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Name of the project

Orac Academy Showroom at Vorsino Industrial Park

Main character

Orac Decor — a Belgian manufacturer of interior mouldings, presenting the New Classic collection first introduced at Heimtextil 2020.

Setting

Vorsino Industrial Park, Orac Decor Factory, Russia

Orac Academy Showroom

Objective

To create a space that functions simultaneously as a training center, exhibition, and professional inspiration hub. The goal was to demonstrate the diverse applications of Orac elements — naturally, precisely, and expressively.

Conceptual scenario

The project was developed in parallel with the New Classic collection, allowing the team to work directly with prototypes and contribute to shaping the brand’s new visual language.

Within a tight schedule, full-scale interior scenes were constructed — rich in examples of both unconventional and practical product use. The focus was on details that reveal the collection’s aesthetic and engineering sophistication.

Client’s role in the project

Orac granted access to the unreleased collection and accompanied the project from concept to launch. The presence of Belgian and Russian teams at the opening emphasized the importance of this space in the brand’s international strategy.

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Architecture of the idea

The concept rested on three core principles:

  • Product as part of the architectural fabric, not a standalone object.
  • Decoration linked to function — ventilation, lighting, framing.
  • Associative elements that enhance narrative (e.g., an MSU-themed panel, profile-based lighting).

On site

Execution took around three months. Ceilings, window reveals, air ducts, lighting, and complex decorative features were installed — all carefully adapted to the local context and structural specifics.

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Details and meanings

  • A standard Armstrong ceiling was transformed with mouldings — erasing all traces of office aesthetics.
  • A wall panel featuring Moscow State University — symbol of academic rigor and cultural identity.
  • Lighting fixture made from profiles — a statement of both technical and poetic potential.
  • Air exchange via skirting board — an example of engineering fused with ornamentation.
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Final result

Orac Academy is more than a showroom — it’s a stage for architectural thinking and dialogue. Here, the product is not merely on display — it interacts with space.

The Academy became a new growth point for the brand in Russia and a key destination for the professional community — a place where form and meaning speak the same language.

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.