Alexandra Egorova was born in Moscow. She studied sociology at the Moscow State Linguistic University. She developed interest in savoir-faire vs innovations through her first professional experience in fashion design. She co-managed a young receptive agency in Saint Petersburg aiming to break through post-soviet touristic clichés and reshape visions towards local hospitality. Sensitive to challenging environments, she got involved into an Erasmus Mundus Master in Cultural Heritage valorisation, which spanned France, Portugal, Romania and Italy. She interned at the Lisbon Architecture Triennale and Copenhagen Architecture Festival. Currently detached from home, she is working at an artisan bakery in Lyon while questioning sense of place and looking for fundamentals.