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Diffusions of Design

Arseny Leonovich shares about the mutual penetration of architecture and design, the challenges of today, and about his drive and motivation.

07 October 2014
Interview
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September 26, Singapore's Red Dot Design Museum played host to the prestigious Red Dot Award: Design Concept 2014. The prize-winning list includes two works by the Russian designer Arseny Leonovich. "Red Dots" gave honorable mention to KOSATKI project that was about the design of lights and the city benches Bench House. We spoke to Arseny about architects that are into design, about Italy, and about what things should be taught to today's students. 


Benchhouse, 2013. Author: Arseny Leonovich © PANACOM Architects

Archi.ru:

- What is, in your opinion, the difference between the designer architects from the "pure" designers?

- Arseny Leonovich:
- An industrial designer solely handles his tasks in the format of his or her designer needs. He comes up with the technical specifications proceeding from the scale and magnitude of the model that he designs, be that a chair or a tea glass holder. The architect, by definition, when he is faced with a similar challenge, must handle his task in a broader manner, and, let's say, in a number of different formats... Because from the very start the architect is taught to sum up much more factors than the student of design is supposed to, who is meant to perform rather specific tasks of designing "chairs-tables-bottle-openers". And I am not saying that it's "bad", either. Possibly, out of a hundred designers that do nothing but design chairs, you will be able to pull out an architect or two. But something tells me that in the world's big-time design there have always been a lot of people with an architectural education or at least with an architectural vision. 


"Capsule" micro-house. Author: Arseny Leonovich © PANACOM Architects

- In this case, what would you say about the projects by your western colleagues, such as, for example, Piero Lisdini or Antonio Citterio that are architects just like you but that still do successful design projects? 

- To me, they will always remain an example of a "designer" nation that has virtually no limits. The Italians were born into the cradle of architecture and design. When an Italian architect, while taking a break from creating some high-profile project, is doing some consumer goods design, it is as easy for him as having a cup of coffee. Generally, Italy has always been the origin of numerous architects. Suffice it to say that today there are several thousand students that graduate from the Turin Polytechnic Institute alone and a whole lot more if we take the whole Italy. Take good old Florence, for example. They will all become unemployed if each one of them claims to build a palazzo or a country house. And it was not by chance, as far as I remember, that still during WWII the Italian government and the lobby circles stipulated design as one of the key development vectors of the country's economy - so as the world and the European mind would clearly associate the very word "design" with Italy. And they really did it. I think you will agree that in comparison, say, to the German design, the Italian design is a lot more recognized notion, and the very word combination is steadier. 

- So it seems that you attribute your recent victory in two nominations ‘Red Dot Award: Design Concept 2014’ with the "architectural" character your design outlook? 

- Yes, possibly, they saw in my work the "architectural" vision of the design. Take KOSATKI, for example. On the one hand, this project shows a poetic and romantic image but, on the other hand, it is quite technology-friendly. As an object, this lamp is firmly connected with a double-height or a very tall room or hall. Meaning - this clear-cut image has a technical and functional casing to it. The same holds true for the benches BENCH HOUSE that are all about the idea of a country house. I think you will agree that while walking down the street we will be subconsciously attracted by this "house" - simply because it gives us some certain vision, some super idea, the image of a "house". And it is the first thing that people see, only noticing the bench later on.


KOSATKI lights. Author: Arseny Leonovich © PANACOM Architects


Rando table lamp. Author: Arseny Leonovich © PANACOM Architects


Dr.Carter table lamp. Author: Arseny Leonovich © PANACOM Architects


- What is the greatest challenge for you in industrial design? 

- Probably, making the right guess of what the "call of time" must be today... Each challenge already has an answer to it at its very heart. This is why the students must be taught to unravel charades as much as possible. Because the answers are always there and the most beautiful and groundbreaking things are always on the surface, actually. How is our educational process organized? Here we go, guys, here are the technical specifications for you, here is the land plot, we want a seven-story house on it... 


