In an interview with DOMzaMKAD, Erick van Egeraat speaks about the peculiarities of working in Russia.

Erick, you work so much in Russia. We can call you the most successful European architect in Russia. What’s the formula for your success? Why did you decide to work so much in this country? What are the pros and cons of working in Russia, with Russian clients if we compare them to the clients from any other country?

I like working in Russia, despite all its challenges, for many reasons. The relation with clients, the actual decision takers, is very personal in Russia. Many Western people are surprised when I say this, but it is genuinely true. Compared to Russia, clients in Western Europe may act sophisticated, their representatives may follow all protocols of good business meeting behavior, but in the end they will commit personally. Another very interesting aspect is that many Russian clients are motivated to do something exceptional. And even though processes and local mechanisms make those ambitions very challenging to realize, it turns out that nothing is impossible. Most of the clients that do work with me, understand that I am not only an architect capable of creating interesting designs, but I am also very dedicated to deliver what we agreed upon at the start. I stand for quality. If a project starts to get complicated, I do not run away, I stay to see how I can guarantee that the client gets the best result.

You work in Russia since the 90’s. In your opinion, how did the tastes of the Russian clients change since then if we talk about those who order elite private residences? Who changed their tastes faster: clients from government or individuals? Why?

It is difficult to discuss or to respond to matters in terms of taste as an isolated subject. In Dutch we have a saying that could be translated as: ‘One cannot debate about taste’, which should be read as: ‘It is useless to discuss taste’.
Of course I have, like everyone, my own preferences as all people have. Taste differentiates between social groups, between lifestyles and cultures; but sometimes taste transcends traditional geographical and cultural boundaries. I do not claim that there is no stereotypical Russian taste at all, but I do see that taste is getting a more and more fluid concept worldwide.
Within Moscow alone, I work on private projects for different clients. The projects for these clients differ from each other as night and day, because the clients are very different people.
I do not have a signature style with everything in white, like Richard Meier, or everything in futurist sculptural forms, like Zaha Hadid. I work on projects that choose to meticulously meet the personal preferences and demands of clients.
What I do see over time in Russia, is that the clients have gone through a very serious increase of understanding quality. My clients do not accept paying for something that is not truly worth the money. I mean real value, in terms of what does a good piece of stone REALLY cost! And how is this quality measured; once it provides me with a new living environment that lasts decades? I enjoy this increase of value; because it is very much what I do: creating real value.

If we talk about individuals (private clients in Russia), how often do they invite foreign architects, from your point of view? Why? In your opinion, what’s the main argument for the foreign specialists in Russia?

I am not sure how many foreign architects are really working on projects in Russia for private clients. I myself work with clients here, but I am not expected to publish about it. I assume that it is the same for others.
Every year I do see several foreign offices win landmark competitions for private companies and state institutes. Sometimes rightly so, because they offer outstanding solutions. Sometimes I do not see the added value of the foreign architects designs. But in almost all cases, after the competition stage you do not hear from them ever again. I see many foreign architects that in the end do not put the time and effort in that is needed to make good buildings here. And because of this they do not realize their potential here.
The idea what comes from far must be good applies here. But this is of course not always justified. Many foreign architects came, tried something, offered something that they considered good anywhere, so also in Russia, failed and left. I think that an architect of any level, famous our not famous, must offer something different, and something that works in the place where it will be built. Only then any architects involvement in a project is justified. That is what I try to do with all the projects. I do, also in Russia. It is not so much about being local or foreign, it is about offering solutions that others do not offer. My solution is that I create real quality, not speculative value. And my experience in working in many different countries has provided me with the understanding of what it takes to select the right solutions, the right materials, and to get things done. As long as there is a possibility to do such work, I am happy to continue to come and work here.

How does the current economic situation in Russia influence your work and, in your opinion, how can it reflect on the prospects of the foreign architects in Russia?

