The article is devoted to the new literary and artistic project of Orhan Pamuk, including the novel «The Museum of Innocence», the museum exhibition «Museum of Innocence» and the exhibition catalog «The Innocence of objects» The authors of the article analyze the relationship between the texts of the project as well as their connection to the other texts of the writer. The conceptual integrity of the project is well represented by peripheral materials such as interviews, public lectures, critical reviews, etc. It can be concluded that the creativity of Orhan Pamuk has reached a new stage: the transition to the creation of hypertext with the use of conceptualism strategies.