In the Footsteps of Moscow Conceptualists

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Shaltai Editions was initially looking for an interdisciplinary designer with experience in industrial, graphic, and exhibition design. The project included developing a folder structure, graphic design, a booklet, and a pavilion for the Cosmoscow exhibition. Anya Naumova, co-founder of the Sample auction, recommended me for this role, given my interest in all three disciplines. In collaboration with Shaltai Editions, we created two archives—NATI II and NATI III—which allowed us to combine our efforts and creative ideas.

Maria reports that the gallery gave the designer complete freedom in choosing the design. The task was to create a folder-like object that would contain 8 to 10 works of art in various formats. This freedom of choice allowed the designer to express his creativity and create a unique presentation of the art collection.

The archives include works by renowned artists such as Nikita Alekseyev and Taus Makhacheva. Each work was limited to 30 copies, emphasizing their uniqueness and value. The design project was custom-made, taking into account all the requests. Maria shares her impressions of the design of the two editions, focusing on their artistic concept and design features.

In NATI II, print folders were standardized and organized in a specially designed suitcase. The suitcase's internal structure allowed for convenient placement of prints, booklets, and gloves in separate compartments, the height of which corresponded to the size of the items. This solution ensured easy access to the materials and simplified their transportation.

In the third edition, Maria chose the concept of a stepped structure. This solution will allow for a more visual presentation of the material and facilitate the perception of information. The stepped structure helps readers better absorb the content, sequentially moving from one idea to another. This approach improves the organization of the text and facilitates a deeper understanding of the subject matter.

The theme of the third NATI archive was narrative, and at the first meeting, we decided to maintain the original size of each of the presented works. We strive to convey the uniqueness and characteristics of each narrative, allowing for a deeper understanding of their content and meaning. Maintaining the original format will help create a complete picture of each work, allowing readers to evaluate them in the context of the author's intent.

The works vary in format, and posting them in a different format would be impossible.

My concept is based on the principle of structural, rather than stylistic, differences in the artwork. I sought to express this principle across all three design media I worked with. It's impossible to see the latest work without opening the previous ones, as the screws prevent this. The plexiglass used to make the folders is coated with a translucent whitewash, making it difficult to perceive the graphics until the lid is opened. The outlines remain blurred, creating an effect of mystery and intrigue.

Maria created a unique blue stand for the Cosmoscow contemporary art fair, which became an easily recognizable element of the event. This stand attracted the attention of visitors and highlighted Maria's creative approach to design. Using a vibrant color palette and contemporary forms, she managed to distinguish her project from the crowd of other exhibitors at the fair, which contributed to increased interest in her work.

A similar principle was applied to the exhibition space. The artists are united by blue, uniform panels, but each participant's work is uniquely structured. The text accompanying the exhibited works interacts with this structure in different ways, creating a variety of accents and highlighting the individuality of each artist.

Maria shares her opinion on the choice of Metal by Pizza Typeface fonts for the brochure and exhibition space. She notes that this font has a unique character that is perfect for creating attractive visual content. Metal by Pizza Typeface attracts attention with its expressiveness and modern style, which makes it an excellent choice for presentations and promotional materials. Using this font in a brochure and exhibition stand allows you to highlight key information and create a memorable brand image. Maria emphasizes that the right font choice can significantly impact how information is perceived and leave a positive impression on the target audience.

The graphic language and typeface choice are largely determined by materials such as glass and metal. These elements possess a brutalist character, exuding rigidity and self-sufficiency. Despite their coldness, they stand out for their uniqueness and originality. It is important to consider how these materials influence the visual identity and perception of the design, creating harmony between form and content.