The very first Iconic Place Festival was held in 2021 (as part of the Art Formula project) and it drew over 500 participants. Participation in creative master classes was open to all. Everyone could try his or her hand at painting on skateboards or making prints on items of clothing, at graffiti, calligraphy, or portrait drawing. Anna Velenskaya, a music scholar, author and presenter of popular music lectures on YouTube, gave a lecture on music and its influence on people.

The festival featured a service that became known as “SIBUR post”: everyone could take a branded festival postcard and mail it to any part of Russia. There was also an exhibition of artworks by artists who took part in conducting the festival’s workshops.

The 2022 festival’s program included master classes on customizing totes, crafting and styling kokoshniks, gilding and penmanship, as well as interactive performances dedicated to painting on art objects, and shows by local artistic teams, including EtnoZapiL and CANTADORA bands, the event's headliners. The festival featured a lecture hall where visitors could listen to N.M. Kalashnikova, a Professor of Cultural Studies from the Russian Ethnography Museum discussing the origins and history of the folk dress, various kinds of print patterns on fabrics, and the changes made to the ancient Russian dress over time.

The 2023 Iconic Place festival was hosted by two cities: for the third straight year it was held in Tobolsk and, for the first time, in Nizhnekamsk. The festival's visitors were offered to try their hand at making traditional Russian handicraft items with the use of advanced materials and contemporary styles by attending master classes featuring hand painting on whistles and eco-bags, weaving fresh flower garlands, customizing the kokoshnik headdresses, creating ornaments, sticker packs, rag dolls, straw toys, and embroidering. The event's highlight was the collective effort resulting in a painting of a 3-meter-tall nesting matryoshka doll in each of the two cities. In the end, the two figurines viewed by many as vivid symbols of Russian folk art were gifted to the cities as art objects. The participants of the festival took part in a raffle where the main prize was a trip to St. Petersburg. The festival in Tobolsk culminated in a concert performed by the folk band Hodíla ízba renowned for blending traditional folklore themes with the contemporary sound. In all, the 2023 festival was attended by more than 4,500 visitors with 770 of them taking part in the festival's master classes.