Abstract: The subject of the study is the social practice of the Omsk intelligentsia in the 1910s-1923 in order to perpetuate the memory of the artist M.A. Vrubel (1856-1910). The problem of preserving the historical memory of famous personalities of the past in the public consciousness is very relevant in modern historical science, since it largely determines the image and historical and cultural potential of the region. At the beginning of the XX century, the desire of the intelligentsia of large cities for the right to transform them into cultural and artistic centers of the region was recorded on the territory of Siberia. In this situation, the continuity of provincial and metropolitan culture, primarily carried out through famous countrymen, played an important role. In the 1910s, the appeal to the personality of M.A. Vrubel was of great importance in determining the identity of the Omsk artistic intelligentsia, ensuring the high status of Omsk as a cultural center of Siberia, as well as the heir and admirer of the creative traditions of the famous countryman. The subject field of the study correlates with the "history of memory", in which the treatment and attitude to the name of M.A. Vrubel in Omsk directly depended on historical time, the emergence of new needs, practices and meanings. Methodologically, the study is based on a socio-cultural approach that allows us to consider the role of M.A. Vrubel's personality in improving the image of Omsk in general, as well as the cultural level of its residents, in particular. Despite the fact that the personality of the master is important in determining the historical and cultural potential of Omsk, the information related to the initial stage of perpetuating his memory in the city is fragmentary. Based on archival documents, periodical materials and research on the topic, the authors characterized the process of founding the Omsk Art and Industrial College, as well as naming it after M.A. Vrubel in 1923, which laid the foundation for further involvement of the famous artist's name in the historical and cultural heritage of the region. It is concluded that despite the fact that M.A. Vrubel left Omsk in early childhood, subsequently the significant contribution of the master to the development of Russian art made his personality significant for the formation of the historical and cultural landscape of his native city.