The creation of the country's visual code was discussed at the National Centre RUSSIA

The architecture and urbanism programme at the National Centre RUSSIA "Looking into the Future" gathered over a thousand experts in urban planning, architecture, design, as well as representatives of federal and regional authorities. 

During the panel discussion "Visual Code of Russia," speakers discussed forming a unified approach to creating visual elements that, in turn, influence the image of the future. 

The visual code is a set of visual guidelines that shape a person, the environment around them, and ultimately national identity, noted Natalia Virtuozova, the Director General of the National Centre RUSSIA, in her speech. She also spoke about the architectural concept of the new building of the National Centre RUSSIA. 

"We want not just to construct a building, but to create a space of the future for a person. And in this space, a person should feel comfortable, be able to feel wonder, pride, stroll, fall in love, and most importantly — dream, dream boldly about the future. With this approach, we are making branches of the National Centre in the regions. We hope that a comfortable urban environment for people will form around them," said Natalia Virtuozova. 

Photo: Press Office of the National Centre RUSSIA

During the panel discussion, special attention was given to the creation of a unified visual code for the National Centre RUSSIA and its branches, which are intended to become symbols of our era. Architect and founder of the architectural studio ATRIUM, Anton Nadtochiy, noted:

"For us, the most important thing is to create contemporary architecture. We have had the opportunity to work in different geographical and cultural contexts across our country, and we clearly understand that buildings designed in Kaliningrad, Saint Petersburg, Yakutsk, or Sochi cannot be the same. Our country is vast, multinational, and multicultural. And the search for local identity today is both a necessity and a very important source of inspiration for an architect, allowing one to create a truly unique idea, a truly unique image."

The executive director of the Investor's Club Foundation, Vladislav Preobrazhenskiy, highlighted the importance of involving young people in creating new symbols and emblems that reflect the modern identity of the country and its regions. According to him, this work will help form a recognizable visual language based on Russia's achievements and the distinctiveness of each region. Architects and designers, in turn, will be able to integrate these elements into the urban environment organically, giving it a coherent and expressive look. 

Joining his words was the Head of the Donetsk People's Republic, Denis Pushilin. He noted that the DPR is actively developing, with the main focus remaining on the people for whom new homes and urban spaces are being created. 

Photo: Press Office of the National Centre RUSSIA

The chief architect of the DOM.RF Foundation, Ilya Churkin, emphasized that a large country like Russia needs a unified visual code. He also noted the necessity of a comprehensive approach and close interaction with residents when forming a general urban planning concept. 

Discussion participants also spoke about the fact that visual communications in Russian cities are not only about aesthetics but also about conveying important meanings. The image of a city, its architecture, and design reflect national identity and values passed down to future generations. 

The discussion focused on the evolution of Russian architecture, the search for balance between chaos and system in the visual language of modern Russia. The topic of the semantic load of visual communications was also touched upon, and examples of unified branding of territories and landscaping around the branches of the National Centre RUSSIA were presented. 

The moderator of the discussion was Roman Plyusov, host of the channel "Russia 24."