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Arseniy Leonovich: "Times of turbulence: new opportunities and lost illusions"

On the threshold of "Zodchestvo" trade show, the leader of PANACOM Bureau speaks about the peculiarities of our time.

30 September 2015
Interview
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At the international festival "Zodchestvo 2015", within the framework of "New Urban Construction" contest, the architectural bureau PANACOM submits for the judging panel's consideration a project of an out-of-town residence area located down the Novorizhskoye Highway. For Arseniy Leonovich, the chief architect of PANACOM, the participation in this contest became the starting point of meditating on the topic of urban planning projects and residential construction during the economic crisis. Arseniy Leonovich has the floor:

Architects, builders, developers

I would call our time the epoch of paradox. For example, in spite of the economic and social crisis, our country is building a lot of residential projects. True, most of these projects are in the phase of completion but there are also a lot of new projects that are only entering the active phase. 

So, there's a paradox for you: expectedly, most of the construction work must come to a standstill but we see nothing of the kind. New and old teams are entering the market, and they all want their share of it. The competition is getting ever tougher. Everyone realizes that once you let loose, your place will be immediately occupied. It's like we are all in a war or in a sport contest. The architects and the developers are forced to react to the changes in the market situation, and to adjust to the new realities, however hard and painful this process might be. 

And, as for the evaluation criterion of the projects, it is the novelty and the quality of the architectural product. The developers' course of action has also changed. It is obvious that just a few years ago making money on this market was a lot easier. The developers would take the venues that we're advantageous by default (and back in those days there were lots of them) - and charged them with as much stuff as possible. And the "location above all" concept gave you the indulgence for all of your architectural and other mistakes: typological, engineering, and the artistic ones, after all. Simply because these "perfect locations" justified everything: "Hey, you wanted to live down the Smolenskoe Highway, so that's what we're giving you!" Today, however, such "perfect locations" are few and far between, and the city still must grow and develop in all respects. This is why the construction rules and regulations, to a large degree obsolete, are changing, and the urban environment sets forth new requirements. Today, everybody wants to have more parking places, more green parks, more children's playgrounds, and more recreation areas. Furthermore, the social organization of the territories is to a large extent influenced by different media - including social networks! This is how it used to be: you come, you build it, you sell it, and that's all there is to it. Today, however, there is an ongoing customer feedback, and if something goes wrong the whole world knows about it before long. So it stands to reason that the construction companies become more transparent and more socially responsible - which, of course, is a plus. 

Customers and consumers 

If we are to contemplate the "crisis" situation per se from the consumer's standpoint, then we will see at once that the consumer is literally fought for. Marketing is growing ever more sophisticated. The start of a new project is preceded by a number of serious surveys that cover everything - from the target group analysis to what specific trees must grow on the yard. Today, unlike but in the recent years, you cannot just build "bare" concrete square meters - you will not be legally allowed to do so, and no one will ever buy your product either. Now what you need to do is take these "sugar cubes" and make out of them tasty sweets in fancy wraps, packing them into beautiful-looking boxes and slipping inside a pamphlet with a brand legend or mythology of this place. Ultimately, the customer gets a whole package of services that includes the basic lifestyle (urban or rural), the adequate social environment, the appropriate infrastructure, as well as the landscaping and the territory design. So, while it all used to be about the square meter, now it is all about the lifestyle that the customer will get for years to come. This is why the customer is making significantly more rational choices than he did 15–20 years ago. 

New formats and new proposals

Generally, the number of proposals, formats and typologies of apartments has grown significantly over the recent years. Take the basic option, for example - the economy class housing. Not so long ago it was immediately followed by the "business" format which was already the "hot stuff", and "business" was topped by the coveted "elite" housing. The recent years saw the advent of "comfort" and "comfort plus", and "business" looks a lot more modest next to "business plus". "Premium class" appeared. Meaning - the overall improvement in the housing class lead to more rigorous quality requirements in each segments. 

The architects have new task before them: they are now forced to look for interesting unconventional solutions in the harsh realities of the market segregation. The entire apartment typology has been shaken: nobody cares now for the standard set of studio, double, and three-room apartments. Our customers now have not only the soviet-time experience but also that of the post-perestroika kind. For example, if a person is buying a new studio apartment, then it's got to be a very large and special studio because he has already had the "regular" one. Now he is either after a corner one, or one stacked with niches, or a loft. For this reason, considering his budget, the customer can get his bearings quite early on, and he can really plan out his life. He has a choice: to get a 50-sqm studio loft, work a lot and come to that place only to get a good night's sleep or live with his family on the same 50 square meters in a differently formatted two or three room apartment.

