Instagram, Soviet architecture is the new Brutalism: discover it in 10 accounts to follow

Soviet modernism, emerging between the 1950s and 1980s, aimed to express socialist ideologies through architecture in bloc states. Textbooks on architectural history tell us that this period’s architecture addressed postwar reconstruction needs and paralleled the rise of Brutalism in Europe, including the Western bloc. The result was a style that was both functional and monumental. Today, when we talk about “Soviet architecture,” the image that comes to mind is of oversized apartment complexes, mass-produced concrete buildings, and imposing structures, but it’s not just that.

It’s no surprise, then, that Soviet Modernism, much like Brutalism (which we discussed here), has been “trendified.” Like any trend, it’s taken over Instagram: images of massive architecture tagged with #sovietic and #brutalist are making the rounds, accompanied by somber tones, faded or greenish hues, and a hint of mist, almost reminiscent of post-apocalyptic scenes or a new season of Chernobyl. Most of these images are paired with the same song: a slowed-down rendition of “Sudno” by Molčat Doma, a Belarusian group that has gained popularity on social media, especially for this track and its album cover.

But why is the Soviet aesthetic so appealing? 

But what makes the Soviet aesthetic so captivating? Perhaps it’s the curiosity about the unfamiliar or the nostalgia certain images evoke. John Koenig, the American creative and writer behind The Dictionary of Obscure Sorrows, a project celebrated on social media for defining previously unnamed emotions and experiences, coins it as anemoia, meaning “nostalgia for a time you never experienced.”

In this collection, we’ve compiled 10 Instagram accounts that showcase modern Soviet architecture and aesthetics as they are, and more significantly, as they appear today.

Starting on Twitter and later migrating to Instagram, @sovietvisualsis a project curated by Varia Bortsova. It documents the visual culture of the pre- and post-Soviet Union, sharing photographs ranging from advertising to people, design, and propaganda from 1910 to the present, alongside some AI-generated images. The archive is so extensive that it’s being compiled into a book, showcasing the places and customs of Soviet culture, like the “space” design of the Kosmos Cafe in Minsk.

With 441 thousand followers, this profile stands as one of the most popular on our list. @socialistmodernism visually maps out the architecture of socialist modernism. Collaborating with @socialistmodernism it shares texts that compile the most interesting projects by geographic area, offering insights into the history of buildings, designers, and current conditions.

Approaching nearly 100 thousand followers, @balkan.stories likely embodies the typical Instagram user’s perception of “Soviet aesthetics.” It’s no coincidence that the most-viewed reels adopt the POV format: ironical and meticulously paired with tension-inducing music, they offer glimpses into places and lifestyles that intrigue users, such as the deteriorated surroundings of vast concrete buildings, albeit risking perpetuating an already prevalent stereotype. 

“Nostalgia” emerges as a central theme in the dissemination of Soviet aesthetics on social media.  @eastern_european_diaries intertwines brutalist architecture, opulent interiors, and the blue hour. Further exploration of pertinent themes can be found on their external site, where reels depict desolate locales experiencing depopulation, as one headline puts it: “It’s not depression, it’s just Eastern Europe.”

Speaking of nostalgia, the images shared by @retroaestheticism embody their name, offering a collection of “aesthetic vibes.” The reels evoke a distinct sense of bygone eras, featuring intentionally eerie music, dark hues, and predominantly nocturnal scenes.

“Preserving the art, architecture, and memories of the #SovietUnion in a visual time capsule” and “Non-political | Educational purposes” are the two statements in  @sovietgallery’s bio. This profile showcases posters, covers, and photographs capturing significant moments in modern and contemporary history, with a keen focus on preserving historical monuments.

Deviating from the conventional perception of Soviet aesthetics, one of the most intriguing projects is @soviet_busstops by Canadian photographer Christopher Herwig. In 2002, he embarked on a journey through 14 countries of the former Soviet Union to capture the distinctive essence of bus stops. Often small and seemingly unremarkable structures, these bus stops remained overlooked in a context of strict state control, yet they became embodiments of individual creativity.

Roberto Conte (@ilcontephotography) and Stefano Perego (@stepegphotography) are two renowned architectural photographers with a shared passion for Brutalist works from around the world. Their exploration of Soviet architecture culminated in the publication of the photo book “Soviet Asia,” which took them to the remotest corners of Kazakhstan, Kyrgyzstan, Uzbekistan and Tajikistan. There they captured buildings built between the 1950s and the collapse of the USSR.

Despite featuring some Soviet mosaics, @sozgorod’s feed is predominantly grayscale. The page, managed by Valery Maslov, focuses on Soviet Modernism. Amidst towering residential complexes and monumental structures, the posts and reels offer glimpses into the diverse facets of Soviet architecture, both inside and out.

Although relatively obscure,  @brutavia’s feed exudes a distinct “aesthetic” vibe. It focuses on facades: modular, rhythmic, and geometric. With broad geographic boundaries, it underscores how various architectures and locales can embody the same aesthetic.