House in the settlement of Pozdnyakovo "Ivan Kuzmich Steamboat", project of 2006, implementation of 2012-2013. Author: Arseny Leonovich © PANACOM Architects

But there is also a different approach out there, when the architect comes and starts "listening" to the place, trying to understand just what this place is all about and how he can unobtrusively and gracefully implement his or her ideas here. Meaning - when the posing and solving of spacial and strictly material challenges is influenced by things that belong to a totally different category... The design work could also be measured by this tool: listen to the calls of times, carefully study the location, social needs, and the geometry of the land that you are working with. 

Of course, today nobody will permit us to be solely guided by the philosophical or poetic considerations. There are up-to-date building materials, environmental approach, economy reasons, and the minimum possible budget to consider. The best project will be the one that, while still at the preliminary proposal stage, is encumbered with a large number of requirements and conditions. Take our last project of a private residential house in Germany, for example.


House in Grunwald, project of 2010, implementation of 2010-2014. Author: Arseny Leonovich © PANACOM Architects

We were faced with a lot of challenges: we could not move anything a single inch. Still, however, within the limits of these "sliced empty spaces" we were able to do everything that was required of us: economically, efficiently, and with good taste. 

In the field of design I value really high our collection of the work tables for Nayada company. What we did was we just violated every typological boundary you can think of: there used to be tables with four legs, and there used to be separate partitions, so we went ahead and cast away everything that we did not need. As my professors would say, all the new discoveries are made at the junction of the typologies, at the point where they bleed into each other. So it is not by chance that today a bench bleeds into an armchair, an armchair - into a table, a table - into a closet, and so on. Your working furniture flows into the furniture that you will use for taking a rest. Today these processes are ever brighter and more and more significant. 


"Island" tables. Author: Arseny Leonovich © PANACOM Architects


"Island" tables. Author: Arseny Leonovich © PANACOM Architects


"COMBO 75" Tables for co-working , 2014. Author: Arseny Leonovich © PANACOM Architects

- Your designer work often win prizes at international and Russian contests. At a minimum, they make the short-lists. What does participating in such contests mean to you - is it about your vanity, your talent, or just your drive?


"In-out" easy chairs , 2012. Author: Arseny Leonovich © PANACOM Architects

- I think that with time I really became a driven person, so now these designer contests are much of a sport for me. As a student, when I heard about participating in the contests and tenders, I thought that this was for some super people, and I was too young and inexperienced to do that. With experience, this fear grew into motivation and drive. Now I avidly spring at every such opportunity - I wish I had more time for that. But if we are to put the sport or charismatic motivation aside, any contest for me is all about discovering something new. For example, back in 2003 I got a task of designing a door handle in the design contest organized by the Italian company Valli&Valli.


"Walkiria" door handle, 2004. Author: Arseny Leonovich © PANACOM Architects

Had it not been for this, I would have lived on unaware of the fact that there is an opportunity of designing a door handle: this thing seemingly so clear, so routine, and so day-to-day but one that inscribed a lot of architects and designers into the context of the world fame. I really enjoy remembering this project. The very shape was found so many years ago, and now it has become popular and recognizable. Today there are lots of similar models out there...

- In the perfect world, what is your ideal of design, icon of style?

- Well, the first things that come to mind are the works by Aalto, Imzov, Jacobsen. Also, Ico Parisi, Carlo Mollino, Gio Ponti. Ponti's every work is high-profile. His modernism is deeply rooted in the centuries-old Italian culture. It's amazing how the simplification of shape, the "open" color - everything that is related in one way or another with the modernist tradition - is beautifully superimposed on the designer's drawing talent, his deep knowledge of history of arts... Each name on this list is a peculiar human icon to me, the quintessence of embodiment of designer genius. 


