CONTENTS: Introduction M Plan
1
1. Current Situation 2. Future Plan
17 33
1. Central Pavilion 2. 1937 Soviet EXPO Pavilion 3. 1967 Soviet EXPO Pavilion 4. Kirgizstan Representitive 5. Chinese Pavilion 6. Yakov Casttle
35
S Pavilion
L Exhibition Centers XL World EXPO Heritage Preservation Conclusion
49 57 65 71 79 85 87 89 95
VDHKh in 2010
1
Arif I am from Bengal. I came to Moscow for 20 years already, but I am still Bengal nationality. Since 15 years ago, I started to do electronics business. At first we were selling desktop, then video camera, now I am doing accessories. All the products are from Singapore where we could found cheaper purchase channels. The rent is cheaper, and here has became a cluster of digital electronis selling. Lots of my friends also work here, you know, it’s very convenience if you have a network in a foreign country. I don’t care working with any other nationalities. Because we are doing very specific business, with our own supplying channels. There’s no big competition with anothers. We are happy to share the space together. This is really becomes a problem. I heared that we need to gradually move out the pavilion from next year. There is a new plan for VDNKh development. Did you see in the east part, we already implement some new projects. I don’t know about later, probably we will move to another places together, or even I will choose another business, for example, medical. You know I studied medicine as my major. I don’t have a car here, it’s not very affordable for me. I use metro very day, spending 3 hours on the way. Nothing for me. You know I just run a small business and needn’t big space even. I don’t care the quality or design of the building. Keeping out wind and rain is fine. 2
1991
3
Market economy
Political expression 2010
4
VDNKh 1950s’ 5
The VVTs is still much better known by its Soviet-era name, VDNKh - the Exhibition of National Economic Achievements - and it remains a fascinating monument to Russia’s transitional period, a mixture of faded Soviet pomp and unregulated, rapacious capitalism. It began life in 1939 as the All-Union Agricultural ExhibitionThe exhibition was housed in 250 buildings spread over 136 hectares, and attracted 4.5 million visitors in 1940 alone. The exhibition had to be closed during the war years, and was only reopened in 1954, with the addition of the magnificent arch that stands at the main entrance and further exhibition pavilions that extended the area of the park to 207 hectares. Two years later, the All-Union Industrial Exhibition was opened on the same site and, in 1958, the Construction Exhibition was moved here, too, and all three were renamed VDNKh. In 1992, the park was given its current name and opened up to state joint stock enterprise. The results were instantaneous and extraordinary: temporary kiosks and garish billboards spread like a rash across the park, in stark contrast to the grandiose Stalinist architecture of the original pavilions. Nowadays the VVTs is a bizarre juxtaposition: part agricultural fair, part trade expo, part shopping centre and part street market, with amusements as diverse as paint-balling and camel rides. The park itself is an intriguing example of 20th century landscaping and, even if they are a little the worse for wear, the buildings are still preposterously magnificent.
http://www.moscow.infoinfparks/vvts. 6
map of VDNKh in 1973 7
map of VDNKh in 2010 8
VDNKh 1948 9
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main gate 2010 11
12
Structure of research
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Categorization of the cases
by scale
I nc rea se
in te a rn
tio na
al
ti ta
mark
et
Model h o
e itag her nism
use s
cs
Public
sp
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Tempora ry p
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The city of n
w Ne
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Culture
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ercial
udio a st e di
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vil
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Inter nat i on
t ea
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rful status we po
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Rebuil d
se
oiks Agricultura lm ach i ne ry
mall
COMMERCIALIZATION
ine
COLONIZATION
s
K llion
Bu tte rfl y
T
entatives
Ch
Touri sm
merism onsu
pli e
ter
c ati
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DISNEYLANDIZATION
e
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Me d ical
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Waxwork
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Former rep
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Children pla
POLITICAL CONCERN
No
by theme 14
POLITICAL EXPRESSION
1959
1956
1954
1939
VDNKH HAD CELEBRATED SOVIET CITIZENS AS PRODUCERS
The federal government owns 70 percent stake in the All-Russia Exhibition Center, wi the remaining 30 percent belonging to City Hall.
