Profile: Vasilina Lava

Entrepreneurial experience: 8+ years.

I started with promo teams and event marketing. Later, I founded the brand agency izumi (worldwide) → then joined the management consultancy pi. After that, I became an equity partner and relaunched the HoReCa project Sol x Magneto (Moscow).

Today, I run one-to-one strategic brand sessions.

Under my creative supervision, >50 thoughtful brand platforms have been developed for projects across:

— Uber-like services
— FinTech
— HoReCa
— PropTech
— B2B SaaS
— E-com: beauty, wellness, home electronics, fashion
— Web3 / NFT
— Development, Architecture, Urban Studies
— Personal brands

The Space

I stepped into the restaurant industry. Since 2023, I have been a co-owner of the bar Sol x Magneto*.

*A conceptual bar with a panoramic view of Tverskaya, flirting with neo-mysticism. It is located in a secret venue (the former Shevaldyshev Hotel), where famous Russian poets once stayed.

Today, Sol is a point of attraction for the creative community — one that values privacy and a selective approach to food and drinks.

Academic Foundation

For me, a personal path in science matters. I aim to continue it within the field of Innovation Studies.

Education:

— Architecture, Ural College of Construction, Architecture and Entrepreneurship, Yekaterinburg
— Media Communications, HSE University, Moscow, major
— Business Innovations in EdTech, HSE University, Moscow, minor

As part of my academic research, I explored:

— Creative clusters
— Community management
— NFT and the Russian cultural code

I am interested in performative art, energy management, and the development of hybrid environments.