Alexandra Shcherbovich

Alexandra Shcherbovich is a visionary and influential creative director, and the founder of Legends Art Club and Evolution Events. She is a key figure in shaping the contemporary art scene, with a particular focus on enriching the Middle Eastern art landscape. Alexandra's artistic journey began at the Moscow Art College (named after Kalinin), where she specialized in painting, and was further honed through her design studies at the Higher Academic School of Graphic Design. Alongside her art career, Alexandra has built a remarkable track record in advertising, winning over 20 international awards, including prestigious honors such as Cannes Lions, Golden Drum, and Epica. Her expertise in blending art and branding has led to the creation of unique, impactful collaborations. In the UAE, Alexandra has curated more than 20 exhibitions and facilitated over 40 art collaborations, becoming a driving force in the region's cultural development. She was honored with the Emirati Futurism Award in Photography and Graphic Design by Dubai Culture in collaboration with the Dubai Future Foundation. This award recognizes her exceptional creativity and contributions to the country's artistic and cultural innovation. Alexandra believes in the symbiotic relationship between business and art, where both evolve together, sparking innovation and driving creative growth.