Аннотация: The article is devoted to the analysis of the communication strategies of the Erarta Museum of Contemporary Art(St. Petersburg), aimed at overcoming the barrier between the complex language of contemporary art and a wide audience. The author considers the museum as an active mediator that builds dialogue through a synthesis of architectural solutions, participatory exhibition projects, educational programs and digital communications. Special attention is paid to the phenomenon of the museum's art prize as a tool for transforming the viewer into a participant in the artistic process. Based on the analysis of real practices, the conclusion is made about the effectiveness of Erarta Museum’s comprehensive approach to audience engagement, which can serve as a model for other institutions in the field of contemporary art.