РУEN
Three-quarter view of the Theatre stand: the THEATRE portal, a curved herringbone-wallpaper wall, a burgundy velvet drape and the side LANORS entrance.

Name of the project

Theatre — a stand for the Lanors brand at MosBuild 2025

Main character

Les Ballets Russes wallpaper collection by Lanors

Setting

MosBuild 2025, Moscow. An international exhibition of construction and interiors featuring over 1,400 companies from 20 countries across 100,000 m² of exhibition space

Theatre Lanors at MosBuild 2025

Objective

To shift perceptions of wallpaper—elevating it from mere background finish to an active protagonist in a theatrical experience. Create an immersive environment where visitors become participants in the performance.

Conceptual scenario

The Theatre stand is orchestrated according to the dramaturgy of theatrical space:

  • Stage. The central zone where the wallpaper collection serves as ever-changing scenery, reflecting seasonal hues and textures.
  • Wardrobe. The starting point of the theatrical journey. Wallpaper prints on garments symbolize the phrase “theatre begins with the cloakroom,” setting an emotional tone.
  • Buffet. A space where art meets everyday life. Wall textures enter into dialogue with tabletop surfaces, while strategically placed lighting accentuates detail and aesthetic richness.

Box Office. The departure point of the journey. Visitors receive not brochures, but symbolic tickets bearing wallpaper samples that open the door to Lanors’s world.

Client’s role in the project

Lanors became full collaborators at every stage of the project. Their trust and joint effort allowed the space to transform into a living dialogue between material and viewer.

  1. Head-on view of the "Theatre" entrance portal: the burgundy THEATRE pediment, velvet side drapes and the LANORS logo wall inside the arch.
  2. Three-quarter view of the Theatre stand: the THEATRE portal, a curved herringbone-wallpaper wall, a burgundy velvet drape and the side LANORS entrance.
  3. The LANORS side entrance: a grey pediment reading LANORS, a rounded herringbone-wallpaper column and a circular wallpaper-sample display inside.
  4. The stand exterior wall: a large panel of blue patterned wallpaper, the LANORS arch and the THEATRE portal to the right along the aisle.
  5. The TICKET box office: three hosts in top hats and tailcoats behind the burgundy counter, with the MONS Acrylic Paint by Lanors colour wall behind.
  6. The Buffet zone: dark floral wallpaper, framed wallpaper samples on the wall and a black curved console holding blue gift bags.
  7. The Wardrobe: dark floral wallpaper, a gilt-framed mirror reflecting the LANORS sign, a brass sconce and a tufted demilune bench.
  8. A rack of Lanors-branded hangers holding wallpaper-print garments against an orange wall, with a houndstooth wallpaper panel at right.
  9. The Bar nook: a host in a top hat behind a curved bar counter, a gold BAR mark on the houndstooth wall and a rust velvet drape to the side.

Architecture of the idea

The architectural concept is founded on the metaphor of a theatrical stage, where each element of the stand functions as a deliberate act in the performance:

  • Garment Racks with Wallpaper Prints. Elevating everyday utility to the realm of art.
  • High-Quality Lighting. Revealing textures and colors, composing a spatial score.
  • Carefully Selected Fragrances and Stylized Uniforms. Completing the effect of total immersion.

On site

The project was executed with exceptional precision and attention to detail. Every structure, lighting element, and spatial finish was realized at the highest standard thanks to seamless collaboration among the bureau’s team, the client, and contractors.

Details and meanings

Key elements that reinforced the concept included:

  • Signature Garment Racks and Wallpaper-Printed Clothing. A metaphor for merging utility and art.
  • Carefully Selected Fragrances and Staff Uniform Details. Supporting the atmosphere of a theatrical performance.

Lighting Installations and Decorative Elements. Amplifying visual and emotional impact, underscoring the brand’s philosophy.

  1. A low-angle close-up of the LANORS pediment: a grey arch with sage-green LANORS lettering and the brand mark under the hall ceiling.
  2. A décor detail: gilt-framed panels of floral wallpaper arranged diagonally beneath the grid ceiling.
  3. A brass disc sconce glowing against dark wallpaper of birds and flowers, with the edge of a gilt mirror at left.
  4. An architectural detail: the curved grey cornice of the buffet niche, floral wallpaper at left and red houndstooth below.
  5. A close-up of a wallpaper panel tagged "RB2-011-1": a dark ground with pink filigree and orange botanical motifs.
  6. A folded pale t-shirt printed "61 VIOLET-PURPLE · MONS · Lanors" on a green Lanors hanger.
  7. An extreme close-up of the gold dimensional LANORS letters on a burgundy houndstooth wall, with the brass brand mark at lower left.
  8. A detail of a deep-red velvet drape beside a burgundy panelled column, with navy-and-gold chevron wallpaper skirting and concrete floor.
  9. Looking up at the burgundy pediment with the sage brand mark, a rose velvet drape and blue-and-gold chevron wallpaper lit warmly.

Final result

The Theatre stand emerged as a striking highlight of MosBuild 2025, drawing the attention of designers and architects. It transcended a conventional exhibition, evolving into a true theatrical production. The space developed its own dramaturgy, where material became the hero of the performance and visitors became its participants.

  1. Visitors at the Bar counter leaf through a large wallpaper sample book; a host in a top hat stands behind, with the gold BAR mark on the wall.
  2. Two women by candlelight in the floral-wallpapered Buffet — one wearing a Lanors art-director MosBuild badge — with framed samples behind.
  3. Two hosts in theatrical costume — one in tailcoat, top hat, white gloves and pocket watch, the other in a black velvet dress with a pearl choker — before framed wallpaper samples.
  4. A visitor takes a phone photo while holding a beige MONS "193 CARMINE" t-shirt with a silk scarf, the LANORS booth behind her.
  5. A woman holds up a dark-brown MONS "235 CARYATHIS" t-shirt with a silk scarf on a Lanors hanger; a host in a top hat stands at right.
  6. A couple pose for a portrait before a wall of framed wallpaper samples — a man with a camera and a woman in black with a pearl choker.

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.