Mural in the Context of Media Culture: from Self- Expression to Cultural Code (Based on the Materials of Industrial Parks in the Moscow Region)

This article examines significant objects of industrial culture – the industrial parks in the Moscow Region developed by the «Stroitelny Alliance» Holding in Podolsk and Yesipovo. In particular, the focus of scientific interest is on the large murals displayed on the facades of the industrial park blocks. The main objective was to analyze the mural programs in the context of the parks’ commercial activities, as a form of branding. Moreover, the «fairy-tale» murals of the Yesipovo park are of considerable interest, where branding engages in a dialogue with a new concept of industrial culture and the search for innovative forms and approaches in the light industry sector. Our task was to demonstrate the multifaceted nature of mural programs: from commercial appeal and branding to exploring new themes through reference to national traditions. Thus, murals act as a form of cultural coding alongside their traditional function as transmitters of culture.