Guests of the lecture will learn how trust in art is formed and who influences it: critics, institutions, the market. The phrase "cultural provenance" is usually associated with the lineage of a work of art. But in the current context, it is broader: the origin of meanings, the chain of interpretations, the social mechanisms that make an object significant. In the lecture, you will examine how criticism, institutions, and the market construct a field of meanings, while the viewer receives ready-made ways of perception. Hence the difference between art and the art business: the former strives for a new form of experience, the latter for turnover and predictability, where emotion is packaged into a product and a marketing story. Hermeneutics in this optic is not an academic term, but a practical discipline of reading. It explains why the same work evokes confusion, delight, or skepticism in different groups and how context changes interpretation. A special topic is the phenomenon of Stendhal syndrome: overload of impressions in an era of oversupply. When the number of exhibitions, collaborations, and visual stimuli increases, it is easier for the viewer to choose ready-made labels than to build a personal interpretation. We share ideas on where to go in St. Petersburg this weekend.