All rights reserved alliance international media 2024
COMMENT
From Lavrov to Macron
By Zoran Panović
Despite the Serbian Progressive Party (SNS) having signed a Cooperation Agreement with Putin’s United Russia, and despite SNS President and Serbian PM Miloš Vučević having stated that the party shares common core values with the Communist Party of China, we shouldn’t forget that SNS became an associate member of the European People’s Party (EPP) in 2016
Aleksandar Vulin, as the ideologue of the “Serbian world”, dubs Vučić “the president of all Serbs”. Republika Srpska President Milorad Dodik formally bows to the Serbian President, though it feels like Dodik wants to give the impression that he and Vučić are “co-presidents of the Serbian world”. Dodik has no qualms about seeing Vladimir Putin, unlike Vučić, for whom that would prove politically complex today.
More than a decade on, we can only guess as to whether Vučić, in his liberal – “Protestant” phase, when he often cited Max Weber, envisaged his government and its manifestations exactly in this way, at the “AllSerb Assembly”. Admittedly, the EU future of Serbia and Republika Srpska was mentioned as a commitment in the Assembly’s Declaration, though in a lukewarm, routine way. Unlike the thematically similar document adopted by the government of Boris Tadić in 2011, this one didn’t stress that the struggle over the national
issue and the European integration of Serbia are not only not contradictory, but are deeply synergistic. Ideologically charged, and complete with the cordial message of Russian Foreign Minister Sergey Lavrov, the AllSerb Assembly wasn’t a gathering that classified Serbia and Republika Srpska in the so-called “Collective West”.
In order to assuage his “oath keepers”, it turned out that Vučić was able, immediately after Saturday’s Assembly, to join the commemorating of “European Election Night 2024” on Sunday evening, and to cast a symbolic vote. He was welcomed to Belgrade’s Hotel Metropol by EU Delegation Head and Ambassador Emanuele Giaufret. With
In a way, Vučić’s party is also an indirect winner of the EP elections, although Ursula von der Leyen isn’t Angela Merkel, even though she’s shown understanding for Vučić
this gesture, Vučić quickly attempted to swing the pendulum back and show, for the umpteenth time, how well-established and well-functioning his system of mutually functional paradoxes is, as one of the more important parts of his technology of governance. Vučić subsequently conversed over the phone with French President Emmanuel Macron, emphasising that they discussed “strategic
cooperation”, which contradicts the dominant anti-Western (pro-Russian) narrative in Serbia’s media sphere. Okay, so Macron isn’t exactly Orban –Vučić’s absolute favourite EU leader –but the Serbian government stresses that Macron is at least capable of listening to the Serbian side and showing a degree of sensitivity. Vučić also spoke with General James B. Hecker, commander of United States Air Forces in Europe and Africa, whom he thanked for the KFOR troops that serve to guarantee the peace and security of Serbs in Kosovo, and expressed his satisfaction with the “mutual trust that has been built”. Vučić’s pro-Putin supporters ignore these moves, branding them “tactical” and not representing Serbia’s core commitment. And that suits Vučić’s marketing.
Despite SNS having signed a Cooperation Agreement with Putin’s United Russia, and despite SNS President and Serbian PM Miloš Vučević having stated that the party shares common core values with the Communist Party of China, we shouldn’t forget that it was back in 2016 that SNS became an associate member of the European People’s Party (EPP), winner of the recent European Parliament elections – meaning that, in a way, Vučić’s party is also an indirect winner of the EP elections, although Ursula von der Leyen isn’t Angela Merkel, even though she’s shown understanding for Vučić, and the Germans referred to Merkel as “Mutti” (Mummy), which is how Vučić treated her politically.
Organising the Olympics is Truly a Team Sport
Paris 2024 aims to make the Games accessible and sustainable, and to reduce the carbon footprint of previous Olympics by half. The legacy project focuses on developing Seine-Saint-Denis and enhancing sport’s role in addressing societal challenges across France
Etienne Thobois
Paris 2024 CEO
Much has already been written about the Paris Olympics. As we count down to the 2024 Summer Games, branded as ‘Paris 2024’ and set to take place from 26th July to 11th August, we’ve decided to focus on the Olympics’ impact on the social fabric of society. Paris will be the main host city, with events also taking place in 16 other cities across Metropolitan France and one subsite in Tahiti, French Polynesia.
Our interview with Paris 2024 CEO Etienne Thobois focuses primarily on the potential impact of the Olympics on Seine-Saint-Denis, one of Paris’s departments. Seine-Saint-Denis is the youngest, fastest-growing and poorest department in France, and its inhabitants are set to benefit from the economic opportunities likely to be brought by the Games.
While each event is unique, the philosophy behind the Paris Olympics—focused on supporting equality, sustainability, and efficiency—can serve as a model of modern thinking for Serbia’s organisers of Expo 2027.
The French government was determined to ensure this year’s Summer Olympics would be green, inclusive and socially beneficial. Could you please introduce us to this aspect of Paris 2024, before we immerse ourselves in the sports, winners and medals?
— From the bid phase, we had a clear objective – shared by all Paris 2024 stakeholders – to organise Games of a new era, which would be both spectacular and useful, responding to the challenges of our changing world.
The starting point is our plan for the Games to use 95% existing and temporary infrastructure. Those temporary venues, set among some of the world’s most iconic landmarks, are central to our Paris 2024 concept. When we talk about ’Games Wide Open’, it’s this idea of taking sport out of its traditional spaces and bringing it to the heart of the city and our communities, notably with the first-ever Opening Ceremonies to be held outside of
a stadium, where more than 220,000 people will have the opportunity to attend for free, and with the first-ever mass participation events in the context of an Olympic and Paralympic Games.
So, it’s about bringing the Games closer to the people, for everyone to be able to share in the experience, but it’s also about aligning them more with the needs and expectations of modern society. Our low-build venue plan supports our commitment to cut the carbon footprint of the Games in
We want to bring the Games and the public closer together. At the Opening Ceremony down the River Seine, more than 220,000 people will enjoy free access on the upper banks
half compared to the average of London 2012 and Rio 2016. It also means that our Olympic Legacy project differs from what we’ve seen elsewhere, with a very targeted physical legacy, focused on the host department of Seine-Saint-Denis, which is the youngest, fastest-growing and poorest in France. Our only two major construction projects both respond to very specific needs of the local area, and will contribute powerfully to its ongoing social and economic development. Alongside this, we have a wider project to drive positive impacts throughout France by strengthening the place of sport in our society and as a tool to address today’s biggest societal challenges. One good example is our ’30 Minutes’ initiative, which has been adopted by 91% of French primary schools and sees children now doing 30 minutes of sport or physical activity every day, in addition to their PE les-
SAFETY
We want these Games to be open to as many people as possible on a scale we’ve never seen before. But we are very clear: these ambitions can only be delivered if the security conditions are met
sons. This is a type of legacy that did not need to wait for the Games, and we’ve benefitted from close and early collaboration with government and social institutions to amplify our impact.
With 800 sporting events, 15,000 athletes, 45,000 volunteers and 13 million meals, maintaining sustainability throughout the Olympic Games is undeniably challenging. What innovations are you most proud of? — Our actions in this area are all geared towards doing better with less. As we have said, it starts with using 95% temporary or existing infrastructure, but there are many examples of innovation across all aspects of our operations. When it comes to venue development, for example, we are renting materials instead of buying them new –and we are guaranteeing a second life for every piece of equipment used, whether it’s a mattress in the Athletes’ Village or a seat in a temporary stand.
Very significantly, we are connecting every venue, including temporary venues, to the electricity grid in order to reduce our reliance on carbon-intensive diesel generators, both during the Games and for events in the future. Every Olympic venue is also guaranteed to be powered 100% by renewable energy thanks to a unique (in the context of the Games) power purchase agreement.
We could also include the example of catering, where we are doubling the amount of plant-based food on offer to athletes and spectators across our venues compared to previous Games, with 80% of all produce used coming from French sources. This will equate to 50% carbon reduction per meal.
And something that definitely makes us proud is the way we have
BENEFITS
The residents and businesses of SeineSaint-Denis, which is the youngest, fastestgrowing and poorest department in France, are on the frontline to benefit from the economic opportunities of the Games
INNOVATION
The starting point is our Games plan to use 95% existing and temporary infrastructure. Those temporary venues, set among some of the world’s most iconic landmarks, are central to our Paris 2024 concept
engaged our whole ecosystem in this effort to make the Games an accelerator of bold sustainability objectives. One example is the work of the City of Paris and State authorities to clean up the River Seine and make it swimmable for the first time in 100 years. We could also talk about Coca-Cola, which is investing significantly in the accelerated roll-out of drinks fountains – representing a big factor in our effort to halve the amount of single-use plastic used in food and beverage service.
Olympic Games are often seen as having been a great hit or a miss, mostly in economic terms. What are your recipes for converting green investments, i.e., costs, into profit generating machines?
— As an Organising Committee, we are not aiming to turn a profit. We’ve been clear from the start regarding our objective to maintain a balanced budget, and we are on track to achieve that.
It’s a matter of some pride, because the global macroeconomic conditions of the past seven years have not made things easy. We’ve maintained a rigorous focus on cost optimisation throughout, which has helped us keep budget increases below the overall rate of inflation across the lifetime of the project. Today, the Organising Committee budget stands at 4.4 billion euros and is 96% privately financed.
The SOLIDEO budget for Games-related, long-term investment is also 4.4 billion euros, 1.7 billion of which is publicly funded, with the remaining 60% coming from private developers. The strategy from the outset was to invest only in new infrastructure where there was a clear and proven long-term need, with 80% of all the public money spent on the Games fo-
On the Paris 2024 side alone,
2.7 bln euros of contracts have been awarded, with 79% of contractors and suppliers being SMEs. They also include 304 social enterprises
cused on the fast-growing Seine-SaintDenis department.
Specifically, as the site of the Athletes’ Village and Media Village Cluster, this department will benefit in legacy from 4,000 much-needed new homes, built to the highest standards of accessibility and eco-design, 25 per cent of which will be dedicated social housing. A further third will be rented as affordable housing for students and key workers.
Alongside this, the new Olympic Aquatics Centre in Saint-Denis is the centrepiece of a major legacy project targeting an unacceptable reality whereby 60% of children across the Seine-Saint-Denis department currently leave primary school (at age 11) unable to swim.
Overall, the Games project will leave a legacy of 20 new community swimming pools across the department. In addition to the four pools of the Olympic Aquatics Centre, these include 12 new pools spread across three training venues for the Games, and four temporary pools used for the swimming competitions at Paris La Défense Arena, which will be permanently relocated to locations in Seine-Saint-Denis after the Games.
The residents and businesses of these areas are also on the frontline to benefit from the economic opportunities of the Games, which are estimated at up to 11.1 billion euros across the Paris region, according to a recently updated forecast by France’s CDES, using new methodology developed with the OECD.
What strategies are being implemented by organisers of the Games and their strategic partners in order to utilise Paris 2024 as a catalyst to develop the econ-
omy, reduce inequality and promote employment?
— Many actions have been undertaken by Paris 2024 and SOLIDEO, our delivery partner, to guarantee that the five billion euros of Games-related contracts awarded benefit the entire economic fabric, placing a special emphasis on the small and social business sector.
On the Paris 2024 side alone, 2.7 billion euros of contracts have been awarded, with 79% of contractors and suppliers being small or medium-sized businesses. They include 304 social enterprises.
Likewise, we have placed a major focus on ensuring the jobs boost of the Games benefits those furthest away from employment, and does so in a sustainable way, working with government and social institutions to deploy innovative solutions such as the very popular programme of sportsbased job dating sessions.
In total, 181,000 people will work directly on the Games – and in sectors offering long-term employment opportunities such as construction and tourism. On Games infrastructure projects, 2,935,357 hours of work have been completed in the context of social (re)integration schemes –120% of the target set for SOLIDEO.
In today’s polarised world, when a larger number of participants are anticipated than was the case a century ago, when Paris last hosted the Summer Olympics, how complicated is it to ensure the safety and security of all participants and spectators?
— From the very beginning, security has been the condition on which our whole plan is based. We want these Games to be open to as many people as possible; we want them to be open to the city on a scale we’ve never seen before. But we are very clear: these ambitions can only be delivered if the security conditions are met.
That’s something we knew from the start. Before confirming the plans for the Opening Ceremony, for example,
we carried out extensive feasibility studies with our partners in the State security services, considering every type of threat. We continue to work daily in coordination with the highest levels of the French State security and intelligence services.
Our confidence is based on this work, and based on France’s expertise in delivering festive major events, even in challenging security contexts. We could give the example of Euro 2016, held just a few months after the Paris attacks, which saw thou -
Our ’30 Minutes’ initiative has been adopted by 91% of French primary schools and now sees children doing 30 minutes of sport or physical activity every day
sands of people celebrating together in city-centre fan zones. Indeed, since 2015, risks of a terrorist nature have been systematically built into the design of all security measures in France. This has been the case for Paris 2024.
The Games will see the biggest ever security operation for an event in France. An unprecedented 35,000 state security personnel will be mobilised every day of the Games and the Opening Ceremony will see more than 45,000 State security personnel deployed across central Paris, including specialist air and river forces –in addition to the Games private security force.
Everything is in place for visitors to enjoy a wonderful, safe and oncein-a-lifetime celebration.
How will Paris celebrate sport and innovate the Olympic Games as a sporting arena?
— The experience of the Games for spectators will be like no other. Paris itself will transform into an Olympic Park as the epicentre of an incredible party, extending nationwide through-
out France. The Olympic Torch Relay is already giving a taste of the spectacle and the public enthusiasm to join the celebration this summer.
We are introducing a number of innovations, each designed to bring the Games and the public closer together.
So, we have this unique Opening Ceremony down the River Seine, with more than 220,000 people enjoying free access on the upper banks.
We have sporting competitions staged among iconic landmarks, in the very heart of the city, on a scale never before seen.
We have the first-ever Games mass participation event, the Marathon Pour Tous, which will see 40,000 members of the public run the same route, on the same day, as Olympic competitors.
And we also have the first-ever Champions Park, a free-access celebration venue at the foot of the Eiffel Tower, with 120,000 people gathering daily to honour and party with Games medallists.
We are hoping that each of these concepts will leave its mark on the history of the Games.
Finally, what can Belgrade, which is investing a lot in the upcoming Expo 2027 event, learn from your model?
— It is early for us to be giving advice. For now, we are staying humble and focused on delivering our Games.
One key lesson learned on our side is the importance of setting a clear vision for your project – and with a high enough level of ambition to galvanise and bring together behind it all the key public and private stakeholders, as well the public. That’s because organising a major event is truly a team sport.
We certainly believe that our lowbuild model, with its very targeted legacy investments and rigorous focus on cutting carbon emissions, can serve as a blueprint for the future. But every Games, every event and every host city offers something different and you need to know how to play to your own strengths.
Fraternity Through Sport
As part of the Olympic tradition, France, as the host country of this year’s Summer Games, presented a resolution on the observation of the Olympic truce to the UN General Assembly. And it was largely adopted, with the noticeable abstentions of Russia and Syria. It is in this spirit that President Macron called for an Olympic truce on all theatres of war and stated his willingness to take “diplomatic initiatives” in favour of peace during the Games ~ Pierre Cochard
H.E. Pierre Cochard French Ambassador to Serbia
By Ljubica Gojgić
Despite disagreement on some issues, such as Kosovo’s request to join the Council of Europe or support for the Resolution on genocide in Srebrenica, France and Serbia remain close, while France also wants to deepen economic ties with Serbia, says Ambassador Cochard. Speaking in this interview for CorD Magazine, he confirms that discussions of new forms of cooperation could resume in Belgrade during the next visit of the French president, which is planned.
Your Excellency, under what slogan and with what message will France celebrate its National Day this year?
— Fostering fraternity through sport will definitely be this year’s message
for our national day. France will host the Olympic and Paralympic Games in Paris and at various venues across the country and beyond: Marseille, Bordeaux, Tahiti… I am convinced that these Games will provide an occasion for people all around the world to experience French hospitality and witness our knowhow in organising such events. We are very much looking forward to the Olympic Games and our annual celebration will be organised in the spirit of the respect, friendship and excellence that were promoted by Pierre de Coubertin. Most Serbian participants in the Olympics will already be in France by then, but we will hopefully greet many of them, with their medals, on their way back!
The following months will be marked under the sign of excellence in sports, but not only that, as the December 2024 reopening of Notre Dame will demonstrate what we can achieve when we work together and with the support of so many individuals and countries around the world. When it comes to respect and friendship, France does everything that’s possible to promote these principles – by promoting multilateralism and cooperation – both at an international and national level. In Serbia, friendship and respect are at the core of our bilateral relations.
On the eve of this year’s holiday, both in France and across Europe, President Emmanuel Macron’s announcements that France might
send its military instructors to support the Ukrainian army are being closely followed. What is the sentiment among the French people regarding this initiative?
— The French people are very conscious of what is at stake in Ukraine. This war has an existential character for all of us. The war of aggression that Russia wages against a sovereign country, constantly denying its very existence, the existence of the Ukrainian nation and the free will of the Ukrainian people, is jeopardising the stability of the European continent as a whole. The French position has always been very clear: we are not at war with Russia, but we will do all we can to support Ukraine’s resistance and to help the Ukrainian people protect their freedom and sovereignty. France has done everything possible to engage in dialogue with Russia. Vladimir Putin rejected this and decided to lead his country into a disastrous war.
When it comes to military instructors, many fake news stories have been circulated. The possibility of training in Ukraine has been discussed with our partners since the Ukraine Support Conference that was held in Paris on 26th February, and taking into account the official request submitted to the EU by the Ukrainian authorities. No decision has so far been taken. Our aim has always been the same: to give Ukraine and the Ukrainian people the means to defend themselves against brutal and illegal aggression.
Paris is preparing to once again host the Olympic Games. Can the Olympics, like in ancient times, serve not only as a venue for sporting competition, but also as a platform for peace talks to bring an end to conflicts in Ukraine or Gaza?
— We have the ambition to offer a moment of hope to people suffering from conflicts, and especially the ones you mention, through the Olympic and Paralympic Games. France is doing everything it can to promote peace. As part of the Olympic tradition, France – as host country of the Games – pre-
Artificial intelligence, environmental and energetic transition - are essential for the development of Serbia and its alignment with the European Union
sented to the UN General Assembly a resolution on the observation of the Olympic truce. And it was largely adopted, with the noticeable abstentions of Russia and Syria. It is in this spirit that President Macron called for an Olympic truce in all theatres of war and stated his willingness to take “diplomatic initiatives” in favour of peace during the Games.
I hope that world leaders will seize this opportunity to move forward collectively on such a crucial issue. But the responsibility to silence the guns belongs first and foremost to the aggressors that are acting in violation of international law and the UN Charter.
During the most recent meeting between the presidents of Serbia and France, it was announced that a contract for the purchase of French “Rafale” fighter jets is expected to be signed soon, with the French President personally attending the event. Has this event already been planned?
— President Macron intends to visit Serbia very soon, as he values our close relations with Serbia. His first visit, in 2019, was an important milestone in the renewal of our longstanding friendship that led to the signing of an inter-governmental agreement in 2020, covering important projects like the Belgrade metro. Since that time, our two countries have had numerous high-level contacts. As you stated, President Vučić was in Paris last April, while President Macron has reiterated his willingness to come to Serbia and discuss ways to reinforce our bilateral relations in many fields, in view of our future increased cooperation as fellow EU member states. And, indeed, this includes the reinforcement of our already strong and solid cooperation in the defence sector, in order to be able to protect our common defence and security interests.
It emerged at the same meeting that interest exists in strengthening economic cooperation through the involvement of French companies in the fields of energy, environmental protection and artificial intelligence in Serbia. Can we expect something concrete soon?
— Indeed, France is striving to deepen its economic ties with Serbia. The sectors you mentioned - artificial intelligence, environmental and energetic transition - are essential for the development of Serbia and its alignment with the European Union. French companies are increasingly present in Serbia. Trade between our two countries has tripled since 2010! The recent visit of a delegation of French firms was a concrete indicator of the deepening of our economic relations. The delegation met with President Vučić and several ministers. This visit led to the signing of a Memorandum of Understanding between the Serbian government, Vinci and Suez concerning the Veliko Selo water treatment plant, the first such facility in Belgrade. An agreement regarding the financing of a Smart Grid project has also been signed.
PARIS 2024
We will hopefully greet many Serbian participants with their medals, on their way back!
To what extent have bilateral relations between France and Serbia been impacted by your country’s co-sponsorship of the Resolution on Srebrenica, which was proposed to the UN General Assembly by Germany and has been perceived in Serbia as an act against the country and a destabilising factor for the region?
— Our bilateral relations, as well as the relationship between our two presidents, are based on trust and sincerity. We may disagree on some issues, but we have no hidden agenda. Our only agenda is to remain faithful to our longstanding friendship and to help Serbia become a full member of the EU as soon as possible.
The resolution establishes an International Day of Reflection and Commemoration of what happened in Srebrenica in July 1995, the massacre of 8,000 adults and children, which was unequivocally qualified as genocide by the International Court of Justice. We believe there is a collective duty of memory, a “devoir de mémoire”, as we say in French, when it comes to such terrible events and France did its part concerning the tragic events of our own past. That’s why France supported the adoption of this resolution. It is not a negation of the other crimes that were committed during the conflict in the former Yugoslavia. And the text does not contain any idea of collective responsibility for the Srebrenica genocide.
Whatever judgement we may have on the impact of this resolution, what really matters now is to work together to prevent the hatred, glorification of war criminals and ethnonationalism that are, unfortunately, still present around us. That’s the only way to help peace prevail in the region.
France initially supported Kosovo’s Council of Europe membership ap-
ENLARGEMENT
Enlargement is, and will remain, the key to our common security and prosperity despite the multiple threats we face
VISIT
President Macron intends to visit Serbia very soon, as he values our close relations with Serbia
plication, , but then withdrew its support. How firm is Paris’s stance that there can be no progress for Kosovo until the Community of Serb Municipalities has been established? — Our position is not only firm, but also very clear and has been stated many times. We support Kosovo’s membership in the Council of Europe as a way to protect the rights of citizens and minorities in this country, but this membership requires that Pristina take concrete steps to set up the long-overdue Association of Serb-Majority Municipalities.
The Belgrade-Pristina dialogue is essential for the stability of the region, and both parties must respect their commitments. There is no alternative to normalisation and France, together with its partners, will continue to insist on the creation of the Association of Serb Municipalities, as a priority and necessary step on this road.
How would you evaluate this June’s local elections in Serbia?
— If I am to quote the preliminary conclusions of the ODIHR, they were wellrun and freedom of expression and assembly were respected. But the ODIHR mission also raises some concerns that are more or less identical as those raised in the report of the ODIHR regarding the 17th December elections. These shortcomings need to be addressed and the ODIHR has formulated recommendations that are very relevant.
We welcome the commitment made by Serbian authorities to implement them all, through an inclusive and transparent dialogue. I hope that this dialogue will lead to tangible progress in the coming months. This would bring the country closer to European standards, and improve Serbian citizens’ trust in their institutions and democratic processes.
Could the results of the elections for European institutions influence the EU’s course when it comes to events in the region and EU enlargement?
— We will have to wait and see for the new EU institutions to be formed in the coming months, but I believe that the major political equilibriums will remain the same.
Since the Zagreb and Thessaloniki summits of 2000 and 2003, the European Union and its member states have consistently reaffirmed their commitment to the EU membership perspective of the Western Balkan countries. The European Council called for the accelerating of their accession process in December 2023. Enlargement is, and will remain, the key to our common security and prosperity despite the multiple threats we are facing. Ever more Europeans are aware of that, and I am confident that our priority will remain the same and I hope that Serbia will decisively take this opportunity: as its place is in Europe and nowhere else.
