Interlakokraska, the International Exhibition for Paints and Coatings, is Russia’s largest and most established industry gathering. The 30th anniversary edition, held from 24 to 27 February 2026 at the Timiryazev Centre in Moscow, brought together 299 exhibitors from nine countries, including Russia, China, Turkey, Iran, Kazakhstan, South Korea, Malaysia, Belarus, and Uzbekistan. With 8,230 professional visits recorded over four days and a conference programme featuring 19 events, the exhibition serves as a critical platform for the paint and coatings industry to present innovations, exchange expertise, and develop business strategies.
While the exhibitors and their technologies occupy the centre stage, a specialised workforce of interpreters, booth assistants, hostesses, and models works behind the scenes to ensure that the event functions smoothly and that international business communication flows without interruption.
Interpreters: Enabling Cross-Border Business
At an exhibition where 139 of 299 exhibitors come from outside Russia, interpreters are indispensable. The presence of companies from China, Turkey, Iran, South Korea, Malaysia, and other countries creates a constant demand for language mediation across the exhibition halls.
Interpreters at Interlakokraska work in various capacities. Consecutive interpreters accompany foreign exhibitors during negotiations with Russian suppliers, distributors, and industrial buyers. They must be fluent not only in general business language but also in the specialised terminology of the coatings industry—resins, pigments, additives, solvents, application equipment, and regulatory standards. A conversation about powder coating formulations or automated dosing systems requires an interpreter who understands the technical context, not merely the words.
For the conference programme, which includes a plenary session on strategic directions for the paint and coatings sub-industry and panels on technical regulations and raw material supply, simultaneous interpreters may be deployed to provide real-time translation for international participants. This mode of interpreting demands intense concentration, rapid processing, and familiarity with the subject matter. Interpreters working in simultaneous mode typically work in pairs, alternating every 15 to 20 minutes to maintain accuracy and mental sharpness.
The business significance of interpretation at Interlakokraska cannot be overstated. When an Uzbek company like Faravon Maksimum signs export contracts with Russian partners such as NKSS, NPP Rogneda, and Erislmann, the negotiation process depends on clear, precise communication. An interpreter’s ability to convey technical specifications, delivery terms, and regulatory requirements accurately can determine whether a deal is concluded or lost.
Booth Assistants: The Operational Core of Exhibition Stands
Booth assistants form the operational backbone of exhibitor stands at Interlakokraska. Their role combines reception duties, product knowledge, and logistical support, making them essential to the smooth functioning of each exhibition space.
A typical booth assistant at Interlakokraska is responsible for greeting visitors, managing the flow of attendees at the stand, distributing catalogues and technical documentation, and supporting the sales team in identifying serious business prospects. With 86% of visitors classified as industry professionals and 33% possessing purchasing decision-making authority, booth assistants must be skilled at quickly assessing which visitors warrant deeper engagement.
For international exhibitors, booth assistants often serve a dual function, combining reception duties with interpretation. A Chinese coatings manufacturer presenting raw materials or equipment may rely on a bilingual booth assistant to handle initial inquiries from Russian visitors, explain product specifications, and collect contact information for follow-up. This requires not only language skills but also a working understanding of the exhibitor’s product range and the Russian market context.
The physical demands of booth work at a four-day exhibition are considerable. Assistants stand for extended periods, manage crowds during peak hours, and maintain a professional demeanour throughout. The Timiryazev Centre’s Vavilov and Chayanov Halls, with over 14,700 square metres of exhibition space, require assistants to navigate large distances and remain alert across long working days.
Hostesses: The Face of the Exhibition
Hostesses at Interlakokraska serve as the face of the exhibition, managing the interface between the event and its visitors. Their responsibilities span registration, information services, and the ceremonial aspects of the event.
At the entrance and throughout the venue, hostesses welcome guests, process registrations, provide information about the exhibition layout and conference programme, and direct visitors to specific stands or conference sessions. With visitors representing industries as diverse as construction, automotive, aerospace, woodworking, and oil and gas, hostesses must be capable of answering a wide range of questions and directing attendees efficiently.
The conference programme at Interlakokraska includes high-level events such as the Plenary Session on Strategic Directions of Development of the Paint and Coating Sub-Industry, attended by Deputy Minister of Industry and Trade Mikhail Yurin and other senior officials. Hostesses supporting these events may be responsible for managing delegate registration, escorting VIP speakers, coordinating stage logistics, and ensuring that the proceedings maintain a professional atmosphere.
Interlakokraska operates under the auspices of the Russian Chamber of Commerce and Industry and with the official support of the Russian Ministry of Industry and Trade, the Russian Chemists Union, and the Soyuzkraska Association. This institutional weight means that hostesses represent not only the exhibition organiser, EXPOCENTRE AO, but also the broader industrial establishment that the event serves. Their appearance, demeanour, and communication skills contribute directly to how the exhibition is perceived by both domestic and international participants.
Models: Presentation Beyond Aesthetics
Models at Interlakokraska serve a functional role that extends beyond visual appeal. In the context of an industrial coatings exhibition, models may be engaged for product presentations, equipment demonstrations, and promotional activities that require a polished, professional presence.
Exhibitors showcasing coating application equipment, automated dosing systems, or tinting machinery may use models to create visually compelling demonstrations that attract visitor attention. At an exhibition where 36% of exhibitors are seeking machinery and equipment for paint production and application, and 21% are looking for tinting equipment, a well-presented demonstration can be a significant draw.
The distinction between models and hostesses at industrial exhibitions can be subtle. Models may focus more on visual presentation and promotional engagement, while hostesses typically handle informational and logistical tasks. In practice, individuals working in these roles often possess overlapping skills, and the boundaries between them may shift depending on the needs of the exhibitor and the dynamics of the event.
For Interlakokraska specifically, models might be engaged by companies presenting finished coatings, packaging solutions, or application technologies. The exhibition covers the entire cycle of production and application of paints and coatings, from raw materials to waste treatment systems, and models who can effectively combine professional presentation with basic product knowledge are valuable assets for exhibitors seeking to stand out in a competitive exhibition environment.
A Collaborative Professional Ecosystem
What unites interpreters, booth assistants, hostesses, and models at Interlakokraska is their shared function as facilitators of communication, experience, and business interaction. The exhibition’s stated purpose is to help professionals tackle key business tasks—from finding alternative suppliers of raw materials to familiarising themselves with the latest automated dosing and colouring systems. The quality of the support workforce directly influences how effectively these objectives are achieved.
Interlakokraska has maintained its status as the main platform for the paint and coatings industry for three decades. That longevity depends not only on the exhibitors and their products but also on the professional infrastructure that makes the event navigable, accessible, and productive for all participants. Whether interpreting a technical negotiation, welcoming a delegation from the Ministry of Industry and Trade, or ensuring that an international exhibitor’s stand runs smoothly, these professionals contribute to the exhibition’s continued relevance in a changing economic landscape.
