Dubai’s architectural character is built from creative collision — Norman Foster, Zaha Hadid, and a permanent flow of architects and entrepreneurs arriving to add their layer to the city. Elforma Studio is beginning its chapter in the Middle East. CEO Andrey Zaitsev spoke with Lara Palmer about the studio’s entry into the region, its philosophy, and the kind of projects he finds genuinely interesting.
Lara Palmer: Tell us about your entry into the Middle East market.
Andrey Zaitsev: It is a large region with a rapidly growing economy and significant demand for services — an ideal environment for our next phase of development. Eastern countries have a bright, memorable cultural code that is reflected in modern architecture. The creative mix here, from people born in different parts of the world, is remarkable. We are already working on several major projects in Dubai, including a skyscraper in the Marina. When the entire city is made of tall buildings, creating a genuine landmark is a challenge — and the more interesting for it.
L.P.: Does your studio have its own style?
A.Z.: We love to experiment, and in that sense we are still searching. We are interested in new solutions and materials, working on projects I would call attractions — spaces whose emotional impact can be colossal, comparable in intensity to a roller coaster ride. A public restaurant or club can carry that charge. A home is different; it is a personalised story, like couture tailoring.
L.P.: What makes a good private home?
A.Z.: First, choose the location carefully. I recommend renting in an area for a year before building there — people make the mistake of choosing the wrong location far too often. Second, never rush or cut the design stage. People ask for five months of work to be done in two, for half the budget, yet want an exceptional house. The design stage determines the quality of your future life. Measure seven times, cut once.
L.P.: What inspires you professionally?
A.Z.: Coming into contact with world-class designers and artists — Achille Salvagni, De Cotiis, Pinto Paris — has profoundly influenced my growth. Major design exhibitions in Milan, Paris, and elsewhere matter enormously. A broad perspective allows you to bring originality and relevance to projects. Everything becomes important: even an antique bench placed in a modern interior creates a sense of continuity with history and breathes life into the whole.