Global Diary
Claudia Sheinbaum Becomes Mexico’s First
Female President
In a historic milestone, Claudia Sheinbaum Pardo has become the first woman to be elected President of Mexico, securing a decisive victory, according to the official results. Sheinbaum, representing the left-wing Morena party, garnered between 58 and 60 per cent of the vote, leaving her main rival, Xóchitl Gálvez, in second place. Born in 1962, Sheinbaum has a distinguished background both academically and politically. Her political career is marked by several notable achievements, including her tenure as the first female Mayor of Mexico City from 2018 to 2023, a metropolis home to over nine million residents.
Iceland Named World’s Most Peaceful Country for 16th Consecutive Year
The Global Peace Index has released its annual list of the world’s most peaceful countries for 2024. Iceland secured the top spot for the sixteenth year in a row, and Slovenia is the only country from the region to enter the top 10. Ireland ranks second, owing to its low number of displaced persons, while Austria takes third place, largely due to its minimal violent demonstrations. The ten most peaceful countries in the world are Iceland, Ireland, Austria, New Zealand, Singapore, Switzerland, Portugal, Denmark, Slovenia, and Malaysia.
“We’ve done well because people have become more anti-European”
Alice Weidel
Narendra Modi Sworn in for Third Term as India’s Prime Minister
Narendra Modi, leader of the Hindu nationalist Bharatiya Janata Party (BJP), has been sworn in for his third term as Prime Minister of India. The ceremony took place at Rashtrapati Bhavan, the official residence of the Indian President. Modi’s National Democratic Alliance, led by the BJP, won the general election with 293 seats, a narrower margin than exit polls had predicted. The Indian opposition saw a resurgence, securing 234 seats. Thousands of guests attended the inauguration, including leaders from Bangladesh, Nepal, Sri Lanka, and the Maldives, though Pakistan and China were notably absent.
Thousands of Tons of Frozen Water Found on Mars’ Volcano Summit
In a groundbreaking study published in the journal Nature Geoscience, American scientists have revealed the presence of thousands of tons of frozen water at the summit of a Mars volcano. This significant discovery underscores the existence of water on the Red Planet, a vital element for life as we know it. The study focused on Tarsis, the largest mountain range in the Solar System, located on Mars’ equator. During the nighttime, temperatures on these mountains drop below the freezing point of water, leading to the condensation of water vapour from the atmosphere and forming a layer of ice.
“We’re ready to turn the country around”
Marine Le Pen
EPP Secures Victory in European Parliament Election
The European People’s Party (EPP) has emerged victorious in the European Parliament election, solidifying its control over the chamber despite significant gains made by far-right groups across Europe. As anticipated by pre-election polls, far-right parties saw substantial increases in their vote shares throughout the bloc. The National Rally secured nearly a third of the votes in France, establishing itself as the leading nationalist faction in the upcoming Parliament. Similarly, Italian Prime Minister Giorgia Meloni’s Brothers of Italy garnered support from more than a quarter of the electorate. The two farthest-right groups in the European Parliament, the European Conservatives and Reformists (ECR) and the Identity and Democracy (ID) group, will jointly control 131 seats in the chamber.
G7 Summit Focuses on Migration, AI, and Economic Security
On the second and final day of their summit in Italy, the Group of Seven (G7) leading industrialised nations concentrated on critical issues, including migration, artificial intelligence, economic security, and the Indo-Pacific region. The G7 leaders emphasised their commitment to addressing global challenges at what they described as “a
crucial moment in history.” Held at a luxury resort in Italy’s southern Puglia region, the summit tackled many significant topics. Discussions included financial support for Ukraine, the ongoing conflict in Gaza, climate change, tensions in Iran, the situation in the Red Sea, gender equality, and China’s industrial policy and economic security.
Mark Rutte to Become NATO’s New Secretary-General
Outgoing Dutch Prime Minister Mark Rutte is set to become NATO’s new Secretary-General, having secured unanimous backing from all alliance member states. Rutte, who will officially take on the role on 1st October, following the departure of current Secretary-General Jens Stoltenberg after nearly a decade, has swiftly garnered support from key NATO countries, including the United States, the United Kingdom, France, and Germany. Known for his staunch support of Ukraine, the 57-year-old leader’s appointment comes on the heels of his decision to step away from Dutch politics.
WHAT SHOULD THE NEW SERBIAN GOVERNMENT PRIORITISE?
Human Capital is the Weak Link of Our Development
If we had to encapsulate the answers provided by our interlocutors in a single short message to the Government of Serbia, it would read “strengthen equality” … in terms of access to justice, education and the tax burden. Failing that, Serbia won’t achieve the average EU income level for the next 50 years
Assuming that the new Government of Serbia will function with a full mandate, it is presented with an opportunity to implement some long-term moves that could stimulate economic growth and standards of living. Instead of offering generalised messages
about strengthening macroeconomic stability, the experts that we interviewed focused on specific recommendations for the removing of obstacles to economic growth.
First and foremost, this undoubtedly means strengthening human capital, then
the fight against corruption, the removing of barriers to economic growth and fundamental reform of the system of personal income tax and mandatory social security contributions, enabling a more balanced distribution of the tax burden and the rights enjoyed by taxpayers.
Goran Radosavljević Ph.D. Vice Dean and Director of the FEFA Institute
We Need to Quadruple Our Growth Rate
Reducing corruption, reforming the energy sector and fundamentally changing the secondary education system are the keys to faster economic growth
It was two months ago that Serbia gained a new government, the seventh since 2012. The previous ones left it with one of Europe’s lowest levels of GDP per capita, average income totalling around 46% of the EU27 average and insufficient growth rates. With the average growth rate of 2.7% that Serbia has had over the previous 10 years, it won’t be able to achieve the EU’s average income level for the next 50 years (Source: World Bank). As such, higher economic growth is essential.
There are multiple obstacles to growth that the new government should get to grips with. One of the biggest is corruption. According to analysis conducted by the Fiscal Council, Serbia has been growing at a rate approximately two percentage points (p.p.) below its potential for a decade. Almost half of that reduced growth is a result of weak rule of law and high corruption. By strengthening independent institutions (primarily the judiciary) and reducing corruption levels, Serbia could achieve growth almost 1 p.p. higher.
Apart from the removing of barriers to growth, energy is also becoming a crucial factor of economic growth and development. As such, the new government’s list of priorities must include reforms in this sector, based on decarbonisation and boosting
investments in new capacities to produce electricity (using hydro, wind and solar energy, while considering nuclear energy possibilities). There must also be a focus on market liberalisation and the decentralisation of production that would lay the foundations for higher economic growth in this sector.
Finally, education reform imposes itself as a measure that would have lasting effects on the economy and society. Some possible measures within the scope of this include considering the introduction of compulsory secondary education, reforming ‘gymnasium’ high schools and increasing investments in the
By strengthening independent institutions (primarily the judiciary) and reducing corruption levels, Serbia could achieve growth almost 1 p.p. higher
quality of educational personnel (and not only in facilities) to raise their standard.
This could all result in long-term growth exceeding 5%, which would enable Serbia to catch up with the EU’s average income level three to four times faster than is currently possible.
Luka Baturan University of Novi Sad Faculty of Law
Arbitrary Tax Breaks Degrade the System
The biggest job that Serbia has to do – and it pertains to tax regulations – is to radically reform personal income tax and mandatory social insurance contributions
There is no way that the current system could be assessed as being fair. A fair/just tax system is one that burdens people who earn the same amount in the same way, while burdening those who have higher incomes with a progressively heavier burden than those with lower incomes. This is not the case in Serbia’s current system.
The root of the problem with the current solution is the difference in the taxing of income from different sources. For example, income from a salary is treated differently than income earned from copyright or capital, while as of recently we’ve also had the special (softer) treatment of the earnings of so-called freelancers. Representing a story in their own right are the various tax benefits that are determined arbitrarily, which differentiate even within individual categories of employees.
A new system of personal income taxation would have to focus on the total income that a citizen earns over the course of a year, and subject them to progressive tax rates, taking the taxpayer’s family circumstances into consideration much more. Similarly, the state cannot fail to include certain revenues in the contribution system to such a great extent. There is a virtual consensus in legal theory on the essential need to reform personal income tax,
with differences existing only in the details. This work was planned to be done immediately after the changes of 2000, but was deprioritised due to the introduction of value added tax, which burdened all capacities of the Tax Administration. Since then, the authorities have only occasionally addressed partial tax reforms. These reforms are sometimes conditioned by a need to make up for shortfalls in the tax system, while they are some -
A new system of personal income taxation would have to focus on the total income that a citizen earns over the course of a year, and subject them to progressive tax rates
times a result of the fundamentally mistaken policy of enticing investments by offering certain privileged investors tax breaks, and sometimes they are simply the result of pressure from various lobby groups, as is the case with the latest solutions for the taxation of income generated through digital platforms.
Nebojša Bjelotomić Director of the Digital Serbia Initiative
Instead of Walls and Machines, We’re Investing in People and Their Knowhow
For countries with a falling population, it is recommended that all remaining workers “climb” the ladder of industrial worth. However, this means dealing far more with average students and raising the level of their abilities
Secondary school enrolment is currently underway in Serbia. It is said that 67,000 eighthyear primary-school leavers are applying for 72,000 spots in secondary schools. And these numbers hide the fact that probably no one has dealt with secondary school programmes – with what is taught and how – for a very long time. There’s no place in this story for special mathematics and IT departments, which are attended by only a few thousand students anyway. I must add to this analysis that the number of first-year pupils enrolled in primary schools in Serbia is 61,000.
Despite the fact that I was expected to advocate for investments in infrastructure, access to technology and further digitalisation, that doesn’t seem wise to me. Given the numbers from the first paragraph, education is the most important direction of technological development.
Ever more foreign companies are considering Serbia as a place to locate their computer programming and development sectors. This offers a major development opportunity. For countries with a falling population, it is recommended that all remaining workers “climb” the ladder of industrial worth. However, this means not only bidding farewell to outstanding students, but also dealing with average students and raising the level of their abilities. That means train-
ing every citizen to be a user of the latest technologies, in order for users in Serbia to be interested in testing new products and services. That is the route to attracting “complex” development and people with the knowhow required for such a “competition”. Perhaps you’ve read about how Singapore is providing scholarships for all its citizens aged over 40 who want to learn something new. The speed of technological development means that this is probably
Every citizen needs to be trained to be a user of the latest technologies, in order for users in Serbia to be interested in testing new products and services
necessary for every country, especially ones wanting to compete in the development of new technologies. That’s why I wouldn’t suggest anything epochally new when it comes to technology, as everything new becomes old too quickly. I would instead suggest raising the population’s general level of knowledge regarding the use of technologies, because that is currently the only enduring competitive advantage. Instead of being walls and machines, it is in people and their knowhow.
75 Years of Promoting Human Rights
Recent reports from Council of Europe bodies confirm a mixed picture when it comes to the state of human rights in Europe. While many member states have made commendable strides in protecting civil liberties and ensuring judicial independence, there are still significant concerns and a sense of democratic backsliding ~ Janos Babity
Janos Babity Head of the Council of Europe Office in Belgrade
By Ljubica Gojgić
Kosovo’s application to join the Council of Europe is now being considered by the 46 member states represented in the Committee of Ministers of the Council of Europe and we can’t say when a decision on that issue could be made, says the new head of the Council of Europe Office in Belgrade, speaking
in this interview for CorD Magazine. Janos Babity says that, during his time in Serbia, he will be dedicated to raising standards when it comes to the protection of fundamental rights for all citizens. He adds that he will also pay special attention to exploring ways of reflecting on the synergies between human rights and environmental protection.
The Council of Europe is this year celebrating its 75 th anniversary. Looking at that history, what would you say have been the Council’s greatest achievements since it was founded?
— Founded in 1949 as the first postwar inter-governmental political organisation in Europe focusing on human
rights, the Council has played a pivotal role in shaping a united and stable Europe by promoting these values.
One of the Council’s most significant accomplishments is the European Convention on Human Rights, adopted in 1950. This groundbreaking treaty, which entered into force in 1953, laid the foundation for the European Court of Human Rights, which has since dealt with over a million applications and delivered over 25,000 judgements and decisions, protecting the rights and freedoms of millions of Europeans in the process.
— Another cornerstone achievement is the establishment of the European Social Charter in 1961, which ensures social and economic rights, including the right to work, education, health, housing, social protection and welfare.
Through its Venice Commission, established in 1990, the Council has provided member states with critical legal advice on constitutional matters, supporting democratic reforms and the rule of law.
Since 1955, the European Cultural Convention has encouraged cross-border collaborations in education, culture and heritage, enriching the cultural diversity of Europe.
Moreover, the Council of Europe has been a leader in combating corruption and organised crime. The Group of States against Corruption (GRECO), established in 1999, has been pivotal in promoting transparency and integrity across Europe, contributing significantly to the fight against corruption.
Through other conventions and specialised bodies, the Council of Europe has also been protecting the rights of persons belonging to national minorities, promoting regional and minority languages, rights of women, children, Roma and Travellers and LGBTI persons, as well as countering hate speech and discrimination.
Viewed from the perspective of the Council of Europe, how would you rate Europe today, according to the criteria of human rights, democracy and the rule of law? Are eco-
nomic, health and geopolitical crises resulting in those values being pushed to the backburner?
Amid the number of economic, social and geopolitical challenges Europe faces today, we see that human rights, democracy and the rule of law appear to be under attack in many parts of our continent. Recent reports from the Council of Europe bodies confirm a mixed picture of the state of human rights in Europe. While many member states have made commendable strides in protecting civil liberties and ensuring judicial independence, there are significant concerns and a sense of democratic backsliding.
Democracy in Europe also faces challenges. The 2024 annual report of the Secretary General of the Council of Europe on the state of democracy, human rights and the rule of law highlights both progress and setbacks. Electoral processes in many countries continue to function effectively, reflecting the robust democratic tradi-
Concerns remain regarding media freedom and equal campaign opportunities, which are vital for a healthy democratic environment
tions in place. However, significant threats are posed by the rise of populist movements and the erosion of democratic norms in certain areas.
Stronger commitment is needed from member states to increase the level of implementation of the judgements of the European Court and recommendations by various expert bodies of the Council of Europe.
Recent and ongoing crises have indeed placed immense strain on these values. The Covid-19 pandemic, for instance, led to emergency measures that curtailed civil liberties in some cases. The Council has been vigilant in ensuring that such measures remain proportionate and temporary.
Marija Pejčinović Burić, Secretary General of the Council of Europe, has
consistently highlighted the severe impact of geopolitical challenges and Russia’s war against Ukraine on Europe’s stability, as well as on the principles of democracy, human rights and the rule of law. Our Organisation acknowledges the profound suffering of the Ukrainian people and the broader implications of the military aggression on regional security and global stability, and seeks to mobilise all the instruments available to ensure Russia’s full accountability for human rights violations and to provide compensation to the victims. Despite economic, health and geopolitical crises, the values of human rights, democracy and the rule of law continue to guide the Organisation’s member states. The Council’s work is crucial to ensuring these principles are not put on the backburner, but remain at the forefront of European policy and action.
The history of the Council of Europe also includes discussion over whether the Council lost its place with the formation of the European Union and, later, with the formation of the OSCE. How would you respond to that claim?
— The establishment and the evolution of the European Union (EU) and the Organisation for Security and Cooperation in Europe (OSCE) has not overshadowed the Council of Europe, but rather complemented its mission. The Council of Europe has a clear mandate focused on human rights, democracy and the rule of law. Unlike the EU, which places a greater emphasis on economic integration and political union, the Council’s broad membership of 46 countries allows it to address human rights issues across the continent, beyond the EU’s borders.
The OSCE, with its focus on security and conflict prevention, also intersects with the Council’s work.
In recent years, cooperation between these organisations has only strengthened Europe’s capacity to address complex challenges. We highly value our cooperation with the EU and the OSCE and will continue to work
together for the promotion of the values in which we all believe.
You have been in Serbia since this February. What have you defined as the priorities of your mandate?
— My commitments revolve around the Council of Europe’s values and role: strengthening human rights, democracy and the rule of law in Serbia.
I am firmly dedicated, together with the team of the Council of Europe Office in Belgrade, to supporting Serbia’s efforts to align with European standards and ensure the protection of fundamental rights for all its citizens. With reference to the fourth Summit of the Council of Europe held in Reykjavík last year, special attention will be given to the rights of children and the participation of youth in decision-making processes. We are also exploring ways of reflecting on the synergies between human rights and environmental protection.
In recent years, the Council of Europe Office in Serbia has supported reforms of democratic institutions, especially the judiciary. At the same time, we can still hear assessments that this pillar of power is still not free of the pressures of the executive power, despite the reform process and the amending of the Constitution. In which direction will further cooperation between the Council of Europe and the authorities in Serbia develop regarding the judiciary?
— Over the course of 20 years, the Council of Europe has been a steadfast ally to Serbia in reforming its democratic institutions, particularly the judi-
ciary. Looking ahead, the Council of Europe’s cooperation with Serbian authorities will intensify, focusing on fortifying the judicial system against undue influence and ensuring adherence to European standards. We are conducting programmes that seek to increase the capacities of legal professionals by adopting the democratic standards and procedures that are already being practiced in other members sates. The Serbian Ministry of Justice and the High Court of Serbia are our strong allies, and we look forward to cooperating with them in the future.
Moreover, the Council’s GRECO (Group of States against Corruption) continues to monitor Serbia’s progress in combating corruption within the judiciary. This oversight is crucial to building public trust and ensuring that judicial decisions are free from external interference.
tions in December 2023. You witnessed the local elections in early June. From that point of view, what would you say about the state of parliamentary democracy in Serbia?
— Members of the Parliamentary Assembly of the Council of Europe were part of the international observation mission during Serbia’s national elections in December 2023. This observation provides an evaluation of the entire electoral process in Serbia, thoroughly presented in the PACE election observation report.
The joint observation mission, including the Council of Europe Parliamentary Assembly, acknowledged that the elections offered voters a choice between political alternatives, and that freedoms of expression and assembly were generally respected. Concerns remain regarding media freedom and equal campaign opportunities, which are vital for a healthy democratic environment. The implementation of the recommendations of the ODIHR and Venice Commission remains on the agenda. Despite these challenges, the Council of Europe remains committed to supporting Serbia’s democratic institutions. Continued collaboration will focus on enhancing electoral integrity, strengthening judicial independence and ensuring that democratic norms are fully upheld.
Amid the number of economic, social and geopolitical challenges Europe faces today, we see that human rights, democracy and the rule of law appear to be under attack in many parts of our continent
The Council of Europe will also enhance its engagement with civil society organisations in Serbia, empowering them to act as watchdogs and advocate for judicial independence. This multifaceted approach aims to create a resilient judicial system able to withstand political pressures and deliver justice impartially.
Council of Europe representatives were actively involved in the work of the election observer mission that monitored Serbia’s national elec-
The beginning of your mandate in Serbia was marked by a discussion about Kosovo’s request to become a member of the Council of Europe, which Belgrade opposes. Since that request was not added to the agenda of the meeting of the Committee of Ministers in May, could you explain the further procedure related to the request of the authorities in Pristina?
— The procedure will involve further deliberations of the 46 member states represented in the Committee of Ministers of the Council of Europe. We don’t know at this stage when a decision may be taken. It is not in my mandate to discuss accession issues, so I will not comment further.
Celebrating Unity
Marko Čadež
FRANCE 2024
56 Science in the Service of Justice & Freedom
Aleksandra Kolaković Ph.D., Senior Research Associate of the Institute for Political Studies
56
The Road to an Enduring Friendship
Dr Jasmina Grbović Novaković Full Research Professor, Head of the Centre of Excellence for Hydrogen and Renewable Energy, Vinča Institute of Nuclear Sciences, National Institute of the Republic of Serbia, University of Belgrade
57
Significant Experience & Promising Results
Marija Vidović Associate Research Professor. Institute of Molecular Genetics and Genetic Engineering (IMGGE). University of Belgrade
A Chance that Should be Taken
The CCIFS’s main objective is to promote the Serbian market’s potential among French companies. This is essential if the current very good cooperation is to deepen and include more companies
Numerous opportunities are in front of us that should be utilised – to summarise the key message of CCIFS President Dragan Stokić in this interview. And by opportunities he is referring to both the possibilities offered by the initiating of the EU’s Growth Plan for the Western Balkans and to the further strengthening of bilateral cooperation between France and Serbia. It is in this domain that the Chamber sees its key role, says Stokić. The appointing of the new government of the Republic of Serbia, which is expected to have a full mandate to devote to the further encouraging of economic growth, foreign investments and European integration, undoubtedly represents an opportunity to establish strong foundations for further progress. And Serbia’s commitment to digital transformation and developing new technologies also undoubtedly represents a particularly important aspect of this development.
We are witnesses to the fact that the arrival of major French companies has contributed significantly to progress in Serbia in the fields of renewables and smart infrastructure and transport networks, in areas of agriculture, the food industry and information technology, which are recognised as the backbone of future economic growth.
A new Serbian government was recently appointed and is expected, according to all forecasts, to have a full mandate. What do you think should be the government’s key moves if it wants to economic and FDI growth to continue?
— As president of the French-Serbian Chamber of Commerce, I consider it essential for the new Serbian government to work continuously on a few key issues in order to support the growth of foreign direct investments and the county’s economic development. Firstly, the continuation of reforms is crucial. This includes the further improvement of the business environment through the reducing of bureaucracy, the advancement of legal certainty and transparency, as well as support for the development of the private sector. These reforms would serve to further improve the investment and business environment, which is crucial to attracting FDI. Secondly, accelerating the European integration process is essential to creating a stable regulatory framework harmonised with European standards. This would not only ease business operations, but also further boost investor confidence in the Serbian market. Thirdly, the existence of the Growth Plan for the Western Balkans is an
opportunity that should be utilised to the max, as it includes our country in the European single market even before we gain EU membership. This plan provides financial support and technology transfers that can contribute significantly to the development of infrastructure, energy, education and other key sectors. The government should cooperate actively with international partners in order to ensure the optimal use of these resources for the purposes of economic growth.
GROWTH
The existence of the Growth Plan for the Western Balkans is an opportunity that should be utilised to the max, as it includes our country in the European single market even before we gain EU membership
EURO INTEGRATION
Accelerating the European integration process would ease business operations and further boost investor confidence in the Serbian market
SUPPORT
As the FrenchSerbian Chamber of Commerce & Industry, we are prepared to support all initiatives that will advance Serbia’s business climate and economic development
As the French-Serbian Chamber of Commerce & Industry, we are prepared to support all initiatives that will advance Serbia’s business climate and economic development. Our focus remains on strengthening bilateral economic cooperation and attracting new investments that will contribute to both countries’ long-term prosperity.
The period of Prime Minister Ana Brnabić was marked by serious breakthroughs in digitalisation and the strengthening of the IT sector. How important is this area today as the foundation for building a knowledge-based society in Serbia?
— The digitalisation process isn’t just a priority for the Serbian economy’s development, but
French companies contribute significantly to Serbia’s technological advancement and the strengthening of economic ties between France
and Serbia
also represents a great challenge. The Serbian economy is nonetheless successfully taking advantage of the positive aspects of this process, having launched many projects, with a special emphasis on artificial intelligence, and in the next three years, for example, Serbia will have the opportunity to chair the Global Partnership on Artificial Intelligence. The applying of digital technologies is now an imperative for the sustainable and successful operations of all businesses, both today and in the future. Together with the initiatives that are supported by the Government of the Republic of Serbia, we will continue strengthening the activities of the CCIFS and its member companies in this direction, thus further advancing the digital econ -
It is great news that Serbia will chair the Global Partnership on Artificial Intelligence in the next three years
omy and the building of a society that relies on knowledge and innovation.
French companies are today increasingly present in Serbia and represent champions of the transfer of technological knowledge. In which sectors in Serbia is their influence most evident?