House in the settlement of Pozdnyakovo "Pithon", project of 2007, implementation of 2008-2013. Author: Arseny Leonovich © PANACOM Architects


07 October 2014

Headlines now
The Forum of Time
The competition project for the Russian Pavilion at EXPO 2025 in Osaka designed by Aleksey Orlov and Arena Project Institute consists of cones and conical funnels connected into a non-trivial composition, where one can feel the hand of architects who have worked extensively with stadiums and other sports facilities. It’s very interesting to delve into its logic, structurally built on the theme of clocks, hourglasses and even sundials. Additionally, the architects have turned the exhibition pavilion into a series of interconnected amphitheaters, which is also highly relevant for world exhibitions. We are reminding you that the competition results were never announced.
Mirrors Everywhere
The project by Sergey Nebotov, Anastasia Gritskova, and the architectural company “Novoe” was created for the Russian pavilion at EXPO 2025, but within the framework of another competition, which, as we learned, took place even earlier, in 2021. At that time, the competition theme was “digital twins”, and there was minimal time for work, so the project, according to the architect himself, was more of a “student assignment”. Nevertheless, this project is interesting for its plan bordering on similarity with Baroque projects and the emblem of the exhibition, as well as its diverse and comprehensive reflectiveness.
The Steppe Is Full of Beauty and Freedom
The goal of the exhibition “Dikoe Pole” (“Wild Field”) at the State Historical Museum was to move away from the archaeological listing of valuable items and to create an image of the steppe and nomads that was multidirectional and emotional – in other words, artistic. To achieve this goal, it was important to include works of contemporary art. One such work is the scenography of the exhibition space developed by CHART studio.
The Snowstorm Fish
The next project from the unfinished competition for the Russian Pavilion at EXPO 2025, which will be held in Osaka, Japan, is by Dashi Namdakov and Parsec Architects. The pavilion describes itself as an “architectural/sculptural” one, with its shape clearly reminiscent of abstract sculpture of the 1970s. It complements its program with a meditative hall named “Mendeleev’s Dreams”, and offers its visitors to slide from its roof at the end of the tour.
The Mirror of Your Soul
We continue to publish projects from the competition for the design of the Russian Pavilion at EXPO in Osaka 2025. We are reminding you that the results of the competition have not been announced, and hardly will ever be. The pavilion designed by ASADOV Architects combines a forest log cabin, the image of a hyper transition, and sculptures made of glowing threads – it focuses primarily on the scenography of the exhibition, which the pavilion builds sequentially like a string of impressions, dedicating it to the paradoxes of the Russian soul.
Part of the Ideal
In 2025, another World Expo will take place in Osaka, Japan, in which Russia will not participate. However, a competition for the Russian pavilion was indeed held, with six projects participating. The results were never announced as Russia’s participation was canceled; the competition has no winners. Nevertheless, Expo pavilion projects are typically designed for a bold and interesting architectural statement, so we’ve gathered all the six projects and will be publishing articles about them in random order. The first one is the project by Vladimir Plotkin and Reserve Union, which is distinguished by the clarity of its stereometric shape, the boldness of its structure, and the multiplicity of possible interpretations.
The Fortress by the River
ASADOV Architects have developed a concept for a new residential district in the center of Kemerovo. To combat the harsh climate and monotonous everyday life, the architects proposed a block type of development with dominant towers, good insolation, facades detailed at eye level, and event programming.
In the Rhombus Grid
Construction has begun on the building of the OMK (United Metallurgical Company) Corporate University in Nizhny Novgorod’s town of Vyksa, designed by Ostozhenka Architects. The most interesting aspect of the project is how the architects immersed it in the context: “extracting” a diagonal motif from the planning grid of Vyksa, they aligned the building, the square, and the park to match it. A truly masterful work with urban planning context on several different levels of perception has long since become the signature technique of Ostozhenka.
​Generational Connection
Another modern estate, designed by Roman Leonidov, is located in the Moscow region and brings together three generations of one family under one roof. To fit on a narrow plot without depriving anyone of personal space, the architects opted for a zigzag plan. The main volume in the house structure is accentuated by mezzanines with a reverse-sloped roof and ceilings featuring exposed beams.
