SECOND ERA — a research project on the Russian vintage and resale market that was realized as an exhibition installation for «Fashion Days» at the «Tsvetnoy» department store. The project was based on market analysis, surveys of over 200 respondents, and an original ranking of Russian brands. The goal was not simply to present the research findings but to translate analytical data into a visual experience understandable to the viewer.
01 / CONCEPT
Objects have no final chapter. Contemporary fashion increasingly exists outside the familiar division between old and new. Items change owners, transition from one era to another, and take on new meanings. This idea served as the starting point for developing the display. We turned to recognizable symbols of consumption—branded bags, boxes, and fragments of mannequins. Objects from different brands and price categories were united in a single composition, reflecting the principle of the modern wardrobe: a mix of vintage finds, mass-market pieces, and luxury items.
stand sketch
02 / FROM CONCEPT TO OBJECT
For this installation, we collected packaging from brands across various segments—from mass market to luxury. The diversity of forms, sizes, and visual codes allowed us to convey the heterogeneity of the contemporary fashion industry. A specific focus was placed on two plastic legs and a mannequin arm, which were hand-painted for the project. These elements added sculptural quality, volume, and visual dynamism to the composition.
03 / RESEARCH VISUALIZATION
The foundation of the construction was a white metal grid, which simultaneously served as both a framework and an information surface. In the center of the composition, an A1 poster was placed displaying the key research findings: a rating of Russian vintage projects, evaluation criteria, and survey data. The poster and additional informational elements were printed on photographic paper and attached to the grid using clips. The bags and boxes were arranged at different levels, secured with tape and internal weights. This created a multi-layered spatial composition around the information block.
04 / RESULTS
The final exhibit panel unified analytics and a thematic installation into a single visual statement. SECOND ERA demonstrates how familiar consumer objects can transform into a tool for communicating a complex research topic. The exhibition format allowed the research to move beyond text and graphs, transforming it into a component of physical space.
Project Team: Anna Yakovets — installation concept, art direction, visual style development for the project, booth design. Anastasia Ezeeva — vintage market research, selection, and systematization of materials. Ekaterina Ovechkina — analysis of Russian vintage projects, development of rating criteria. Collaboration: preparation of materials, installation, and assembly of the exhibition booth.