— The influence of French companies is most clearly seen in the energy and sustainable energy sectors (Schneider Electric, Veolia), where French companies are contributing to the development of renewables and smart grids; infrastructure and transport (Alstom, Vinci airports, RATP Dev), where our member compa-
15 Years of Friendship in Action
nies once again excel in improving transport infrastructure. Likewise in the fields of agriculture and the food industry (Lactalis, Savencia), and information technology (Eviden, Axians, Exclusive networks). Through these sectors, French companies contribute significantly to Serbia’s technological advancement and the strengthening of economic ties between France and Serbia.
In the period since our last interview, the world seems to have become even more complex in both economic and political terms. How does this influence the will of French companies when it comes to investing beyond the borders of France and how do they position this part of the world on their risk map?
— I would evaluate the current climate of economic relations between France and Serbia as being good. However, when it comes to improving these relations, an unavoidable segment is the promoting of the potential of the Serbian market among French companies, which is the CCIFS’s main objective. French companies are now more cautious in making such decisions, considering all possible scenarios and not taking the decision to enter any market lightly, precisely due to the global situation being more complex. On the other hand, it should be noted that the companies that already operate in Serbia are continuing to carry out their activities unhindered and haven’t been greatly impacted by changes on the world stage and geopolitical challenges, which is a convincing indicator of a positive business environment.
We are proud of all we have achieved over the past 15 years, strengthening the ties between the French and Serbian business communities, fostering economic cooperation, and supporting French companies in Serbia. However, our mission is not only about bolstering economic relations between France and Serbia, but also about creating long-term friendships and partnerships. With optimism and determination, we look to the future, ready to continue contributing to the community and achieving new successes.
ADMS Software Reduces Energy Losses
Schneider Electric’s cutting-edge energy-efficient solutions can slash energy consumption in commercial buildings by up to 30%, delivering a return on investment within approximately five years, as demonstrated in both Serbia and Montenegro
lients frequently seek our expertise in navigating the crucial energy transition, given that 80% of emissions originate from the energy sector. Schneider Electric provides advanced software solutions that facilitate network digitalisation and enhance operational efficiency, thus reducing losses significantly, explains Schneider Electric General Manager for Serbia and Montenegro, Miloš Vuksanović.
CAre Schneider Electric’s innovative products and solutions driving the development of the global market and industry?
— Digitalisation, electrification and decarbonisation are our main guiding principles for innovation. Buildings and industries, as the largest energy consumers, can save significantly by applying digital systems for monitoring and optimising energy use. Installing energy-efficient solutions in commercial and residential buildings is essential. The technologies are already available and can be implemented quickly. Developing renewable energy sources, such as solar and wind power and hydro potentials, enables permanent decarbonisation that’s aligned with carbon reduction goals. The world will become more electric and decarbonised, and we expect even more investments in renewable energy sources in Serbia. The strong team at our Belgrade office quickly adapts innovations to the local market. It implements them through a wide network of
to highlight the fact that we aren’t only exporting software, we should mention our partnership with Elektrodistribucija Srbije, and our goal to digitize the network, thanks to our ADMS software, and thus reduce network losses and increase operational efficiency.
Is your new business facility in Novi Sad an example of a building that’s been constructed according to the highest ecological and energy standards?
— The Schneider Electric business facility in Novi Sad, known as InGrid, is an example of energy efficiency and ecological responsibility. By applying innovative technologies, the InGrid building achieves almost 50% energy savings compared to
Digitalisation, electrification and decarbonisation are our main guiding principles for innovation
partners, because we want these technologies to benefit as many clients as possible.
You are creating solutions in Novi Sad that are applied worldwide. What solutions are responsible for the new energy transition?
— EcoStruxure™ ADMS has become the standard in the field of power distribution and is used by over 110 companies, serving 200 million end-users worldwide. Beside ADMS and AGMS software that we developed in Serbia, new opportunities are also opening up for us. Schneider Electric, as a system with a wide range of products and solutions for different types of users, is globally interested in developing many solutions in Novi Sad. In order
standard buildings, using renewable energy sources. The reconstruction and revitalisation of the building, instead of new construction, further contributed to sustainability. We are proud of the Platinum LEED certification, which is the highest level of green building certification program. This facility is fully equipped with our solutions and is a true example of what we can achieve when it comes to efficiency and savings. Commercial building market trends now include user satisfaction and comfort. Buildings must be attractive to tenants even in 20 years. A greater investment in the latest solutions will pay off multiple times for investors. Our Novi Sad building demonstrates the possibilities, and we want to share this user experience with the market.
PPresident Somborska – Pleasure is important
resident, as the most significant brand of French company Lactalis, continues to strengthen its position on the Serbian market year on year. There has been no shortage of excellent results on the local market, thanks to the combined efforts of colleagues from France, Serbia and other countries where Lactalis operates.
President Somborska, a product that’s deeply embedded in the Serbian market portfolio of the President brand, is preparing to mark the 40th year of its own tradition next year. This milestone is a testament to the company’s commitment to quality and innovation. In celebrating
this heritage, we unveil a refreshed design and a new campaign, all in honour of the rich history of President Somborska
President Somborska is a full-fat white cheese that’s a product of uncompromising quality. It has been crafted for nearly four decades following the original recipe of the Sombor dairy, ensuring a rich taste and creamy texture. Our commitment to quality extends to sourcing our ingredients — top-quality cow’s milk from the pastures of Vojvodina. We package it in 250-, 500- and 900gram containers in order to preserve its freshness. With President Somborska, you can be confident that you’re getting the best.
President Somborska is an ideal addition for preparing various types of salads. When combined with tomatoes, peppers, onions, lettuce, rucola, herbs and olive oil, it allows for the easy preparation of a delicious meal. It also pairs excellently with deli meat products and serves as a perfect complement to quick snacks. It can also be served as a refreshing side dish to grilled specialities. It can be used to prepare sandwiches, canapés and bruschetta, as well as being a crucial ingredient in making pies and gibanica, giving them a distinctive taste. Regardless of how you choose to use President Somborska , one thing is certain – you will enjoy it. Pleasure is important.
TTrustworthy Partner
More than 200 French companies from the most diverse sectors have placed their trust in us when it comes to assessing the launching of business operations in Serbia
he Council of European Business Associations and Chambers of Commerce (CEBAC) was recently established in Serbia. Bringing together 13 organisations and over 2,000 companies with European capital, its establishment also coincided with the start of the implementation of the EU’s Growth Plan for the Western Balkans.
Our interviewee for this special edition, CCIFS Director General Sanja Ivanić, was recently appointed Secretary General of the Council of European Business Associations and Chambers in Serbia. We began by asking her how CEBAC should function in practical terms and what its main areas of activity will be in the period ahead.
“I am greatly honoured to have been selected to become secretary general of the Council of European Business Associations and Chambers of Commerce in Serbia. This election represents a great responsibility that I accept with pride, in order to effectively represent our members’ interests and promote their common goals.
“As secretary general, it will be my responsibility to coordinate the activities of the Council, promote our stances and interests among relevant institutions, and support the implementation of measures that will advance both the business environment and trade relations. I believe that, together, we can contribute significantly to strengthening economic cooperation between Serbia and other European countries, resulting in lasting benefits for all market participants. We will also pursue the goal of improving the business environment in Serbia in such a way that favourable conditions are created for all companies, regardless of their capital status.”
Which topics will the CCIFS be addressing within the scope of that joint work?
— The main focus of our work in the coming period will be on the establishment of three key committees: ESG, Transport and HR, which will enable members to actively discuss relevant topics and form common stances.
Our priorities include the integrating of sustainable practices through ESG (Environment,
The Business Forum brought together over
150 companies from France and the Western Balkans
Social, and Governance) initiatives and the improving of infrastructure and logistics through transport projects, but also support in the development of human resources through exchanges of best practice in the management of HR processes. Our goal is to use these activities to create a supportive environment that will enable our members to operate successfully in Serbia, contributing to their long-term growth and development.
The France-Western Balkans Business Forum, held on 13th and 14th June, proved extremely important because it focused not only on Expo 2027, but also the question of how to turn the Western Balkans into a production and logis-
tics base for Europe. What kinds of expectations and recommendations did attending French companies have prior to this gathering?
— This was the first edition of the France-Western Balkans Forum, and it was organised in Belgrade with the aim of facilitating a dialogue between French and Western Balkan companies, as well as strengthening regional cooperation.
The forum was held in Belgrade on 13th and 14th June and six panel discussions were held over the course of the event, each with over 20 panellists, from both prominent French companies and Western Balkan institutions and companies, while more than 100 B2B meetings were also realised. The forum brought together over 150 companies from France and the countries of the Western Balkans. Considering the success of this year’s forum and the strong interest among the attending companies, it demonstrated the existence of a great desire to further strengthen economic cooperation between France and the countries of the Western
CCIFS priorities include the integrating of sustainable practices through ESG initiatives and the improving of infrastructure and logistics through transport projects, but also support in the development of human resources
Balkans. We expect this to result in concrete projects and initiatives that will contribute to advancing regional economic integration and long-term development. We are announcing the new edition of the France-Western Balkans Forum to be held as early as next year, which we are certain will attract even more participants and deepen the dialogue between French companies and local businesses when it comes to considerations of joint initiatives. French companies want to utilise the opportunity to develop a better understanding of the regulatory environment and business opportunities in the region, especially in the context of ESG practices.
Companies are becoming increasingly aware of the importance of including sustainability SECRETARY
COOPERATION
I believe that, together, we can contribute significantly to strengthening economic cooperation between Serbia and other European countries, resulting in lasting benefits for all market participants
CONTRIBUTION
French companies don’t only integrate sustainability into their operations, but also contribute actively to the development of local communities and environmental awareness across Serbia
INTEREST
The first FranceWestern Balkans Business Forum clearly demonstrated the existence of a great desire to further strengthen economic cooperation between France and the Western Balkans
factors in their business strategies. Which of your members would you cite as role models in respecting these principles?
— French companies that operate in Serbia increasingly recognise the importance of including sustainability factors in their business strategies, and a number of them stand out as role models in respecting these principles. For example, Schneider Electric is dedicated to advancing energy efficiency and sustainability through its products and services, implementing advanced technologies for reducing energy consumption and carbon dioxide emissions. Veolia distinguishes itself for its approach to managing water resources and waste, promoting a circular economy and reducing its environmental footprint. L’Oréal is also an example of good practice, with a focus on sustainably sourcing raw materials, reducing waste and improving energy efficiency in its production processes. Their commitment to ESG principles is also reflected through various corporate social responsibility initiatives and projects in the local community. These and other French companies don’t only integrate sustainability into their operations, but also contribute actively to the development of local communities and environmental awareness across Serbia.
The recent visit of the President of Serbia to France iincluded the signing of a Memorandum of Understanding enabling long-term dialogue and cooperation between the two countries in the economic sphere. How is the Chamber included in the operationalisation of this MoU? — The French-Serbian Chamber of Commerce & Industry has, for more than 10 years already, been an operational partner of Business France, the French state agency for the promotion of exports, and a member of Team France Export. And it has been working continuously to provide support to French companies wanting to develop their business activities in Serbia. We help companies from France in testing the potential of the market, identifying clients and partners, opening branches and in their general operations on the Serbian market. More than 200 French companies from the most diverse sectors (from industrial to service) have placed their trust in us when it comes to assessing the launching of business operations in Serbia. We likewise provide support to companies operating in the countries of the region, Bosnia and Herzegovina, Montenegro and North Macedonia.
Mama is a Home Away from Home
Mama Shelter Belgrade charms guests with its vibrant atmosphere, modern design, and top-notch service, making them feel at home in the heart of Knez Mihailova Street
As the number of hotels in Belgrade continues to rise each year, one place at the end of Knez Mihailova Street attracts tourists from all over the world due to its unique offerings and atmosphere.
Mama Shelter Belgrade’s general manager, Dejan Majić, explains what makes this hotel so appealing and also introduces us to some exciting new features. Mama Shelter is a vibrant melting pot, welcoming guests from around the globe, making this hotel a truly international community.
As the number of foreign tourists in Serbia continues to rise, could you share where your guests predominantly come from and what draws them to Mama Shelter?
— Our most numerous guests come from almost all of Europe, especially Germany, France, Italy, Turkey, and Scandinavia. We also have guests from the region – Croatia, Slovenia, Hungary – and a significant number from the USA and Asia. They choose Mama Shelter Belgrade for our unique blend of modern design, warm atmosphere, and top-notch service. This
combination, set in the heart of Belgrade on Knez Mihailova Street, offers a truly unique experience that marries the local charm of Belgrade with global hospitality standards, perfect for guests looking to explore the city from the comfort of our hotel.
In recent years, the tourism industry has been driven by digitalisation, sustainability, and the quest for authentic experiences. How well does Serbia align with these global trends?
— At Mama Shelter Belgrade, we are not just a place to stay but a reflection of the
evolving hospitality industry. We actively embrace the key digitalisation trends, sustainability, and the quest for authentic experiences. Our digital platform simplifies reservations and communication for guests, while our hotel is deeply committed to sustainability through initiatives like recycling and using local products. By the end of this year, Mama Shelter Belgrade will be Green, meeting all the norms within the ESG campaign, a testament to our dedication to modern standards and our guests’ environmental consciousness. This commitment to sustainability will align with their values.
An emerging trend in hospitality is the “vibe check-in,” where guests expect a great atmosphere, ambience, interior design, hospitality, lighting, and music. Are these your hotel’s strengths?
— Yes, these are definitely our strengths. I can confidently say that Mama Shelter, as a brand, especially Mama Shelter Belgrade, has always focused on creating guest-centric interiors that make guests feel at home. Mama Shelter Belgrade is
known for its vibrant atmosphere and carefully designed interiors. Every corner of our hotel exudes good vibes and is very Instagrammable. This is accompanied by a special music program, unique staff interactions with guests, and our Mama
Guests choose Mama Shelter Belgrade for our unique blend of modern design, warm atmosphere, and top-notch service
Shop, which stands out from what you would expect in a hotel.
Belgrade and the rest of Serbia are preparing for EXPO 27, a pivotal tourism event. Will Serbia be ready to host guests from around the globe? — I am absolutely confident that we will be ready to welcome guests from around the world for EXPO 27. Belgrade is a dy-
namic city that is constantly developing and improving. Let’s not forget that we have successfully hosted major events in the past where Belgrade has proven to be an excellent host. At Mama Shelter, we will certainly be up to the task and strive to provide every guest with an unforgettable experience and, most importantly, the desire to return to our city.
Mama Shelter has joined the Dis-loyalty, a new travel and restaurant membership-type program. Can you tell us more about it?
— Of course. The Dis-loyalty program is an innovative approach that rewards travellers for exploring different hotels and restaurants worldwide. The goal is to encourage guests to discover new places and experience different cultures. This program allows our guests to enjoy a variety of experiences while travelling, and we are proud to be part of this global initiative. The most interesting benefit of the Dis-loyalty program is 365 free coffees a year and a 50% discount on newly opened hotels in the Ennismore group.
s the Vossloh Group’s Niš company enters its third decade, its director, Mirjana Živković, announces that she and her team will continue to grow and enhance the company’s competitiveness by delivering reliable, safe and cost-effective solutions for the railway industry.
AWhat is it like to operate within the scope of a leading global railway technology company that has 30 production sites in approximately 20 countries?
— Since 2003, Vossloh MIN Switches Niš has been part of the Vossloh Group, which employs about 4,000 people and generates hundreds of millions of euros in revenue.
The privatisation that was completed 21 years ago marked a new phase in the operations of our factory, which dates back to the 19th century. Vossloh operates as an integrated group, with departments closely cooperating on the market, under the operational management of Vossloh AG, thus guaranteeing customers suitable products, systems and services from a single source.
Thanks to our parent company, we have access to the most modern equipment, tools and materials, as well as the latest technology. As a consequence, we invest continuously in the modernising of production and employee training. We increase our investments in modern equip-
Decades of Experience Guarantee Quality
Renowned German technology company Vossloh, which is focused primarily on railway infrastructure, took over the enterprise MIN Skretnice many years ago. And it today delivers its products not only to Serbia, but also to other railways in the region and around Europe
ment and technologies each year. We are proud to have an exceptionally skilled team that has longstanding experience in the company and is capable of creating products that satisfy all expectations of customers.
Your company designs, manufactures and supplies high-quality railway switches for domestic and international markets. Where do your products that represent the future of smart railways end up?
— As the general director of Vossloh MIN Switches, I proudly lead a fantastic team that designs, manufactures and supplies high-quality railway switches to Serbian Railways and other railways in the re-
We are proud to have an exceptionally skilled team that has longstanding experience in the company and is capable of creating products that satisfy all expectations of customers
gion and across Europe. Our end-users are mostly public railway companies, network operators and regional and municipal transport enterprises. They expect safe, economical, environmentally-friendly and proven products and services from a single source.
You last year celebrated 20 years of successful operations within the Vossloh Group. What plans and ambitions do you have for this new decade?
— Of the 20 years that the company has been operating under this name, I have spent 15 here. During this time, I have led – initially as the head of the design department and later as the operations manager – the successful implementation of several projects, from developing new products to optimising processes, resulting in improved efficiency, quality and customer satisfaction. None of this would have been possible without the excellent engineers, designers and technicians at Vossloh MIN Switches Niš, who believe that top results require a team spirit and a stimulating working environment. My mission is to provide all of this, to drive growth and competitiveness, to deliver reliable, safe and cost-effective solutions for the railway industry, and to work on the conquering of new markets with the group’s support.
Vigilant Guardians
Eviden: Official Cybersecurity Services and Operations supporter of the Paris 2024 Olympic and Paralympic Games
At the heart of the Paris 2024 Games, as athletes face sporting challenges, our cybersecurity experts serve as vigilant guardians, providing invisible yet crucial protection.
As Europe’s cybersecurity leader, with a team of 6,500 experts and a global network of Security Operation Centres (SOC), Eviden combines real-time prevention, protection and monitoring services to counter cyberthreats that could impact the competitions, and Eviden fully supports Paris 2024 in hosting safe and secure Games.
We would like to thank the Paris 2024 Organising Committee for their trust and are proud to be appointed as the Official Cybersecurity Services and Operations Supporter of the Paris 2024 Olympic and Paralympic Games
In order to digitally secure both the Paris 2024 Olympic and Paralympic Games, Eviden will provide cybersecurity products and solutions, as well as managing cybersecurity planning and preparation, and cybersecurity operations.
We offer robust protection systems against attacks leading to information leaks, data breaches, sabotage, reputational damage and fraud.
Our approach includes vulnerability management, real-time automated threat detection and response for 360° protection, in particular with advanced services based on artificial intelligence with AIsaac, our next generation cybersecurity detection and response platform.
Our cybersecurity approach is based on optimal preparation and planning. Beyond developing secure platforms, we focus on cybersecurity awareness and training. Our programmes include comprehensive audits, Cyber War Games, regular penetration testing, and Bug Bounty programs to ensure complete defence and adequate preparation against digital threats.
Our expertise in cybersecurity operations is demonstrated through the Security Operation Centre for Paris 2024. This starts with proactive cybersecurity incident management and the establishment of emergency response teams to handle cybersecurity incidents.
We also ensure the optimal management and operation of cybersecurity products and solutions, ensuring the rapid detection of, and response to, threats, as well as dynamic and rigorous risk assessment.
Our accomplishments rely on our rich history. Atos has been the technology integrator for the Olympic Games since 1992 and for the Paralympic Games since 2001. In this role, the Atos Tech Foundation’s business teams integrate the work of all technology partners of the Olympic and Paralympic Games.
A Celebration of Sport and Unity
The Paris 2024 Summer Olympics will bring together thousands of athletes from around the world for a spectacular event celebrating athletic prowess and global unity. With new disciplines, a host of attractions, and a commitment to inclusivity, the Games promise to be a memorable and impactful occasion
The Paris 2024 Summer Olympics are set to be an extraordinary celebration of sport, featuring over 10,500 athletes from more than 200 nations. The iconic Olympic flame will arrive in Paris, marking the start of the Games on 26th July, with events running until 11th August. This historic occasion will see the city of Paris, renowned for its rich cultural heritage and stunning landmarks, transform into the epicentre of global sporting excellence.
Organisers anticipate an impressive turnout, with over 10 million spectators expected to witness the event in person. The influx of visitors will not only fill the stadiums but will also contribute to a vibrant and bustling atmosphere throughout the city. Paris is ready to welcome the world with open arms, showcasing its readiness through meticulous preparations that have been years in the making.
PARALYMPIC GAMES AND INCLUSIVITY
The Paralympic Games, set to follow from 28th August to 8th September, will showcase the incredible talents of athletes with disabilities, further emphasising the inclusive spirit of the Olympic movement. Special initiatives have been put in place to support vulnerable groups, ensuring that everyone can partake in the excitement and inspiration of the Games. The Paralympic Games will highlight the resilience and determination of these athletes, promoting a message of equality and empowerment.
NEW DISCIPLINES AND ICONIC VENUES
Among the exciting new disciplines added to the roster are breaking, skateboarding, surfing, and sport climbing,
which reflect the evolving nature of global sports interests and the aim to engage younger audiences. These additions are set to captivate spectators with their dynamic and contemporary appeal. The Games will utilise iconic venues across Paris, including the newly constructed Aquatics Centre and the historic Stade de France. The stunning backdrop of the Eiffel Tower, the Champs-Élysées, and the Seine will provide unforgettable settings for the various events.
ECONOMIC IMPACT AND INFRASTRUCTURE
The economic impact of the Games is significant, with an estimated boost of €10 billion to the French economy. This includes investments in infrastructure, tourism, and various sectors benefiting from the global attention. Paris has been meticulously preparing for
Olympic Torch Lighting in Olympia
this grand occasion, with infrastructural developments that include the construction of new sports facilities and enhancements to public transport systems. The upgrades are designed to ensure a seamless experience for both athletes and spectators, with a focus on sustainability and efficiency.
VOLUNTEER ENGAGEMENT AND COMMUNITY INVOLVEMENT
One of the standout features of Paris 2024 is its commitment to sustainability and inclusivity, aligning with the core Olympic principles of excellence, friendship, and respect. The Games will employ around 45,000 volunteers, whose dedication will be crucial to the smooth operation of events and the overall experience of athletes and visitors. These volunteers, drawn from diverse backgrounds, will embody the spirit of the Games, offering support and hospitality to all participants.
CULTURAL ATTRACTIONS AND VISITOR EXPERIENCE
Paris itself will be a major attraction, with landmarks such as the Eiffel Tower, the Louvre Museum, and Notre-Dame Cathedral offering a rich cultural experience for visitors. The city’s vibrant arts scene, culinary delights, and historic sites will provide a plethora of activities for tourists to enjoy alongside the Olympic events. Parisian cafes, boutiques, and open-air markets will add to the charm and allure, making the visit a holistic experience of sports, culture, and leisure.
LEGACY AND SUSTAINABILITY
The legacy of Paris 2024 extends beyond the immediate economic benefits. The Games aim to leave a lasting impact on the city and its residents through sustainable practices and community engagement. Initiatives such as the construction of eco-friendly ven -
ues, promotion of public transportation, and efforts to reduce the carbon footprint are integral to the planning of the event. These measures are designed to ensure that the positive effects of the Games are felt long after the closing ceremony.
ANTICIPATED REVENUE AND ECONOMIC BENEFITS
The economic benefits of hosting the Olympics are immense. France expects to generate significant revenue from tourism, broadcasting rights, sponsorships,
and merchandise sales. The estimated economic boost of €10 billion will support local businesses, create jobs, and stimulate growth in various sectors. Additionally, the international exposure will enhance France’s reputation as a premier destination for future events and tourism.
CORE OLYMPIC PRINCIPLES
The Paris 2024 Olympics will uphold the core principles of the Olympic movement: excellence, friendship, and respect. These values will be evident in the organ-
Official Poster of the Paris 2024 Games
isation, conduct, and spirit of the Games. The emphasis on inclusivity and sustainability reflects the broader goals of the Olympics to foster global unity and promote a better future through sport.
