On Russianness, tactility, and artistry.

Contents:

• Aesthetics connects
• Craft convinces
• Art happens

Uclad is a lifestyle brand specializing in furniture, textiles, and home accessories. Since its founding in 2020 in the Moscow region, the company has established itself thanks to its in-house production and high-quality products. Unique technologies and contemporary design applied to the creation of products highlight the aesthetics of handcrafted work and the harmonious blending of diverse cultural traditions. Uclad offers its clients stylish and functional interior design solutions, making every home more cozy and comfortable.

Uclad founder Denis Golovin shared his experience of transitioning from business to creativity while maintaining one's identity. He explained why it is important to mix cultural elements with visual art and how this enriches the creative process.

Uclad was founded by a highly qualified team of professionals striving to create innovative solutions in their field. The founder of the company has extensive experience and deep knowledge, which allows him to develop Uclad and offer clients advanced technologies and services. Our mission is to provide high-quality and effective solutions that meet modern market requirements. Uclad is actively developing and implementing new ideas, which contributes to our achievements and strengthens our market position. We are focused on customer needs and strive to continuously improve our products and services.

Aesthetics connects

Uclad is a company that is rapidly expanding its market position. Over the course of its existence, it has established itself as a reliable partner offering high-quality services and products. Uclad focuses on innovation and modern technology, which allows it to compete successfully in its niche. The company's success is also due to its professional team, which is constantly working to improve existing solutions and develop new ones. Uclad's focus on customer needs makes its offerings relevant and in demand. Every year, Uclad continues to expand its horizons, introducing new ideas and approaches, which confirms its steady growth and development in the market.

When I attracted investors and launched production on New Riga, my initial idea was to create custom furniture for residential and commercial projects. However, meeting Timur Safiullin radically changed my approach. He encouraged me to look at the situation from a different perspective and consider deeper possibilities.

Timur is a unique artist specializing in furniture creation. His work is in high demand both domestically and internationally. Timur's products are successfully exported to countries such as Saudi Arabia and the UK, a testament to their quality and originality.

Uclad represents a unique combination of aesthetics and concept, thanks to the vision of our creative director, Timur. We have assembled a team of highly qualified specialists in carpentry and painting who understand the importance of quality and deadlines. Their experience and professionalism allow us to deliver projects at the highest level, satisfying our clients' needs.

This resulted in a fusion of modern, high-tech production and an artistic workshop.

We continue to implement custom projects and are open to all types of work. Our strategy is not just to earn money, but to invest the proceeds in experimentation, new equipment, modern techniques, and high-quality materials. This allows us to develop, improve the quality of services and offer our clients innovative solutions.

Our priority is to create a quality product. We ask questions about the values ​​we represent. How do we develop a compelling and unique product and then optimize our processes to offer our customers the best prices? How do we effectively scale a business without losing focus on creativity? Creativity and recognition are important, but if they don't generate revenue, we question the viability of the business. We strive for a balance between creativity and financial sustainability to ensure successful growth and customer satisfaction. Collaborations with other brands and designers at Uclad arose naturally, driven by a passion for innovation and a desire to expand our horizons in the fashion world. Collaborating with talented designers and renowned brands allows us to create unique products that reflect both Uclad's individuality and the style of our partners. These collaborative projects not only enrich Uclad's collections but also create new opportunities for creative expression. We strive to create high-quality and original content that meets current trends and our clients' expectations.

Until 2023, we actively collaborated with private clients and various establishments, but at a certain point, we decided to create our first collection in partnership with influencer and decorator Valeria Sergeeva, who has her own personal brand. Valeria set the conceptual direction, while we developed the design and production technologies. This collaboration marked an important stage in our development and opened new horizons for future projects.

Our first collection, Mona, was launched as a PR stunt to attract attention and generate interest. However, it proved successful and received a positive response from the public. The support of such organizations as Yandex and the Museum of Decorative and Applied Arts contributed to its promotion, and we began to gradually sell the collection on the open market.

Over time, I realized that we had become a full-fledged brand that We have gained recognition thanks to our unique signature textures and this collection. We have developed a clear style that encompasses our name, concept, and original production techniques. This allows us to stand out in the market and attract customers who value quality and individuality.

The naming was a success! Timur and I developed it at the very beginning, simply sitting down and discussing ideas.

We began collaborating with both designers and clothing brands. As part of the Present Simple project, we created a home collection, and with designer Daniil Berg, we developed a unique collectible design.

Daniil Berg has become a source of valuable knowledge for us. With over 15 years of experience in the premium and high-end luxury segments, he demonstrated the importance of detail in objects. At first glance, an item may seem simple and ordinary, but upon closer inspection, many nuances and complexities are revealed that make the product unique. Every aspect, from the choice of materials to the final finish, plays a crucial role in creating a true masterpiece. Understanding these details allows you to appreciate not only the quality but also the labor put into each piece.