Three Dimensions of the City
We began to delve into the project by Sergey Skuratov, the residential complex “Depo” in Minsk, located at Victory Square, and it fascinated us completely. The project has at least several dimensions to it: historical – at some point, the developer decided to discontinue further collaboration with Sergey Skuratov Architects, but the concept was approved, and its implementation continues, mostly in accordance with the proposed ideas. The spatial and urban planning dimension – the architects both argue with the city and play along with it, deciphering nuances, and finding axes. And, finally, the tactile dimension – the constructed buildings also have their own intriguing features. Thus, this article also has two parts: it dwells on what has been built and what was conceived
New “Flight”
Architects from “Mezonproject” have developed a project for the reconstruction of the regional youth center “Polyot”(“Flight”) in the city of Oryol. The summer youth center, built back in the late 1970s, will now become year-round and acquire many additional functions.
The Yauza Towers
In Moscow, there aren’t that many buildings or projects designed by Nikita Yavein and Studio 44. In this article, we present to you the concept of a large multifunctional complex on the Yauza River, located between two parks, featuring a promenade, a crossroads of two pedestrian streets, a highly developed public space, and an original architectural solution. This solution combines a sophisticated, asymmetric façade grid, reminiscent of a game of fifteen puzzle, and bold protrusions of the upper parts of the buildings, completely masking the technical floors and sculpting the complex’s silhouette.
Architecture and Leisure Park
For the suburban hotel complex, which envisages various formats of leisure, the architectural company T+T Architects proposed several types of accommodation, ranging from the classic “standard” in a common building to a “cave in the hill” and a “house in a tree”. An additional challenge consisted in integrating a few classic-style residences already existing on this territory into the “architectural forest park”.
The U-House
The Jois complex combines height with terraces, bringing the most expensive apartments from penthouses down to the bottom floors. The powerful iconic image of the U-shaped building is the result of the creative search for a new standard of living in high-rise buildings by the architects of “Genpro”.
Black and White
In this article, we specifically discuss the interiors of the ATOM Pavilion at VDNKh. Interior design is a crucial component of the overall concept in this case, and precision and meticulous execution were highly important for the architects. Julia Tryaskina, head of UNK interiors, shares some of the developments.
The “Snake” Mountain
The competition project for the seaside resort complex “Serpentine” combines several typologies: apartments of different classes, villas, and hotel rooms. For each of these typologies, the KPLN architects employ one of the images that are drawn from the natural environment – a serpentine road, a mountain stream, and rolling waves.
Opal from Anna Mons’ Ring
The project of a small business center located near Tupolev Plaza and Radio Street proclaims the necessity of modern architecture in a specific area of Moscow commonly known as “Nemetskaya Sloboda” or “German settlement”. It substantiates its thesis with the thoroughness of details, a multitude of proposed and rejected form variants, and even a detailed description of the surrounding area. The project is interesting indeed, and it is even more interesting to see what will come of it.
Feed ’Em All
A “House of Russian Cuisine” was designed and built by KROST Group at VDNKh for the “Rossiya” exhibition in record-breaking time. The pavilion is masterfully constructed in terms of the standards of modern public catering industry multiplied by the bustling cultural program of the exhibition, and it interprets the stylistically diverse character of VDNKh just as successfully. At the same time, much of its interior design can be traced back to the prototypes of the 1960s – so much so that even scenes from iconic Soviet movies of those years persistently come to mind.
The Ensemble at the Mosque
OSA prepared a master plan for a district in the southern part of Derbent. The main task of the master plan is to initiate the formation of a modern comfortable environment in this city. The organization of residential areas is subordinated to the city’s spiritual center: depending on the location relative to the cathedral mosque, the houses are distinguished by façade and plastique solutions. The program also includes a “hospitality center”, administrative buildings, an educational cluster, and even an air bridge.
