A Distinct Identity without Folklore: How ‘Russian’ Is Emerging in Contemporary Design

Appealing to a country’s national roots in design is a long-standing trend, however today it is undergoing a profound transformation. The superficial imitation of traditional designs and frequent use of a folk style is giving way to a more complex, reflective engagement with cultural memory. How can we distinguish an authentic cultural statement from decorative ethnographic phenomena? Is it possible to create a ‘Russian’ aesthetic in design without resorting to direct references to the past?
This session seeks to find a new language of national identity that does not merely imitate tradition, but reinterprets it within the context of contemporary visual culture, technology, and lifestyle. The participants will discuss how the legacies of avant-garde, constructivism, and traditional folk crafts can serve as sources of inspiration without being left by the wayside. The session will focus on successful projects where the national dimension serves not merely as a decoration, but as a source of meaning that shapes a new aesthetic.