Majestic Headquarters — LACOS stand at MosBuild 2025.
The Majestic line of premium paints and finishes by LACOS.
MosBuild 2025, Moscow — over 1,400 participants from 20 countries, 100,000 m² of exhibition space.
To redefine the perception of paint: to present it as an expressive medium that unites aesthetics, technology, and brand philosophy.
To create an installation where paint is seen not as a utilitarian material, but as an artefact — conceptual, emotional, and cultural.
The idea of a “headquarters” became a symbol of control and precision.
The space is organized around the iconic letter “M”: slanted walls, a central installation, and a portal of blue tinted glass.
Light and contrast are used to direct focus, turning the product into the conceptual core of the environment.
The film Alchemy of Success visualizes the concept through industrial poetry: a security guard conducts a production symphony like a maestro, while a singer among paint cans is not a performer, but a devoted fanatic.
This is not a product commercial — it is a story of obsession and inspiration.
LACOS became full co-authors of the project, actively engaged in bringing the ideas to life.
Their initiative and openness to experimenting with new forms and artefacts — such as nail polish in branded shades — added depth to the concept.
Each zone is a distinct installation — a fragment of a visual code.
The project was executed with exceptional precision and detail, thanks to the coordinated efforts of architects, client craftsmen, and contractors.
Complex structures, glass elements, and lighting accents demanded near-jeweler-level craftsmanship.
The conceptual shade menu, TINTFEELMENU, transformed color selection into an emotional and aesthetic experience.
Shades like Musechrome, Lyrapaint, Fluidhue, Vibepalette, Insighttint, and Euphoriaglow became codes of mood and state.
The use of nail polish in branded shades is a witty and precise nod to the term “paint and lacquer,” bridging the technical with the personal and emotional.
The blue portal of the stand serves as a metaphor for the brand’s depth — a play of light and glass that shapes a dynamic perception of space.
The Majestic stand became a landmark presence at MosBuild 2025.
The project not only drew attention but stood as a spatial manifesto, where every detail reflected the brand’s philosophy.
The audience’s emotional response affirmed the success of the idea: this was not an exhibition, but a performance of materials and meaning.
We transformed a product narrative into a cultural dialogue — one people were compelled to engage with.