Overall, Paris 2024 promises to be a landmark event, not just for its sporting excellence but for its celebration of diversity, unity, and the shared human spirit. The preparations and the anticipated impact
highlight the significance of the Games in bringing together people from all walks of life to celebrate the pinnacle of human athletic achievement and the enduring power of sports to unite the world.
The Podiums of the Paris 2024 Games
The Olympic and Paralympic Village
New Chapter in Economic Cooperation
Nothing will redefine French-Serbian economic relations like high technologies, which will give them a completely new dimension. It is now already certain that links between the two economies are expanding from traditional sectors of cooperation – like the automotive sector, food industry, construction and infrastructure – to encompass the fields of ICT, artificial intelligence and biotechnology, but also green and energy transitions, including nuclear energy
Just a few facts need be cited to explain the importance of strengthening Serbia’s strategic partnership with France in the field of high technologies when it comes to the further development of the Serbian economy on the basis of knowledge and innovation. France is among the drivers of the Global Partnership on Artificial Intelligence, which Serbia will chair in the next three years. It is also a world leader in the applying of artificial intelligence (in various segments of business and life – from industry, via telecommunications and transport, to healthcare), in the digital transformation of traditional industries, IT solutions for smart roads, railways and cities, and in the development of the start-up community... Around 3,000 new high-tech companies were established in France last year, which is more than in any other European country, while the recent business summit in Versailles saw France manage to attract a record €15 billion in foreign investment from global tech giants, six billion euros of which will be invested in the development of artificial intelligence, with almost five billion to be dedicated to decarbonisation projects. In the process of transitioning to sustainable operations and renewable energy sources, France’s experiences, knowledge transfer and investments – as a country that produces 70 per cent of its electricity at nuclear power plants – are more than invaluable for Serbia.
A new chapter in economic cooperation between France and Serbia officially opened in April 2024, with the Paris agreements between presidents Aleksandar Vučić and Emmanuel Macron,
the documents then signed and discussions with French companies that already do business in Serbia, but also those interested in Serbia as their next investment destination. Analysts have confirmed the evaluations of state officials regarding the huge space to advance trade and investment cooperation in traditional sectors, as well as opportunities for new partnerships in the area of high technologies. The joint activities of the two countries’ largest business associations have intensified in recent months. The Chamber of Commerce & Industry of Serbia and France’s Medef network have made great progress on preparations for a major business forum that will be held at the Serbian House in Paris on 31st July, during the Olympic Games in France, and which will focus – apart from on the food industry and construction – on cooperation in the area of new technologies, with special emphasis on connecting IT companies.
Serbian-French economic cooperation has to date been marked by growing trade in goods,
Around
3,000 new high-tech companies were established in France last year, which is more than in any other European country
A whopping 80 per cent of total French investment in the Western Balkans has been invested in Serbia. According to NBS records, French net direct investments between 2010 and year’s end 2023 totalled 1.3 billion euros
which has tripled since 2012 and exceeded a billion euros for the first time in 2018, while it has since increased to a value of 1.8 billion euros. Together with exchanged services worth 500 million euros, last year’s total trade exchange between the two countries reached 2.3 billion euros. With a population of 68 million, the French market –on which Serbian exporters last year sold goods worth a mere 770 million euros – is among the European markets where Serbia is expected to improve its export performance significantly in the coming period. Viewed on the basis of individual products, frozen raspberries – despite a decline in the previous year – have been and remain Ser-
bia’s top product in exports to France, with Serbian raspberry growers selling a fifth of their total world exports of this “red gold” on the French market. That which the raspberry represents in goods is represented by software in the exchange of services. The value of exports of computer services exceeded that of raspberries exported to the French market for the first time last year.
Cooperation between the two economies is nevertheless most strongly marked by the investments of French companies. A whopping 80 per cent of total French investment in the Western Balkans has been invested in Serbia. According to the records of the NBS, Serbia’s central bank, French net direct investments between 2010 and year’s end 2023 totalled 1.3 billion euros. And according to some estimates, when both initial and operational investments are taken into account, French companies have invested in excess of 2.5 billion euros in the Serbian economy.
Around 300 companies under majority French ownership operate in Serbia today. They are present in almost all production and service sectors – from the automotive and food industries, via the machinery, wood, textiles, rubber and plastics industries, to the retail, construction, transport, tourism and ICT sectors. The experiences and business results of French companies in Serbia – such as Michelin, Lafarge, Tarkett, Schneider Electric, Mecafor, Novares, Hutchinson, Lohr, Streit Groupe, Le Belier, Lactalis, Savencia, Soufflet, Sicoberry, Accor, Atos etc. – represent the best recommendations to future French investors.
The trend of French companies investing in large infrastructure projects in Serbia, on the basis of the public-private partnership model, has marked the last decade. The concession-based investment in Nikola Tesla Airport elevated Vinci Airports to the top of the list of French investors in Serbia. Company Suez (now Veolia), in a consortium with Japanese company Itochu, is part of the concession for constructing and managing the Vinča facility for communal waste treatment and heat and electricity production, which was completed this year. Four French companies are already engaged in the design and construction of the Belgrade Metro. Local infrastructure development projects implemented together with the French Development Agency, which has its regional hub in Belgrade, are also underway.
New opportunities for French-Serbian partnerships have been created with Belgrade’s preparations to host Expo 2027, the launch of implementation of Serbia’s “Leap into the Future” national investment programme, which is worth 18 billion euros, and the construction of the Bio4campus as Southeast Europe’s future biotech hub.
Synergies of Science and Culture
The French Embassy and the French Institute are dedicated to fostering scientific collaboration between Serbian and French researchers in forward-looking fields like renewable energy, environmental protection and artificial intelligence
This interview with Stanislas Pierret, counsellor for Cooperation and Culture at the Embassy of France and director of the Institut français de Serbie, delves into fields that are less often promoted in the press: scientific collaboration and synergies in cultural production.
The Cooperation department of the French Embassy is this year focused mainly on promoting the priority axes set up by the Plan France 2030, namely to “support start-ups, SMEs, large industrial groups, higher education establishments, research organisations, laboratories or schools that would like to help “give France a head start” through innovation”, explains Stanislas Pierret. “That’s why we or-
ganised the third edition of the Serbian-French Innovation Forum in April 2024, with the aim of promoting partnerships between different French and Serbian actors in this field (research promotion centres, clusters, start-ups and colleges). The 2024 edition of the Forum, held at Palata Srbije and attended by Serbian Science and Innovation Minister Jelena Begović, brought together more than 300 entrepreneurs, researchers, students and directors of key organisations in Serbia (https://sfif. rs/events/#speakers-event ). The forum was dedicated to biotech and renewables.”
In addition, and in an effort to strengthen cooperation on innovation, the French Embassy has launched two additional programmes. The first is
the “Energy 2030” hackathon, which brings together students from the best engineering faculties and is aimed at encouraging the development of their entrepreneurial spirit. The other programme is called “Mission France” and it allows the best Serbian start-ups to discover the French market during Viva tech, Europe’s main tech event.
“Through this “innovation” component, the Embassy wishes to reach new audiences and foster the visibility of “France Excellence” scholarships that are reserved for Master 2 students and the “IT makes S(ci) ENSE” programme,” says Pierret.
The “IT makes S(ci) ENSE” programme allows Serbian researchers to travel to France for 15-day residences at research laboratories in order to identify common areas of research. “It aims to develop Franco-Serbian scientific research programmes on priority themes such as energy, AI, biotechnologies and therapies,” explains our interlocutor.
Furthermore, through the sponsoring of scientific exchange programmes that has lasted for decades, France has enabled longer residence trips for many Serbian researchers or practitioners in other fields of scientific research, which has contributed to increasing scientific knowledge and collaborative research in both countries.
“It is well known that dozens of famous oncologists, cardiologists, gastroenterologists, historians or nuclear scientists from Serbia have spent some time at the most reputable research centres in France and that many French specialists subsequently came to Serbia, further strengthening the ties between our countries,” emphasises Pierret.
The Embassy also organises conferences and exhibitions for the general public that address various subjects related to the world of science. “We this year concentrated on the themes of generative AI or the role of science in sporting performance, as the whole year celebrates the Olympic and Paralympic Games being held in Paris and across France.”
The French cultural institute additionally organises frequent events related to the fields of the humanities and social sciences, often helping in the translating and printing of books in Serbian and bringing their authors to the country. Last year saw the IFS and the Belgrade Book Fair invite Thomas Piketty, one of the most famous researchers in the field of economic sciences, but also the organising of discussions and roundtables on psychology, history or French-Serbian cooperation in the field of archaeology.
Furthermore, Luc Julia, a French artificial intelligence expert, co-creator of the SIRI application and former technical director of Samsung, held recent a lecture at the Faculty of Organisational Sciences in Belgrade on the future of our society after the unfolding AI revolution.
Many of your events are regional and focus on the development of cultural actors from France and Southeast Europe. How does this approach foster the revitalisation of cultural production in the region?
SCHOLARSHIPS
Through the “innovation” component of our programme, the Embassy wishes to reach new audiences and foster the visibility of its scholarships
COLLABORATION
Renowned Serbian specialists in oncology, cardiology, gastroenterology, history and nuclear science have collaborated with leading research centres in France
SUCCESS
The third edition of the SerbianFrench Innovation Forum brought together more than 300 entrepreneurs, researchers, students and directors of key organisations in Serbia
— The Teatroskop programme, which was created in 2011 at the initiative of the French Ministry of Foreign Affairs and French Ministry of Culture, aims to foster and support collaborations between France and the region of Southeast Europe in the field of contemporary performing arts. In this very vast area, extending from Slovenia to Turkey, and very diverse region, which includes both the countries of the former Yugoslavia and EU member states, several cultural organisations collaborate mutually from one country to another. Through European programmes (such as the new Moving Balkans project: a platform dedicated to contemporary dance that brings together organisations from North Macedonia, Serbia, Bulgaria, Romania, Slovenia, Greece, Croatia and Albania) or historical relationships (Cirkusfera in Belgrade and Cirkorama in Zagreb have thus created a common network: Cirkobalkana, which notably pools a circus big top and the organisation of festivals). Teatroskop, promoting the circulation of French artists and professionals in the region, often helps to create additional links. We also have the long-term objective of creating direct collaborations between French and regional organisations, so that the projects envisaged between them can be displayed even further, in the medium to long term.
Could you tell us more about one such project, CIRCUS = ART. How did you come up with the idea to support the regional contemporary circus scene?
— Through the Teatroskop programme, the French Institute in Serbia has been supporting the contemporary circus scene for over 10 years – not only in Serbia, but across Southeast Europe. The Circus=Art project is special this year, as it has received dedicated funding that was requested by Teatroskop directly from the French Ministry of Foreign Affairs. The idea and main goal are to support three Serbian circus associations: Cirkusfera, Ludifiko and Kreativni Pogon, for all the activities they’ve been implementing for many years: performances shown during festivals in May and September; circus practice and discovery workshops for children and adults; creation laboratories for regional circus artists; circus pedagogy workshops; advocacy for contemporary circuses among public institutions. These associations are linked with organisations in Bosnia and Herzegovina and Montenegro, thus ensuring that this project also has a regional dimension.
Serbian House for New Business Partnerships
We will present the new face of the modern Serbia to the world. We will show Serbia as a new European technological and bio-economic hub; as a new investment, business, tourist-wine and gastronomic destination and as an increasingly attractive place for global high-tech companies, but also for world film and TV productions and digital nomads...
By Marko Čadež, President of the Chamber of Commerce & Industry of Serbia, CCIS
When the Olympic torch arrives in the French capital on 26th June, ships carrying more than ten thousand athletes will sail down the Seine and the 33rd Summer Olympic Games will officially begin on the magnificent Trocadero. And the doors of Paris’s Serbian House will open to welcome participants and attendees of this biggest sporting event on the planet.
In one of Europe’s most famous and unusual parks, in the famous edifice of Le Théâtre Paris-Villette, opposite the site of the host’s own French House and for the first time in the history of the Olympic Games, Serbia will present the best of what it has to offer, apart from on the sporting front, through its national house project. This is a project that has engaged, in dedicated and joint work, the Serbian Government, the Chamber of Commerce & Industry of Serbia, the Olym-
pic Committee of Serbia and the Tourist Organisation of Serbia, but also museums, the national Archives and the Kolo national ensemble... Through a multifunctional and original art exhibition entitled “Roots”, which has been conceived by the Artbeat creative team led by Dušan Jovović, and with the help of modern technological solutions, we will present not only Serbia’s sporting history and the results and medals of our Olympians, but also our tradition and historical legacy, cultural heritage and scientific achievements. We will present the new face of the modern Serbia to the world. We will show Serbia as a new European technological and bio-economic hub; as a new investment, business, tourist-wine and gastronomic destination and as an increasingly attractive place for global high-tech companies, but also for world film and TV productions and digital nomads...
We will present an economy that has software as its top export product, a country of reliable companies that are trusted partners of European and global corporations, a country of creative, innovative and talented people... The host country of Expo 2027, which is making its own great investment “Leap into the future” in its preparations for this world exhibition.
Sport has long been much more than merely sporting competitions, and the Olympic Games have – by bringing together companies from all over the world and all industries – become a platform for previously unimagined opportunities to connect and establish contacts and new business. That’s also precisely why, at the initiative of the CCIS, the Serbian House in Paris will also serve as the venue for a series of business events and contents. One of the central events is the Serbian-French Business Forum, which we will host on 31st July, with the support of MEDEF International and Business France, and which will focus on business meetings among companies from the IT sector and the start-up community, but also from the fields of agribusiness and construction. Confirming the great interest in the forum and meetings with Serbian business leaders among French businesspeople is confirmed by the intensive communication that we’re conducting with our partner organisations, but also with representatives of the institutions and businesses of Nice, Lyon and Lille, the BPI investment fund, Serbia’s business diaspora in France etc.
On behalf of the Serbian business community, I hereby invite representatives of French and global companies that will be in Paris during the Olympic Games to visit the Serbian House. They will thus better acquaint themselves with Serbia and enjoy the music, colours, aromas and flavours of the Balkans, but also discover new opportunities for business cooperation with our economy. And this summer in Paris we will build new partnerships together and establish a bridge of time until 2027 and the World Expo in Belgrade, Serbia.
Years of the Scientific Partnership
Celebrating the strong and enduring scientific partnership between France and Serbia, here we highlight the thriving bilateral collaboration in innovation and research
France and Serbia have long maintained strong and enduring cooperation in the sciences. In April 2024, the third edition of the Serbian-French Innovation Forum was held to promote partnerships between various French and Serbian entities, including research promotion centres, clusters, start-ups and colleges. This year’s forum, hosted at Belgrade’s Palata Srbije and attended by Serbian Science and Innovation Minister Jelena Begović, attracted over 300 entrepreneurs, researchers, students and directors of key organisations in Serbia. The forum focused on biotechnologies and renewable energies.
In an effort to further enhance collaboration on innovation, the French Embassy has launched two additional programmes. The first, “Energy
French Ambassador Pierre Cochard and Minister Jelena Begović emphasised that the Pavle Savić Programme is an excellent way to develop researcher mobility and a stepping stone for participating in larger projects
2030” hackathon, brings together students from top engineering faculties to foster their entrepreneurial spirit. The second programme, “Mission France”, allows the best Serbian start-ups to explore the French market during VivaTech, Europe’s leading tech event.
Through these initiatives, the Embassy aims to engage new audiences and promote the “France Excellence” scholarships for Master 2 students, alongside the “IT makes S(ci)ENCE” programme. This programme facilitates 15-day research visits to French laboratories for Serbian researchers, aiming to identify common research areas and develop Franco-Serbian scientific projects in priority fields like energy, AI, biotechnologies and therapies. France has also long supported scientific exchange programmes, allowing many Serbian researchers and practitioners to spend extended periods in French research centres, thus enhancing scientific knowledge and collabora -
tive efforts in both countries. Notably, numerous Serbian oncologists, cardiologists, gastroenterologists, historians and nuclear scientists have benefited from these exchanges, further strengthening bilateral ties.
On 31st January 2024, the French Embassy and the Serbian Ministry of Science, Technological Development and Innovation commemorated the 20th anniversary of the “Pavle Savić” scientific bilateral cooperation programme at the French Ambassadorial Residence. This programme, named after eminent Serbian physicist Pavle Savić, has become a cornerstone of bilateral cooperation, co-funded by the French Ministry of Europe and Foreign Affairs and the Serbian Ministry of Science, Technological Development and Innovation. During the most recent call, 20 projects were selected, with the next call for new scientific projects scheduled for this spring.
The Pavle Savić Programme fosters scientific exchanges between research laboratories and scientific communities in both countries, enhancing their participation in European programmes and networks. Since its inception, 173 projects have been funded, with approximately 40 mobilities annually. This programme has created robust partnerships that often continue beyond a project’s conclusion.
French Ambassador Pierre Cochard and Minister Jelena Begović emphasised that the Pavle Savić Programme is an excellent way to develop researcher mobility and a stepping stone for participating in larger projects. Ambassador Cochard also noted the annual scholarships awarded by the French Government for Master 2 and doctoral studies under dual mentorship, as well as shortterm visits through the “IT MAKES S(ci)ENSE” programme. Around 20 Serbian researchers will visit scientific institutes in France during this year.
Following addresses by Ambassador Cochard and Minister Begović, four scientists that lead projects under the scope of this cooperation shared their experiences with the forum audience. Aleksandra Kolaković from the Institute for Political Studies, Marija Vidović from the Institute of Molecular Genetics and Genetic Engineering, Jasmina Grbović Novaković from the Institute of Nuclear Research, and Tijana Milićević from the Institute of Physics spoke about their work and the benefits of this collaboration.
ALEKSANDRA KOLAKOVIĆ PH.D., SENIOR RESEARCH
ASSOCIATE OF THE INSTITUTE FOR POLITICAL STUDIES
Science in the Service of Justice & Freedom
Together with Sorbonne IV professors Philippe Gelez and Sacha Markovic, in the 2018 to 2022 period, I led two projects that unfolded within the framework of the “Hubert Curien – Pavle Savić” programme. The first project, entitled ‘French-Serbian relations in the field of diplomacy and media representation: Historical experience and contemporary challenges’, paid homage to the 180th anniversary of diplomatic relations between France and Serbia, while the second project, ‘France and the Western Balkans: the legacy of the past and European integration’, served to expand the field of research. The results of these projects included an international scientific conference, a collection of papers entitled France and Serbia: Challenges of Eternal Friendship and two special French-language editions of the magazine Serbian Political Thought, four roundtable events in Paris, held at the Sorbonne and the Cultural Centre of Ser-
bia, as well as two in Belgrade. The most important factors for our work are mobility, access to archives and libraries. I am proud that we jointly mapped the fields of unexplored topics in French-Serbian relations and held guest lectures at the Sorbonne. The Pavle Savić Programme enabled us to engage in European scientific streams and to link up with 50 scientists in the field of social sciences and humanities, 25 of whom are young scientists. We applied jointly for new scientific collaboration on two occasions and received support. First from the French Ministry for Europe and Foreign Affairs, and then from Francophonie for the current project ‘Strengthening and Perspectives of Scientific Cooperation in the Western Balkans’, which is being jointly implemented by L’INALCO, the Institute for Political Studies, the Faculty of Law in Bitola, the Faculty of Philology in Nikšić, the EuropaNova Academia and Cercle. The idea is to create a regional graduate school in the Balkans. We will soon see the publishing of my book ‘Nation of Heroes: French Scientists, Diplomats, Publicists and Artists on Serbia and the Serbs’, which was partly created as a result of these projects.
Our projects testify to the importance of the Pavle Savić Programme as a platform for developing scientific cooperation, which, alongside innovation, isn’t only crucial in the context of scientific results and scientific diplomacy, but is also an important component in the development of every country in this world of rivalries. I believe that the words of Ivan Đaja, an early 20th century scientist who was born to a French mother and a Serbian father, will also be important in the future: “Science is a great thing in and of itself. But it is even greater if directed towards great general goals of humanity as a whole... Science mustn’t be separated from the great ideals of humanity, justice and freedom”.
DR JASMINA GRBOVIĆ NOVAKOVIĆ FULL RESEARCH PROFESSOR, HEAD OF THE CENTRE OF EXCELLENCE FOR HYDROGEN AND RENEWABLE ENERGY, VINČA INSTITUTE OF NUCLEAR SCIENCES, NATIONAL INSTITUTE OF THE REPUBLIC OF SERBIA, UNIVERSITY OF BELGRADE
The Road to an Enduring Friendship
Serbia and France have fostered a productive 20-year partnership in science and education that stands as testament to the esteemed Pavle Savić Scientific Bilateral Cooperation. However, Vinča Institute researchers have enjoyed this kind of connection with French scientific centres for much longer. We were recently reminded of
this connection by the film Guardians of the Formula.
The story of the collaboration between the Vinča Institute’s Centre of Excellence for Hydrogen and Renewable Energy (CONVINCE) and the Neel Institute in Grenoble began back in 2011, at the meeting of the COST Action “Nanostructured materials for solid-state hydrogen storage”. At that meeting, Dr Daniel Fruchart, director emeritus of CNRS, said that his work on materials for hydrogen storage was inspired by the work of the Group from Vinča Institute. Of course, I was proud of my group and our accomplishments, so from that moment on we launched long-running cooperation that became a long-lasting friendship. We established our first bilateral project in 2016, with the main goal of producing solid-state storage material. After that, through the High-Level Scientific Stays programme, our young colleague obtained the scholarship in 2019 and had the opportunity to visit CNRS Institute Néel in Grenoble and receive training in state-of-the-art technologies for solid-state hydrogen storage. Over the course of the last 10 years, we have organised several conferences and workshops that have included the participation of the Neel Institute, Centrale Supélec, University Paris-Saclay, CNRS. Finally, last year, researchers from CONVINCE established cooperation with French company Jomi Leman, which deals with hydrogen storage. We have come a long way since 2011; from science to innovation for scientific collaboration, to cooperation with a company. And our cooperation has developed into a great friendship. We expect this cooperation in the field of innovative technologies for hydrogen storage to pave the way for new HORIZON Europe projects, in addition to increasing the visibility of both institutions.
MARIJA VIDOVIĆ ASSOCIATE RESEARCH PROFESSOR. INSTITUTE OF MOLECULAR GENETICS AND GENETIC ENGINEERING (IMGGE). UNIVERSITY OF BELGRADE
Significant Experience & Promising Results
Soon after defending my doctorate at the Faculty of Chemistry in Belgrade, in the field of plant biochemistry, I took on my first project manager position, and it came within the framework of the Pavle Savić Programme of French-Serbian scientific bilateral cooperation. This project, “Regulation of fluxes of carbon and nitrogen compounds from primary to secondary metabolic pathways during stress responses in hybridised species”, enabled me to collaborate with Professor Anis Limami and Dr Françoise Montrichard of the University of Angers and the INRAE Institute. During the course of the project (2018-2019), me and our doctoral student visited the Angers University team three times, where we carried out modern analyses of isotopically labelled amino acids and acquainted ourselves with the organisation of the research work of our French colleagues, Professor Limami, Dr Montrichard and their doctoral student visited our laboratories twice, in order to learn about EPR spectroscopy. With exceptional results published in two highly esteemed international journals, collaboration with the team from Angers is continuing.
I am currently managing a new project within the framework of the Pavle Savić Programme: “VARIEGOMICS”, which is being implemented in cooperation with the team of Dr Mélisande Blein-Nicolas from Paris-Saclay University and the PAPPSO Centre of the INRAE Institute. During my visit to the French team last year, I had – apart from access to advanced equipment – the opportunity to
exchange knowledge with experts who have amassed many years of experience in plant proteomics. The preliminary results obtained are promising and I will be staying at the PAPPSO Centre again this October, in order to conduct additional analyses. In order for us to extend our cooperation, we applied this March for a joint national project of the French Government and for a European project. The significant experience I have received through the Pavle Savić Programme, coupled with the support of the administrative team and accompanying events, has enabled me to develop as a scientist, but also as a project leader, and to establish my own research group with which I’ve applied successfully to several international and national projects of the Science Fund.
