Grand Orac Hotel — Orac stand at the MosBuild 2023 exhibition.
Orac — an international brand of decorative profiles and architectural solutions that combines aesthetics, technology, and environmental responsibility.
MosBuild 2023, Moscow — Russia’s largest exhibition of architecture, construction, and interior finishes.
To rethink the decorative potential of Orac products through an artistic metaphor — creating a booth where classical elements gain cinematic presence and ornamentation becomes a narrative device.
The concept was inspired by Wes Anderson’s film The Grand Budapest Hotel. The goal was to convey its refined eccentricity, graphic precision, and playful manipulation of scale.
The main façade took on familiar contours, lightened and reimagined through monochrome, pure lines, and a touch of architectural grotesque. The interior was composed cinematically: each area a scene, bound together by rhythm and narrative.
The visual centerpiece was a reinterpretation of the painting Boy with Apple, created from 3D panels and flex mouldings — a focal point deepening the storyline of the space.
The booth interprets cinema as a tool for spatial storytelling:
– A deliberately scaled-down “dollhouse” effect.
– Vertical rhythms and sculptural contrast of light and shadow.
– A carefully curated color palette, echoing cinematic tones.
Architectural elements reference classical forms yet speak a modern language. The “hotel” became a living set, where ornamentation conveys meaning beyond decoration.
The project went from concept to completion in just over three months. Assembly was rapid and meticulous, involving lighting calibration, color matching, and precise installation of panels and decorative elements.
The reception desk echoed the iconic red elevator from the film.
The stand became not just a striking visual reference but a resonant artistic statement. It sparked enthusiastic response from visitors and partners, capturing Orac’s strategy: blending cultural nuance, ecological awareness, and bold artistic thinking.
The project affirmed that architectural décor can do more than embellish — it can shape atmosphere, provoke emotion, and leave a lasting impression.
