Name of the project

Brass and Flame, 2022

Main character

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.

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.

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.

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