РУEN
Paper House Majestic — project image 1

Name of the project

Paper House — a stand for the Majestic brand by Lacos and the “Oboi №1” showroom at MosBuild 2024.

Main character

Majestic — a premium interior paint brand.

Setting

MosBuild 2024, Moscow. The largest international exhibition for construction, finishes and design in Russia.

Paper House Majestic at MosBuild 2024

Objective

To create an expressive spatial installation that conveys Majestic’s brand concept as a creator of environments through colour and form. At the centre is the architectural palette, developed in collaboration with leading architects.

Conceptual scenario

The image of a paper house served as the point of departure. Paper as a symbol of freedom — a blank page where new forms and meanings emerge. The spatial composition resembled a hand-folded model: sharply cut edges, breaks, lines of light. Particular attention was given to the displays — their form and function were developed from scratch for both the exhibition and showrooms.

Client’s role in the project

The “Oboi №1” showroom and the Majestic brand were actively involved throughout — from concept approval to the fabrication of custom elements. Some technical solutions were implemented by the client’s own team. This collaboration ensured flexibility and depth.

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Architecture of the idea

The stand’s structure unfolds the idea of the home as a paper model — flexible, pristine, expressive. Colour becomes a tool not of decoration, but of atmosphere design. The architectural palette is arranged as an artistic system: it affects perception of volume, sets the mood, structures the space.

Some colours of the palette were developed with the participation of Zariza Art. This added authorship to the installation and embedded internal logic into the composition.

On site

Assembly followed an intense schedule: five days from the first structures on site to final decor.

Details and meanings

  • The architectural palette was created by architects including Boris Uborevich, Alexandra Fedorova, Artem and Lia Babayants, Ekaterina Zabegina, Lesya Pechenkina, Alexander Batenkov, Anna Modzharro, Asya Nikolova, Sergey Tregubov;
  • The palette is based on colours that were missing — not a collection of shades, but a method of thought;
  • Paper is not the theme but the method: a prototype of form, its language and conceptual framework.

Final result

Despite its modest size, the stand became a point of attraction. It resonated both in the professional community and on social media. Publications, visual impact and heartfelt feedback proved that the idea worked — not just formally, but on the level of feeling.

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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.