VILLA — a stand for Profildoors at MosBuild 2024.
Profildoors — a manufacturer of doors and partitions, presenting its new line of transparent systems for the first time through a theatrical architectural setting.
MosBuild 2024, Moscow. The largest international exhibition for construction and interiors in Russia.
To design a spatial exposition that shifts focus to new products — transparent sliding and fixed partitions — and reveals their expressive potential within an architectural scenario.
The symbolic image of a villa — a space between urbanity and nature, between comfort and expression — served as the conceptual core.
This idea is embodied in the stand’s architecture through simplicity of volume, authenticity of materials, and deliberate accents:
The Profildoors products are fully integrated into the architecture of the stand — not as display items, but as spatial protagonists.
Profildoors were involved in every stage — from product selection to fine-tuning individual elements at their own facilities.
Decorative features of the stand were handcrafted by the production team. Special recognition is due to the deputy head of manufacturing and the well-coordinated work of the entire production crew.
The architecture of the stand is built as a dialogue between spatial structure, natural setting, and objects:
The project followed a multi-phase process: conceptual design, material coordination, fabrication, artistic supervision, and final installation.
The VILLA stand became not only a visual landmark of MosBuild 2024 but also a spatial manifesto of Profildoors’ brand values.
The project sparked resonance both in the professional community and across digital platforms.
Photos of the stand were perceived as scenes from an imagined lifestyle — refined, warm, filled with air.
Last year’s success was not merely repeated, but reinterpreted: this new project became a step forward — and upward.