1997
USSR Council of Ministers adopted a Decree on integration of the agricultural, industrial and construction exhibitions into the All-Union Exhibition of People's Economic Achievements, which reflected all basic benchmarks in the life of the country, such as Yuri Gagarin's first flight into space, construction of the Baikal-Amur railroad.
STATE JOINT-STOCK COMPANY COMPLETIION
Its purpose has become wide propaganda of the achievements in agriculture. The architectural image of the Exhibition had radically changed. In result of great construction work, its area was noticeably increased - up to 207 ha.
DISNEYLANDIZATION
1992
ALL-UNION EXHIBITION OF PEOPLE’S ECONOMIC ACHIEVEMENTS
SOCIAL INTEGRATION
OPEND FOR THE 1ST TIME AFTER WAR
COMMERCIALIZATION
15
MOSCOW 850
OPENING OF ALL-UNION INDUSTRIAL EXHIBITION
OPENING OF THE EXHIBITION OF AGRICULTURE
MARKET ECONOMY DRIVEN
CULTURE EXCHANGE
VVTS EMB
The wheel was built for Mo 850 anniversary. At the tim its construction, Moscow-8 was the tallest extant Ferris wheel in Europe
demonstration of successes in industry and open areas demonstrating new technology samples. One of the main pavilions of the industrial exhibition became the Machine-building Pavilion
SELF-REPRESENTATION
DETERIORATION
Developement project phases park with examples of flowers for exibition
New complex accommodates also business- and service-centers, restaurants, cafe and lobby-bar, Internet-cafe and Wi-Fi, cloakroom and left luggage offices for visitors and exhibitors, including armoury and bank (jewelry) sections, modern registration system, parking for participants and visitors.
PUTIN INVITED CIS COUNTRIES RETURN BACK TO VVT
NO.75 EXHIBITION COMPLEX COMPLETION
life quality centre innovation campus path of nations
Irina Viner's centre of eurhythmics summer stage fruit, landscape objects
wellness centre group of offices
pavilion Space
experimental centre of flights and diving simulation museum of sounds and video, archives hotels
FUTURE MASTERPLAN
green theatre
"I want to draw the attention of colleagues in the proposal, which made the Russian Federation. We offer very com- petitive and maybe even the unusual conditions of use of these pavilions in Moscow: rent for 50 years with a symbolic fee of 1 ruble per year "- said the head of the Russian government.
museum of plants and people
centre of business and training support agricultural business school cross media centre
parking agricultural and flower complex, gardening centre
exibition hall B2B academy of life quality sciences
grocery world green planet museum
traid expo catering
offices centre of life quality, offices, hotels traid music theatre
gardens
entertaining centre house and office of the future
path of nations, pavilions of CIS contries
path of Glory
FUTURE?
exibitions and market pavilions music theatre (Moscow pavilion) centre of mastery arts conference centre culture forum hotel
2020
2009
The new pedestal is not simple, but filled with: a theater, exhibition hall, artgalereey, artistic cafes. Trade will not be allowed here, promised to Yuri Luzhkov, the only objects of cultural significance.
2002 CIS COUNTRIES’S REPRESENTATIVES REVIVE
The Russian Government offered beneficial terms for transfer of those pavilions, where the former repub- lics’ expositions had been held, to the respective CIS
park „Russia” in miniature
theme pavilions
BRACED RUSSIAN CITIZENS AS CONSUMERS
oscow me of 850 s
recreation area histirical farm „Heritage”
theme hotel
2010
WORKER AND KOLKHOZ WOMAN RETURNED
INTERNATIONAL EXHIBITION COMPLEX
a
ith
International Exhibition Complex complex total area of 188 000 sq.m
The first area - the zone of monuments to be restored, reconstructed, filled with new content. It is called "Alley of Nations". In their pavilions at the Exhibition Centre will return the former Soviet republics - members of CIS, and will present there our national achievements. Along with this it is planned that rent space at the "Alley of Nations" can, in particular the BRIC countries (India, Brazil, China) and other states. The second trend - the so-called "Innovation Campus", a place of concentration of scientific and business activity. Planned to rebuild and modernize profile pavilions, reflecting the innovation and achievements in various spheres of Russian economy. The third direction - entertainment and commercial - is the code name "Center for Quality of Life." All trade and catering should be civilized and be flexibly linked with the idea of the overall development of VVC, the establishment of modern trade centers in relation to the thematic areas VVC. Need to build a hotel-apartment complex for the needs of participants in events VVTs and tourists. The fourth line - "Recreation Area", which will be formed as an educational, entertainment and recreational complex. It will include gardens, parks and flower gardens may be located next to the Botanical Garden of the Academy of Sciences, a cascade of pools, sports facilities, concert and popular site, catering to the national cuisine, amusement rides. The plans build a water park, gymnastics academy. Multi-purpose sports complex, summer and winter sports, a network of small hotels.
