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Promdukh (Промдух). A Short Film by The New Normal Researchers

Urals are the new Nepal? Beginning its long history of heavy industrialization during World War II and experiencing a new wave of automation in the 21st century, the Urals region has now traversed beyond the post-industrial. Mining, chemical production, vehicle manufacturing, and intensive agriculture have found a point of balance with their environment, introducing new types of ecologies. This merge of environmental equilibrium with efficiency and constant improvement is now referenced as a higher value around the world. After the ‘natural’ of the 18th century and the ‘metropolitan-industrial’ of the modern era, a new kind of sublime emerges; a sublime of the technological and its ecologies. The Urals region, assembling territories of contingent and paradox coexistence, attract pilgrims of the well-balanced ‘production spirit’ and become a new type of spiritual destination for people around the world. The project is made by The New Normal team during the Urals field trip with speculative architect Liam Young. Authors: Mary Anaskina, Grigory Chernomordik, Maria Fedorova, George Papamattheakis. Subscribe — Instagram: www.instagram.com/strelka_thenewnormal — Facebook:   / thenewnormal2019   #strelkathenewnormal