Pargolovo Protestantism
A Protestant church is being built in St. Petersburg by the project of SLOI architects. One of the main features of the building is a wooden roof with 25-meter spans, which, among other things, forms the interior of the prayer hall. Also, there are other interesting details – we are telling you more about them.
The Shape of the Inconceivable
The ATOM Pavilion at VDNKh brings to mind a famous maxim of all architects and critics: “You’ve come up with it? Now build it!” You rarely see such a selfless immersion in implementation of the project, and the formidable structural and engineering tasks set by UNK architects to themselves are presented here as an integral and important part of the architectural idea. The challenge matches the obliging status of the place – after all, it is an “exhibition of achievements”, and the pavilion is dedicated to the nuclear energy industry. Let’s take a closer look: from the outside, from the inside, and from the underside too.
​Rays of the Desert
A school for 1750 students is going to be built in Dubai, designed by IND Architects. The architects took into account the local specifics, and proposed a radial layout and spaces, in which the children will be comfortable throughout the day.
The Dairy Theme
The concept of an office of a cheese-making company, designed for the enclosed area of a dairy factory, at least partially refers to industrial architecture. Perhaps that is why this concept is very simple, which seems the appropriate thing to do here. The building is enlivened by literally a couple of “master strokes”: the turning of the corner accentuates the entrance, and the shade of glass responds to the theme of “milk rivers” from Russian fairy tales.
The Road to the Temple
Under a grant from the Small Towns Competition, the main street and temple area of the village of Nikolo-Berezovka near Neftekamsk has been improved. A consortium of APRELarchitects and Novaya Zemlya is turning the village into an open-air museum and integrating ruined buildings into public life.
​Towers Leaning Towards the Sun
The three towers of the residential complex “Novodanilovskaya 8” are new and the tallest neighbors of the Danilovsky Manufactory, “Fort”, and “Plaza”, complementing a whole cluster of modern buildings designed by renowned masters. At the same time, the towers are unique for this setting – they are residential, they are the tallest ones here, and they are located on a challenging site. In this article, we explore how architects Andrey Romanov and Ekaterina Kuznetsova tackled this far-from-trivial task.
In the spirit of ROSTA posters
The new Rostselmash tractor factory, conceptualized by ASADOV Architects, is currently being completed in Rostov-on-Don. References to the Soviet architecture of the 1920’s and 1960’s resonate with the mission and strategic importance of the enterprise, and are also in line with the client’s wish: to pay homage to Rostov’s constructivism.
The Northern Thebaid
The central part of Ferapontovo village, adjacent to the famous monastery with frescoes by Dionisy, has been improved according to the project by APRELarchitects. Now the place offers basic services for tourists, as well as a place for the villagers’ leisure.
Brilliant Production
The architects from London-based MOST Architecture have designed the space for the high-tech production of Charge Cars, a high-performance production facility for high-speed electric cars that are assembled in the shell of legendary Ford Mustangs. The founders of both the company and the car assembly startup are Russians who were educated in their home country.
Three-Part Task: St. Petersburg’s Mytny Dvor
The so-called “Mytny Dvor” area lying just behind Moscow Railway Station – the market rows with a complex history – will be transformed into a premium residential complex by Studio 44. The project consists of three parts: the restoration of historical buildings, the reconstruction of the lost part of the historical contour, and new houses. All of them are harmonized with each other and with the city; axes and “beams of light” were found, cozy corners and scenic viewpoints were carefully thought out. We had a chat with the authors of the historical buildings’ restoration project, and we are telling you about all the different tasks that have been solved here.
The Color of the City, or Reflections on the Slope of an Urban Settlement
In 2022, Ostozhenka Architects won a competition, and in 2023, they developed and received all the necessary approvals for a master plan for the development of Chernigovskaya Street for the developer GloraX. The project takes into account a 10-year history of previous developments; it was done in collaboration with architects from Nizhny Novgorod, and it continues to evolve now. We carefully examined it, talked to everyone, and learned a lot of interesting things.