“ERA”—Art Deco on Paveletskaya
One of my goals is to shoot all the iconic projects and locations in the cities where Whitewill sells real estate. Through photo stories, I try to capture the atmosphere and architectural details of these locations to help our clients find the right place to live or invest.
I’m continuing to sort through my summer photos of new buildings in central Moscow. Right now, I’m working on a post about the “ERA” project by the developer “Tekta.”
The architecture was designed by the GAFA firm. The towers embody the best architectural traditions: a stepped silhouette, vertical lines, arches, French balconies, floral motifs, and geometric patterns.
The project consists of six buildings in total. The first three, ranging from 27 to 33 stories in height, have already been commissioned. They contain 850 apartments. The second phase will include three more towers—37, 43, and 52 stories tall.
The facades are clad in natural stone up to the fifth floor. The building features large-format graphite-black granite; the slabs were split by hand, so the pattern on each one is slightly different.
Columns, pylons, cascades, and enormous four-story “petals” of botanical decoration. From a distance, the building’s monumentality is evident, while up close, a wealth of fine details becomes apparent.
The Art Deco interiors were designed by the HAAST firm. The ceilings are 6 meters high. The living room, private meeting area, and mail room are arranged in a suite of rooms. The space unfolds gradually, like a series of ceremonial halls one after another.
In the center stands a capsule-shaped counter made of polished wood finished with yacht varnish, featuring a brass countertop and the company’s logo. It resembles the hull of an expensive motorboat or a stylish jewelry box.
On the floor is a marble “compass rose” made of light and dark gray rays. It features the recognizable Art Deco geometry of a sunburst.
I was standing in the lobby with my iPhone, taking pictures, when my gaze fell on the cognac-colored leather sofa area next to the entrance. My trained eye quickly scanned the brand nameplate and was just as instantly blown away.
“Did you put original ‘Poltrona Frau’ chairs in the lobby?” I asked the manager who was giving us the tour.
“Yes,” he said with a smug smile, “only savvy customers recognize this brand.”
— We put furniture like this in the living room at the Royal Atlantis in Dubai. That sofa in the lobby is definitely worth more than a million rubles.
The grounds cover 1.5 hectares and are designed as an English landscape park. Between the monumental towers, the architects deliberately created a gentle, almost rural landscape.
An apple orchard, a rose garden, a green maze of thuja and linden trees, meadows, oak trees, willows, lilacs, hydrangeas, yoga areas, and playgrounds and sports fields.
Now, regarding prices. The developer has 260 apartments for sale. The starting price for the project is ₽22m. Prices per square meter start at ₽540k and go up to ₽1.1m. The average is ₽850k.
“Whiteville” has held the top spot at “Tekta” for several years now. Based on their attention to detail and the interiors of common areas, I consider this developer to be one of the best in Moscow. My favorite is “Nau.” They’ve also built “Spears,” “Eniteo,” and “Ever.” And right now, they’re working on “Era.”
Best offers in Moscow:
"Luzhniki Collection" is a collection of 12 clubhouses surrounded by a private park of 8 hectares. The name of the project was chosen for a reason - it is located 50 meters from the entrance to the legendary Luzhniki sports complex.
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Deluxe class club quarter on Sadovnicheskaya Embankment in Zamoskvorechye. The project consists of 4 buildings from 1 to 10 floors. There are variants from 1-bedroom apartments to spacious 5-bedroom residences. You can also choose a penthouse with a terrace and a wood-burning fireplace or an urban villa with a private entrance.
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"Masters" is a premium-class neighborhood in a quiet part of the Aeroport district, just 15 minutes from the Kremlin. The composition is formed by 11 multi-height sections of variable storey from 8 to 25 levels, creating an integral architectural ensemble with an expressive silhouette. Panoramic windows offer views of the City skyscrapers and the green landscape of Khodynskoye Field.
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“Golden Wings” is a premium residential complex consisting of two clubhouses and two towers with panoramic views in Ramenki. The collection features 716 apartments, ranging from studios to penthouses with private pools. The architecture combines the image of outstretched wings with flowing Art Nouveau-style glass silhouettes. The complex features a park, club facilities including a movie theater and a meeting room, a fitness club, and a bilingual preschool.
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The “RIDGE” Residential Complex—a premium project on the site of the former Riga Freight Yard: 1,994 apartments in 9 sections up to 69 stories tall. Architecture inspired by the Russian avant-garde and unusual unit layouts—ranging from studios to penthouses with terraces—create a unique urban landscape. Spaces for living and leisure, including a high-altitude promenade and panoramic views of Moscow from the rooftop at a height of 250 meters, open up new possibilities for urban life.
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