РУEN
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Name of the project

Renovation of the Giulia Novars showroom at Taganka.

Main character

Giulia Novars — a premium Russian furniture manufacturer, recipient of prestigious awards including the Red Dot, and participant in international exhibitions such as Salone del Mobile.

Setting

Moscow, Marksistskaya Street, 5 — Giulia Novars showroom, 160 m².

Taganka Line showroom for Giulia Novars

Objective

To completely rethink the showroom space by dismantling outdated engineering systems and interior elements. To integrate advanced technical and aesthetic solutions that highlight the brand’s status while creating a comfortable, inspiring environment.

Conceptual scenario

The project focused on a deep transformation of the interior, integrating contemporary engineering solutions. The reconstructed ceiling now houses a ducted air conditioning system and a DALI-controlled track lighting setup. Three key lighting scenarios were developed for different uses:

  • Event — highlighting meeting zones and decorative elements.
  • Night — subtle lighting for an ambient atmosphere.
  • Day — a functional setup for product presentation.

Lighting and climate are controlled via a smart home system with remote access capability.

Client’s role in the project

Anna Zvereva and the Giulia Novars Taganka team were actively engaged throughout all stages of the renovation, contributing ideas that enhanced both the functionality and the aesthetic coherence of the project.

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Architecture of the idea

The architectural concept embodies technological elegance:

  • Minimalist ceiling structures with discreetly integrated engineering systems.
  • Precisely positioned lighting accents that create a premium atmosphere.
  • Carefully selected colors and textures based on real-life samples and natural light conditions within the space.

On site

The renovation was carried out with intensity and precision: dismantling outdated elements, installing new infrastructure, and performing finish and decorative works — all within a tight timeframe and with close attention to detail.

Details and meanings

  • Floor convectors with custom-painted grilles matching the flooring.
  • Individually treated large-format porcelain tiles in the threshold zones.
  • Custom-selected ceiling and wall tones to create a visual dialogue with the lighting system.
  • Partial refresh of the furniture displays, complemented with new finishes and materials.
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Final result

The renovated Giulia Novars showroom became a space where technology meets refinement. It is not just a display zone, but a setting where ideas are born, professional dialogue unfolds, and meaningful interaction takes place.

The renewed interior clearly articulates the brand’s philosophy and strengthens its position in the premium furniture market.

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.