The paper is devoted to the challenging issues of development and reconstruction of provincial historical Russian cities. Economic and cultural aspects are considered. A brief description of the features of the current period associated with the World Cup is given. The paper justifies the value of the background building as an element of the historical context that determines the integrity of the perception of monuments of architectural heritage and forms the environment of the historical city as a phenomenon of continuity of the historically emerging city. The insufficient depth of a number of reconstructive practices is characterized. This untenable approach to work with heritage is designated as «visualization», the predominance of external decorative approaches, «denoting and depicting», but not essential. The way to overcome these contradictions is outlined. The full development of an integral successive environment of the historic city is the launch of mechanisms for selfreproduction of urban space based on the reorientation of the focus of development projects from direct sales to long-term rent.
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