A new documentary project from Afisha shines a spotlight on how Russia’s cities are undergoing a cultural shift, and it does so with a clear sense of place. Through the examples of Derbent, Kazan, Krasnoyarsk, and Novaya Ladoga, the film traces how these urban transformations ripple outward, reshaping social life, local economies, and the everyday experience of residents across the region. In urban design discourse, what’s unfolding is often described as the “Bilbao effect,” a phrase that signals the power of public spaces to redefine entire cities beyond their original purposes.
According to the film’s narrators, routes, squares, and waterfronts in Russia’s rapidly growing cities—places that attract both residents and visitors—are becoming more than functional spaces. They are now crafted as architectural attractions that knit together design, tourism, and commerce. The new public realm aims not only to beautify but to establish a refreshed design code for future projects, with ripple effects across infrastructure and regional economies. This shift marks a move from cosmetic improvements to strategic urbanism that seeks to boost vitality, investment, and social cohesion in areas that were once overlooked.
The documentary follows four flagship beautification initiatives, offering a window into the ambitions and debates surrounding modern city-building.
First, Derbent’s ambitious redevelopment stands out as both a bold experiment and a focal point of contemporary architectural discussion. It has sparked conversations about how a seaside fortress city can reinvent its identity through new public spaces, contemporary materials, and a narrative that blends heritage with forward-looking design.
The second city highlighted is Kazan, where a refreshed embankment along Lake Nizhny Kaban has redefined the flow of people and activities. The project illustrates how waterfront revitalization can reweave the city’s social fabric, drawing residents into a vibrant, mixed-use corridor that supports local businesses, cultural programming, and daily life in a renewed setting.
The third case study centers on Krasnoyarsk, where the left bank of the Yenisei River long served as a familiar landmark for domestic travelers. The emergence of a new embankment on the right bank marks a strategic shift, expanding access to recreational spaces, encouraging sustainable mobility, and inviting a broader audience to engage with the city’s diverse attractions along the waterway.
The fourth project focuses on Novaya Ladoga, where the central street’s renovation involved close collaboration with residents. Citizen involvement shaped the layout, materials, and public amenities, highlighting a participatory approach to urban renewal that seeks to align redevelopment with local needs and identities while elevating the city’s public realm.
The documentary is already available on the YouTube channel Poster, and its production drew on the leadership of Afisha Daily’s content director and editor-in-chief for overall guidance. The project frames contemporary Russian urbanism as a dynamic dialogue among planners, residents, and visitors who together are shaping the next chapter of the country’s cityscapes. This perspective is especially relevant to audiences outside Russia who are watching how public spaces can influence social life and economic vitality in a modern city. {citation attribution: Afisha Daily, production leadership: Trifon Bebutov}