What makes a city cultural? How do industrial centers acquire their identity? A new lecture in the series on the cultural landscapes of the Urals is an opportunity to look at Magnitogorsk in a new light. This is a conversation about people, meanings, institutions, and that very invisible energy from which true culture is born. The cities of the Urals are not only industrial giants with a rich industrial history but also living cultural organisms. During the Soviet era, they developed according to a clear scheme: production first, everything else as a residual. However, even in these harsh conditions, centers of meaning, communities, and projects emerged that left a deep mark on the cultural map of the region. Dmitry Moskvin's lecture continues the series of reflections on how cultural landscapes of Ural cities are formed. This time, the focus will be on Magnitogorsk-a city that is hard to imagine outside the context of metallurgy, but behind the familiar facade lies a much more complex and interesting story. The conversation will be about those who made Magnitka not only a working city but also a cultural one: artists, curators, initiatives that created an alternative agenda. The target audience is anyone interested in urban culture, urbanism, the modern history of the Urals, and the transformation of industrial heritage into a cultural code. This is not a dry lecture, but a lively dialogue with space, time, and personal involvement. The focus is on the heroes, gestures, and practices that often remain off-screen, but it is they who make the landscape of the city truly significant. Entertainment in Yekaterinburg is collected on our website.