On the other hand, the choice is still limited. If you, for example, set a goal of making a catalogue of all the types of apartments that exist in the European countries you will get a few bulging volumes, while in the case of Russian apartments it would be but a small pamphlet. And everyone realizes that we live in two different societies with different regularly frameworks and different notions of what is beautiful and what is comfortable. The number of rigid obsolete regulations does not stand up to the realities of today - which ultimately affects the possibilities of the people's choice.
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Arseniy Leonovich, the leader of PANACOM Bureau


30 September 2015

Headlines now
The Golden Crown
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Flexibility and Integration
Not long ago, we covered the project for the fourth phase of the ÁLIA residential complex, designed by APEX. Now, we’ve been shown different fence concepts they developed to enclose the complex’s private courtyards, incorporating a variety of public functions. We believe that the sheer fact that the complex’s architects were involved in such a detail as fencing speaks volumes.
A Step Forward
The HIDE residential complex represents a major milestone for ADM architects and their leaders Andrey Romanov and Ekaterina Kuznetsova in their quest for a fresh high-rise aesthetic – one that is flexible and layered, capable of bringing vibrancy to mass and silhouette while shaping form. Over recent years, this approach has become ADM’s “signature style”, with the golden HIDE tower playing a pivotal role in its evolution. Here, we delve into the project’s story, explore the details of the complex’s design, and uncover its core essence.
Gold in the Sands
A new office for a transcontinental company specializing in resource extraction and processing has opened in Dubai. Designed by T+T Architects, masters of creating spaces that are contemporary, diverse, flexible, and original, this project exemplifies their expertise. On the executive floor, a massive brass-clad partition dominates, while layered textures of compressed earth create a contextually resonant backdrop.
Layers and Levels of Flight
This project goes way back – Reserve Union won this architectural competition at the end of 2011, and the building was completed in 2018, so it’s practically “archival”. However, despite being relatively unknown, the building can hardly be considered “dated” and remains a prime example of architectural expression, particularly in the headquarters genre. And it’s especially fitting for an aviation company office. In some ways, it resembles the Aeroflot headquarters at Sheremetyevo but with its own unique identity, following the signature style of Vladimir Plotkin. In this article, we take an in-depth look at the United Aircraft Corporation (UAC) headquarters in the Moscow agglomeration town of Zhukovsky, supplemented by recent photographs from Alexey Naroditsky – a shoot that became only recently possible due to the fact that improvements were finally made in the surrounding area.
Light and Shadow
In this article, we delve into the architectural design of the “Chaika” house by DNK ag architects, which was recently completed in 2023 as part of the collection of signature designs at ZILArt. As is well-known, all the buildings in this complex follow a design code, yet each one is distinct. This particular building stands out not only for its whiteness and minimalism but also for the refined use of a limited number of techniques that, together, create what can confidently be called synergy.
Casus Novae
A master plan was developed for a large residential area with a name of “DNS City”, but now that its implementation began, the plan has been arbitrarily reformatted and replaced with something that, while similar on the surface, is actually quite different. This is not the first time such a thing happens, but it’s always frustrating. With permission from the author, we are sharing Maria Elkina’s post.
Treasure Hunting
The GAFA bureau, in collaboration with Tegola and Arkhitail, organized an expedition to the island of Kilpola in Karelia as part of Moskomarkhitektura’s “Open City” festival. There, amidst moss and rocks, the students sought answers to questions like: what is the sacred, where does it dwell, and what sustains it? Assisting the participants in this quest were landscape engineer Evgeny Levin, artist Nicholas Roerich, a moose, and the lack of cellular connection. Here’s how the story unfolded.
Depths of the Earth, Streams of Water
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Fir Tree Dynamics
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​A Brick Shell
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Word Forms
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Flexibility and Acuteness of Modernity
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Yuri Vissarionov: “A modular house does not belong to the land”
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​Moscow’s First
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Looking at the Water
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The White Wing
Well, it’s not exactly white. It’s more of a beige, white-stone structure that plays with the color of limestone – smoother surfaces are lighter, while rougher ones are darker. This wing unites various elements: it absorbs and interprets the surrounding themes. It responds to everything, yet maintains a cohesive expression – a challenging task! – while also incorporating recognizable features of its own, such as the dynamic cuts at the bottom, top, and middle.
Urban Dunes
