On May 25, Maria Aleksandrova, Director of Product and Advertising, participated in the panel discussion "Identity: What Makes Cities Bloom?" as part of the architectural and development club at ARCH Moscow. The panelists who also participated in the discussion were: Vyacheslav Pravdzinsky, Director of the autonomous nonprofit organization Center for Territorial Development of the Udmurt Republic, Advisor to the Head of the Udmurt Republic on issues of urban environment development, and co-founder of the educational project Design Weekend; Evgenia Mikulina, PhD in architecture, design expert, editor-in-chief of DesignChat.com portal and Interierny magazine, ex-editor-in-chief of Russian AD. The discussion was moderated by Oleg Pitetsky, urban strategist at Art. Lebedev Studio. The experts shared their perspectives on the role of urbanism in advancing the smart economy and discussed the prerequisites for establishing a successful city brand. "A city's identity is a form of self-expression that acts as a magnet for both its residents and visitors. Right now architecture and development in Moscow are experiencing one of the best periods, where the city is setting new bars, standards, and requirements, while allowing greater freedom for the realization of the most ambitious projects," stated Maria Alexandrova in her speech. ARCH MOSCOW is a major annual event that combines an exhibition space in the center of Moscow with a professional forum featuring enlightening and educational lectures, round tables, discussions, master classes, and workshops. The discussion centers on the latest trends in architecture and urban planning, issues of infrastructure development and monument preservation, as well as technical innovations, stylistic exploration, and design experiments.