In another interview I did have said: “Irrespective of what is really happening in Russia’s economy, Russia is again collectively chastened by the media. That is not good of course and actually unfair to the potential buyers of Russian real estate. Is Russia to be blamed? Partially yes. A growing economy should be based on a real increase of capabilities and qualities, not just on speculation. And the quality of Russian Real Estate here in Russia? It is much better than it was ever before, but it is till the main challenge! Look at the lack of quality of any of the buildings and homes which are sold here far above their intrinsic values! That is not sustainable and in today’s economic reality even more so.”
I have noticed that this situation is now different from the situation in 2009. Things are done in a more fundamental way. Perhaps in the way I hoped it would change in 2009. I see that the designs that are made are now more serious, more answering real questions and solving real issues rather than grand ideas just for the ideas sake. I think this is a real gain and improvement in Russian real estate: it will last. That does not mean that architecture becomes more boring, it means architecture becomes better.
My clients demand much better work, and my team and I are very capable of providing the work this requires. It is not so much a matter of cost. Foreign architects are not significantly more expensive than good Moscow architects. The value of good work always pays back the relatively low cost of the architect in the overall costs of a project.

How often do the European clients (individuals, government, and business) invite foreign (and also Russian) specialists to making architectural projects, to building objects?

The fact that some famous architect work abroad does not mean that it is common practice for European architects to work all over the globe, or for clients to select foreign architects. But the exchange is more frequent than in Russia. I have never heard of Russian architects working abroad, except for Russian German architect Tchoban, or those architects who work on fair and expo contributions. In fact, until not very long ago, most Moscow architects never worked beyond the Moscow borders! With an ever growing market in the home country and the home city, there was also not an economic need to do so. Maybe now with the current market situation this will change. I would welcome it if Skuratov would build in Amsterdam, or Proekt Meganom in Rotterdam. It would at least be an interesting way to exchange ideas and to get beyond the mutual stereotypes that are very much alive today.
6. Are modern technologies and materials important to your private clients in Russia?
Absolutely. I work for people who know very well what are international standards, who have come across it everywhere in the world. They demand nothing less for themselves at home, and are looking for someone who can make it real. In recent years this has lead to my team being closely involved in doing part of the actual construction management work here too. We are in a position to select materials, and to place the orders ourselves. The clients of private houses see that this is a better guarantee that they will get value for money.
Working like this in the private house segment allows me to create buildings that are even better than what I would be able to realize in Holland.

What materials and technologies are mostly used in Russia and in Europe if we talk about clients who order private elite cottages? How will it change, for example, in 5-10 years? Why?

The differences which you suggest do not exist. The cliché of the Russian client looking for bling bling is passé; that is over.

There is an interminable controversy in Russia if we should turn to the West or to the East. In your opinion, do the Russian clients gravitate toward western or eastern trends in design and architecture? Or they prefer a mix? Why?

In architecture the most relevant issue is aesthetics – is beauty. This does not make other things like functionality irrelevant, but if you are not able to build something that attracts the eye or touches people, you are just building a building. That is why we all try to aim for high quality. I see that the type of buildings and quality that my clients want still gravitate towards the European quality standard. Style, East, or West, is secondary. Individuals do not make choices about their own living environment based on western or eastern tastes or political preferences. They make choices based on how they see their money spent best. And if they feel specifically attracted to eastern values, that still does not mean they cannot welcome a well-made product manufactured in for instance Germany.

In your opinion, what impact this crisis can have on the Russian clients? May be they will turn to the energy efficient technologies? Or they will be more reasonable in their demands and desires? If we compare this situation to the crisis Europe went through in 2008, how did it change people/your clients there?

I think, perhaps even hope, the effect will not be limited to individual clients, but to the entire way the Russian economy works.
It is interesting to draw a parallel to a project I am doing in The Netherlands: I am part of a small group of Rotterdam based entrepreneurs that aim to do a bid for the World Expo 2025 to take place in my home city of Rotterdam. The theme we are addressing is ‘Delta’s in transition’. To summarize, it is about preparing the Dutch economy and socio-economic thinking from volume driven to effectivity- and quality driven. The Netherlands, and the entire Western European economy, can no longer compete with upcoming economies of Eastern Asia, South America and the Middle East based on volume and price. We simply cannot do it faster, or cheaper anymore. We can do it however more effective. And we are very good at driving innovation. This results in products which are very effective and off higher quality. I expect that the current crisis in Russia shows that this country has a very specific and rather serious problem: It cannot do things faster, it cannot do things cheaper, it does not do things more effective and not in better quality than either the Far-East, nor the Western economies. With low oil prices this is a very acute situation. That means we will be slowly forced to adapt and improve the way we are producing in Russia. It would be good if this subject would addressed by government and the private sector combined. It is neither a political question, nor a matter different worldly views. It is simply a new economic reality. We need to do thing better.

Click here for the original article (in Russian)