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Kuznetsov was born here, raised and now lives with his wife and three children in an old merchant cottage on the banks of the Volga. He is sure: the place is painting a person. "If a child grows up in a bad taste, then who will grow up? I contribute to the formation of an environment in the city, it is very important for me, "he says.

His interest in pre-revolutionary fonts originated during the design of the poster for the Eugeny Onegin monopotapotle of the musician and actor from Moscow Vladimir Shchukin. "In the old days, the number of fonts was huge compared to what we use now. I studied the topic in detail, constantly watched old photographs, saw signs, I really liked all this aesthetics, "Kuznetsov says.

The musician decided to appeal to the city hall with a proposal to "make" the city into style at the end of the 19th century - to update the facades of buildings and change the signs in accordance with the time of development.