Uclad is becoming a key player in the market, offering innovative solutions and high-quality services. We strive for continuous improvement and adaptation to the changing requirements of our customers. Our goal is to provide reliable and effective products that meet the highest standards. Uclad is actively developing its technologies and expanding its range to remain at the forefront of its industry. We are confident that only through constant improvement and attention to customer needs can we achieve success and strengthen our position in the market.

Uclad has evolved from a furniture brand into a full-fledged lifestyle brand, which is confirmed by our diversity of new products. We are actively expanding our range, including concrete products and planning to release home textiles with a recognizable pattern this year. In the future, we will also introduce home utensils, which will allow our customers to create a harmonious and stylish space in their homes. Uclad is not just furniture, it is a whole philosophy reflecting modern trends and individuality.

At the end of last year, Evgeny Komarov, who previously held the position of chief technologist of the international direction of textiles and furniture at IKEA, joined our team. I'm responsible for business strategy, Timur Safiullin focuses on creativity and aesthetics, and Evgeny brings an engineering approach and pragmatism. He has become a valuable addition to our team, enabling us to improve processes and enhance the quality of our products.

In early 2025, we launched Uclad Space—a unique space that will become a focal point for everyone. It's not just a showroom, but a multifunctional creative space, including a coffee shop, wine bar, and concept store showcasing the work of Russian artisans and artists. Uclad Space is designed for designers, architects, and anyone who appreciates aesthetics and inspiration in the world around them. This is a place where you can exchange ideas, find inspiration and enjoy a creative atmosphere.

We are gradually creating an ecosystem of "Uklad", covering not only furniture, but also various aspects of everyday life. This ecosystem aims to improve quality of life and create a harmonious space for everyone. We strive to integrate design and functionality that will help people live and work more comfortably.

The aesthetics of the products include elements of Japanese, Scandinavian, Peruvian, Indian, and Balinese styles. Each of these regions brings unique characteristics to the design, combining tradition with modern trends. Japanese minimalism, Scandinavian functionality, the vibrant colors of Peru, the exotic culture of India, and the tranquility of Bali create a harmonious combination that attracts connoisseurs of art and design.

Russia is a country with a rich historical and cultural heritage. It occupies a vast territory and is renowned for its diverse natural landscapes. From majestic mountains to vast forests and rivers, Russia offers unique opportunities for travel and adventure. Russian culture encompasses a multitude of traditions, arts, and culinary delights. Russian literature, music, and painting are renowned worldwide. Russia's contribution to science and technology is also noteworthy. Modern Russia is actively developing its economic and social aspects, making it a significant player on the international stage.

Are you perceived as a local Russian brand? Are you considered the successors of the crafts of Suzdal, Vladimir, and Nizhny Novgorod?

We have found ourselves in this trend, although this was not our initial goal.

Despite the lack of projects for Russian restaurants, we have successfully collaborated with numerous establishments representing Japanese, African, and Mediterranean cuisines. Our experience in these areas allows us to create unique concepts and offer high-quality solutions for the restaurant business.

We are all part of Russia, and our connection to the Russian code is undeniable. When we founded our company, we had a clear understanding: we can and must produce a high-quality, unique, and interesting product in Russia that will stand out from everything else on the market. We strive for originality and distinctiveness to offer our clients something truly special.

We never sought to be Russian.

In my opinion, there are two key factors explaining this phenomenon. The first is the Mona collection, which many have seen as having elements of modern Russianness and associations with window frames, although in fact, Lera Sergeeva intended a reference to the Middle Ages. The second factor was the current spirit of the times, associated with the import substitution trend and other economic processes.

We are woodcarvers, combining traditional craftsmanship with modern methods. Our work represents a unique blend of creativity and business, where high-tech production harmoniously intertwines with an artistic workshop. We use a variety of materials, such as concrete, wood, veneer and textiles, which allows us to create original and unusual products.

We strive to bring together diverse cultures and draw inspiration from different parts of the world. We draw on Scandinavian minimalism, Japanese respect for materials, and African craftsmanship techniques. In today's war-torn world, our goal is to demonstrate that design can unite people. We believe that through design we can create bridges between cultures and find common values ​​that promote peace and harmony.

Craft convinces

I decided to develop this recognizable style, as it allows me to highlight the uniqueness and expressiveness in my work. The use of diverse textures creates layering and depth, captivating attention and maintaining interest. This approach not only emphasizes individuality but also promotes better information comprehension, making the content more memorable and appealing to the target audience.