Business Dialogue
LEADERS’ MEETING POINT
Transformers for the Most Demanding Consumers
Peter Novak Managing Director at Kolektor Etra
Ljubljana-based Kolektor Etra has a tradition of producing power transformers that dates back over 90 years. It is present with its products in more than 40 countries worldwide, to which the company exports 90% of its transformers
ere CorD Magazine discusses with Kolektor Etra MD Peter Novak how the company’s Barajevo factory –thanks to innovation, expertise and quality – became an exemplary company and an important exporter, but also a reliable partner to the local community and the Serbian economy, with an annual turnover of 20 million euros.
HMr Novak, could you tell us something about your company, which is achieving ever-better results year on year?
— We produce power transformers of rated power of up to 500 MVA and voltages of up to 420 kV. With the development of our Ljubljana factory, we reached production volumes of approximately 250 energy transformers annually, with total power of approximately 15,000 MVA, we were last year able to generate 230 million euros in sales, as well as added value per employee exceeding 100,000 euros. We are proud of our development, which enables us to sell our products to the most demanding customers in Europe and around the world. Some of those customers – from Germany, Sweden and the Netherlands – joined us in early June for the ceremonial opening of our new high-voltage transformer testing laboratory.
It was six years ago that you expanded your operations with the takeover of a company in Serbia that enabled you to be even more competitive in
the segment of smaller power energy transformers?
— Kolektor Etra has expanded its business via its own development and we today have a transformer tank production company with 200 employees in Poland, an engineering company with 50 employees in Ljubljana, sales companies in London and Stockholm, and a company that produces smaller power transformers in Barajevo.
We found out in 2018 that the then owner of company Minel Dinamo was a strategic partner who would buy a majority stake in the company and invest in its further development and growth. We recognised the opportunity, took on the majority ownership and began investing. The most important element was investing in the knowhow and education of employees, as well as transferring knowledge from Ljubljana. We developed it from a company that then generated a turnover of less than three million euros, primarily on the domestic market, to the point at which Kolektor Etra Belgrade today generates an annual turnover of 20 mil-
lion euros, 90% of which is from exports to European countries.
Could it also be said that Kolektor Etra in Barajevo is also an important exporter and a reliable partner to the local community and the Serbian economy? — Everything starts and ends with people. Our employees switched relatively quickly from fearing and mistrusting the new owner to feeling a sense of pride in working at a factory that’s developing quickly and successfully, taking care of people, paying monthly wages regularly and providing a 13th monthly salary each year, which really isn’t customary among companies in the surrounding area. Our employees have opportunities to further their education and acquire knowhow at the parent company in Ljubljana, thereby developing excellent mutual relations and friendships.
We can state today that Kolektor Etra Belgrade is developing into the most modern manufacturer of transformers in this part of Europe, working for renowned customers like Germany’s E.ON, Sweden’s Fortum, the UK’s Scottish Power etc. Our aim is for quality and good service to become synonymous with this factory – just as they are synonymous with our Ljubljana factory. The construction of the new production hall should be completed by the end of next year, which is why we plan to launch production of 110 kV transformers as early as the beginning of 2026. We are currently working at full capacity and already taking orders for 2026, and we will produce also 110 4kV transformers in 2026 in Barajevo.
Napred: Synonymous with Progress
Danijela Bojović Project and Real Estate Manager, Napred
Over the past 75 years, Belgrade-based company Napred has established a formidable presence in 10 countries across three continents. This company has consistently emerged stronger from every challenging phase in the construction industry, thanks to its notable adaptability and responsiveness to market demands
While Napred takes immense pride in its preserved architectural heritage and high-quality buildings worldwide, the company’s excitement now centres around its latest project. Introduced by Danijela Bojović, the luxurious Panorama 26 residential and commercial complex is eagerly anticipated. The project’s completion is set for spring 2026, promising a new benchmark in luxury living.
Despite growing competition, you remain at the forefront. Is the secret in adaptability and market responsiveness?
— Napred is a company that’s proud of its rich history, which we continue to write. The previous period has been challenging for many companies in the country and the
region, but Napred has emerged stronger and more stable thanks to several key factors. Primarily, the diversification of projects and the ability to adapt to various market demands allow us to expand our business and reduce risk. Besides our continuous presence in the residential construction market, we have also expanded into developing and managing our investments, currently managing nearly 100,000 square metres of office, commercial and industrial space with growth potential in this segment. This is a testament to our achievements and capabilities.
We have a team of skilled and dedicated professionals who are crucial to the company’s success. Lastly, our prudent management of resources and finances have ensured our
stability during turbulent times, enabling us to continue working and growing even under challenging economic conditions.
You are involved in many investment projects thanks to excellent references and Napred’s reputation as a reliable partner. What is the most current project?
— Our most prominent current project is the luxurious residential and commercial complex Panorama 26. This long-awaited project is located at the heart of New Belgrade, in block 26, opposite the Palace of Serbia and Ušće Park. It represents a perfect blend of modern design, top-quality materials and advanced technological solutions. Panorama 26 is designed as an exclusive space that meets the needs of the most demanding clients, offering luxury apartments and office spaces with spectacular views of the city, Ušće and Kalemegdan.
Considering how long the market has been waiting for this residential-commercial complex, could you tell us more about the quality of life that future Panorama 26 residents will enjoy, as well as the planned move-in date?
— Panorama 26 is designed to set new luxury living and business standards on our market. Future residents will enjoy top-quality living thanks to the unique features of this project, designed to provide an exceptionally high level of privacy and free space in an exclusive location for family living. All apartments, ranging from three to six rooms, with spacious, comfortable rooms, bathrooms and balconies, are designed with special care.
Modern smart home technology has been implemented and the entire complex will have advanced security systems. The location enables quick and easy access to shopping centres, restaurants, schools, healthcare facilities, the airport, parks, the Sava and Danube riverbanks and other important amenities, further enhancing the quality of life. The completion of construction is planned for spring 2026.
Business Dialogue
LOCAL NEWS
Historic Belgrade Hotel Union Sold for €6.2 Million
“New technologies like AI are changing the way we think about financial transactions”
Branko Milikić Business Development Director at Halcom Serbia
French Companies Suez and Vinci Tasked with Wastewater Treatment Project in Belgrade
The hotel’s starting price was 297 million dinars (€2.5 million), attracting ten bidders. The successful bidder, Logga Plus d.o.o., a Belgrade-based company led by director and founder Vladan Miketić, ultimately secured the property. Logga Plus, primarily engaged in trade and services, is venturing into the hospitality industry for the first time with this acquisition. Along with the nearly 3,000 square meter hotel building, Miketić has acquired a collection of artwork, equipment, and supplies. However, the purchase also includes substantial financial liabilities.
Serbia Ranks First in Region, 35th Globally for Sustainable Development Goals
According to the United Nations’ 2024 report, Serbia has made significant strides in achieving the Sustainable Development Goals (SDGs), ranking first in the region and 35th out of 166 countries worldwide. However, the report highlights that Serbia has fully achieved only one of the 17 goals, specifically eradicating poverty, and is on track to meet the goal of reducing inequalities. Compared to neighbouring countries, Serbia stands out, with Albania ranking 42nd, Bosnia and Herzegovina at 50th, North Macedonia at 51st, and Montenegro at 57th in sustainability. Finland tops the global list, followed by Sweden, Denmark, Germany, and France. The report, released ahead of the UN Summit for the Future in September, calls for strengthened global cooperation and funding for sustainable development.
In a significant international collaboration, the Serbian government has partnered with renowned French companies Suez International SAS and Vinci Construction Grands Projets for a wastewater treatment project in Belgrade. The agreement, focusing on designing, constructing, financing, operating, and maintaining a new wastewater treatment plant in Veliko Selo, is a testament to these companies’ expertise and global reach. The French government’s approval of funding to support the automation of Serbia’s electrical distribution network management, alongside assisting in implementing the project with Elektrodistribucija Srbije, further underscores the scale and importance of this initiative in modernising the country’s infrastructure and utilities management.
“With
ISO standards 27001, 45001, 9001 and 14001,
we guarantee the highest level of service”
Milica Uraz CEO, Steel Impex
French-Western Balkans Forum Held in Belgrade
The French-Serbian Chamber of Commerce launched the two-day ‘FRANCE – WESTERN BALKANS: Manufacturing, Supply Chain, and ESG Practices’ forum in collaboration with the French Embassy and French Trade Advisors. The forum, opened by Serbia’s Minister of Internal and Foreign Trade, Tomislav Momirović, underscores the government’s commitment to fostering a dynamic business environment and strengthening regional market integration among the small, individual markets of the Western Balkans. Dragan Stokić, President of the French-Serbian Chamber of Commerce, remarked that the participation of over 150 companies from France and the Western Balkans illustrates a robust engagement in regional cooperation.
Coca-Cola HBC Serbia and Bambi Unveil 2023 Sustainability Report
Matilde Mordt
New UN Resident Coordinator in Serbia
Coca-Cola HBC Serbia and Bambi have released their 2023 Sustainability Report. This eleventh report from Coca-Cola HBC Serbia, and the fourth to include Bambi’s data, carries the headline message “Sustainability – The Power Driving Collective Change.” The report highlights how focusing on customers and consumers, innovation, digitalisation, employees, and environmental protection contributes to creating long-term value. Significant investments were also announced to integrate sustainability into their processes further. The report emphasises the companies’ commitment to sustainable practices, showcasing efforts to reduce environmental impact and enhance community engagement. With sustainability at the core of their strategy, Coca-Cola HBC Serbia and Bambi are set to lead by example, driving positive change and fostering a culture of responsibility and innovation.
Matilde Mordt brings to Serbia more than 30 years of experience and technical knowledge of UN Agenda 2030 and the Sustainable Development Goals, the environment and climate change, governance issues, social policy and disaster risk reduction. She has previously served as UNDP Resident Representative in Ecuador, team leader for the sustainable development group at UNDP´s regional Hub for Latin America and the Caribbean in Panama, and in various capacities with UNDP in Nicaragua, Paraguay, Argentina and at UN HQ in New York, as well as for UN agencies, cooperation agencies and IFIs. She has conducted research, published and lectured on the international politics of sustainable development, resilience and climate change, amongst other areas. She holds a Ph.D. in Human and Economic Geography, with a specialisation on livelihoods and sustainability, a master’s degree in international economics and business administration, and a bachelor’s degree in social studies from the University of Gothenburg, Sweden.
Building a Brand Through Quality
Djordje Djokic Senior Partner, Djokic + Partners
Djokic + Partners is considered one of the top law firms in the banking and financial sectors due to its profound understanding of business and the ability to recognise the needs and objectives of each client for whom it develops unique strategies
Instead of discussing Djordje Djokic’s long-standing career, the hundreds of cases successfully resolved, his participation in projects worth over 800 million euros, and his unique relationship with clients, we asked him to reveal the importance of recognisability and branding in the legal profession.
In a market increasingly saturated with legal professionals, the need for personal branding has never been more crucial. How important is recognisability for lawyers, and should they invest in their personal brand?
— When I established the firm, it was crucial for us to be authentic and recognisable in the market, ensuring that our quality of services was visible through our original branding. I am pleased because the visual identity of our office is modern and aligned with the principles of the digital age, a result of extensive experience in collaboration with significant clients from the IT sector and innovative tech companies. Today, perhaps more than ever, it is important to make a true impression of the office’s values on clients from the first contact, meaning a good brand must fully reflect who we are. It must be supported by the quality work of an exceptional team, without which this tool will not achieve its intended purpose but, over time, will lose rather than gain meaning. Therefore, I believe it is important for every business to build a brand with all its values first and then display and maintain it over time in a relationship that will always ‘work for it’.
While lawyers are restricted from direct advertising, there are avenues to present the values and principles that guide their work. Can social media, with its wide
reach and interactive nature, be a tool for this purpose?
— The use of social media is now very widespread in every business. We have recognised the need for our office to have its own business page on LinkedIn, through which we follow and support the advertising of news from the business world, and in professional texts and articles about completed business ventures of our clients, we are often marked as a significant factor in their realisation. Our clients have long recognised the importance of our office in achieving their business successes, including in the IT field. As lawyers, we cannot remain isolated from modern business development streams, including through social media, so we must have the knowledge and understanding for this type of business in today’s systems.
Thanks to modern technologies and the great opportunity for individuals to self-advertise on social media, various news, such as information about well-done jobs, participation in successfully completed projects, etc., quickly spreads to a large number of people, which is good on the one hand, but challenging on the other since we must always be careful about which data we highlight and what we say about ourselves, as we all know that reputation is hard to build and easy to undermine.
In this part, I am particularly proud of our office team, comprised of people who, at every moment, invest effort in personal growth and development for the work of providing the best service to clients while understanding the client’s need for security and confidentiality of data about their business, which is very important to ensure as part of the services in the represented world of various “IT tools”. Thus, by preserving your clients’ brands, you maintain the image of your work and keep your business ID existing and valid.
What is the key that will determine if a client will turn to you rather than another lawyer?
— The image of oneself and choosing according to one’s business is something we often hear from our clients as a way of choosing an office due to a recognised similar way of looking at work. Recommendations are also very prevalent, I can say, as a way of thanking for a job well done and the client’s need to help other people who are in a similar situation so that they can quickly come to the best solution for their matter or the client’s need to connect the office with their business partners and other companies for the efficient conduct of joint work. They will always turn to us, without exception, those who need the solution we provide and those who recognise our values, which is perhaps the greatest confirmation of our efforts and investment in quality work of the office, which consequently leads to your corresponding visual identity.
It is important to be ‘heard’ in the right way because if no one knows the value of your work, you will always play in the ‘third league’, even though you have the quality for the first. Therefore, do not miss the opportunity to show your quality, which, I repeat, is what you must start from, without which nothing makes sense.
Wolt is Transforming the Delivery Industry
Speed, sustainability and growth are supported by technological innovations
This headline recently emerged from a Bloomberg interview with Matko Katanec, Wolt Regional Director for CEE (encompassing eight countries that include, apart from Serbia, Poland, Austria, Czechia, Slovakia, Hungary, Slovenia and Croatia).
In this world of rapid changes and technological innovations, Wolt is a company that distinguishes itself as a leader in the food delivery industry that continues to grow and innovate, supporting both local communities and the international market in the process. Katanec notes that Wolt is responding successfully to changes in consumer habits that have been driven by digitalisation, climate change and geopoliti -
cal challenges. A particularly interesting fact is that Wolt uses bicycles to carry out its deliveries, thus helping to make cities more environmentally friendly places to live. Digital platforms like Wolt are becom
ing increasingly important in the everyday lives of consumers, enabling them to save time and receive products at their door in just 30 minutes. The growing demand for these services is a clear indicator that the future of retail is digital.
“Wolt successfully combines technological innovations, the flexibility of its work model and sustainable practices in order to remain relevant and competitive on the market. Alongside operational transparency, particularly with regard to the use of artificial intelligence, Wolt is also setting new standards in the delivery industry and was the first play
”Our
member companies transfer their knowledge and experience from their countries of origin to their Serbian employees”
Aleksandar Ljubić Executive Director of FIC Serbia
Fliqa Named Slovenian Startup of the Year
Fintech firm Fliqa Payments, which already boasts two innovative products, has been named Slovenian Startup of the Year, an accolade bestowed by peers from the startup community. Fliqa offers seamless one-click transactions with merchants directly from the user’s bank account, eliminating the need for a credit card. “This is an alternative to card transactions named pay-by-bank,” explained co-founder Nina Strajnar to POP TV after receiving the award on 18 June. Their other groundbreaking solution is a platform enabling merchants to assess a customer’s credit risk in real-time. “Using advanced algorithms, we process specific data when taking out a loan, so you don’t need to provide bank or payroll statements. All you need is to consent and pick your bank, and the algorithm automatically calculates your credit score,” Strajnar elaborated.
Croatia Airlines Reveals Sleek New Logo in Fleet Modernization Effort
Croatia Airlines has unveiled a fresh new logo design to grace its forthcoming fleet of fifteen A220 aircraft. The first of these aircraft is slated to arrive next month. Notably, while the tail design of the airline’s livery remains untouched, the updated logo, conceptualised by the company’s Head of Corporate Design, Ivana Ivanković, represents a modernised and simplified take on the existing emblem. The new logo features a bold typeface with a slightly darker shade than its predecessor. Designed as a dynamic element, it cleverly mimics the tail of an aircraft. This fresh visual identity will extend beyond the planes, with new cabin crew uniforms reflecting the updated design to be fully showcased soon.
Montenegro’s Construction Sector Completes €654 Million Projects
Montenegro’s construction sector saw €654 million worth of projects completed last year, marking a 7.2% decrease compared to 2022 figures. According to a recent report by Monstat, the country’s statistical office, the breakdown of construction works reveals that €270 million was spent on building projects. In comparison, the remaining €385 million went into other types of construction activities. “Last year witnessed the completion of 1,560 residential units, with a combined floor area of 88,000 square meters,” according to the statement. This slight decline in construction activity mirrors broader economic trends and challenges within Montenegro’s construction sector.
“Our role can also be utilised in the process of creating a regional electricity market”
Sanja Miovčić Executive Director of FIC BiH
United Group to Expand Southeast Europe’s Largest Optical Network
SOURCE: connectingregion.com
Lidl Expands in North Macedonia with €9.5M Acquisition
German retail giant Lidl is strengthening its presence in North Macedonia by acquiring the Bricolage facility from Skopski Pazar for €9.5 million. The facility, formerly home to the Bricolage sales hall, is situated in the Gazi Baba municipality of Skopje. According to a recent disclosure to the Stock Exchange, the Supervisory Board of Skopski Pazar approved the transaction on 18th April of {. This strategic purchase aligns with Lidl’s ongoing development of a logistics and distribution centre in the Recica industrial zone near Kumanovo, which commenced construction in January. The new centre is expected to create 150 jobs and is a key part of Lidl’s plan to launch stores across Macedonia by 2025.
United Group is poised to enhance its substantial presence in Southeast Europe by consolidating its fixed infrastructure assets under the United Fiber brand across Bulgaria, Croatia, and Slovenia. Following the successful launch of United Fiber in Greece in 2021, the company is accelerating its investments in the region, starting with establishing a new company in Slovenia in March 2024, with Bulgaria and Croatia to follow by the end of the year. This state-of-the-art broadband infrastructure aims to connect Europe with the Middle East and Asia. Zeljko Batistić, Vice President of Technology at United Group, emphasised the company’s growth, stating, “In 2000, we started fully greenfield in Serbia and two decades later, we became the largest optical network in Southeast Europe. In Greece, Bulgaria, Croatia, and Slovenia alone, United Group owns 60,000 km of backbone and metro network, reaching 3.6 million homes.”
Lesnina XXXL Officially Opens in Belgrade
Lesnina XXXL, a renowned Slovenian furniture company, officially opened its doors in Belgrade on 13th June 2024. After successfully establishing its presence in Novi Sad, the company has now brought its high-quality furniture and exceptional shopping experience to Serbia’s capital, much to the delight of local enthusiasts. Part of the XXXL group, Lesnina XXXL ensures not only top-tier furniture but also a wide range of products at affordable prices. Whether you’re furnishing your home, looking for decorative accessories, or simply wanting to refresh your space, their extensive selection is designed to meet all your needs.
Industrial Policy Is a Nostalgic Pipe Dream
To address the public’s anger after four decades of neoliberalism, progressive and center-left economists are calling for innovation to create wealth “for the many” and to deal with climate change, while also reducing market concentration and power. Unfortunately, they are mistaken about where the real problem lies
By James K. Galbraith
At a recent “summit” in Berlin, prominent center-left economists announced a “new consensus” on industrial policy. Their joint declaration was then published in full by the Columbia University economic historian Adam Tooze, who described it as “remarkable both for its capacious agreement on economic and industrial policy principles and the way they are embedded in a reading of the political and geopolitical risks of the moment.”
According to the Berlin declaration, those risks are of two types. There are “real risks” such as climate change, “unbearable inequalities,” and “major global conflicts.” And there are risks such as “dangerous populist policies” driven by “a widely shared experience of perceived loss of control … stemming from globalization and technological shifts.” This second category, we are told, follows from “decades of poorly managed globalization, overconfidence in the self-regulation of markets, and austerity [which] have hollowed out
the ability of governments to respond to such crises effectively.”
The group has nine recommendations: to “reorient our policies” from upholding “economic efficiency above all” to focusing on “shared prosperity and secure quality jobs”; “develop industrial policies ... supporting new industries and direct innovation toward
A consensus of economists – even well-meaning progressives – is a dangerous thing. Consensus, by its nature, is the enemy of consistency and logic
wealth-creation for the many”; direct industrial policy away from subsidies and toward innovation; design a “healthier form of globalization”; address “income and wealth inequalities”; “redesign climate policies” around carbon pricing and infrastructure investment; support the climate transition in developing countries; avoid austerity “while
investing in an effective innovative state”; and “reduce market power in highly concentrated markets.”
As I have written before, a consensus of economists – even well-meaning progressives – is a dangerous thing. Consensus, by its nature, is the enemy of consistency and logic.
It is true that ordinary people are angry. Having been brought up on the promise of a middle-class democracy underpinned by stable industrial jobs, many find themselves toiling as serfs in the gig economy. They are ruled by oligarchs, and condescended to by entitled urban professionals, with economists among the worst offenders. How did this happen? It may be comforting to blame China (or Mexico, or Japan, or even South Korea), but the story properly starts with the breach between labor and anti-war liberals that occurred within the US Democratic Party in the 1970s. That set the stage for President Ronald Reagan and Federal Reserve Chair Paul Volcker’s destruction of US manufacturing and associat-
ed unions, followed by the rise of Big Finance and Big Tech in the Clinton era.
Then came further militarization under George W. Bush, which was intended to consolidate US global power and control over resources, notably oil. The US economy, with Europe as an adjunct, came to rest on banks, bombs, bases, and informatics. Netting out gains and losses, hardly a single new manufacturing job has been created in America for four decades.
To address the public’s anger, my friends call for innovation to create wealth “for the many” and to deal with climate change, while also reducing market concentration and power. But innovation is the reason that market power becomes concentrated in the first place. It’s always about increasing wealth for the innovator and his financiers, and about doing more with fewer people, at less cost. That is how our tech oligarchs – Bill Gates, Jeff Bezos, Mark Zuckerberg, Elon Musk, Peter Thiel, Larry Ellison – came to be. Otherwise, we would never have heard of them.
Of course, addressing climate change is a noble goal. But one must not ignore the inconvenient realities standing in the way. The first is the Jevons paradox: increased energy efficiency allows for new energy uses, and thus tends to increase energy consumption. Just look at how much electricity cryptocurrency mining and AI models consume. Second, big renewable energy projects require big mines (which devour energy), vast new infrastructure (ditto), and – to be profitable – low, stable capital costs that are inconsistent with high interest rates. There is a reason why yesterday’s
It is true that ordinary people are angry. Having been brought up on the promise of a middle-class democracy underpinned by stable industrial jobs, many find themselves toiling as serfs in the gig economy
hot projects are now being downsized or canceled.
A third, decisive problem is that there is no connection between climate investment and the well-being of the larger population today or even in the near future. Will utility bills, taxes, or interest rates fall as a result? No, they will not. Will new products hit the market because hefty tariffs have kept out goods already produced in China? Of course not. The only way to distribute the wealth benefits of innovation to “the many” is to socialize the entire process. You would need a “soviet of engineers,” as Thorstein Veblen once proposed – like the Manhattan Project or the space program.
