30 March - 2 April 2027Moscow
Alexandra Fedorova spoke about the design of the MosBuild Connect 2025 studio
This year, its design was developed by Alexandra Fedorova, an architect and head of the Fedorova Architects architectural bureau, whose portfolio includes prizes at such awards as MUSE DESIGN AWARDS 2024, Best House 2023 and EUROPEAN PROPERTY AWARDS. Ahead of the exhibition, Alexandra spoke about the idea behind the project, the requirements of the organizers and the specifics of working with exhibition stands.
Alexandra Fedorova, architect, head of the architectural bureau Fedorova Architects
We took the architecture of a modern house as a basis, because MosBuild is an interior and construction exhibition. While working on the project, we also had to take into account the specifics of the site and the requirements of the organizers. The MosBuild Connect studio is located in one of the exhibition pavilions. This is a business program site where speakers will speak and interviews will be filmed. Therefore, it was necessary to provide places for experts and listeners, place the operator and equipment, and organize a reception area. In addition, the organizers asked to visually separate the studio from the exhibition space, but without blind partitions. The task was to design the space so that the site could be seen from all sides and invite visitors to the events taking place here. And, of course, the studio should decorate the exhibition, be a magnet for listeners and, like any exhibition project, have an important quality in the modern world - photogenicity.
In terms of architecture and structure, the stand resembles a pavilion with walls, a floor, a ceiling, and even a skylight in the roof. The creation of a multi-faceted pavilion structure using walls of different heights, located in the volumes of the spatial composition in relation to each other, allowed us to resolve the dilemma of "zoning vs. openness". The walls of the pavilion, as well as the ceiling, are made of perforated mesh stretched over a frame. This solution helped to bring the space together and at the same time blur the boundaries of the studio. The entire pavilion, from the floor, walls, and ceiling, is made in a single color scheme, or more precisely, in a gradient from rich red to white from bottom to top. The main wall, where the organizers asked to place the names of partner companies, plays the main role. It is the calling card of the project, but the side partitions are also in dialogue with the public.
The translucent grid with a gradient from a heavier red at the bottom to a light white at the top makes the area permeable, airy, and at the same time quite isolated, with clearly defined boundaries. Together with this lightness, the clear geometry of the silhouette creates a simple, modern design. In general, I believe that exhibition stands should be clear and easy to read without unnecessary explanations.
We used MosBuild's signature colors — red and white. They are bright, clean, and immediately catch the eye. They also refer us to the traditional Russian palette and national costumes, just as the texture of the walls echoes the canvas and embroidery. In this way, we added meaning to the project, combining national color and modern architecture.
I would like to add that working on exhibition projects is a good opportunity to make an interesting, conceptual object, implemented in a short time. A quick result is tempting for an architect, who is usually involved in long-term projects. In addition, this is a good news item. Exhibitions bring a large audience, and now such large venues as MosBuild are reaching a new, higher level.
You can see the MosBuild Connect Studio and attend the events of its business program at the 30th anniversary MosBuild exhibition on April 1–4 at the Crocus Expo IEC. The program of the site is being formed, follow the announcements.
MosBuild Connect is a business community that unites specialists in the construction, interior design and architecture industries from different regions and CIS countries, helping them establish business contacts, communicate and promote their companies' products and services, and gain new knowledge.
