"I like it when art can be handled calmly"

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"That Same Petersburg" is a unique project by artist Natalia Nanieva, which creates souvenir construction kits featuring unusual, unpretentious views of the city. These works reflect elements of urban life: ancient buildings hidden behind green construction netting, firewalls strewn with plaster patches, and ordinary Petersburgers. This project not only highlights the uniqueness of the city, but also offers a new perception of familiar landscapes, turning them into original art objects.

Natalia shared with I share my story of how the idea of ​​creating attractive souvenirs transformed into a successful and sought-after project.

I began making art at an early age. Since childhood, I have been attracted to various forms of self-expression, such as painting, sculpture, and graphics. I spent a lot of time experimenting with colors and shapes, which became an important part of my life. Gradually, I delved into the study of technique and art history, which allowed me to develop my style and find inspiration in the works of famous artists. My passion for art became more than just a hobby, but a true passion, which I continue to pursue to this day.

I graduated from the Academy of Arts, in the book graphics department. I tried my hand at illustrator, but soon realized that it wasn't for me. However, I discovered that graphics and a mass-market approach to images are exactly what interests me. I find it much closer and more understandable when an image has a utilitarian purpose, as is the case with books or advertising materials. Individual works of art are often perceived as fragile and precious, to be handled with care. I prefer that art and images be accessible for interaction and use in everyday life.

The concept for the "That Same Petersburg" models arose from a desire to convey the unique atmosphere and architectural heritage of St. Petersburg. The project aims to create precise and detailed models that reflect the historical significance and cultural characteristics of the city. Each model is designed to showcase not only famous landmarks but also hidden corners that make up the soul of St. Petersburg. The creation of the models takes into account historical facts and modern realities, allowing viewers to gain a deeper understanding and connection with the city. Thus, "That Same Petersburg" is not just an artistic decoration, but a full-fledged educational project that helps popularize the history and culture of the city among a wide audience.

The project was initially conceived as a children's project and was not related to the city's theme. I designed a kaleidoscope tube, hangers with images of kittens and dogs, and a series of flat, tugging toys. Gradually, the form began to align with my interests, and each new approach to production brought me closer to the final result. This process has become an important stage in my creative development, allowing me to explore new possibilities and find original solutions.

I watched the dioramas and Tunnel books—fascinating 18th- and 19th-century entertainments presented in a vintage 3D format. Once I realized what I wanted to combine this structure with, choosing a suitable object was easy. I live in Kolomna, so I simply stepped out of my house, took a look around, and decided that my "hero" would be a house on Vitebskaya Street. This historical landmark is the perfect embodiment of my ideas and creates a unique atmosphere, reflecting the spirit of its time.This building lacks striking architectural details such as stucco, caryatids, or mascarons. However, it does have its own unique feature. It's possible it underwent some modifications during the siege. Its appearance resembles a Lego set: the walls are interspersed with fragments of varying colors, and the windows are of varying sizes. This unusual structure attracts attention and arouses interest in the history of the building.

Later, I looked at the drawings, on which it looked perfectly flat and Aesthetically appealing, without any unexpected elements. However, it was its transformation that caught my attention and won my affection. I selected the other architectural forms, the trees, and the car later, taking into account the overall harmony and uniqueness of the project.

My attitude to the city was formed under the influence of its changes and transformations. The aesthetics of these transformations, as well as losses, attract me with their depth and multilayeredness. The city is a living organism that is constantly evolving, reflecting changes in society and culture. Every loss can be perceived as an opportunity for a new beginning, which makes the city a unique space for exploration and awareness. It is in this context that I find beauty that inspires and sparks interest in the further development of the urban environment.

I have a deep love for St. Petersburg, and sometimes I find it difficult to contain my delight in its everyday landscapes. Therefore, I rarely visit museums - I am afraid of oversaturation. This city, regardless of my desires, penetrates my mind and heart. I even considered a thesis on St. Petersburg, but ultimately chose illustrations for Boccaccio's Decameron.

"That Very St. Petersburg" draws attention with its personal project-like atmosphere. It features elements that resonate with your own history. This unique approach allows for a deeper understanding of the city and its cultural heritage, creating an emotional connection between the place and its residents.

The collection's central element is the cars. The sets feature our family's first car—a blue Zaporozhets that belonged to my grandfather. I remember giving my cousin, with whom I spent our entire childhood, a set of this car. His reaction was touching. Over time, the collection was expanded to include my father's and father-in-law's first cars. These cars not only symbolize family memories, but also represent important stages in our family's life.

Some collections have an element of recursion: in later layouts, I place miniatures of previous versions. On the refrigerator in the set with the communal kitchen there are magnets from the "That Same Petersburg" series. On the table there is a bread bin identical to the one I had as a child. This evokes warm and pleasant memories.

The mockup process involves several key stages. First, requirements are collected and the client's needs are analyzed. At this stage, it is important to understand what features and elements should be included in the mockup so that it meets the project goals.

Then, designers create sketches and prototypes that help visualize the main ideas and concepts. These prototypes are used for discussion and adjustments, which helps clarify details and improve the overall appearance of the mockup.

