in 1969 — the year he was born — The Artist and the Model was lost just three years later in the 1972 fire. What could have marked the end of its story instead became the beginning of another. Recreated now for AZAT MARD, the piece stands as a symbol of resilience, remembrance, and continuation.
“At AZAT MARD, we don’t just reference heritage — we carry it forward.
This collaboration is about protecting what we have built, while continuing to evolve it for the next generation.
This collaboration is about protecting what we have built, while continuing to evolve it for the next generation.
Our responsibility is to our community — to ensure Armenian culture is not only preserved, but experienced globally.”
— Garen Tchobanian, Founder.
As AZAT MARD continues its global expansion, moments like this define its purpose — not simply as a brand, but as a platform for Armenian identity to live, evolve, and be seen worldwide.