But to do any such thing requires state capacity, and the Berlin summiteers acknowledge that this has been “hollowed out” over 40 years of neoliberal neglect and predation. Who will supervise the new industrial policy? With no one home in today’s government, tariffs and corporate subsidies are the tools at hand, and the US Commerce Department has hired consultants from Wall Street to identify who should receive them. Good luck making that work. The sad reality is that today’s advocates of industrial policy are often the same people who first advanced the idea more than 40 years ago to try to rescue the Democrats in the face of Reaganomics. Back then, at least, it was plausible. Yet now, as in the past, they seem unwilling to confront the banks, the military contractors, or the tech tycoons who now run the West. They do not call for definancialization, disarmament, or (as John Maynard Keynes once did) the socialization of new investment. They seek to rebuild state capacity while leaving in place all the forces that destroyed it.
Meanwhile, vast new political forces are filling the vacuum left by neoliberal policies in America and Europe. Given the damage done, there may be no way to assuage the anger driving those “dangerous populists” toward power. Alas, the kumbayas of an outdated idea are not likely to help very much.
“We’re
Satya Nadella CEO of Microsoft
Luxembourg and Ireland Record Highest GDP Per Capita in the EU
According to the EU’s statistical agency, 11 countries recorded GDP per capita above the EU average. Luxembourg and Ireland led the pack, with Luxembourg boasting a GDP per capita 139% above the EU average and Ireland following closely at 111% above. The Netherlands also showed a strong performance, with a GDP per capita 30% higher than the average. Other countries with GDP per capita above the EU average included Denmark, Austria, Belgium, Germany, Sweden, Finland, Malta, and France.
Nvidia Becomes the World’s Most Valuable Company
Chip manufacturer Nvidia has become the world’s most valuable company after its stock price soared to a record high. Nvidia is now valued at $3.34 trillion, nearly doubling since the beginning of the year. Shares ended the trading day at nearly $136, a 3.5% increase, making them more valuable than another tech giant, Microsoft, which had surpassed Apple in early June. The meteoric rise of the California-based company is fueled by its dominance in what analysts call the “new gold or oil of the tech sector” – the chips needed for artificial intelligence (AI).
EU to Impose Up to 38% Tariffs on Chinese Electric Vehicles
The European Union has announced plans to impose higher tariffs on Chinese electric vehicles (EVs), citing substantial benefits from “unfair subsidies” and the threat of “economic harm” to European EV manufacturers. This decision follows an investigation by the EU that began in October. The additional tariffs are currently provisional but are set to take effect on 4 July if negotiations with Chinese authorities do not resolve the contentious issues, according to a statement from the European Commission. Final measures are expected to be implemented within four months of the provisional duties. These new tariffs reflect the EU’s commitment to protecting its automotive industry from what it deems unfair competitive practices.
“Any given AI startup is doomed to become the opposite of its name”
Elon Musk CEO of Tesla Motors
Samsung Workers Organize First Strike in Company’s History
Workers at South Korean tech giant Samsung are set to strike for the first time in the company’s history, announced by the largest union representing tens of thousands of employees. The union, comprising around 20% of Samsung’s workforce or approximately 28,000 people, stated that its members would use annual leave to strike for one day, possibly a general strike if necessary. Management at the world’s largest memory chip manufacturer has not reached a wage agreement with the union since negotiations began in January. “We are striking due to the company’s neglect of its workers. We tried to resolve the issue through dialogue,” the union’s statement said.
Finland Leads EU in Uranium Extraction
In a pioneering move within the European Union, Finnish mining and chemical company Terrafame has begun extracting uranium, as announced by local media. The Finnish Radiation and Nuclear Safety Authority (STUK) has granted the necessary permit for this venture. The uranium extracted by Terrafame will be transported abroad for further processing and use in nuclear energy production. The plant is expected to reach full capacity by 2026, with an annual production of approximately 200 metric tons of uranium. This development marks a significant milestone in the EU’s nuclear energy sector, positioning Finland at the forefront of uranium extraction and processing.
China Surges Ahead in High-Tech Nuclear Power
According to a study by the Information Technology and Innovation Foundation, China’s rapid advancement in high-tech nuclear power development has put the United States up to 15 years behind. According to a recent study by the Information Technology and Innovation Foundation, a Washington-based think tank, the United States is trailing China by as much as 15 years in developing high-tech nuclear power. This gap is attributed to Beijing’s state-backed technological strategies and robust financial support, giving the Chinese a significant advantage in this crucial sector. China’s impressive progress is evident, with 27 nuclear reactors currently under construction, boasting remarkably short construction times averaging around seven years, a pace far outstripping that of other nations, as highlighted in the study.
Luxury and Sustainability Revolution
François-Henri Pinault CEO of Kering
Photo
Jude Edginton
François-Henri Pinault, the dynamic CEO of Kering, has transformed the luxury goods industry through innovative leadership and a commitment to sustainability
François-Henri Pinault, born in May 1962, in Rennes, France, is a prominent French businessman and the current chairman and CEO of Kering, a global luxury group that owns iconic brands such as Gucci, Saint Laurent, Balenciaga, and Bottega Veneta. Pinault’s journey in the world of business and entrepreneurship is marked by his visionary leadership, strategic acquisitions, and commitment to sustainability.
He revolutionized the luxury goods industry by driving innovation and emphasizing sustainability, positioning his company as a global leader
Pinault was born into a family with deep entrepreneurial roots. His father, François Pinault, founded PPR (Pinault-Printemps-Redoute), a retail conglomerate that would later transform into the luxury powerhouse Kering. François-Henri Pinault pursued his education at HEC Paris, one of the most prestigious business schools in France, where he earned a degree in 1985. His academic background provided him with a strong foundation in business management and strategy.
After completing his education, Pinault joined the family business in 1987. He started his career at PPR by working in various divisions, gaining valuable experience in retail and management. His early roles included overseeing the group’s international operations and managing several subsidiaries. This hands-on experi-
ence allowed him to understand the intricacies of the business and develop a keen sense for identifying growth opportunities.
In 2005, François-Henri Pinault took over as CEO of PPR, succeeding his father. One of his most significant achievements was the transformation of PPR from a retail conglomerate into a leading luxury group. Under his leadership, PPR underwent a strategic shift, divesting its non-core retail assets and acquiring high-end fashion brands.
Pinault’s vision was to focus on the luxury sector, recognizing its potential for growth and profitability. In 2013, he rebranded PPR as Kering, reflecting the group’s new identity and direction. The name “Kering” is derived from the Breton word “ker,” meaning “home,” symbolizing the group’s commitment to nurturing its brands and creating a sense of belonging.
Pinault’s tenure at Kering has been marked by a series of strategic acquisitions that have significantly strengthened the group’s portfolio. One of the most notable acquisitions was the purchase of Gucci in 1999, which has since become one of the most successful and recognizable luxury brands globally. Pinault’s leadership played a crucial role in revitalizing Gucci and positioning it as a trendsetter in the fashion industry.
In addition to Gucci, Kering acquired other prestigious brands such as Saint Laurent, Balenciaga, Alexander McQueen, and Bottega Veneta. These acquisitions have not only expanded Kering’s brand portfolio but also diversified its product offerings, catering to a wide range of luxury consumers.
François-Henri Pinault is a strong advocate for sustainability and environmental responsibility in the fashion industry. Under his leadership,
Kering has made significant strides in promoting sustainable practices and reducing its environmental footprint. The group has implemented initiatives to improve supply chain transparency, reduce carbon emissions, and promote the use of eco-friendly materials.
In 2017, Pinault launched the “Fashion Pact,” a global coalition of fashion companies committed to addressing environmental challenges and promoting sustainability. The pact aims to tackle issues such as climate change, biodiversity loss, and ocean pollution. Pinault’s commitment to sustainability has earned Kering recognition as a leader in corporate social responsibility.
Under his visionary leadership, Kering has not only achieved remarkable growth but also set new standards for environmental responsibility and ethical business practices in the luxury sector
Beyond his business achievements, François-Henri Pinault is known for his philanthropic endeavors. He and his family have made substantial contributions to various charitable causes, including education, health, and the arts. Pinault is also a patron of the arts and has supported numerous cultural institutions and initiatives.
In his personal life, Pinault is married to actress Salma Hayek, and the couple has a daughter together. They are known for their involvement in social and humanitarian causes, using their influence and resources to make a positive impact on society.
François-Henri Pinault’s legacy as an entrepreneur is defined by his transformative leadership, strategic vision, and commitment to sustainability. Un-
der his guidance, Kering has grown into one of the world’s leading luxury groups, setting new standards for the industry. As he continues to steer Kering towards greater heights, Pinault’s focus on innovation, sustainability, and social responsibility will undoubtedly shape the future of the luxury sector.
In conclusion, François-Henri Pinault is a visionary entrepreneur who has made significant contributions to
the luxury fashion industry. His strategic acumen, dedication to sustainability, and philanthropic efforts have solidified his reputation as a leader who is not only focused on business success but also on creating a positive impact on the world. As Kering continues to evolve and expand, Pinault’s influence and legacy will remain integral to the company’s ongoing success and the broader luxury market.
ARCHITECTURE & DESIGN
CONTENTS
ARCHITECTURE & DESIGN 2024
78 Ad Hoc Decisions Aren’t in Society’s Interest
Ivan Rašković
Professor at the Faculty of Architecture in Belgrade, President of the Union of Architects of Serbia
82 The City Needs Green Rooftops
Ana Šuman
Chief Urban Planner, Head of the Department of Urban and Spatial Planning, Partner, Bureau Cube Partners 84 15 Years of
Nadica Davidović
Bureau Cube Partners, Chief Architect, Head of Architectural Design Department, Partner 86 Visionaries Change the
Saša Kostić
Chief Architect, Head of Project Management, Partner, Bureau Cube Partner
88 Energoprojekt’s Vision for Modern Architecture
Gorana Čanković Executive Director, Energoprojekt Urbanism and Architecture Ltd.
90 Vision, Challenges and the Future of Urban Planning
Aleksandar Stojanović
CEO And Chief Design Architect, Kapaprojekt 92 Architecture is a Mirror
Bratislav Tošković Architect
INTERVIEW
AD HOC DECISIONS AREN’T IN SOCIETY’S INTEREST
I have no dilemma over whether the Army General Staff HQ and the Belgrade Fair, as two architectural masterpieces and symbols of our urban and state identity, should remain protected and should be repurposed following serious consideration and professional consultation
IVAN RAŠKOVIĆ
Professor at the Faculty of Architecture in Belgrade, President of the Union of Architects of Serbia
There isn’t an “ideal” situation anywhere in the world where the principles of our profession are fully respected, but that doesn’t mean that architectural solutions adopted by cities can’t strike a better balance between differing interests. “The City is a ‘living thing’ and is subject to the results of the often-conflicting interests of various formal and informal groups, the logic of capital in a market economy, social relations and the most varied influencing factors of a material and immaterial nature,” says Ivan Rašković, a professor at the Faculty of Architecture in Belgrade, who also
serves as president of the Union of Architects of Serbia
If we’re dissatisfied with what we have, or if we want our city to be different in the future, the solutions leading to that are very simple, explains our interlocutor. There are existing regulations that need to be adhered to in planning, design, construction and exploitation phases, new ideas that need to be implemented, needs and desires, and a state that needs to implement those solutions and control their quality. However, that which sounds simple is sometimes very complicated. In this interview, we focused on the current misunderstandings between the archi-
tecture profession and city planners, as well as the solutions available to us.
How much weight does the opinion of the architecture profession hold when it comes to the development of architectural solutions in Belgrade?
— The answer to this question depends on the criteria set and the professional aspect from which you consider the question. If we look comprehensively at what is being built, we could note that the principles of the profession are not respected to a certain extent. On the other hand, we have a contest practise that’s developed
traditionally since the beginning of the 20th century, and contests are among the most effective instruments to achieve high quality in architecture, because they represent a ‘competition of ideas’. I don’t know how well-known this is, but the solutions for St. Sava Temple, the Church of St. Mark in Belgrade, the Palace of Albania and, for example, the House of the National Assembly of the Republic of Serbia all resulted from public architectural contests held between the beginning and the middle of the last century. A total of 13 public, anonymous contests have been tendered since 2018, mostly for capital facilities, and they were tendered by the Government, ministries and other state institutions.
for the Belgrade Fair complex and the Army General Staff HQ? — I logically expect those two masterpieces of architecture and symbols of our urban and national identity to remain under protection; for the exterior of the Army HQ to be restored, while the interior could be redesigned for some new purpose. That building lies within the wider complex of military institutions that were located in that area during the first third of the 19th century, while on the opposite side of Miloša Veliki Street are the buildings of the Government of the Republic of Serbia and the Ministry of Foreign Affairs. That’s why the future purpose of the Army HQ should remain administrative, for systemic and security reasons.
WHEN YOU OBSERVE BELGRADE FROM A BIRD’S EYE VIEW, YOU SEE THAT ALMOST ALL STREETS IN THE WIDER CITY CENTRE AREA ARE TREELINED. BUT THAT GREEN “FUND” HAS LONG FACED A KIND OF CONSTRUCTION “AGGRESSION”, WHICH IS WHY IT IS SHRINKING
The Ložionica creative/innovative multifunctional centre at the Mostar junction, the faculty of music and applied arts, and the expansion of ‘Student City’ are just a few of these competitions, and they are all capital investments directed exclusively by the state. As such, if we observe such topics, we see that the profession is respected in the best possible way. On the other hand, I’m sorry to say that such an approach was not taken in the case of the Belgrade Waterfront development. Interestingly, the City of Belgrade’s general plan envisaged a public architecture contest, which would have resulted in many benefits if it had been implemented.
What do you expect in this context when it comes to solutions
ly basis during the most attractive trade fairs. However, this doesn’t mean that the Belgrade Fair complex shouldn’t be preserved in its entirety, because it represents a top work of architecture and urban planning at the world level, and it remains “usable”. New purposes should be defined for both of these complexes, but that should be conducted on the basis of serious expert analysis, and not on ad hoc ideas.
PROFESSION
The Belgrade Fair could likewise be repurposed. The facilities are in good condition, their spatial structure corresponds to the amenities of a spectacle venue and are able to accommodate different contents. The idea of relocating the fairgrounds to the zone in Surčin isn’t illogical – the close proximity of the highway, Belgrade Airport and the access road network renders this location suitable for hosting various exhibitions that would expect tens of thousands of people to visit on a daily basis. The existing Belgrade Fair, although popular and with very good visitor numbers when dedicated events are held, no longer has the required capacity, such as parking for around forty thousand visitors, which is how many arrive on a dai-
One of the key aspects of the Paris 2024 Olympics is the development of solutions that are harmonised with environmental protection standards and strengthen social equality. What do you think Belgrade should learn from this as a positive practice in planning investments pertaining to Expo 2027? — Belgrade is a city that stands on the widest confluence of two rivers in Europe and that makes it a unique location, and when we include the long tradition of greening the streets of Belgrade, we see that we have potential that requires further development and improvement. And, to reiterate, the fact is that facilities that serve the public interest can also house income-generating activities. The two great rivers in our city’s urban zone are public, recreational facilities that simultaneously represent spaces for entertainment, such as the widely-renowned Belgrade ‘splav’ raft venues‚ which represent a kind of brand of our country. Moreover, the Sava and Danube are powerful transport waterways that are important to the European economy. All the things I’ve listed aren’t mutually exclusive; care should be taken to ensure the riverbanks are landscaped and accessible to citizens to the greatest possible extent, that the water is clean and that commercial areas on the banks are gradually relocated to the periphery of the city in a rational and sustainable manner, with their current locations reconstructed and convert-
Contests are among the most effective instruments to achieve high quality in architecture, because they represent a ‘competition of ideas’. It’s a shame this golden rule wasn’t respected in the case of the Belgrade Waterfront development
MIGHT
All decisions are up to us, our citizens, society, the state as a framework for the continued existence and development of our society, and our willingness and readiness to act to our own benefit. Is that not both complex and simple at the same time?
TRANSITION
Care should be taken to ensure the riverbanks are landscaped and accessible to citizens, that the water is clean and that commercial areas on the banks are gradually relocated to the periphery of the city, in a rational and sustainable manner
ed into recreational, residential and sports zones. With considered planning, facilities can be built that will continue their “life” sustainably even after the end of the event for which they were initially created. Alongside the infrastructure being built for that future “life”, it is crucial to have management that will monitor the development of the market and the needs of the milieu in which they operate, and which will successfully address the demands of the future.
— I mentioned in my response to the previous question that Belgrade has a unique location in Europe, a position at the point where two mighty rivers merge. Furthermore, Belgrade’s green “fund” traditionally isn’t negligible. When you observe Belgrade from a bird’s eye view, you see, somewhat surprisingly, that almost all streets in the wider city centre area are treelined, not to mention New Belgrade, which is awash in greenery. Of course, that green “fund”
WITH CONSIDERED PLANNING, FACILITIES CAN BE BUILT THAT WILL CONTINUE THEIR “LIFE” SUSTAINABLY EVEN AFTER EXPO 2027... HERE IT IS CRUCIAL TO HAVE MANAGEMENT THAT WILL MONITOR THE DEVELOPMENT OF THE MARKET AND THE NEEDS OF THE MILIEU IN WHICH THEY OPERATE
The Western Balkans is one of the world regions facing stronger consequences of climate change. Major cities around the world are applying green and blue solutions in a big way, in an effort to adapt to these conditions. Could Belgrade implement these kinds of solutions and where would these interventions be possible?
has long faced a kind of construction “aggression”, which is why it is shrinking. There are existing standards stipulating amounts of green areas in a city, from individual plots to the urban agglomeration, and adhering to those standards always ensures there’s enough green space. So, the potential exists!
Finally, innovative solutions also exist in this area; river water purification plants that are also parks with lakes (Budapest); the permaculture concept where greenery within a micro-eco-system is merely renewed and maintained. And – as always in history – it is new ideas that develop the milieu. So, we have rivers (blue) and treelined lanes, parks, meadows (green), and they should be preserved and improved. The solutions are simpler than they might appear to us at first glance; there are existing regulations that need to be adhered to in planning, designing, construction and exploitation phases, while there are new ideas that need to be applied. This is nothing complicated if you want it and, as has always been the case throughout history, everything is in our hands... The citizenry has needs and desires, the state implements them and controls the quality, and that’s all there is to it!
Do we have a critical mass of knowledge for the implementation of such major interventions in the Serbian academy and in the domain of public policies? — We do, of course. We have a significant number of experts who are competent in this topic, and they are present in all required fields. Recently, for example, the National Architectural Strategy was adopted at the state level and represents a document of strategic importance that conceptualises the field of spatial planning and, particularly importantly, defines the criteria for controlling the quality of processes that result in spatial arrangements. And that’s not all! As such, a platform for action exists in a formal and essential sense. And, again, as always in history, everything is up to us, our citizens, society, the state as a framework for the continued existence and development of our society and... our willingness and readiness to act to our own benefit. Is that not both complex and simple at the same time?
CORPORATE
Bureau Cube Partners, Chief Urban Planner, Head of the Department of Urban and Spatial Planning, Partner
THE CITY NEEDS GREEN ROOFTOPS
Bureau Cube Partners has been expanding its portfolio and list of locations year on year, contributing to the balanced development and urban transformation of Belgrade
Significant demographic expansion makes it necessary to create a high-quality planning solution for the areas covered by the planning document that will develop in the coming years,” emphasises Ana Šuman, Head of the Department of Urban and Spatial Planning at Bureau Cube Partners.
You have amassed 15 years of existence and successful business, while your studio is renowned even beyond Serbia. Does your portfolio and re -
ment and by keeping pace with technological innovations. Accordingly, we aimed to use our portfolio to showcase most of the projects we’ve realised in the recent period. The rebranding happened spontaneously, but was perfectly timed ahead of the preparation of the portfolio and our anniversary.
The city has expanded noticeably in all directions In recent years, turning previously unattractive locations into significant urban points. Does this mean the city is finally developing more evenly?
— Due to significant demographic expansion across the territory of Belgrade in recent years, locations that hadn’t been properly utilised despite marking significant urban points in the city have since been activated or are in the process of activation. There is also evident expansion of the urban zone and transformation of peripheral areas. Through the cumulative action of these urban processes, Belgrade is developing more evenly. A prerequisite for the development and expansion of the city and the transformation of urban and suburban areas is certainly the creation and adoption of planning documentation, as well as the future implementation of these plans through the construction of roads, public utilities infrastructure, and buildings for public, residential, business and commercial purposes.
branding for the anniversary reflect your achievements to date sufficiently?
— Satisfied clients, contributions to the city’s silhouette through original architecture, over a million square metres of designed space, over 250 designed buildings, adopted spatial and urban plans, as well as obtained location conditions and building permits for designed objects, suggest that we are on the right track. We strive to push our boundaries through teamwork, high-quality collaborators, continuous professional develop-
Is the Blister residential/commercial complex one of the projects currently at the centre of your attention?
— The newly designed Blister residential/commercial complex is formed as a standalone structure consisting of four segments and three atriums. Elements of porosity and articulation create a characteristic form with balanced proportions of solid and void spaces, sequentially graded design elements and retained relations. The ground floor’s spatial openness
contributes to its prominence and the upper floors’ rhythm of solid versus void optimises and lightens the structure, while the recessed floors add a subtle, unique and compact architectural concept. Uneven heights and storeys in certain parts and “playful” facades improve the complex’s lighting, sunlight and ventilation, impacting quality of life directly. In addition to greenery at the ground level, the building itself is greened through the introduction of the element of a green roof. The rooftop represents a green oasis and con-
tributes to the improvement of the complex’s ecological aspect.
Considering that Belgrade is a living organism that changes, how difficult is it to preserve all the existing ambience values while simultaneously satisfying modern architectural and urban demands?
— The fact that the city is a living organism that’s changing constantly brings numerous daily challenges in conceptualising planning solutions. Central city zones with rich historical heritage require spe-
cial treatment. Preserving valuable buildings and environments is very important, but so is responding to modern demands for the city’s development and improvement from an architectural and urban aspect. Integrating new, modern buildings and parts of the city with rich heritage represents both a challenge and a responsibility. Looking at numerous examples from world metropolises, we see that one of their qualities is the successful integration of historical heritage and applied modern architectural and urban trends.
NADICA DAVIDOVIĆ
Bureau Cube Partners, Chief Architect, Head of Architectural Design Department, Partner
CORPORATE
15 YEARS OF ARCHITECTURAL EXCELLENCE
Bureau Cube Partners places an emphasis on the role of collaboration and client-driven visions in shaping the future of public architecture
egardless of its impressive figures in terms of square metres designed, Bureau Cube Partners is particularly proud of its significant contribution to the design of public buildings. Speaking in this interview, Nadica Davidović, Chief Architect and Head of the Architectural Design Department at Bureau Cube Partners, shares her insights into the firm’s achievements and challenges in this vital sector.
R“In addition to expertise and the dedication of each member of our team, successful project implementation also demands that we complement each other and believe in the client’s vision that leads us to a common goal and success,” emphasises Davidović.
Expressing Bureau Cube Partners in numbers, you have over 50 architects and more than 250 designed buildings, encompassing over 1 million designed
square metres. Do you consider these achievements worth celebrating?
— We hope this marks the first of many anniversaries, as we celebrate 15 years with our team, collaborators, clients and friends. Despite these impressive figures, we are particularly proud of our contributions to public buildings. Through dedicated work, we’ve improved daily life significantly at the Dr Vukan Čupić Institute for Mother and Child Healthcare of Serbia and have led projects for the reconstruction and extension of the SANU Palace, the campus of the Faculty of Fine Arts and the Institute for the Education of Children and Youth in Belgrade, as well as numerous gerontological centres across the country. In social protection, we’ve not only introduced a modern design approach, but also published engineering guidelines for designing social work centres and public prosecutors’ offices that represent significant advancements in this sector.
How crucial are team synergy and aligning with the client’s vision to successful project execution from conception to completion?
