Proposal by Sanzpont Arquitectura for the Changing The Face Competition. This project goes beyond the reconstruction of the facade of the building, and aims to promote Russian cultural life from the inside out. While the interior is used as a cinema, the exterior becomes the cultural landmark of the city being used as an Urban Stage for everyone. The outdoor stage is designed to host performances and public events, including theater, film and fashion shows, sculpture, sound and light art, dance, video and music. Lateral facades are designed unfolding the roof of the building from top to bottom, creating urban stairs to reach the top, plus 2 exterior elevators that allow people to access the roof using it as an urban balcony and a figure skating rink. The LED media wall is an element that makes the building come alive and is used as the Cultural Media Wall of the city. Powered with green energy, generates a visual urban display contributing to the Moscow’s cultural life.