Our production team has developed a strong team of professionals, from designers to installers. We began receiving increasing requests for complex products that others could not create. In addition, we actively implement unique techniques developed by Timur, which are impossible to replicate. By publishing our work on social media, we attracted the attention and interest of the audience. As a result, architects and designers began contacting us with proposals to collaborate on restaurant and residential projects, interested in our unique textures and solutions.

We became design collaborators, which brought us particular satisfaction. This recognition allowed us to realize that we are not only masters of our craft, but also individuals capable of influencing aesthetics and shaping trends in the world of design.

Mistakes can become a source of unique products. Many companies and entrepreneurs face failures, which ultimately lead to unexpected and successful solutions. For example, the accidental discovery of a new flavor or a technological improvement resulting from incorrect calculations can lead to the creation of a sought-after product. Analyzing such situations, we can conclude that mistakes don't always mean failure, but can become a launching pad for innovation. It's important to learn from failures and use the experience gained for further development. Errors and accidents are quite common. When Daniil Berg visited our production facility, his attention was drawn to the scaffolding, sawhorses, and waste containers. He remarked, "This will be the foundation!" This is a great material and a great technique, let's implement it."

Uclad concrete tiles did not appear by chance. While the wood panels didn't meet fire safety requirements, the project specifically called for our unique texture. Uclad concrete tiles combine aesthetic appeal with high durability, making them ideal for a variety of interior and exterior settings. We prioritize the quality and safety of our products, allowing Uclad tiles to be used in a wide range of conditions.

Our carpenters in the factory use their free time to create unique pieces from scraps and leftover materials. They actively experiment and bring their ideas to life. We periodically hold garage sales and private screenings to gauge interest in our creations. This allows us not only to test new concepts but also to find inspiration for future projects.

An interesting story about textiles is connected to their production in India. When we began developing designs with our unique patterns, our partners suggested using the ancient method of wood block printing. They advised us that we didn't need to reinvent the wheel—all we had to do was create our own textures, and they would transfer them to fabric. Timur recalled defending his thesis at an art university on hand-printed textiles, a traditional method in Rus'. It's worth noting that this technique has a history of over four thousand years in India, underscoring its cultural significance and uniqueness in the world of textiles. The emphasis on tactility in the Uclad Space concept was not accidental. We strive to create a unique sensory experience that allows visitors not only to observe but also to interact with the space. Tactile sensations play a key role in perceiving the environment, and we believe that physical interaction fosters a deeper understanding and emotional connection with objects. This approach helps us make the space more accessible and engaging, allowing each visitor to explore and discover through touch.

The techniques Timur developed and implemented in our company emphasize tactility. We believe that design should be perceived not only visually but also through touch. This approach creates a deeper connection between the user and the product, which enhances the overall experience and functionality of the design. It is important that each design element evokes not only visual interest, but also a tactile response, which in turn increases the level of user engagement and satisfaction.

Art happens

First there was business, a factory and production. Timur Safiullin, a man with deep knowledge of craft, became involved in this process. Production was focused not on mass production, but on the value of handcraft and the unique artist's vision. Now, Uclad is also actively developing its position in the art world, combining art and craft.

Our works of art are represented both in private collections and at the Tretyakov Gallery.

Entering the world of art can be difficult to comprehend and analyze. This state evokes a multitude of emotions and thoughts that are not always easy to express in words. Art has the power to touch upon deep aspects of human psychology, provoke thought, and open new horizons of perception. It is important to recognize that each person perceives art uniquely, and this perception can change over time. Immersing ourselves in art requires attentiveness and openness, which helps us better understand its meaning and impact on our lives.

In fact, we didn't set out to make art.

We manufacture furniture and pride ourselves on the high level of skill of our specialists. Our designers, painters, and carpenters are skilled in working with wood, veneer, and other complex materials. Our team includes Timur, a professional with a degree in art, unique skills, and extensive experience. Combining professionalism and creativity, we create high-quality products that meet the highest demands of our customers.

We came to the world of art, following our passions and professional skills. Our goal wasn't to be featured in private galleries or the Tretyakov Gallery, but to be closer to art. This allows us not only to increase our visibility but also to develop, increasing the value of our products. We clearly demonstrate our ability to create unconventional, high-quality solutions and, accordingly, high prices.

At one of the exhibitions where Russian masters and artists presented their works, we presented our Mona collection. The exhibition was rich in conceptual art, and for a moment I doubted our approach, thinking that we should have shown something more abstract. However, one of the leading collectors of Russian contemporary art noted, "You have a unique feature that other brands don't have. You create art, making each piece by hand, and each one is unique. At the same time, you have the ability to reproduce this art."

Thus, our Mona collection stands out from the crowd thanks to its individuality and high quality of execution. We continue to bring uniqueness to the world of art, combining creativity and the possibility of replication, which makes our products truly one-of-a-kind.

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