cross media centre agricultural business school eurhythmics centre entertaining centre music theatre GENTRIFICATION offices green planet museum museum of sounds and video conference centre centre of business and training support experimental centre of flights and driving simulation histirical farm ‘heritage’ theme hotel
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Plan 2010
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1 consumer goods 2 consumer goods 3 business 4 consumer goods 5 Kirgizstan representative 6 consumer goods 7 agricultural product 8 agricultural product 9 cinema 10 Belarus representative 11 consumer goods 12 consumer goods 13 medical pavilion 14 consumer goods 15 consumer goods 16 agricultural product 17 empty 18 Belarus representative 19 consumer goods 20 exhibition
21 exhibition
22 business storage 23 glasses wholesale (chinese) 24 glasses wholesale (chinese)
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25 empty 26 exhibition 28 honey shop
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29 agricultural product 30 agricultural product 31 business (Bengal) 32 consumer goods 33 empty 34 media studio 36 business 37 business 38 business
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40 empty
73 67
41 empty 42 agricultural product
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68
43 horsing 45 business 46 business
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47 empty
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48 empty 49 honey shop 50 restaurant
70 1
51 empty 52 business 54 empty 55 exhibition 56 empty 57 exhibition 58 exhibition 59 consumer goods 60 ice skating 61 empty 62 music 63 agricultural product 64 consumer goods 66 consumer goods 67 consumer goods 68 Armenia representative 69 exhibition 70 exhibition 71 consumer goods 73 administration 74 administration 75 exhibition
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Flooding of Commercial
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United Nations
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source: http://www.vvcentre.ru/ 29
In contrast with official statistic, the visitors to VDNKh are mainly elder people and children, with relatively lower income and education backgroud. 30
Visitors’ route
shopper exhibition visitor tourist 32
The first area - the zone of monuments to be restored, reconstructed, filled with new content. It is called “Alley of Nations”. In their pavilions at the Exhibition Centre will return the former Soviet republics - members of CIS, and will present there our national achievements. Along with this it is planned that rent space at the “Alley of Nations” can, in particular the BRIC countries (India, Brazil, China) and other states. The second trend - the so-called “Innovation Campus”, a place of concentration of scientific and business activity. Planned to rebuild and modernize profile pavilions, reflecting the innovation and achievements in various spheres of Russian economy. The third - entertainment and commercial - is the code name “Center for Quality of Life.” All trade and catering should be civilized and be flexibly linked with the idea of the overall development of VVC, the establishment of modern trade centers in relation to the thematic areas VVC. Need to build a hotel-apartment complex for the needs of participants in events VVTs and tourists. The fourth line - “Recreation Area”, which will be formed as an educational, entertainment and recreational complex. It will include gardens,sports facilities, concert and popular site, catering to the national cuisine, amusement rides. The plans - build a water park, gymnastics academy. Multi-purpose sports complex, summer and winter sports, a network of small hotels. 33
source: http://www.vvcentre.ru/
The International Exhibition Complex modern exhibition center with total area of 188 000 sq.m The first pavilion of the International Exhibition Complex complex accommodates also businessand service-centers, restaurants, cafe and lobby-bar, Internet-cafe and Wi-Fi, cloakroom and left luggage offices for visitors and exhibitors, including armoury and bank (jewelry) sections, modern registration system, parking for participants and visitors.
