Happiness is Just Around the Corner

The “Happiness is Not Around the Corner” art object is one of the most famous and photographed modern landmarks in Perm, Russia. Located on the Kama River embankment, this installation has become a true symbol of the city and a magnet for residents and tourists looking for positive vibes and beautiful photos.

It consists of large red letters forming a life-affirming phrase. Originally created for the "ArtPole" festival, the object became so beloved by the public that it was decided to keep it as a permanent fixture. The sign has become a symbol of optimism, hope, and the belief that good things are always within reach.

This is not just a sign, but an iconic location that is a favorite for selfies and wedding photo shoots. “Happiness is Not Around the Corner” has become an integral part of the cityscape and one of the most recognizable symbols of Perm, embodying its friendly and open character.

The location of the art object is perfectly chosen: it faces the river, and the embankment offers a beautiful view of the Kama and the opposite shore. The sign looks especially impressive at sunset or in the soft morning light, creating an atmosphere of warmth and comfort. Visiting this spot leaves a lasting positive impression.

The “Happiness is Not Around the Corner” art object is a public installation located on the Kama River embankment in Perm. No specific contact details are required for visiting, as it is an open urban space. To get to the object, head for the Kama embankment; the exact location can easily be found on city maps or in travel guides to Perm.

Visiting the “Happiness is Not Around the Corner” art object in Perm is, first and foremost, a chance to take vibrant and memorable photos. It is one of the city's most popular photo spots, and for good reason—the red letters look striking against the backdrop of the vast Kama River. Especially unique shots can be captured during the spring flood, when the water rises to the base of the letters, making them look as if they are floating.

A stroll along the embankment where the installation is located is a pleasure in itself. Here you can enjoy the fresh river air and scenic views. In the summer, the area comes alive with various cultural events, including musical performances and theatrical shows that add a festive touch to the atmosphere.

There is a pier located near the art object, offering further opportunities for leisure. River trams and excursion boats depart from here for scenic trips along the Kama. You can easily combine your visit to “Happiness is Not Around the Corner” with a river cruise to get even more out of your time in Perm and its main waterway.

The “Happiness is Not Around the Corner” art object is conveniently located on the Kama River embankment in Perm, making it very easy to visit. One of the most convenient ways to get here is by public transport. You will need to take buses No. 2, 3, or 51 to the "Perm-1 Station" (Stantsiya Perm-1) stop. From there, it is just a short walk along the embankment to the famous sign.

If you prefer walking and are in the center of Perm, you can reach the embankment in just 10–20 minutes. The old River Station building serves as an excellent landmark. You can also take a taxi or drive your own car — the art object is located on Bereg Kamy Street. If driving, we recommend planning your parking in advance, especially on weekends and holidays, as the area can get quite crowded.

For those who want to add a touch of romance to their trip to “Happiness is Not Around the Corner” and admire Perm from the water, there is another great option. There is a pier near the art object from which river trams and excursion boats regularly depart. A boat trip along the Kama can be more than just a pleasant way to reach the embankment; it is an exciting adventure offering new perspectives on the city.

The history of the famous “Happiness is Not Around the Corner” art object in Perm began in 2009. It was created by the Moscow avant-garde artist Boris Matrosov as part of an ambitious public art program called "Museum in the City." Initially, the bright sign was intended to be only a temporary decoration for the embankment, one of many exhibits designed to liven up the urban space and introduce the residents of Perm to contemporary art.

However, fate had other plans. The phrase, full of optimism and hope, almost immediately won the hearts of locals and visitors alike. People loved taking photos against the backdrop of the red letters and sharing them on social media, and “Happiness is Not Around the Corner” quickly became an unofficial symbol of Perm. Given its immense popularity, city authorities decided to abandon the original plans to dismantle it and kept the art object on the Kama embankment permanently.

The phrase "Happiness is Not Around the Corner" and the installation itself gained true nationwide fame after appearing in popular Russian films and TV series. Its role in the movie "The Geographer Drank His Globe Away" and the comedy series "Realnye Patsany," both set in Perm, was particularly iconic. Thanks to this, the sign became more than just a local landmark; it became a true hallmark of Perm and a recognizable symbol of the "Perm Cultural Revolution" of the early 2010s—a period of active contemporary art development in the region.

A visit to the famous “Happiness is Not Around the Corner” art object in Perm usually doesn't take much time. To see the installation, take a few memorable photos, and enjoy a short walk along the nearby part of the Kama embankment, 15–30 minutes is generally enough. This is plenty of time to soak in the atmosphere and capture the moment.

However, if you want to enjoy this iconic Perm site more thoroughly, consider planning for more time. For instance, you could spend an hour or two on a leisurely walk along the entire embankment, admiring the views of the Kama River and the city. Your visit might also be extended if you catch one of the cultural events often held in this part of the city, or if you decide to combine your visit to “Happiness is Not Around the Corner” with an exciting river boat trip from the nearby pier. In such cases, your stay here can easily stretch into several hours of pleasant and diverse activity.

The “Happiness is Not Around the Corner” art object in Perm is a public landmark located on an open city embankment. This means it is accessible 24 hours a day, year-round, with no time restrictions. You are free to visit at any time of the day or night that suits you to enjoy the view and take photos.

Since this is an outdoor installation, no advance booking or tickets are required. Access to the art object is completely free. Just come by and enjoy this uplifting symbol of Perm!

Visiting the “Happiness is Not Around the Corner” art object is a wonderful way to start your journey in Perm, but the city offers many more interesting places nearby. Exploring the surrounding area will allow you to dive deeper into the atmosphere of Perm, discover new facets of its culture and history, and make your trip even more fulfilling and memorable.

Don't limit yourself to just the famous sign! Museums, parks, other creative installations, and cozy cafes await you within walking distance or a short drive from the Kama embankment. Each of these places can provide new impressions and complete the picture of your visit to this hospitable Ural city.