— We take immense pride in our team, which has worked diligently for 15 years, creating and designing spatial structures and environments where the programme, technology, sustainability and daily life converge intelligently. Guided by our clients’ visions, this synergy leads us to a shared goal and success, ultimately materialising through collaboration on numerous projects. For the Tempo Tower residential-commercial complex, we crafted an architectural solution that unquestionably meets the criteria for future attractiveness. Here is more about the project:
The Tempo Tower complex is primarily residential and consists of three previously fragmented
mono volumes integrated into a systemically complex architectural form. Its highest point reaches 120 metres, meeting the criteria for attractiveness, aesthetic distinction and functional richness.
On the lower floors, a multifunctional base has been designed as an urban oasis. Diverse public and commercial facilities open up towards the surroundings, fostering a sense of community and urban interaction. Flexible multifunctional spaces for performances and events, and educational and cultural content, further enrich the base’s offer, ensuring its functional prominence as a hub of social life.
Rising above the base, the residential sections of the complex, extending from the 3rd to the 32nd floor, consist of 443 housing units of various types and layouts, offering a diverse range of living experiences tailored to the needs and preferences of contemporary urban residents.
Additional functional amenities are housed at the top of the
tower, on the 33rd and 34th floors, and include a spa centre with a pool and a panoramic restaurant. These facilities provide spectacular views of the city and its surroundings, as well as high-quality recreational and relaxation amenities.
These features undoubtedly add extra value and attractiveness to the Tempo Tower complex, positioning it as a potential urban landmark and strategic site for analysing and developing the city’s urban matrix.
Do you embrace unique, bold and recognisable original solutions in your designs, even under the scrutiny of the professional public and end-users?
— For our architectural studio, each new project presents a challenge in which the pursuit of uniqueness in design and creation, in most cases, has positive reactions from the milieu, which additionally encourages and satisfies each of us. Still, we can’t expect there to be no public criti-
cism or propositions regarding our work. Rather, we deal with that constructively, using it as an opportunity to develop further and enhance our ideas and approach-
WE TAKE IMMENSE PRIDE IN OUR TEAM, WHICH HAS WORKED DILIGENTLY FOR 15 YEARS, CREATING AND DESIGNING SPATIAL STRUCTURES AND ENVIRONMENTS WHERE THE PROGRAMME, TECHNOLOGY, SUSTAINABILITY AND DAILY
LIFE CONVERGE INTELLIGENTLY
es. Through such dynamics, our architectural studio continues to grow and evolve, creating projects that are not only aesthetically and functionally superior, but also socially relevant and adapted to community needs.
SAŠA KOSTIĆ
Bureau Cube Partners, Chief Architect, Head of Project Management Department, Partner
CORPORATE
VISIONARIES CHANGE THE WORLD
Bureau Cube Partners has been distinguishing itself for 15 years, with its exceptional dedication, understanding of the market and the needs and expectations of each investor, as well as global architectural trends
In addition to essential knowledge and professional engagement, project management requires a lot of skills and abilities to ensure successful realisation – says Bureau Cube Partners’ Saša Kostić.
Expertise, efficiency, teamwork and friendly relations ensure successful project management, regardless of the type and scope of work and deadlines. What are the biggest challenges you face?
ject management requires many skills and abilities to ensure successful realisation. While comprehensive expertise, efficiency in work and friendly relations help overcome many challenges, each project also has unforeseen circumstances that everyone faces. The advancement of technology, the increasing use of BIM software and various process monitoring tools contribute significantly to efficiency and reduce the possibility of errors, while allowing the timely identifying and preventing of potential problems.
Bureau Cube Partners distinguishes itself through its exceptional dedication and understanding of the market and the needs of each investor, as well as through global architectural trends. Investors really trust you, which is not so commonplace today.
— There can be no success in this business without teamwork, and there can be no good teamwork without collegiality. Over the past 15 years, we have built a team that makes us very proud. Nurturing and strengthening a team spirit, efficient teamwork and good communication are crucial to successfully overcoming the challenges that can arise when working on complex and demanding projects. In addition to essential knowledge and professional engagement, pro-
— Trust is built through continuous work, dedication and consistency in achieving mutually defined goals and results. After 15 years on the market – an anniversary we celebrated recently with employees, investors and collaborators –a series of successfully completed projects, constant progress and innovative solutions, great dedication, immense effort and commitment, we have built a name that’s synonymous with trust. In today’s dynamic business environment, where investor expectations are high, dedication and professionalism are imperatives. Bureau Cube Partners stands out by providing reliable and innovative support to its clients, resulting in successful projects and investor satisfaction. We are proud of the trust placed in us, without which our work and results would not be achieved at a high level of quality and creativity.
Your bureau designed the project for the Srebrnac hotel complex on Kopaonik mountain, which will feature a glass pool extending from the building
and supported by two columns. Once again, you have pushed the boundaries and raised the bar? — Architects have always been visionaries. We bear the responsibility to shape the daily lives of individuals and the society in which we live. Architectural designs must be characterised by creativity if they are to inspire, challenge and enhance our environment. We strive to push boundaries continuously, from project to project, by applying the latest technologies and monitoring global trends and the latest professional knowhow, with the idea of creating sustainable architecture that equally satisfies aesthetic, functional and ecological standards, inspiring future users and creating “places for people and dynamic communities”, while respecting the context in which architecture arises. The unique expression of the Srebrnac hotel complex on Kopaonik is achieved by creating a continuous open environment without sharp transitional elements that disrupt the fluidity of the composition and its immediate elevation from the terrain, using the height differentials present at the location (more than 12,00 metres) and thus creating a direct connection with the natural surroundings. The building represents a cut into the terrain, forming a new contour line along which
part of the terrain “descends”, forming the ground floor level of the building, while the other part rises from the terrain, forming the part of the building housing apartments and accompanying facilities. The floors, with their accentuated horizontals, give the impression of unity with the existing terrain, from the ground floor as a transparent glass cube, through the upper floors, which – with the established rhythm of solid versus void – reduce their occupation on each higher floor up to the recessed floor, making the architectural concept lighter and subtler, yet compact, unique and effective. The courage of our solutions stems from the synergy of understanding the needs of the user and the desire to improve the quality of daily life, but primarily from an immense love for architecture and inventive creation. It is precisely this combination of understanding, passion and courage that enables us to create such spaces that push boundaries.
Project management is one of the key aspects that ensures the success of a project. This process requires an understanding of both artistic and engineering principles, but also market demands, cost management etc.? — Project management is a complex process that encompasses all
aspects of a project, actively participating in all phases from the initial idea to final realisation. This approach allows us to ensure that each project is completed successfully, with the careful monitoring of individual steps and all project phases. The key to success is clearly defined goals and strategies that enable the efficient use of all resources and the best possible coordination of design teams. Risk management, progress assessment and monitoring, and
WE ARE PROUD OF THE TRUST PLACED IN US, WITHOUT WHICH OUR WORK AND RESULTS WOULD NOT BE ACHIEVED AT SUCH A HIGH LEVEL OF QUALITY AND CREATIVITY
adapting to market changes, are all necessary elements that ensure the project stays on the right track. Effective project management also involves transparent communication with all participants to ensure that all goals and expectations are clearly set. In this way, we can satisfy investor expectations, meet deadlines, and stay within budgets while achieving high standards of quality and innovation in design.
GORANA ČANKOVIĆ
Executive Director, Energoprojekt Urbanism and Architecture Ltd.
Here we discuss with the company’s executive director, Gorana Čanković, the business successes and endeavours from the rich portfolio of one of our country’s most renowned companies, hundreds of representative buildings constructed globally, challenges of contemporary architecture, construction and urban planning, current projects and plans for the future.
Given that you’ve been with Energoprojekt for 20 years, you are undoubtedly familiar with its illustrious past. How have you and your team worked to restore the company’s former glory?
— Since its inception in 1951, Energoprojekt has grown into a complex business system for designing, consulting, engineering and executing complex projects worldwide. Over more than seven decades of operations in the country and more than 70 countries across four continents, we have established and maintained high professional standards and become synonymous with reliability and excellence.
For decades, Energoprojekt Urbanism and Architecture’s business was based in
ENERGOPROJEKT’S VISION FOR MODERN ARCHITECTURE
Energoprojekt Urbanism and Architecture Ltd. is a design firm that has been part of the Energoprojekt system, comprising seven registered companies in Serbia and over 10 subsidiaries and joint ventures abroad, for more than seven decades. Energoprojekt’s School of Architecture and Urban Planning has produced architects who’ve left golden marks on the company, across the history of Serbian architecture, and in many cities and countries worldwide
foreign markets. And yet, over the last five years, we have focused almost entirely on the domestic market, thus better acquainting the local public our work. Our position today primarily involves taking on challenging engineering structures that require ‘large’ special licenses. We have acquired these licenses over the years, by working on reference objects worldwide and public buildings of significance to the city and the state.
Regarding the projects that have had a major impact on the city and the state, which ones would you single out as being the most significant?
— Choosing just a few is difficult, but here are some that we’ve designed and built in the last five years... Among them is certainly the Belgrade Tower of the Belgrade Waterfront complex, which will house an exclusive hotel and a section with luxury, branded apartments. This new Belgrade landmark has 40 floors, covers an area of 65,815 square metres
and stands 168 metres tall. We have also worked on projects for the Chinese Cultural Centre in New Belgrade, Ada Mall Shopping Centre in Belgrade and the Park 11 Residential and Business Complex in New Belgrade.
In addition to these projects, we’ve also worked on designing public purpose and state administration buildings, including the Court in Kruševac, Science and Technology Park Belgrade, the Development and Industrial Park in Kruševac and Science and Technology Park Čačak. I must mention our longstanding successful cooperation with the Ministry of Justice and the Administration for the Enforcement of Penal Sanctions. For them, we have designed facilities at the Penal Institutions in Sremska Mitrovica, Požarevac, Niš, Ćuprija and Belgrade, as well as special complexes built according to the highest global standards: Penal Institutions in Kragujevac, Kruševac and Subotica.
I would like to note that we have also worked extensively on our investments, the most current of which is the residential complex ‘Kosa Quarter’ on Belgrade’s Bežanijska Kosa and the residential-business building opposite the CORPORATE
Palace of Serbia in New Belgrade, 65 metres tall and covering 68,660 square metres. Both buildings are currently under construction.
With Belgrade transforming into a city of cranes over the past seven to eight years and construction booming across Serbia, would you consider this a golden age for the construction industry?
— Yes, you are right... The construction sector in Serbia is being intensively renewed and is growing with large, demanding projects. As a positive shift that favours the development of the construction industry, I would highlight that, over the past five years, a lot of new public buildings have indeed been planned and realised, as have numerous reconstruction and renovation works on facilities in the fields of healthcare, education, sports and various state administration buildings...
Numerous amendments and legal facilitations have been made in the construction field in order to shorten procedures to obtain building and usage permits. Despite this, numerous issues related to procedural steps remain during the obtaining of permits and consents, which represent a significant burden on both investors and designers.
It is therefore important to highlight that large projects require large companies which can, as a system, provide investors with a complete service, from design to execution, and can thus guarantee the safety and stability of the investment, and we certainly count among such companies.
Given the influx of foreign and domestic companies, does your company embrace this competition without concern?
— We primarily believe that there is work for everyone, and especially for those of us that have proven ourselves over previous decades. We always align our projects with local economic, social and cultural conditions, and align our architectural expression with local building heritage. We apply advanced technical knowledge and ensure the highest level of quality compatible with international standards and prac-
ENERGOPROJEKT HAS
GROWN INTO A COMPLEX
BUSINESS SYSTEM FOR DESIGNING, CONSULTING, ENGINEERING AND EXECUTING COMPLEX PROJECTS WORLDWIDE
tices. Our multidisciplinary team of architects, planners, urban planners, engineers and consultants is guided by the needs and requirements of clients who often return to us because we show our full commitment to the project, from the conceptual solution to the successful completion of construction works, all at competitive prices. How has the new era’s introduction
of advanced technologies and innovative materials, as well as its focus on sustainability. impacted design and construction in your projects?
Our company has always endeavoured to meet the demands of clients and the market and to offer optimal design solutions for a certain period, even moving ahead of time. When it comes to sustainability, investors increasingly require design solutions that can form the basis for a building to obtain a ‘green certificate’, the application of ‘smart’ systems, energy efficiency and savings, both in the construction phase and in the exploitation of the building.
Could you share some insights into your upcoming plans and future construction projects?
— Despite complex economic and social conditions and strong competition, Energoprojekt is today, in this time full of challenges, creating a stake for the future and lasting values, with the ambition to remain at the forefront of Serbian construction. In the coming period, we plan to develop our investments further, mostly in residential-commercial purpose buildings. I hope that many new public-purpose buildings will be planned in Belgrade and Serbia, to which our company can contribute through design, professional supervision and construction. We are expecting to design a business complex for RATEL in Dobanovci and to reconstruct and expand facilities of the PIO fund in several cities in Serbia, but also a project for the reconstruction and expansion of KBC Zemun and new projects for the Ministry of Justice...
Belgrade Waterfront – “Kula Belgrade”
Chinese Cultural Center
CORPORATE
VISION, CHALLENGES AND THE FUTURE OF URBAN PLANNING
At Kapaprojekt they believe that the future of urban planning and architecture will be marked by an ever greater focus on sustainability, quality of life and innovation, as well as the combining of luxury, functionality and environmental awareness
ALEKSANDAR STOJANOVIĆ
CEO And Chief Design Architect, Kapaprojekt
rojects like Planet Residence, which is inspired by the needs of modern families and individuals, set new standards. We hope that we will inspire other architects and investors to pursue a similar approach,” says Aleksandar Stojanović, who, together with his team, overcomes all professional challenges successfully.
PPlanet Residence has become a symbol of modern housing in Serbia’s south. Could you tell us more about your vision for this project?
— Planet Residence really is a special project for us. Our vision was to create a residential complex that not only meets the modern needs of housing, but also sets new standards in architecture and urban planning. Inspired by the needs of modern families and individuals, we conceived a building that reflects the dynamics of modern urban life, combining aesthetic appeal with functionality.
scape. The top floors rise in steps towards the centre, thus creating unique panoramic views and an additional dimension to the space. This design enables maximum natural lighting to enter all apartments, which is crucial to creating a pleasant and healthy living space.
Common areas play an important role in your project. Could you tell us more about the park on the roof of the mezzanine?
— Our goal was to create spaces that connect residents and enable them to spend quality time outdoors. The park on the mezzanine roof provides a sense of privacy and security in an urban environment,
Exceptionally high-quality surfaces and pronounced mezzanine constructions that transition into spacious balconies provide tenants not only with aesthetic enjoyment, but also practicality. Every “step” of this complex is greened, creating a harmonious fusion between urban life and nature.
What were the biggest challenges faced during this project’s implementation and how did you overcome them?
— The biggest challenges were coordinating the different teams and ensuring that every aspect of the design was executed with precision. We succeeded in overcoming these challenges by using BIM software and by working closely with all parties involved. Our dedication to detail and innovation has allowed us to create a space that satisfies the highest standards of housing.
The building has an impressive shape in the form of the cyrilic letter “П” and is 13 floors tall. How did you end up with this design and what did you want to achieve with it?
— Its shape in the form of the letter “П” represents the key to creating a dynamic silhouette that dominates the urban land-
offering a space to relax and enjoy nature by creating a harmonious fusion between urban development and nature.
How does the use of luxury materials contribute to the building’s overall impression and functionality?
— The use of luxury materials on the building’s façade and interior isn’t merely an aesthetic choice, but also a functional one.
What kind of future do you see for urban planning and architecture in Serbia, particularly in light of projects like Planet Residence?
— I believe that the future of urban developments and architecture in Serbia will be marked by an ever greater focus on sustainability, quality of life and innovation. Projects like Planet Residence set new standards and demonstrate that it is possible to combine luxury, functionality and environmental awareness. We hope that we will inspire other architects and investors to pursue a similar approach, thus creating spaces that aren’t only aesthetically appealing, but are also functional and sustainable.
BRATISLAV TOŠKOVIĆ
architect
INTERVIEW
ARCHITECTURE IS A MIRROR OF THE CULTURE OF SOCIAL DIALOGUE
One of the most frequent questions I’ve been asked by media in recent months is “how will the Memorial Centre look?”, and my answer is that it will look the same as the dialogue that results in its emergence
The general public recently had an opportunity to get acquainted with Bratislav
Tošković, a Serbian architect who has spent years living and working in Finland, when multiple media
articles appeared presenting him as a member of the Multidisciplinary Team and Working Group tasked with creating the future memorial centre for the tragedy that occurred at Belgrade’s Vladislav Ribnikar Primary School. A select-
ed vocabulary, prudence in communication and pointing to what really matters in considering the search for a solution to respond to this painful issue all demonstrate our interlocutor’s conviction that architecture is a product of dialogue. This interview touches on all the topics that cause the public of Belgrade and Serbia to shudder – from the Memorial Centre to the Belgrade Waterfront and from the Army General Staff HQ to the preservation of cultural heritage, but also the steps that lead to solutions that will render society more inclusive, tolerant and sustainable.
The modern is replacing the old in Belgrade and throughout Serbia, often at the expense of valuable cultural heritage. Could you use a few examples of your work in Finland to show us how it’s possible to reconcile these elements?
— I see Belgrade as a large, pulsating and dynamic field where things are constantly being built and demolished, often unnecessarily. This is all the result of some
dialogue that ultimately materialises and is called architecture. The quality of architecture is merely a reflection of the quality of the dialogue from which it emerged. It isn’t enough for us to have excellent architects if they don’t have a strong enough position in that dialogue. That’s why we end up with the Belgrade Waterfront and Slavija Square, the Fair, the Army General Staff HQ and Expo2027, which, if I’ve been properly informed, are being designed by foreign architects instead of us showing the world the kind of class that we possess.
Sustainability has become the key word in all serious discussions in Finland, and this refers to ecological, cultural, economic and social sustainability. I view cultural sustainability as one of the most important aspects of sustainable construction. It arises in renovation, revitalisation or repurposing processes, when cultural layers develop and the story of the house continues. Demolition is the last option.
When architectural forms outlast their original functions, that opens the way to creative repurposing. Seemingly limiting factors actually lead the way to innovative solutions and represent the seeds of a new, unique identity. A huge industrial hall can thus be converted into a small interior city for 800 inhabitants, and endless dark corridors can be turned into a branched system of small alleys and sunny squares with cafés and kiosks. The “interior city” concept was conceived as the basic idea behind the winning project in a contest for the reconstruction and conversion of an old Ericsson mobile phone factory into a modern and innovative business space. Its successful implementation was followed by two more projects with a similar programme: Metso Automation and ABB Strömberg Park. Over a period spanning more than 20 years, the interior city concept has proven its dependability and
its timeless character as a new genre in architecture. And that would all be lacking if the existing buildings had been demolished and replaced with new ones.
As successful examples of creative repurposing in Belgrade, I would mention Beton Hala (Concrete Hall) and the Silos of the Danube quayside.
The reconstruction and conversion of protected buildings is a special category that’s based on the postulate that the protection status will be respected by all project participants. This is never questioned in Finland, but rather is a given.
Tilkka is a former military hospital in Helsinki city centre, representing a jewel of Finnish white functionalism dating back to 1936 and an icon of national independence. The hospital ceased operations after existing for 70 years. This led to a paradoxical situation in which a functionalist structure designed according to the “form follows function” principle was left without its original function, and every new function must be adapted to its form because it is under the highest level of protection as a cultural asset. After a design and implementation process that lasted four years and was extremely demanding in every respect, Tilkka was successfully converted into a care centre for the elderly, with all accompanying medical services – “function follows form”.
There is also an ecological dimension to the option of preserving existing buildings, even if they aren’t classified as cultural heritage sites.
In an ecological sense, the best material is one that isn’t produced, which is why demolition is always the last option. We need to work to demolish and reconstruct our way of thinking, not our buildings. The Finnish have a strong collective awareness of the universal importance of green building and all related activities are becoming increasingly better synchronised. For example, Helsinki’s circular
economy cluster programme promotes innovation and operations harmonised with the circular economy principle by bringing together players in the construction sector.
I’m currently working on a project to reconstruct a commercial building that dates back to the 1970s. The building has 600 windows that don’t satisfy contemporary energy requirements and must therefore be replaced. Such old windows would ordinarily be transported to a recycling centre, but we decided to reuse all the glass plates by integrating them into the building’s interior in the form of partition walls. The exterior becomes the interior.
If we were to treat buildings like we treat people, we would have a built environment of higher quality.
I SEE BELGRADE AS A LARGE, PULSATING AND DYNAMIC FIELD WHERE THINGS ARE CONSTANTLY BEING BUILT AND DEMOLISHED, OFTEN UNNECESSARILY
Was it difficult to introduce to Finnish architecture the new way of thinking that you brought with you?
— The only things I brought with me to Finland were a sincere love for my profession and ambition, and everything that followed was just a combination of tenacity, motivation, proper communication and a feeling for the moment. If I contributed to Finnish architecture in any way, then that happened spontaneously and involuntarily, because I take an intuitive approach to design.
Two serendipitous factors were crucial to my 36-year professional career in Finland: the possibility of creating in continuity and unique projects.
I create places – I approach every design project as an opportunity to create a new and recognisa-
ble place that’s given its meaning by architecture: an identity that’s memorable and calls on one to reflect time and again. Each realised project thus fixes a small pixel in the universe and makes the world a better place by just that much.
Every object that I’ve designed is indivisible from its context and that’s what makes them special, while they simultaneously possess some universal values that extend beyond the physical boundaries of the location, values that can be transposed into some other contexts as a thought model.
IF I CONTRIBUTED TO FINNISH ARCHITECTURE IN ANY WAY, THEN THAT HAPPENED
Which aspects of that way of thinking would you transfer to Belgrade?
— I experience architecture as a call to play. That playing creates a new reality, changing our perception of time and space.
My way of thinking isn’t conditioned by context, but there are two contexts living in me simultaneously, defining me as a person and an architect, “tickling” my imagination and driving me towards introspection. This resulted in the 2019 exhibition “Parallel Places” where the exhibited projects are personified fragments of my 30year creative oeuvre that “wander” Belgrade shooting selfies. This refers to the concept of relocating 11
objects from their original context in Finland to different locations in Belgrade, thereby offering a fresh and provocative approach to considering the relationship between architecture and context.
How important is it for today’s architects to take an interdisciplinary approach and how do you achieve that in your own team?
— Architecture is based on teamwork. An interdisciplinary approach has always been applied in architecture, but the current zeitgeist emphasises its importance even more. The intensity of changes, amounts of information, sustainable building, BIM, AI, participatory design, service design and many other aspects have introduced new components to the design process that any responsible architect, as the main coordinator, must consider. Olla Architecture employs 50 professionals of various profiles. Teams are formed very flexibly, depending on the project in question, and each team member is aware of their own task.
Serbia is unfortunately among the countries that have witnessed the terrible tragedy of children being murdered in a mass shooting, which has, among other things, ignited numerous discussions over the fate of that space. How do you view the role of architecture in communicating such deeply traumatic topics?
— Architecture plays one of the key roles, because architecture is first and foremost a dialogue. This is a great tragedy that’s not easy to overcome and process. A painful spot has been created in the very fabric of the city, and no ready-made recipe exists to treat it. This refers to a global phenomenon with local characteristics, because every tragic event is a story in its own right, one that requires a deep understanding of the context and transparent communication
in order to find answers to all the questions that bother us, and those questions include why this tragedy befell us, what are its consequences and what do we need to change in ourselves and society to ensure such things don’t happen to us.
It was with this goal in mind that the parents of the murdered children initiated the formation of a multidisciplinary team to carry out comprehensive consultations with the aim of preparing recommendations and proposals for concrete measures to establish a memorial centre, formulating the conditions of the international architecture concept contest for the Memorial Centre and the selecting of the best solution. The Government of the Republic of Serbia supported this initiative and established a Working Group that’s obliged to implement and conduct these recommendations and measures through its departments.