The XSA Ramps team designed and built a three-part sports hub for a park in Rostov-on-Don, welcoming people of all ages and fitness levels. The skate plaza, pump track, and playground are all meticulously crafted with details that attract a diverse range of visitors. The technical execution of the shapes and slopes transforms this space into a kind of sculptural composition.
Proportional Growth
The project for the fourth phase of the ÁLIA residential area has been announced. The buildings are situated on an elongated plot – almost a “ray” that shoots out from the center of the area towards the river. Their layout reflects both a response to Moscow’s architectural preferences over the past 15 years, shifting “from blocks to towers”, and an interpretation of the neighboring business park designed by SOM. Additionally, the best apartments here are not located at the very top but closer to the middle, forming a glowing “waistline”.
The “Staircase” Building
In designing the “Details” residential complex in New Moscow, Rais Baishev spiced up the now-popular Moscow theme of a “courtyard” building with an idea drawn from the surrealist drawings by Maurits Escher. He envisioned the stepped silhouettes and descending slopes as a metaphysical mega-staircase, creating a key void within the courtyard that gave the project an internal “spine”. This concept is felt both in the building’s silhouette and on its façades.
Projection of the Quarter
No one doubted that the building that Vladimir Plotkin designed as part of the “Garden Quarters” would be the most modernist of all. And it turned out just that way: while adhering to the common design code, the building successfully combines brick and white stone, rhythmically responding to the neighboring building designed by Ostozhenka, yet tactfully and persistently making a few statements of its own. This includes the projection of the ideal urban development composition “14–9–6”, which can be found right next door, mathematical calculations, including those for various types of terraces (and perhaps the only reminder of the Soviet past of the Kauchuk rubber factory!), and the white “cross-stitch” pattern of the façade grid.
Domus Aurea
In this issue, we examine the “Tessinsky-1” house, designed by Sergey Skuratov and completed in 2023. Located in the middle of the Serebryanicheskaya Embankment district, at the intersection of its main streets, this house assumes a sort of “nodal” role: it not only responds to everything around it and preserves many memories of the former EMA factory within itself, but it weaves all this into a newly directed pattern, reconciling bright “gold” and dark-colored brick, largely with the help of the new, modern-yet-archaic Columba brick, which, come to think about it, is the most precious element here.
The Chimney of Nikola-Lenivets
In this issue, we are examining the “Obelisk House” designed by KATARSIS and built for the Arkhstoyanie 2023 festival. However, it was only finished later on, and this is why we are examining it now. It seems to us that after the “Obelisk House” appeared in Nikola-Lenivets, a dialogue and a few inner connections appeared between the temporary structures built here. These houses no longer look like “accidental neighbors”, more of which below.
​Periscope by the Bay
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From Arcs to Dolmens
While working on the competition project for Petropavlovsk-Kamchatsky, ASADOV Architects prioritized the value of the natural and urban environment, aiming to preserve the balance of the location while minimizing the resemblance of the volume that they designed to a “traditional building”. The task was challenging, and the architects created three versions, one of which having been developed after the competition, where their main proposal took third place. However, the point of interest here is not the competition result but the continuity of creative thinking.
Hide and Seek
The ID Moskovskiy house, designed by Stepan Liphart in St. Petersburg, in the courtyards near Moskovskiy Avenue beyond the Obvodny Canal and recently completed, is notable for several reasons. Firstly, it has been realized with considerable accuracy, which is particularly significant as this is the first building where the architect was responsible not only for the facades but also for the layouts, allowing for better integration between the two. On the other hand, this building is interesting as an example of the “germination” of new architecture in the city: it draws on the best examples from the neighborhood and becomes an improved and developed sum of ideas found by the architect in the surrounding context.
The Big Twelve
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Above the Golden Horn
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Nuanced Alternative
How can you rhyme a square and space? Easily! But to do so, you need to rhyme everything you can possibly think of: weave everything together, like in a tensegrity structure, and find your own optics too. The new exhibition at GES-2 does just that, offering its visitor a new perspective on the history of art spanning 150 years, infused with the hope for endless multiplicity of worlds and art histories. Read on to see how this is achieved and how the exhibition design by Evgeny Ace contributes to it.
Blinds for Ice
An ice arena has been constructed in Domodedovo based on a project by Yuri Vissarionov Architects. To prevent the long façade, a technical requirement for winter sports facilities, from appearing monotonous, the architects proposed the use of suspended structures with multidirectional slats. This design protects the ice from direct sunlight while giving the wall texture and detail.