РУEN
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Name of the project

Russian Seasons — exhibition stand for Giulia Novars at ARTDOM 2024

Main character

Giulia Novars — a Russian manufacturer of premium furniture.

Setting

ARTDOM, Moscow, Gostiny Dvor — a premium interior exhibition held in the historical center of the capital Giulia Novars at ARTDOM 2024.

Giulia Novars at ARTDOM 2024

Objective

To design a display that reveals the strength of Giulia Novars furniture through scenographic composition — enhancing product perception via theatrical imagery, cultural references, and architectural expressiveness.

Conceptual scenario

The chosen concept — “Russian Seasons” — is a visual paraphrase of Diaghilev’s legendary ballet tour. Ballet associations emerged during the very first creative meetings. The stand was conceived as a stage composition: architecture, volumes, furniture, decor, video, and sound converged into a performance, with the brand’s factory cast as the principal troupe.

The central visual motif was inspired by Benois’s sketch for Petrushka — with carnival tents and unusual triangular arches forming the architectural backbone of the stand.

Client’s role in the project

The stand was the result of a coordinated effort between the Giulia Novars showroom on Smolenskaya (under the direction of Irina Stepanova), the factory, and the build team.

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Architecture of the idea

The form echoed a theatrical pavilion: triangular arches, tent-like volumes, and sharp light-shadow contrasts. The entire space functioned as a stage — the furniture emerging like performers in individual roles. Behind the refined aesthetics lay precise engineering — from lighting setups beneath a translucent ceiling to seamlessly integrated systems.

On site

Over four days, the structures were built, seven furniture compositions were installed, lighting fixtures were mounted, and a lighting script was fine-tuned. The stand was dismantled in just one day — the pace and rhythm of the process reminiscent of rehearsals before an opening night.

Details and meanings

  • Some pieces of furniture were custom-designed for this stand;
  • Lighting was calculated: 88 fixtures, light-transmitting ceiling;
  • The ballerina shoot for the video lasted four hours;
  • A dedicated website and the film Russian Seasons were created for the project.
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Final result

The stand became more than a showcase — it became a statement about the power of concept, the synergy of teamwork, and the brand’s ability to be both expressive and profound. A space remembered visually, emotionally, and professionally. We thank our client for their boldness and collaboration — together we created something beyond interior. We created art.

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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.