HERITAGE CODE: From Research to Interactive Display

«Heritage Code» — an exploration of how contemporary Russian fashion brands engage with cultural traditions and integrate them into their identity.

As part of the «New Fashion Days» event, the research was given physical form in an interactive display, allowing visitors to learn about the brands and independently assess the depth of cultural code integration.

The exhibition was centered around a grid structure, which displayed research posters, photographs of collections from Russian brands, and decorative elements featuring national ornaments. A selection of brand images was chosen and printed for the stand, ornaments were prepared, and a visual design was developed to unify all elements into a cohesive composition.

To engage visitors in the exploration, the game «Count the Code» was developed. Attendees examined photographs of the collections and voted for the brand they felt integrated cultural heritage most deeply into its product and identity. Thus, the booth became not just an exhibition, but a space for independent engagement with the cultural code of contemporary Russian fashion.

Alina Shamkhalova Development of the initial project portfolio and research poster, sourcing and selecting national ornaments, preparing and printing photographs, ornaments, and materials for the interactive game. Assembly and design of the booth for the «Days of New Fashion» event.

Victoria Konkova Development of the new project portfolio, visual design and structuring of the research, and participation in selecting national ornaments for the booth.

The final outcome was an interactive display combining research on Russian fashion brands, visual materials, and audience participation. The project allowed the exploration of cultural heritage to transition from a digital format into a physical space, where every visitor could actively «decode» the cultural code.