Dmitry Moskvin's lecture transforms the conversation about Ural cities into a careful exploration of how cultural landscapes are formed and who becomes their driving force. Personalities, ideas, and the courage to tell the story of the city differently - through the people who created growth points and changed conventional perceptions - are important here. Dmitry Moskvin's lecture opens a rare perspective on Ural cities, whose history is typically described through industry, production, and strict efficiency metrics. However, beyond the usual frameworks, there are other forces - people who gradually shaped the cultural identity of the regions, created institutions, promoted ideas, and changed the perception of the city as a space for creativity. This perspective is at the center of the lecture, where attention is paid not only to large processes but also to those who were at the origins of cultural transformations. Entertainment in Yekaterinburg is collected on our website.