The federal government owns a 70 percent stake in the All-Russia Exhibition Center, with the remaining 30 percent belonging to City Hall. Require the mobilization of all available funding sources, including the budget of the Russian Federation, regional and departmental budgets, finance, businesses, bank and other loans, investment projects, mixedfinancing with the actual VVT.
34
Time passed, and the symbol remained. The same pavilion, which stood on the steps of the leaders of the party and government. It’s like a metaphor for the whole current of life. The majestic architecture, the tall spire of the outside, but inside as if “Cherkizon” is still alive. Then sell underwear, blouses, Taser, donuts. Dark-skinned people with dificulty speaking in Russian, resale of used photographic and video equipment, not very much interested in its origin..
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36
37
Interior of central pavilion 38
Occupied by different nations
ation
inistr
3rd floor
Adm
Armen
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Beng
1st floor
Russia
Rus
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How long have you been in this pavilion? Since 2005, I moved in VDNKh from Gorbushka which is another market selling electronics. Why do you choose here with your business? The rent is cheaper, and here has became a cluster of digital electronis selling. Lots of my friends also work here, you know, it’s very convenience if you have a network in a foreign country. How do you like working with another migrants? I don’t care working with any other nationalities. Because we are doing very specic business, with our own supplying channels. There’s nobig competition with anothers. We are happy to share the space together. How is your business here, are your customer from local neighborhood ? Quite good, I have some certain customer. They are from all the places in Moscow, because our products are very competitive. But not very business is good here. About 30% are very oating, but mostly are stable. If they stop renting the pavilions, what should you do? This is really becomes a problem. I heared that we need to gradually move out the pavilion from next year. There is a new plan for VDNKh development. Did you see in the east part, we alreadimplement some new projects. I don’t know about later, probably we will move to another places together, or even I will choose another business, for example, medical. You know I studied medicine as my major. What is the best part do you think in VDNKh? hehe, not really. I only came to central pavilion and No.22 pavilion where is my storage there. How do you come to work, by car or metro? I don’t have a car here, it’s not very aordable for me. I use metro very day, spending 3 hours on the way. What do you think for VDNKh should be improved? Nothing for me. You know I just run a small business and needn’t big space even. I don’t care the quality or design of the building. Keeping out wind and rain is fine.
40
I am from Bengal, and stadied architecture in Vladimir. But I only worked as architect for one year in India. Because you can not get so much money than trading. I am living not far from here, that’s why I work here. Fountain of Friendship is my favourite place in VDNKh. 41
42
‘Heart in heart’ This is a church. I am not interested with outside and atmosphere of commerce, but I do like the people, they are kind and nice. The ‘church’ is in the heart of central pavilion, and central pavilion is the heart of VDNKh. We started since 10 years ago. This is a Stalinist style building, but now it isn’t Soviet time anymore, so it represts Russia. I don’t know in future if they transform the pavilion into exhibition hall, we need to follow the government. In pavilion No.69, No.70, there are monthly religions EXPO, each time about one week.
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44
I am from Pakistan and came here for 3 years. There was a public point to ask people come here to operate shops although the rent is not cheaper. The business here is not very good but a bit better than another places. Our costumers from all of Moscow, they knows my goods quite well. Everything is beautiful in the park but I don’t know this central pavilion is national heritage. 45
46
I am working in VDNKh for 2 years, but exactly in this shop. For this Chinese shop, only started 2 months ago. I need to spend 1 hour by metro to come here everyday. Owner of the shop is Russian, only because of Chinese goods are popular here. There are lots of dierent nationalities working here, more than 30% from Bengal and also people from fomer USSR countries and China. For me it’s ok to work with another nationalities, although the language barriers, but we could understand each other. Recent years, less and less poeple come here , business are getting worse. 47
48
The organization of the EXPO had placed the German and the Soviet pavilion direcly across each other. Speer had a clandestine look at the plans of Soviet pavilion, and designed the German pavilion to represent a bulwark against Communism.
51
At the opening day of the EXPO, only German and the Soviet pavilions were completed. This as well as the fact that the two pavilions faced each other, turned the exhibtion into somewhat of a personal competition between the two great ideological rivals.