Once the prototype is approved, work on the graphic design begins. At this stage, the color palette, fonts, and other visual elements are selected that will make the mockup attractive and user-friendly.

The final stage is testing the mockup on various devices and platforms to ensure that it displays and functions correctly. It is important to take user feedback into account, which helps in further improving the design and adapting it to the needs of the target audience.

Thus, the process of working on mock-ups is multifaceted and requires a careful approach at every stage, which allows us to create an effective and attractive product.

Creating one set takes from a month to six months. This time can vary, since some construction kits are developed simultaneously with others. My husband, an architect, is always involved in this process; he is a co-author of all projects related to "That Very Petersburg."

First, we form the main idea around which we create a composition. For example, we might choose the theme of a "water" set with a boat. Then we determine the number and size of the pieces, as well as their relative positioning. After that, we select architectural and other elements that correspond to our concept. In Photoshop, we arrange, modify, and adjust the elements to achieve a harmonious result.

Once the concept is approved, we move on to the rendering stage, in which my friend often helps me. Then we prepare the file for print, create a test copy, and cut out the necessary pieces. We sometimes make adjustments during the process, but we often achieve a high-quality result the first time. After completing all the preparatory stages, we launch the print run.

From a small, original project, an entire brand emerged thanks to a commitment to quality and uniqueness. Initially, the project focused on creating original content and products that reflected the author's personal style and ideas. Gradually, thanks to positive feedback and audience interest, the project began to grow. Success was achieved through active interaction with clients, constant quality improvement, and adaptation to market needs. Ultimately, this small initiative evolved into a full-fledged brand that has become synonymous with reliability and creativity.

Within a month and a half of the initial layouts' launch, several publications wrote about my project. This popularity was a real surprise for me. I already had experience creating souvenirs and each time hoped that the next launch would elicit a strong response. However, this never happened. Over time, I became more relaxed about new launches. It was even more unexpected when "That Same Petersburg" gained popularity.

Nowadays, when the bulk of sales are carried out through stores and marketplaces, personal communication with customers has become less frequent. However, at the very beginning of my activity, I received a lot of feedback. Clients noted that these were precisely the souvenirs they needed, and their absence was felt.

After I began working with private buyers, corporate clients also approached me. Among my first clients were such renowned organizations as the Mariinsky Theater, the St. Petersburg Tourism Development Committee, the Jewish Museum and Tolerance Center in Moscow, the Mayakovsky Theater, the Fontanka.ru news agency, the St. Petersburg Museum of Theater and Musical Art, the Loreta publishing house, artist Anton Lomaev, the Dr. Pel's Pharmacy Museum, the Electra bike shop, and the Balabanov exhibition. These collaborations confirm the growing interest in my services from cultural and commercial organizations.

The project, implemented jointly with the Mariinsky Theater, arose on the initiative The theater's press service proposed creating a model. Given the building's impressive size, a traditional approach wasn't feasible. The idea emerged to design a "folding bed," the interior of which would be filled with Schröter's historical architectural cross-sections. However, since these cross-sections were unavailable, we decided to use foyer interiors, vintage posters, and photographs, creating a unique atmosphere and conveying the theater's historical value.

Your clients include the charitable organization "Nochlezhka." How did your collaboration with this organization develop?

Volunteering is a topic very close to my heart. Before I became acquainted with Nochlezhka, I mostly provided targeted, ad hoc assistance. I donated money for treatment and provided rides to people in need. Now I understand the importance of organized volunteering and a systematic approach to assistance.

I've been following Nochlezhka's activities for a long time and dreamed of participating in the "Night Bus" route, distributing food to the homeless. However, Nochlezhka contacted me sooner than I expected. The team asked me to create a design dedicated to the anniversary of the "Night Bus" project. I happily agreed.

I went on a trip, where I took portraits and met people at stops, listening to their stories. While I was searching for a suitable location for the new model, I found it in the last parking lot near the Lesnaya metro station. This is how my collection acquired not only my first charity project but also my first Khrushchev-era apartment, which I'd long planned to create. Each "Night Bus" set brings in 260 rubles, which I donate to Nochlezhka. This amount is enough to feed two people. Over the course of a year of sales, I managed to pay for 425 dinners for those in difficult circumstances.

The "That Same Petersburg" project continues to develop, and we are ready to share our plans for the future. In the near future, we plan to expand our content, adding new aspects and stories related to the culture and history of St. Petersburg. We are also working to improve engagement with our audience, planning to launch new formats and events that will allow for a deeper dive into the city's uniqueness. Our goal is to make the project as accessible and useful as possible for anyone interested in St. Petersburg, its atmosphere, and its unique features. Expect exciting updates and new opportunities to engage with our content.

When a project grows, it takes over. Employees appear, issues arise with salaries, rent, and the need to constantly ensure stable operation. I made a promise to myself and my clients to release one new product every month. This could be anything from a set of magnets to a full-fledged construction kit. While I continue to work on existing layouts, I'm also thinking about new ideas, such as a St. Petersburg lotto. Time will tell if this project will come to fruition. I have many different ideas, both fun and unusual, that truly inspire me.

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