Vedomosti. How to spend: Living like the English

According to Kalinka Group experts, every third property in Moscow is developed with the participation of English designers or executed in the British style. Where does this fascination with Albion come from and what are its distinctive features?

Anglomania, or a passion for all things English, has been known in Russia for a long time. "Even Alexander Sergeyevich Pushkin described in his novella "The Village Maiden" the nobles who were obsessed with everything British, from costumes to the tradition of five o'clock tea," notes Maria Litinetskaya, CEO of Metrium Group.

The English style is popular today because it is a time-tested classic, beloved by wealthy Russians over 40 years old, who, according to Kalinka Group, are the main buyers of luxury real estate.

Another reason for Russian Anglomania is prestige. Owning a house or apartment in London is prestigious but expensive, says Ekaterina Rumyantseva, Chairman of the Board of Directors at Kalinka Group: "Therefore, those who are not yet ready to buy property in London subconsciously view buying in the English style in Moscow as an opportunity to get closer to the global elite."

However, it is unlikely that we can speak of the prevalence of English style in Russian luxury housing, as there are also French, Italian, and German styles. "Almost all of our clients buy or at least show interest in real estate abroad. Often, when they consider property in Moscow, they compare it with European or American properties and choose options that have similarities with foreign ones. Developers, in an effort to attract clients, adopt Western experience and incorporate it into new projects in Moscow. Therefore, the stylistic, visual appeal, and positioning of properties on the market increasingly take on Western characteristics," says Olga Tarakanova, Head of Urban Sales at Ordo Group.

Artistic and architectural preferences are often emotional. Wealthy buyers may turn to the English style and, more broadly, European style in search of traditions long lost in our country but preserved in old Europe. "It is hard to imagine places more romantic and picturesque than Old Europe. English, French, and Italian villages and small towns, in addition to their history, have vibrant, distinctive architecture. They still have a charming aura of antiquity, which gives a sense of stability and inspires Russian developers to create conceptual settlements," says Ekaterina Rumyantseva.

In addition, Europe has traditionally been associated by Russians with prosperity and wealth, hence the interest of developers and buyers in European style in architecture and design. Residential complexes or settlements in the Western style give their residents a sense of intimacy, comfort, and security. "Settlements in Western traditions are cozy, modern, and their style is close to our citizens. Developers usually choose the UK, Italy, and Belgium, which we associate with success and respectability," adds Ekaterina Rumyantseva.

In a Western manner

English accents can also be heard in the names of residential complexes: Knightsbridge Private Park, "English Quarter," "Cambridge." For example, Knightsbridge Private Park in Khamovniki is executed in the English neoclassical style. Its main advantage is a unique park area designed by British landscape designer Chris Beardshaw, a long-time host of the program "Gardeners' World" on BBC.

"There is another popular style in Moscow that has English roots, and that is the loft style," says Vladislav Spitsyn, a partner at architectural firm Frontarchitecture. It is represented in apartment complexes such as ApartVille on Dmitrovskoye Highway, Loft Time in the Sokol area, Loft Post near the Baumanskaya metro station, and others.

In elite suburban settlements, the traditions of Foggy Albion are combined with the classics of sunny Italy, the romance of the French provinces, and the restraint of Scandinavia. "Val d'Emerol," "Deauville," "Little Bavaria," Sampo. For example, the "Little Italy" cottage settlement (15th km of the Novorizhskoye Highway) recreates the atmosphere of an Italian quarter with houses featuring tiled roofs, terraces, arches, galleries, a park area with terracotta paved alleys, lakes, and fountains. The idea of a measured life in three prosperous European countries, Belgium, the Netherlands, and Luxembourg, is embodied in the "Residence Benelux" settlement (19th km of the Novorizhskoye Highway).

All Stars

In an attempt to attract wealthy Russians, Moscow developers invite foreign designers and architects to develop projects. This significantly increases the project's status, affecting the price and sales pace. "For developers, the participation of a world-renowned architect in a project is an additional advantage in the competitive market," says Vladislav Lutskov, Deputy CEO of Est-a-Tet.

"Despite the additional costs, the participation of a famous architect is beneficial for the developers. Firstly, "couture" housing is priced 10-15% higher. Secondly, the reputation of the architect becomes an excellent recommendation for potential buyers, increasing demand and shortening the project's implementation time," explains Maria Litinetskaya.

"The added value of inviting foreign specialists is at least 20%," confirms Ekaterina Rumyantseva. "The involvement of renowned foreign designers and architects will remain a competitive advantage, increasing the sales speed," agrees Olga Tarakanova.

"Stars come in different sizes, and the cost of their services varies significantly," says Lutskov. "Stars like Dutchman Erick van Egeraat charge 50-60 euros per square meter for sketches and pre-project development of projects involving territories of no more than 30,000 square meters. Well-known foreign companies, winners of international competitions, try to stay within 25 euros per square meter. The cost of services provided by Russian architects ranges from 2000-3500 rubles per square meter."

However, British architects and designers are particularly popular among Russian developers. "In Russia, there is a stereotype: English means top-class," notes Ekaterina Rumyantseva from Kalinka Group. "British architects hold the lead in global architecture and design. They have excellent professional training and a serious approach to their work. English design is comparable to German cars: if you have enough money to buy them, you are unlikely to choose an alternative."

"The invitation of British architects to Russian projects is often related to the fact that many investors themselves own real estate in England and appreciate the level of architecture and construction there," shares Vladislav Spitsyn. It is not surprising that leading British architectural firms and specialists participate in architectural design, interior design, and the design of garden-park and public areas of Moscow and Moscow Region facilities, including BDP, Buro Happold, GHK Architects, McAslan + Partners, PRP Architects, Swanke Hayden Connell Architects, HED, Jade Jagger, Kelly Hoppen, Philippe Starck, and Claire Williams.

These professionals have long conquered the global market, making architecture international. "We see how a particular specialist works in Asia today, in Europe tomorrow, and in Russia the day after tomorrow," notes Lutskov. By inviting foreigners and adopting this international style, Russia becomes part of the global cultural space.

Marina Yamplolskaya
Oksana Samborska