52
Soviet Union pavilion of World’s Fair of 1937 in Paris. to bring a monumental composition of socialist realist confidence to the heart of Paris
53
After the fair Worker and Kolkhoz Woman was relocated to Moscow where it was placed just outside the VDNKh
The sculpture was removed for restoration in the autumn of 2003 in preparation for Expo 2010. The restored statue uses a new pavilion as its pedestal, increasing its total height from 34.5 meters (the old pedestal was 10 meters tall) to 60 meters 54
National Symbol Comes Back
Sketch of Melnikov 1962
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photo by Denis Leontiev 61
After 1967 Montreal EXPO, Soviet Union Pavilion also shipped back to Moscow and ressembled in VDNKh, just like 1937 Paris EXPO Pavilion, after that the pavilion transformed into a exhibition hall. There is Russian Orthodox Fair happens every month, each time lasted one week. Churches and monasteries bring their agriculture product, religious icon, books, etc...the pavilion indeed became a ‘Church’. However, it is very interesting to take a insight of future masterplan of VDNKh, the government plan to develop this site into ‘Innovative campus’ which consisted of modern exhibition halls, offices, forum and so on. But the embarrassed situation is that nobody knows where should this pavilion be re-located. 62
63
Orthodox Fair 5.2011 64
Krigizstan representative
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Before 1963,each Union Republic had its own pavilion at the VDNKh. This tradition is to be revived – on October 7, 2002 the CIS Council of the Heads of States and Government resolved to organize permanent exhibitions of the CIS countries. 67
The Russian Government offered beneficial terms for transfer of those pavilions, where the former republics’ expositions had been held, to the respective CIS countries. Today, the commercial & exhibition centers of Armenia, Belarus and Kyrgyzstan are restored and operate successfully. 68
Vladimir Putin invited the CIS countries to ret
At the Council of Heads of Government of the Commonwealth, he reiterated Russia’s offer to lease for 50 years for a nominal fee to CIS countries of the former republics of the USSR pavilion at the Exhibition Centre. 69
turn to their historical pavilions at VVC, 2010
“I want to draw the attention of colleagues in the proposal. We offer very competitive and maybe even the unusual conditions of use of these pavilions in Moscow: rent for 50 years with a symbolic fee of 1 ruble per year � 70
73
I am from China, Yunnan province. I was living in Russia for 12 years already. All the stuffs were transported by train from China. In the whole VDNH, there is only one Chinese food store. My ccustomers maily are Russian, there are not many Chinese people are living near here. I like this place, many elder Russian house wife like shopping here. I don’t have any advertisement about my store, all the people come here are old customers. 74
I came to VDNKh for 10 years ago doing trinket business. I belong to first group of Chinese trader after Soviet Union fall. VDNKh is the first market for Chinese trading, even earlier than Cherkizon market. It is a window for Chinese goods in Moscow. 3 years ago, they gradually closed the pavilions. Some of them are empty, some turned into representitives. Many people already known this place, known me, know my stuffs, I don’t want to move to a new place. If they have a future plan to kick us off, be a foreigner, I don’ have any choices. But, they said the shops would be shut down manytimes already, never happend, who knows the future. I hope tragedy of Cherkizon never happed again. The pavilions are in very poor condition, only exterior looks ok. Generally, business is dcreasing but rent is increasing... I don’t wanna show in front of camera, it’s dangerous for us in Mosocw.
75
76
I love VDNKh, that’s why I work here more than15 years. I am living in Moscow region and need to spend one hour to get here. In this 15 years, we could get less and less money and less customers. In Soviet time, VDNKh is more interesting, there were lots of exhibitions and no any commercials. It will be better to transform this place back to culture and exhibition place like Soviet time. 77
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Secret Invasion According to Forbes, this palace built in the style Psevdovenetsianskom from businessman Yakov Yakubov - the owner of numerous restaurants, shops and the now-closed casino” Crown “and” Goldan Palace. Mr. Yakov Yakubov built for himself, his numerous children and grandchildren right on the territory of the VDNKh. The three-storey building area of several thousand square meters of beautifully situated on the banks around the pond between the pavilion “Fishing” and the pavilion of Rabbit and fur farming without house number or address. . Structure surrounded by a high fence, guarded by his armed men.
