A meeting on the creation of a new Russian style was held at the National Centre RUSSIA
A meeting dedicated to the beginning of work on shaping a new Russian style in the field of state visual communications was held at the National Centre RUSSIA, following the instructions of the President of the Russian Federation. The event brought together representatives of federal government bodies, leading universities of the country, experts in design and architecture, as well as regional specialists.
The meeting was attended by Aide to the President of the Russian Federation Yelena Yampolskaya, Deputy Head of the Presidential Directorate for Public Projects Alexei Zharich, Director General of the National Centre RUSSIA Natalia Virtuozova, Head of the Department for State Visual Communications Control Andrei Melentyev, and representatives of leading Russian universities: A. N. Kosygin Russian State University, S. G. Stroganov Russian State University of Arts and Industry, A. L. Stieglitz Saint Petersburg State Academy of Art and Industry, RANEPA, HSE University, and the Creative Union of Artists of Russia.
Yelena Yampolskaya delivered the opening remarks. She emphasized the importance of systematic work in this direction based on Russia’s traditional values and cultural code.
"Quite a lot of effort has been made by us to introduce the motifs and images of our famous traditional folk crafts into public spaces and environments. However, until now, there has been no opportunity to conduct this work on creating a nationally oriented environment systematically, with a 360-degree approach. Many thanks to Vladimir Vladimirovich Putin, our President, for supporting my initiative to create a new Russian style. Now, based at the National Centre RUSSIA, the work in this direction will begin. I believe that we must ensure that everywhere in the public space there is a sense of home — without pompous phrases and loud slogans," said Yelena Yampolskaya.
Alexei Zharich supported the speech and emphasized the need for a structured approach to the project’s implementation.
"The formation of a new Russian style is not merely a creative task but a strategically important direction of state policy in the field of visual communications. It requires clear and consistent work, which must include the creation of an appropriate regulatory framework and the involvement of all relevant government bodies. Only a systematic approach will allow us to form a visual environment that reflects national identity and strengthens the cultural sovereignty of Russia," emphasized Alexei Zharich.
Natalia Virtuozova, in her speech, emphasized the importance of the National Centre RUSSIA in shaping the image of the country’s future and showcasing its achievements.
"The National Centre RUSSIA is actively working on the development of a nationally oriented visual code for the country. We have already taken a number of practical steps in this direction — including the establishment of regional branches of the National Centre and the signing of memorandums with the Moscow Investors’ Club and JSC Marka for joint work on Russia’s visual image. Recently, we also held a large expert meeting to discuss the future of architecture in our country. The creation of a new Russian style will become a logical continuation of this work," said Natalia Virtuozova.
Andrei Melentyev, Head of the Department for State Visual Communications at the National Centre RUSSIA, emphasized the necessity of a systematic approach to state visual communications.
"The importance of visual communications is determined not only by the current political agenda, but also by the aspiration to establish a dialogue with society and to shape a truly modern visual environment based on Russian identity. We invite representatives of universities and the expert community to collaborate, as only through joint efforts can we see the practical implementation of the planned initiatives," emphasized Andrei Melentyev.
The presentations by leading universities attracted particular attention from the participants. These presentations showcased developments in the field of visual communications based on traditional values, writing, calligraphy, ornamentation, and other elements of Russia's cultural legacy. The representatives of educational institutions demonstrated not only a high level of professionalism but also a readiness to support the initiative to develop a new Russian style. The universities confirmed that they possess the necessary competencies both to conduct relevant research and to implement conceptual ideas in practice.
During the meeting, the participants discussed the strategic importance of systematic work in the field of state visual communications. At the suggestion of the participants, it was decided to establish a council under the National Centre RUSSIA for the development of the new Russian style, to be headed by Yelena Yampolskaya. The council will include representatives of the country’s leading universities as well as specialized experts in the fields of design and architecture.
The formation of the new Russian style is aimed at creating a nationally oriented visual environment, countering the excessive Latinization of urban space, conveying traditional values through visual language, and forming a coherent image of Russia as a strong modern state with a rich cultural legacy.
