1. Media Objective
New items and collections from Russian designers appear simultaneously across local brands, exhibitions, markets, social media, and specialized media. To keep up with these new arrivals, users must independently browse numerous scattered sources.
The goal of EDITION No. 00 is to help the audience track relevant Russian object design and quickly discover new, interesting releases.
The platform monitors various sources, selects the most compelling new objects and collections, and compiles them into a single feed.What the user receives: They no longer need to track dozens of brands and platforms independently—new, noteworthy items appear in one consolidated place.
2. Future Media Themes
Segment:
Contemporary Russian object design.Niche Topic:
New releases from independent Russian designers, small studios, and local object brands.EDITION № 00
specifically tracks what is new on the Russian object scene right now—individual items, new series, collections, debut launches, and collaborations.In Focus
Furniture, lighting, ceramics, glass, textiles, storage pieces, decor, and other functional or experimental objects for space.Main Criterion
The item must be a new release by a Russian designer, studio, or local brand, and it must be interesting from the perspective of form, concept, material, technology, or approach to a familiar function.Beyond Media
EDITION № 00 does not cover: foreign brands; mass market; architecture; complete interior design projects; graphic and fashion design; standard product compilations without a new release.The main subject of every publication is always a specific object or a collection of objects.
Subject Design $\rightarrow$ Russian independent scene $\rightarrow$ new releases.
How does AI function in EDITION No. 00?
!!! AI is integrated into the editorial process, helping to manage a large volume of disparate sources. It does not replace the editor; rather, it accelerates the search and initial analysis of new releases.01. Sources
Websites and social media from Russian designers, studios, local brands, exhibitions, and specialized platforms.
02. Monitoring
The system regularly tracks new publications and flags potential releases.
03. AI Analysis
AI:
— determines if a publication relates to a new theme or collection;
— removes duplicates;
— extracts the author, brand, category, material, and source;
— identifies recurring forms, materials, and approaches.
04. Editorial Curation
The editor verifies the information, evaluates the release, and decides if it is worthy of publication.
05. Publication
The selected material is published on Telegram as a short editorial card:
image → what it is → who made it → why it is interesting → link to author / brand
Core Principle
AI helps discover and systematize.
The editor decides what truly matters.
3. Competitors and Their Analysis
How the Analysis Was Conducted
Competitors were found via search engines, Telegram, specialized design media, catalogs of Russian brands, and exhibition platforms. Projects were selected based on thematic relevance and competition for the attention of audiences interested in contemporary Russian design.Competitive Landscape
For our analysis, we studied Russian design media, Telegram channels, local brand catalogs, exhibitions, and professional platforms that currently compete for the attention of the EDITION No. 00 audience.
Analysis Criteria: Focus on Russian object design, frequency of new content, editorial selection, platforms and formats, visual style, Tone of Voice, and user experience.
Direct Competitors: Material, Naydis', Pole, Design Mate.
Indirect Competitors: INTERIOR+DESIGN, ARTDOM, blazar.
Potential Competitors: Fragments, ZNAY NASHIKH, LOKALY.
Direct Competitors
«Material, Find It!» A curated platform and media hub focusing on Russian manufacturers, products, and materials. The website hosts over 900 local brands; the Telegram channel is dedicated to design, new brands, materials, interiors, and professional finds. The Telegram platform includes: Platforms: Website + Telegram. Visuals: Clean product and interior photography. Tone of Voice (ToV): Expert yet approachable. Tools: Categories and hashtags, photos, videos, polls, reactions, and catalog links. The Telegram channel. Strength: A large, structured database coupled with practical utility.Differentiating Factors of EDITION № 00:
«Material, Find It!» helps users understand what exists and where to find it. EDITION № 00 showcases what is newly emerging right now.«Pole»
A Telegram journal on design and contemporary culture. Product design is presented alongside architecture, art, and other cultural topics. The project itself defines itself as a «journal about design and culture.» Telegram
Platform: Telegram.
Visuals: magazine-like, emotional, built around striking imagery.
Tone of Voice: subjective, ironic, recognizable.
Tools: photography, video, reactions, hashtags, short editorial commentary.
Strength: a strong editorial voice and the ability to quickly articulate why an object is interesting.
Differentiation for EDITION #00:
«Pole» speaks to design culture in general.
EDITION #00 focuses exclusively on new Russian product releases.
«Design Mate»
A professional Russian media outlet focused on design: objects, interiors, architecture, brands, people, and events. It also regularly collaborates with Russian manufacturers and product designers.
Platforms: website + Telegram.
Visual Style: professional, magazine-quality.
Tone of Voice: expert, composed, informational.
Content Types: news, articles, interviews, curated selections, guides, photos, and videos.
Strength: professional expertise and wide contextual coverage of the subject.
Differentiating EDITION No. 00:
Design Mate covers everything significant in design.
EDITION No. 00 addresses one question: what is new in Russian product design?
Key Takeaway
There is already a significant amount of high-quality content available about Russian design, but new Russian object releases are not the primary or consistent focus of any of the competitors we reviewed. The unique position of EDITION № 00 sits at the intersection of three characteristics: — exclusively Russian object design — exclusively new releases — consistent editorial curation.What We Are Adopting from Competitors «Material, Find Us!» — their systemic approach and intuitive navigation. «Pole» — their strong editorial voice and conciseness. Design Mate — their professional context and high-quality visuals. blazar — their curatorial principle: publishing not everything new, but only what is genuinely interesting. Based on public reaction in Telegram, specific local objects, new brands, and visually strong finds perform particularly well; for instance, «Material, Find Us!» regularly uses reactions and polls to gauge interest in specific categories and pieces.
EDITION No. 00 is not a catalog, a universal design medium, or an exhibition. It is a constantly updated editorial radar tracking new Russian objects and collections.
The most significant response comes to visually striking specific objects, unusual novelties, and emerging local brands. Therefore, the fundamental unit of EDITION No. 00 is a specific object or collection, not an abstract industry news item.
Analysis of competitors revealed that the vacant niche is not in creating yet another catalog of Russian brands, but rather in continuously tracking new releases.
4. Distribution Channel
Main Channel — Telegram
EDITION № 00 functions as a Telegram media outlet because the project is built around regular, short updates on new items and collections.
Format of one post:
New release → Photo/video → Short editorial commentary → Link to the artist or brand
Why Telegram?
Convenient for regular consumption
Users do not need to visit the website or catalog separately—new releases appear directly in their familiar feed.
Suitable for visual content
Telegram allows the combination of photos, videos, albums, short text, and links.
Acts as a constant radar
The user subscribes once and then receives new releases as they become available.
Main Formats
— release card — a new item or collection;
— roundup — several notable new arrivals over the week/month;
— short analysis — one object with context: material, technology, idea;
— video / gif — form, details, object transformation;
— reactions and polls — help track audience interest.
Navigation
To search within the channel, we use rubrics and hashtags:
#furniture / #lighting / #ceramics / #glass / #textiles / #decor / #newbrands
User Scenario
Saw a new release → quickly understood what it was and why it was interesting → saved/shared/navigated to the author or brand.
This works without a bot!
EDITION No. 00 — an editorial media outlet, not a request-based service.
The user does not need to enter commands or search for content themselves; they receive materials already curated by the editorial team through a channel subscription.
Telegram transforms EDITION № 00 from a catalog into a live stream of new Russian product design releases.
5. Target Audience