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There are not less than 30 bedrooms, swimming pool, sauna and elegant banquet hall for 150 persons. The abuilding permits was never asked, everything was decided in the high offices of the capital.Earlier this place was a boat station. Three years ago (2004), there was heavy equipment, boat station razed to the ground, and began a grand building. Less than a year later came the miracle of architectural thought. Since then, the mansion became frequent guests of high-ranking officials, politicians and the “star� singers.
http://compromat.ru/page_20690.htm 80
Fight two major ideas. First - to create a modern amusement park with a restored Soviet flavor. Another idea - to make the exhibition and business platform for investment forums and demonstration areas, corporations, and the former Soviet republics.
VDNKh territory is larger than country of Monaco. Truly the golden land. Could bring billions or profit, or work on the country’s image. 81
82
We are from a town which is about 400 km far from Moscow. Every time we came to Moscow we do visit VDNKh, this tradition since 1975. Even we only have several hours in Moscow, we just choose VDNKh to go. In the early of 90’s, this is the only place for the people from cities around Moscow to buy food. There’s a joke about ‘Green Trian’ commuting between the cities and Moscow, because people carried sausages, wine, food everyday.
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Now I came here for 2 main things, one is Gothic stuff, another one is wine, there is some special wine which i like it very much. I also like the fountain, every time i came here i took a picture infront of fountain, which lasted 17 years already. The change of this 30 years are neither good nor bad, but it changed, commercilised.
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Soviet Monuments Preservation and Transformation
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Deterioration of Architectural Quality
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IDEOLOGY PROPAGANDA PUBLIC SPCE WITH VAST GREENERY LANDSCAPE
BEE KEEPING
PHYSICS PAVILION
S
ELECTRICITY ENGINEERING
ANIM
AL
M
SHEEP BREEDING
TIMBER INDUSTRIAL
BIOLOGY PAVILION
FAR
FOMER USSR REPUBLICS’ REPRESENTATIVES
1939-1991
BUSINESS
STORAGE
PUBLIC SPACE WITH VAST GREENERY AND AMUSEMENT PARK
INTERNATIONAL EXHIBITION AND TRAD AFFAIRS
CONSUMER GOODS
RESTAURANTS
AGRICULTURAL PRODUCT
U VE N
IR
MEDICAL PAVILION
GLASSES WHOLESALE
HONEY SHOPS
SO
FOMER USSR REPUBLICS’ REPRESENTATIVES
1991-2012
OFFICES
THEME HOTEL
CENTER OF BUSINESS AND TRAINING SUPPORT INTERNATIONAL EXHIBITION AND TRAD AFFAIRS
CROSS MEDIA CENTER
2012-2030
MUSEUM OF FARM HERITAGE
ER GREE PLANET MUSEUM
C THEAT SI
EURHYTHMIC CENTER
MUSEUM OF SOUNDS AND VIDEO
EXPERIMENTAL CENTER
95
MU
AGRICULTURAL BUSINESS SCHOOL
VDNKH HAD CELEBRATED SOVIET CITIZENS AS PRODUCERS
VVTS EMBRACED RUSSIAN CITIZENS AS CONSUMERS
? 96
Searching for the political model
Communist dictatorship
Chaotic demon
Defeat of Commu
Centralize
Oligarch syst
Freedom without la
Order Fre
Decentraliz
Flea ma
National proud 97
ncracy
unism
tem
Managed or guided democracy
Western democracy
Patriotism Derzhavnost (holding power)
aw control
ze
ee
arket
Political stability Centralize
Decentralize?
Order
Free
Bussiness
Mixed use Country image 98
FROM EMPIRE TO SHOPPING An ancient (imperial) dream transformed in a chaotic assemblage of commercial practices An example of schizophrenia and separation between body and soul
PRESERVATION In Moscow’s future, will a diffuse and chaotic shopping be the best solution to preserve and conserve the memory of a lost past? Will commerce become a form of amnesia? And a form of preservation?