РУEN
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Name of the project

Brass and Flame, 2022

Main character

Giulia Novars

Setting

ARTDOM 2022, Winzavod Center for Contemporary Art, Moscow. The 150 m² stand was located within the arch of a former wine warehouse.

Brass and Flame by Giulia Novars at ARTDOM 2022

Objective

To present a new product — copper facades — through an emotional immersion into the evolution of material, strengthening Giulia Novars’ image as a leader in the premium furniture industry.

Conceptual scenario

The exposition combined copper facades, art objects, historic samples, and interactive elements to create a live dialogue between material and viewer. Visitors could not only see the product but also experience the journey behind its creation.

Client’s role in the project

The Giulia Novars team actively participated at every stage. The client’s coordinated involvement ensured the fabrication of exhibition samples and the implementation of the complex architectural stand within the set deadlines.

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Architecture of the idea

The central image of the stand was the copper facade, paired with heated sand, illuminated by soft stage lighting and enriched with the aroma of coffee brewed on-site. The sand was chosen deliberately — its fluidity and changeability mirror the facade development process, from the first experiments to final production. Each grain of sand became a metaphor for a step, a sample, or an iteration on the path to perfection.

On site

Design and preparation took about six months. The stand was manufactured in one month and installed on site in strict accordance with the exhibition schedule.

Details and meanings

The art zone featured copper facades. The island’s countertop was a heated quartz sand container used to brew coffee. The mini-panel “Key Points” marked Giulia Novars’ dealer network in Moscow, highlighting places where the product’s quality could be experienced at its fullest. Historic sample pieces from the company’s lab illustrated the brand’s evolutionary design process.

The collaborative effort between the studio and partners resulted in not just a successful project, but a space that embodied creative and productive synergy.

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Final result

The Giulia Novars stand became a key attraction at ARTDOM 2022. It didn’t merely showcase furniture — it immersed visitors in the evolutionary path of product creation, revealing a story of search and experimentation behind each facade.

This emotional depth — conveyed through form, materials, and spatial interaction — reinforced the brand’s image as a market leader and innovator.

Other case studies

The name Zariza

Engraving of historic Tsaritsyn by Adam Olearius, 1636

In 1663, a book by Adam Olearius, a German scholar and secretary to the Holstein embassy to Russia and Persia, included a plate with six engraved views of Russian cities.

Tetus, Samara, Soratof, Zariza, Tzornogar, Kusmamedianski. Olearius passed Tsaritsyn on 6 September 1636.

Partners and clients sometimes jokingly associate our name with royalty. We do not mind, although for us it is rooted above all in the history of a place.

The city’s name is associated with the Tsaritsa River. One explanation traces it to the Turkic “sary-su”, meaning “yellow river”; another links it to “yellow sand”.

The fortress in the engraving stands at a meeting of currents: goods and embassies travelled along the river, and routes crossed here. This image resonates with us. Design and implementation also form a system of many factors, whose parts need to work together.

The studio’s name is tied to the history of Tsaritsyn, a city at the confluence of the Volga and Tsaritsa rivers. Our first office opened here, near the Architecture University. The studio began work on 21 December 2012, the day a 5,125-year cycle of the Maya calendar came to a close.

“Art” was added later, when we registered the domain. The name retains our connection to our place of origin, while the studio’s work has long reached beyond its geography.

Brand Identity

Brand identity is a combination of visual, verbal, and emotional characteristics that make your brand recognizable and unique. It is a holistic system of meanings, images, and values that reflects the essence of the company and shapes how it is perceived by the audience.