Krasnodar Region is one of the important brands of early 21st-century Russia, demonstrating its technological achievements, prosperity and warm southern character. The construction of a large district to accommodate the exhibition centre, previously located in the historic part of the city, is intended to express this idea in Krasnodar’s physical urban space.

In this way, Krasnodar seeks to stand alongside Milan, Shanghai, Cologne and other major cities that have become important exhibition and business platforms for contemporary industry. Accordingly, the architectural manifestation of this ambition was of particular importance: moving beyond the standardised design of exhibition hangars and creating a recognisable “face” for the complex. This role is performed by the multifunctional entrance block, which includes a visitor service centre, conference zone, café and restaurant spaces, a VIP area and administrative premises.