On June 8, the Radio Monte Carlo Golf Cup was held in Moscow

On June 8, the Radio Monte Carlo Golf Cup was held at the Moscow City Golf Club, the first event in the SPIEF’25 sports games program, combining a golf tournament and a business session. The topic of discussion this year was the Cyberpremium, a new trend in the development of technological and human–centered urban space.

Business events within the framework of the Russian Media Group concept: Creative & Business create a platform for inter-industrial communication, the search for new solutions to improve people's quality of life and strengthen the entire Russian economy.

In the business session "Cyberpremium and Humanization: a new Philosophy of the Urban Environment," experts discussed what the technological future of humanity will be like, and what allows technology to create truly premium products, whether it's real estate, HoReCa services, or medicine.

The moderator of the discussion was Dmitry Shumansky, the presenter of the Makhibusiness program on radio MAXIMUM.

"The topic of the cyberpremium may seem complicated, but it is a reality that we have been living in for a long time," he set the tone for the discussion. – Today we will discuss, maybe the future has already arrived? How did it make the city, our habitat? Is there a place for us in this environment? Or will the future only come in ten years? And what will it be like?"

Each of the speakers presented one of the components of urban space: real estate, services and hospitality, media, healthcare.

Dmitry Mednikov, Managing Director of the Russian Media Group, touched upon an important nuance of the formation of the cyber premium space. According to him, in order for technologies to work well in a particular premium sector and be attractive to humans, it is necessary to make them as invisible as possible.

"The luxury of high-tech media is that the listener, for example, of the Russian Media Group, does not know that technology is at the heart of radio and television broadcasts," said Dmitry Mednikov. – The listener should not care what architecture modern smartphones are built on, or what technologies modern homes are made of. The cyberpremium in the media of the future is when the audience thinks that all we know about it is our own thoughts and feelings, and not analytics prepared by machines."

Oksana Orlova-Gorskaya, a consultant on sustainable development, a lecturer at MGIMO and ITMO University, also took part in the business session. She spoke about how the concept of sustainable development, which is considered the only possible paradigm of human development, influences the formation of the future.

"It is important for humanity to keep a balance between economic development, human well–being and the preservation of environmental quality, and only at this junction there is a chance of survival for us," she stressed. – Today, the majority of the world's population is urbanized. Therefore, the UN Sustainable Development Goals and the National Development Goals of Russia include issues of the well-being of living space. A huge amount of technology is already being used in urban systems, and it will continue to grow. And it is very important in any activity to understand that we need to be proactive. And technology is needed to anticipate risks and respond to challenges."

Artificial intelligence is already capable of creating personalized health care programs. And the potential of neural networks in this area is huge.

The key conclusion of the Radio Monte Carlo Golf Cup business session was the understanding that the future of premium urban space lies not in the juxtaposition of technology and man, but in their harmonious integration. The participants unanimously emphasized that a true cyberpremium means not just the introduction of innovations, but their unobtrusive work for the benefit of people, creating an environment where advanced solutions free up time for human communication, take into account individual needs and enhance, rather than replace, the emotional value of a premium experience.