VARVARA MELNIKOVA
Varvara Melnikova is a cultural entrepreneur and strategic advisor. Her core expertise lies at the intersection of urban design, education and media. She served as CEO of Strelka Institute for Media, Architecture and Design for over a decade, co‑founded Moscow’s leading urban consultancy KB Strelka, led the digital transformation of Russia’s media house Afisha and directed the relaunch of the historic Khudozhestvenny Cinema, transforming it into Moscow’s leading contemporary cultural venue.
At Strelka, she engaged Rem Koolhaas and OMA/AMO to co‑design research led curriculum for Strelka’s launch, which was further built upon by Strelka's program director Carlo Ratti, and later engaged philosopher Benjamin H. Bratton to direct two think tanks, The New Normal and The Terraforming. Both ventures extended Strelka’s expertise into planetary‑scale design research, examining how cities evolve at the intersection of computation, ecology, and governance.
In 2014, Varvara served as a chief curator of the Russian Pavilion at the 14th Venice Architecture Biennale, titled Fair Enough, receiving a special mention from the Biennale jury.
Through KB Strelka, she built a portfolio of large‑scale urban redesign projects, launched a national architectural leadership education program through Architects.RF and oversaw editorial and publishing projects at Strelka Press. With Summer at Strelka, she led seasonal public programming, combining film screenings, lectures and concerts which examined how eco activism, cities, technologies and design further inform civic and cultural trends.
One of Varvara’s most notable achievements is the relaunch of Khudozhestvenny, a venerated Moscow cinema. Under her leadership, the old cinema house transformed into a modern cultural hub. The venue became host to Gucci’s Moscow space, featuring the Gucci Aria screening and the Gucci 100 pop‑up within Gucci’s Places initiative.
Today, Varvara advises founders, boards, and public institutions on strategy, governance, and partnerships that lie at the intersection of culture and urbanism. Focus areas include research‑driven institutional models, portfolio placemaking for real estate and hospitality, and brand × culture programs that intersect historic venues with contemporary ideas.
At Strelka, she engaged Rem Koolhaas and OMA/AMO to co‑design research led curriculum for Strelka’s launch, which was further built upon by Strelka's program director Carlo Ratti, and later engaged philosopher Benjamin H. Bratton to direct two think tanks, The New Normal and The Terraforming. Both ventures extended Strelka’s expertise into planetary‑scale design research, examining how cities evolve at the intersection of computation, ecology, and governance.
In 2014, Varvara served as a chief curator of the Russian Pavilion at the 14th Venice Architecture Biennale, titled Fair Enough, receiving a special mention from the Biennale jury.
Through KB Strelka, she built a portfolio of large‑scale urban redesign projects, launched a national architectural leadership education program through Architects.RF and oversaw editorial and publishing projects at Strelka Press. With Summer at Strelka, she led seasonal public programming, combining film screenings, lectures and concerts which examined how eco activism, cities, technologies and design further inform civic and cultural trends.
One of Varvara’s most notable achievements is the relaunch of Khudozhestvenny, a venerated Moscow cinema. Under her leadership, the old cinema house transformed into a modern cultural hub. The venue became host to Gucci’s Moscow space, featuring the Gucci Aria screening and the Gucci 100 pop‑up within Gucci’s Places initiative.
Today, Varvara advises founders, boards, and public institutions on strategy, governance, and partnerships that lie at the intersection of culture and urbanism. Focus areas include research‑driven institutional models, portfolio placemaking for real estate and hospitality, and brand × culture programs that intersect historic venues with contemporary ideas.
Project Awards
2021 Best Implemented Restoration / Reconstruction Project, Golden Trezzini Awards
2019 Urban Land Institute (ULI) Global Award for Excellence, USA
2019 Open House Madrid Awards, Best Urban Design, Spain
2019 Landezine International Landscape Award, Special Mention, Germany
2018 ISOCARP Grand Awards for Excellence, Norway
2018 Qatar Sustainability Awards
2018 The European Prize for Urban Public Spaces, Finalist, Barcelona
2014 Top-100 Architecture Schools, Domus magazine
2014 Special mention at the 14th Venice Biennale of Architecture
2021 Best Implemented Restoration / Reconstruction Project, Golden Trezzini Awards
2019 Urban Land Institute (ULI) Global Award for Excellence, USA
2019 Open House Madrid Awards, Best Urban Design, Spain
2019 Landezine International Landscape Award, Special Mention, Germany
2018 ISOCARP Grand Awards for Excellence, Norway
2018 Qatar Sustainability Awards
2018 The European Prize for Urban Public Spaces, Finalist, Barcelona
2014 Top-100 Architecture Schools, Domus magazine
2014 Special mention at the 14th Venice Biennale of Architecture
Personal Awards
2020 100 Most Creative Leaders of Russia, The Creative Russia Network
2016 Member of the WCS Young Leaders
2014 Member of the Urban Council of the World Economic Forum
2014 Russia’s top 25 creative women, The Calvert Journal
2012 Member of the program committee of the Moscow Urban Forum
2020 100 Most Creative Leaders of Russia, The Creative Russia Network
2016 Member of the WCS Young Leaders
2014 Member of the Urban Council of the World Economic Forum
2014 Russia’s top 25 creative women, The Calvert Journal
2012 Member of the program committee of the Moscow Urban Forum
Accolades
2021 Councilor of the Russian Academy of Architecture and Construction Sciences
2021 Councilor of the Russian Academy of Architecture and Construction Sciences
Academic Studies
2023–2025 (Paris, France)
Executive Master in Change (EMC), INSEAD
2004–2008 (Moscow, Russia)
BA, Art History, Russian State University for the Humanities
2023–2025 (Paris, France)
Executive Master in Change (EMC), INSEAD
2004–2008 (Moscow, Russia)
BA, Art History, Russian State University for the Humanities
Selected Books (as Publisher)
Auzan, V. (Ed., 2016) | Strelka Press
Incentives, Paradoxes, Failures: The City Through the Eyes of Economists
Axel N., Bratton B. H., & Boyadjiev, N. (Eds., 2020) | Strelka Press / Park Books
The New Normal
Muratov, A. (Ed., 2014) | Strelka Press
The Strategic Master Plan As a Tool for Managing the Future
Auzan, V. (Ed., 2016) | Strelka Press
Incentives, Paradoxes, Failures: The City Through the Eyes of Economists
Axel N., Bratton B. H., & Boyadjiev, N. (Eds., 2020) | Strelka Press / Park Books
The New Normal
Muratov, A. (Ed., 2014) | Strelka Press
The Strategic Master Plan As a Tool for Managing the Future
Selected Links
Rem Koolhaas on Strelka — 032c
Rem Koolhaas' opening lecture at the Strelka Institute — ArchDaily
"The New Normal" Book by Strelka Institute — ArchDaily
Inside Russia's "Fair Enough" — Special Mention Winner at the Venice Biennale 2014 — ArchDaily
Summer at Strelka Program Overview — EastEast
Khudozhestvenny × Gucci — Gucci Stories
Rem Koolhaas on Strelka — 032c
Rem Koolhaas' opening lecture at the Strelka Institute — ArchDaily
"The New Normal" Book by Strelka Institute — ArchDaily
Inside Russia's "Fair Enough" — Special Mention Winner at the Venice Biennale 2014 — ArchDaily
Summer at Strelka Program Overview — EastEast
Khudozhestvenny × Gucci — Gucci Stories