The first meeting of the National Centre RUSSIA Council for development and promotion of a new Russian style in public space was held

On June 25, 2025, the event brought together representatives of: federal authorities, the country's leading higher education institutions, and experts in the field of design and architecture. Elena Yampolskaya, Adviser to the President of the Russian Federation, and Head of the Council, opened the meeting with an introductory speech:

"For years, we felt sorry that most part of the really great developments in a sphere of the national style remained unused. I really wanted to lift up and implement these ideas, to give both young and experienced designers an opportunity to prove themselves. Especially considering the fact that the national style has become a matter of a national importance. Therefore, while enacting the orders of President of the Russian Federation Vladimir Putin, we have also begun working on a new Russian style at the National Centre RUSSIA. The National Centre RUSSIA is like a magnet, it attracts all the most interesting and advanced initiatives. But I want to point out that the Council is not a directive organization that will make the decisions and then force the others to implement them. We want it to function as a platform that will accumulate ideas, and it must be a platform with a competent professional selection and an ability to launch projects. Of course, the work should be performed by the best professional staff and art schools of our country."

Alexey Zharich, Deputy Head at Presidential Directorate for Social Projects, supported Elena Yampolskaya's speech and noted the importance of normative regulation and training of profile specialists:

"We need a clear and systematic work, which should include the creation of an appropriate regulatory framework. Without proper legal support, we will not be able to effectively coordinate the efforts of various departments, and ensure a systematic approach to the governmental visual communications. It is especially important that the leading higher education institutions and representatives of Ministry of Science and Higher Education participate in the Council's work. We should carefully look at the training programs of the profile specialists: designers, architects, and artists, because their values and approaches will directly influence the development of the visual image of our country."

Natalia Virtuozova, Director General of the National Centre RUSSIA, emphasized in her speech the importance of the National Centre RUSSIA in shaping the image of the country and showing its achievements.

"Today we are launching an important and in many ways historical process — the joint development and promotion of a new visual language in Russia. This is not a one-time initiative, but a strategic direction that requires a systematic, in-depth approach: from graphics and architectural solutions to school textbooks and design of public spaces. I am sure that namely in such a collaborative format we will be able to lay a solid foundation for developing a visual code that reflects Russia's identity, values, and dream of the future," said Natalia Virtuozova, Director General of the National Centre RUSSIA.

During the meeting, the structure of the National Centre RUSSIA Council was approved, including the Board as a permanent governing body. Also, the directions of work and a number of specialized working groups were discussed.During the meeting, the structure of the National Centre RUSSIA Council was approved, including the Board as a permanent governing body. Also, the directions of work and a number of specialized working groups were discussed. The work of the Council will be coordinated and ensured by the Department of State Visual Communications (DSVC) of the National Centre RUSSIA.

As Andrey Melentiev, Head of DSVC and Secretary of the Council, stressed, the key principle of the Council's activities is openness.

"The National Centre RUSSIA is a unique institution and a space of meanings that unites government agencies with citizens and the expert community. Our activities are based on broad cooperation — we invite all interested profile specialists and organizations, representatives of business and government authorities to participate. Only through joint efforts will we be able to create a truly high-quality system of state visual communications that will reflect Russia's rich cultural heritage and meet the challenges of our time."

All questions about the Council's activities, as well as an application for participation in its work, can be sent by e-mail sovetdesign@ano-dea.ru. 

Elena Yampolskaya spoke about the completed work on the design of the alphabet book, which was presented to Russian President Vladimir Putin. To keep this initiative going, the Council will continue to work on design of school textbooks. 

The meeting also identified the first tasks for the Council members. It is needed to work on:

• a national font family to ensure the unity of the visual language of government communications

• national color palette for systematization of the visual language of Russia

• points of civic identity — the urban art objects that show the unity of the country, and connect each region with the all-Russian identity

• design of airport arrival areas where the national symbols and art objects will be placed

Special attention will be paid to the development of a new generation of playgrounds, using traditional ornaments and augmented reality technologies. Vladislav Preobrazhensky, Executive Director of the Moscow Investors Club (MIK), announced that big developers are ready to finance this initiative:

"It is obvious that today it is particularly important to work on the formation of not only a comfortable urban environment, but also of the entire architectural space, so that is would capable of educating the younger generation to respect their own history and country. Thus, the developers support the proposed initiatives to form a unified architectural and visual code of Russia. The best companies in the country, in particular, are ready to implement a pilot project, they can provide landscaping and creating unique playgrounds using local traditional ornaments and motifs."

Representatives of the expert community made presentations during the meeting. Nikita Zinkov, Head of  Association of Student Patriotic Clubs "I am Proud", proposed to hold an architectural contest. Sofia Ernst, founder of the "Istok" Palace of Culture project, spoke about approaches to preservation and promotion of the Russian culture. Vyacheslav Kuteev, Creative Director of SKAM agency, made a presentation on Russia's systemic self-identity. Ilya Kovalev, President of NGO "Agency for Investments into the Social Sphere", presented the concept of transition from the cultural code of a place to a unified image of the country.

The National Centre RUSSIA Council on the development and promotion of the new Russian style in the public space was established as a result of a meeting at the National Centre RUSSIA on April 17, 2025. At that meeting, experts discussed the questuion of systematic work on the new Russian style.

The development of a new Russian style is aimed at creating a nationally oriented visual environment, countering the excessive Romanization of the urban space, teaching traditional values through visual language, and shaping an integral image of Russia as a strong modern state with a rich cultural heritage.