A very complex public dialogue process was launched, the embodiment of which will be a new spatial whole that comprises the school and the Memorial Centre. The Multidisciplinary Team, of which I am a member, is tasked with creating the framework, guidelines and programme of the international architectural contest, and to participate in its implementation.
However, at this juncture one shouldn’t think about the Memorial Centre as some building, or about how it will look and how big it will be, but rather as a place with which we want to achieve something more. That won’t only be a place to preserve the memory of that terrible event and the children who died, rather it will also be a place that can stimulate society to reflect and foster a culture of remembrance.
One of the most frequent questions I’ve been asked by media in recent months is “how will the Memorial Centre look?”, and my answer is that it will look the same as the dialogue that results in its emergence.
The Perpetual Quest for Purpose
Tadija Miletić Theatre director, playwright and motivational speaker
”The greatest wisdom in life is to find your true incentive,” said one great man whose works I love to read. My journey has never followed the conventional path; it has been a mosaic of passions and pursuits that extend far beyond what I ever envisaged as a child. Born into the artistic Miletić family, my life is a tapestry woven with threads of music, theatre, education and inspiration.
Iwas immersed in the enchanting world of the theatre from a tender age. The magic of my father’s performances, vibrant legends on stage, and the soaring voices of opera singers were the routine of my childhood. I began playing the piano as soon as my fingers could reach the keys, finding solace in music during the tumultuous years of my country’s violent dissolution. Music became my sanctuary, where I delved into long hours of piano, music theory and opera singing, each discipline a refuge, but still immersed in the security, support and love by my family. Many things looked pointless during those year, but somehow, everything was an inspiration to endure.
ken theatre. As a respected member of Mensa, I served on the presidency and have been editor-in-chief of Mensa’s “MozaIQ” magazine for eight years. Apart from these activities, I also became director of the international opera competition “Lazar Jovanović”, representing the region’s most prestigious opera competition. I recently advanced to the position of Associate Professor at the Faculty of Contemporary Arts and also teach at the Belgrade Dance Institute. This dual role allows me to nurture the next generation of artists, learning from them in the same way I learnt from my own professors. One of my most cherished roles is that of motivational speaker. Touring Serbia nationwide,
I am reminded that our creations are our legacies, a symphony of passion and perseverance, the perpetual quest for purpose
It was while I was still in high school that my path took an unexpected yet understandable turn. I began working at Madlenianum Opera in Belgrade as an assistant director, where I took on many roles from both sides over the next 15 years. This experience provided a window to the world that I became an integral part of and a launchpad for entering the professional world.
“How fast do I need to run to start flying?” wrote another author. To achieve more, to stop waiting, I gathered a group of talented young artists and founded Cultural Element (Kulturni element), an organisation dedicated to promoting culture through innovative means. Together, we are among the most prominent artistic groups and have brought to life more than a hundred theatrical, operatic, artistic, charitable and dance projects.
“Please Sir, I want some more,” wrote Dickens in Oliver Twist. My academic journey is concluding in the final stage of my Ph.D. in theatre direction, focusing on the profound connection between musical and spo-
I have held numerous lectures, sharing my passion and inspiring others. Opportunities soon led me beyond the borders of my homeland, to places like Monte Carlo and Nagoya, where I directed and collaborated on international projects. I have so far directed, assisted, or written for more than 35 operas and plays. I recently directed Madame Butterfly at the National Theatre in Sarajevo, and with Cultural Element, travelled from Beijing just a few months ago, where my play was presented to a Chinese audience.
“I must know that life will not pass by me,” admitted a dear friend of mine. The pursuit of artistic excellence is a relentless yet beautiful journey, a dance between dream and reality. With each note, each word and each performance, I am reminded that our creations are our legacies, a symphony of passion and perseverance, the perpetual quest for purpose. Let’s compose the future, but let’s do so as a melody of hope and inspiration, forever resonating in the hearts of those who listen.
Sculpting the Serbian Identity
Mrdjan Bajić sculptor
Mrdjan Bajić stands as a pivotal figure in contemporary sculpture, weaving themes of identity, history, and transformation into his abstract and thought-provoking works
Mrdjan Bajić is a name that resonates profoundly within the contemporary art scene, particularly in the realm of sculpture. Known for his abstract and thought-provoking works, Bajić has carved a niche for himself as a pivotal figure in Serbian and international art. His sculptures not only adorn public spaces but also provoke deep contemplation about identity, history, and the intricate relationship between public and private spheres.
Born in 1957 in Belgrade, Serbia, Bajić’s journey into the world of art began at the Faculty of Fine Arts in Belgrade, where he honed his skills and developed his unique artistic language. Over the decades, he has built an impressive portfolio that includes public monuments, gallery instal-
lations, and collaborative projects, each reflecting his distinct style and thematic preoccupations.
Bajić’s sculptures are characterized by their abstract forms and the use of a variety of materials, including metal, wood, and synthetic substances. His works often explore themes of transformation and the passage of time, as well as the interplay between natural and man-made environments. This thematic versatility is matched by his ability to adapt his style to different contexts, making his works both site-specific and universally resonant.
One of the most striking aspects of Bajić’s work is his exploration of identity. This theme is particularly
pertinent given the complex historical and political landscape of Serbia. Through his sculptures, Bajić delves into questions of national and personal identity, often blurring the lines between the two. His works serve as a medium for expressing the collective memory of a nation, while also inviting viewers to reflect on their own identities.
Bajić’s public sculptures are among his most notable contributions. These works are not only artistic statements but also serve as landmarks within their respective environments. One of his most significant projects is the “Laws of the Border” series, a collection of sculptures installed at the Sava River in Belgrade. This series examines the concept of borders—not just physical ones, but also the psychological and cultural boundaries that define human experience.
Another prominent work is his collaboration with architect Maja Bajić on the “Memory Pillar” project, a public monument dedicated to the victims of the 1999 NATO bombing of Serbia. This work, located in the Belgrade district of Vračar, combines architectural and sculptural elements to create a poignant memorial that encourages reflection and remembrance.
Bajić’s work is not confined to public spaces. His gallery installations offer a more intimate engagement with his themes and materials. The “Inner Spaces” series, for example, consists of smaller-scale sculptures that explore the concept of interiority and personal space. These works invite viewers to consider the boundaries between public and private life and the ways in which these boundaries are navigated and negotiated.
Bajić’s influence extends beyond the borders of Serbia. He has exhibited extensively across Europe, with shows in cities such as Paris, Berlin, and Venice. His participation in international biennales and exhibitions has earned him a reputation as a leading figure in contemporary sculpture. His works are included in the collections of several major museums and galleries, further cementing his status in the global art community.
One of the highlights of his international career was his participation in the Venice Biennale, where his work was featured in the Serbian Pavilion.
This exhibition provided a global platform for Bajić to showcase his unique artistic vision and to engage with an international audience.
Over the years, Bajić has received numerous awards and honors in recognition of his artistic achievements. These accolades include the prestigious October Salon Award, the Pollock-Krasner Foundation Grant, and the Vladislav Ribnikar Award for Visual Arts. These honors reflect not only his artistic talent but also his contribution to the cultural landscape of Serbia and beyond.
Mrdjan Bajić’s work continues to inspire new generations of artists. His ability to merge the personal with the political, and the abstract with the
concrete, sets him apart as a visionary sculptor. His sculptures are more than mere objects; they are dialogues between the artist and the viewer, the individual and the collective, the past and the present.
As he continues to create and exhibit, Bajić remains a vital force in the art world. His commitment to exploring complex themes through sculpture ensures that his work will endure, inviting future generations to engage with the questions and ideas that shape our world.
In conclusion, Mrdjan Bajić’s contributions to contemporary sculpture are both profound and far-reaching. His works, which span public monuments and intimate gallery pieces, offer rich insights into the themes of identity, history, and the interplay between public and private spaces. Through his sculptures, Bajić not only reflects the complexities of the Serbian experience but also engages with universal themes that resonate across cultures and contexts.
Namik Kabil writer and film director
By Radmila Stanković
the Relapses Towards Still Plague Us Tragic War
His five novels have resulted in him being among the region’s most popular writers. His first screenplay for the feature film Kod amidže Idriza [English title Days and Hours] introduced him to the world of cinematography in a big way. He fled the war and headed to America, where he spent nine years working as a taxi driver, completed directing studies and returned to Bosnia and Herzegovina. He is today the editor of Documentary Programming for B&H Federal Television in Sarajevo
His first name, Namik, comes from the Arabic language and means ’one who writes beautifully’. But this means beautiful in the calligraphic sense and not necessarily in terms of content. As our interlocutor explains himself, “I actually write terribly, if you’re refer to my handwriting. With me, it’s not pretty cursive, but rather ugly cursive. I nevertheless write some books that are read, so that’s a bit of a saving grace.” The surname Kabil is said to have originated in the Kabylia region, located between Tunisia and Algeria. At some point in history, part of the population of Kabyle and the Berber tribes moved to Spain, then relocated to the Montenegrin town of Risan with the Sephardic Jews, and later moved from Risan to the city of Trebinje in Bosnia & Herzegovina.
Namik’s father, Faruk Kabil, was a renowned doctor in Trebinje and across Eastern Herzegovina, while his mother, Suada, was a teacher who gave up her job to take care of the house and their daughter Lamia and son Namik, because her husband spent most of his time with his patients. Namik’s wife, Sanja, is originally from Zenica and works for UNICEF in Sarajevo. Together they have an 11-year-old daughter, Esma. Namik says that he was spoiled as a child, both at home and in the city.
“But I luckily wasn’t a delinquent; I didn’t crash the car or get into fights, but I was sufficiently indulged at every turn, as male children used to be indulged in a patriarchal upbringing. It was only later, when I went to America, that I realised that spoiling had done me a disservice, because I subsequently saw how unprepared for more serious life challenges I really was. I grew up in a house where people sang, ate well, drank and laughed a lot. And that very warmth that I carried with me from home is one of the
most important things in life generally for me. It seems to me that it created the emotional stability that enabled me to endure and survive life’s challenges, which I sometimes found scary and very demanding.”
His father, Faruk, moved from Trebinje to Sarajevo to study, completed medical studies and landed a job in Tuzla, only to return to Trebinje with his family in 1975, when Namik enrolled in the first year of primary school.
I’m a provincial child, a troubadour and a fisherman, who just happened to find himself in Los Angeles
“My early memories from Tuzla are foggy, but I refreshed some of them when I returned to that city in 1990. I had gone there to study medicine, but unsuccessfully, as it would later turn out.
Some element of unconscious identification certainly prevailed in me making such a decision. Specifically, my father was the only specialist ear, nose and throat doctor in Eastern Herzegovina. He was a very powerful man in that microcosm, and I probably wanted to be like that too. But medicine is difficult and demanding to study, and I struggled with my inner artistic demons throughout the entire time that I was studying. Then came the war. Everything stopped and I left for America.”
He attended Santa Monica College, Los Angeles City College, UCLA Extension, all of which were based in Los Angeles. And to that he adds:
“That’s why, from today’s perspective, I also consider myself a ‘war profiteer’ because without the war I’d probably have ended up in some more dubious situation and my life would be a tapestry of indecision. I had already wasted years and money attempting to study medicine, without anyone really forcing me to do so. On the contrary, my father would say that I wouldn’t succeed because medicine “demands that you sit and cram for fifteen hours, while you prefer to talk like some lawyer”. He was ultimately satisfied when I dropped out of medical studies, because he was also an artistic soul who played music, sang and loved books. In
I am a deserter in my soul, I mean that I’m primarily a selfish coward
the end, he said that he was happy that I dealt with such refined things as literature and film, as opposed to examining people and having to look at blood. He forgave me for both the money and time I spent stumbling around Tuzla.”
Namik says that he inherited his father’s obsession for his work. If he dedicates himself to something, then he does so with all his power, until he reaches that which will satisfy him as
a result. And just as his mother was once a top cook, so he enjoys himself in the kitchen today, making various specialities. His parents weren’t formally religious people, but they observed the holidays. They would sometimes spend the days of Ramadan fasting, but Eid al-Fitr was celebrated regularly.
“That was more of a celebration that provided an occasion for a family gathering. What I have left of that identity today, which is more atavistic, is that I don’t eat pork. But that’s more of a legacy than something I really understand, because I’m ultimately quite a sinful man in that formal sense.”
Namik wrote his first poem – about Tito – in the third year of primary school in Trebinje! And he continued to write, or rather to scribble, as he says, which was childish frivolity and abstraction. He felt that he had creative energy early on, but it was neither channelled nor articulated.
“I later had a band, wrote songs, while I only started writing my first serious prose in America, publishing them in some non-commercial magazines. I then wrote the screenplay for the feature film Days and Hours [original title Kod amidže Idriza], which furthered my career, while it was simultaneously a reason for me to return... This time to Sarajevo.”
The film Days and Hours, directed by Pjer Žalica, quickly gained a large audience, and for Namik it marked the start of the work that he wanted to do. He entered the world of art in a big way and was happy that his film was so well received by the public and is still being screened today.
Namik’s books represent a kind of inventory of a life that was determined by war as a turning point. The war destroyed, changed and determined the lives of the people about whom he writes, and primarily presents to readers his life from Tuzla, via Trebinje, Dubrovnik, Sarajevo and Los Angeles, then back to Sarajevo. With remnants in Trebinje in the form of the family home that marks the start of his latest novel, Beskućnik [Vagabond]. He fled
to America with the outbreak of war in 1993, only to return nine years later.
“I am a deserter in my soul, I mean that I’m primarily a selfish coward. I couldn’t see myself fighting in any army, on any side. I simply ran from the war with my head, regardless of everything. I found America difficult and demanding, particularly since I hadn’t previously prepared for that kind of challenge. That’s because I’m a provincial child, a troubadour and a fisherman, who just happened to find himself in Los Angeles. To be clear, I didn’t go there to work on films; I didn’t have any kinds of visions or concepts, I just fled.
“I first fled from Trebinje in 1991, due to the military mobilisation. When the Yugoslav People’s Army started buying people, grouping them to head towards Dubrovnik, for something that was called an ‘exercise’, it was immediately clear that they wouldn’t stop there. They had yet to send me an invitation to join, but my father told me that the situation certainly wouldn’t end quickly and that I should flee. And that’s how it was. As soon as I left Trebinje, they came looking for me twice. I went to Tuzla, where they weren’t able to mobilise me because I wasn’t registered. I fled from there to Zagreb, where I had no source of income to live from, and it was there that I realised I had to start all over again. And that’s how I ended up going to America.”
The cover photo for Beskućnik, published by Novi Sad publishing company Akademska knjiga, is signed with the name of his father - Faruk Kabil.
“I selected it instinctively. That photo was taken by my father in the early 1980s. The picture was taken in the village of Pridvorci near Trebinje. I’m the boy pictured from behind and I’m looking at the man holding the horse, whose name is Isak Bračković, and he was the one who saved the photo. I remember only that we were at his parents’ farm and he was holding a horse that was being groomed, and I watched it all as my father took the picture. He also dealt with amateur photography and developed the film and made the picture himself, and I only discovered
it a year ago and decided to put it on the cover page. My friend and professional photographer Amer Kapetanović, who lives in Sweden, said when he saw the photo in the book: ‘You are watching this man tell the horse where it belongs, and the horse doesn’t agree. It’s as if he wants to tell the man where he belongs.’ That sounded like a precise explanation to me, because the book is about where we belong, among other things; about where we should and
The political elite very consciously retain the trauma of war “at a working temperature”, because that forms the basis of their rule
a bit pretentious, but I decided it was the right choice. I’m generally very interested in cover versions of songs, or when one covers a well-known topic, such that it both is and isn’t what it once was. When U2 singer Bono was asked about Johnny Cash’s cover version of the song One, he replied: “If Johnny Cash covers one of your songs, it’s no longer yours; it’s a new song”. There’s also that urge to take something that’s well known, that has a general place in
shouldn’t be, where we’ve been, where we no longer are, what we’re nostalgic about and what we aren’t, while we’re either happy or bitter about everything. However, as usually happens in life, everything is mixed together in some proportions that aren’t so clear.
Two of Namik’s books are named after famous films: Amarcord and The Shining, while one is named after the famous Beatles song Yesterday… He explains why.
“Amarcord is one of my favourite films, and Fellini is one of the dearest directors. In the book I dealt with memory and the film Amarcord was the first association for the title of the book. It might have initially sounded
the collective memory, and to make it into something that’s your own. That was the case with me in Amarcord and The Shining, while Yesterday is based on that song title thematically. As Miljenko Jergović said about this novel, these are yesterday’s people, people from yesterday who simply can’t accept that time has passed. I have long been addressing a traumatised time, through various books, and the way people always look back and think it was better before, which is naturally always very personal and subjective. But that isn’t linked only to these lands of ours, as people have always had an urge to look back, because – when it’s fully stripped bare – we certainly
won’t die in the past, while in the future we will.”
He recalls Yugoslavia and living an intense life growing up in that country, while he also served in the Yugoslav People’s Army.
“In my recollections, completely privately and subjectively, that Yugoslavia was a better place to live than these countries are today. Of course, there’s some truth to the statement that people don’t remember Yugoslavia, but rather they remember their youth. We were young and everything seemed rosy. However, I think that there was more order, more systems that functioned, we were at a higher civilisational level than we are now. And when I say that I’m referring to the whole region.
“There’s a very good and useful book written by Snježana Kordić, called Language and Nationalism. Through the story of language, she provided a broader picture of things. Say, for example, the fact that nationalists, as a rule, underline the differences in our language varieties doesn’t mean that there aren’t many more similarities. But they deliberately ignore them.”
In the book Amarcord, Namik mentions Slobodan Milošević from the period of his rule in Serbia, and that seems to have been the author’s first encounter with politics from the late 1980s and the very start of the ‘90s.
“I felt that as a young man in Trebinje. I wasn’t able to articulate it, but you know that sense that something’s rumbling over the hill, that some tensions are building. That was my first personal encounter with nationalism. Milošević called those years the ‘Years of Unravelling’ in his own book, and I would say that those were years of both unravelling and entanglement. Now, after everything has passed, we see that it was much easier to enter into misdeeds and crimes, and much more difficult to overcome them politically and especially spiritually. In order to overcome them, you have to have an academic and social format, while the engagement of the entire social community and confrontation must be implied, and we know how far we are from
that. In order to become a criminal, it is enough just to be inhumane. To go to your neighbour’s house and set it on fire. I personally – and I would say as a layman – don’t think that the Hague Tribunal is a real court, but God forbid it didn’t exist. What alternative could we offer after the crimes committed in these lands? And would we ever even offer such an alternative? Unlikely.”
Namik has the habit of saying that a man doesn’t know rock bottom until he hits it, after his life in LA collapsed completely. But the good thing is that nothing else is difficult after such an experience. Working on the streets was a dangerous job that he certainly would never have chosen if he hadn’t been forced into it. He adapted his taxi driv-
I have long been addressing a traumatised time, through various books
ing to his studies. He endured difficult days and years, feeling intimidated and insecure. After his American experience, he says: “Today, as a sailor, I try to use every wind that blows to head in the direction I desire”.
The war, which he experienced for ten months before leaving for Ameri-
ca, is still an indescribable experience for him. “Those are the kinds of situations when you go to a kiosk, buy cigarettes and walk on, then a grenade falls and kills the man who sold you cigarettes. When that fear builds up within you, then you know the difference between the benign fears you had as a child, and the much harsher fear I discovered when the war began. You can live with a benign fear, while the other fear messes with your head.”
Since 2009, Namik has been employed as the editor of Documentary Programming at Federal Television in Sarajevo:
“If I hadn’t had that period of squirming at the bottom in America, I perhaps wouldn’t value the job I do today as much. After America, nothing is difficult for me anymore, and I’m very happy that I do this job. Setting aside the crazy fact that I live in a country like Bosnia and Herzegovina, which has three public services. That’s like imagining England with three BBCs! One can often hear the metaphor that the Dayton Agreement is a straitjacket that stopped the war in Bosnia and Herzegovina and should never have been brought to life as a peacetime constitution.
But since 1995, when the war formally ended, this country hasn’t come to life as a normal society. We are still plagued by relapses towards the tragic war. And it’s certainly no coincidence that war themes are still current in literature, cinematography and art in general. In Mostar, for example, within a radius of 300 metres, you have no consensus on what happened in that city, and that’s just one obvious example. The political elite, or the political cabal that rules, knows very well that people are traumatised and very consciously retain the trauma of war “at a working temperature”, because it is on that basis that they rule. The people watch and listen to the news, we also apathetically allow politicians to intimidate us all these years, as if we really believe that everything is the way they say it is.”
WORLD’S OLDEST LIQUID WINE FOUND IN ROMAN TOMB IN SPAIN
The world’s oldest wine in liquid form has been discovered in a Roman tomb, boasting a reddish-brown hue due to chemical reactions over its 2,000-year history. This ancient wine was found in a funerary urn in southern Spain alongside the cremated bones of a Roman. Experts from the University of Cordoba analysed the ancient liquid within the urn, uncovered in a rare, intact Roman tomb in the Andalusian town of Carmona five years ago. They found that the ancient liquid resembled sherry.
MCDONALD’S LOSES RIGHT TO USE “BIG MAC” NAME FOR CHICKEN PRODUCTS IN EU
In a landmark ruling by the highest EU court in Luxembourg, American fast-food giant McDonald’s has lost the right to use the name “Big Mac” for its chicken products in the European Union. This decision follows a protracted legal battle with Irish fast-food rival Supermac. The court found that McDonald’s failed to prove it had used the “Big Mac” trademark for chicken sandwiches and poultry products over the past five years. This ruling impacts McDonald’s branding and paves the way for Supermac to expand its operations into other EU countries. The decision marks a significant victory for Supermac, allowing the Irish company greater freedom to grow within the European market.
CHATGPT COMING TO YOUR APPLE DEVICES
Get ready to experience your Apple devices like never before. In a landmark move, Apple has partnered with OpenAI to integrate ChatGPT across its iOS, iPadOS, and macOS platforms. This enhancement will bring sophisticated AI capabilities directly into the hands of users, enabling seamless image and document analysis without ever leaving your workflow. Imagine asking Siri for help and receiving more aware and contextually relevant answers than ever before. With ChatGPT’s intelligence built into Siri, your interactions will be smarter, providing tailored responses based on the complexity of your questions and documents.
SAUDI ARABIA TO BUILD CRUISE SHIP FOR 50,000 PASSENGERS AND 25,000 CARS
Saudi Arabia’s Al-Othaim Investment has announced a truly ambitious project- the construction of an unprecedented cruise ship, Al-Othaim Cruise Hail. This floating city is designed to accommodate 50,000 passengers and 25,000 cars and will feature a fivestar hotel, a shopping mall, 276 residential units, and 16 luxury villas. Spanning a total area of 77,000 square meters, the cruise ship will boast 120 rooms and 156 suites alongside commercial spaces covering over 9,000 square meters across six floors. The company’s plans to employ 4,000 young Saudi men and women underscore its commitment to local workforce development and the country’s vision for the future.
WOMEN MORE RESILIENT TO SPACE CONDITIONS THAN MEN
A study on the impact of space travel on humans suggests that women are more resilient to the stresses of space and recover more quickly upon returning to Earth than men. The findings, published in Nature Communications, explore the effects of space travel on the human immune system. Led by Christopher Mason, a professor at Weill Cornell Medicine in New York, the research team examined how the immune system responded to space flight in two men and two women who flew around the Earth as civilians on SpaceX’s Inspiration4 mission in 2021. The study revealed that gene activity was more disrupted in men than in women and took longer to return to normal in men.
OXFORD UNIVERSITY TO RETURN 500-YEAR-OLD BRONZE STATUE TO INDIA
Oxford University has announced that it will return a 500-yearold bronze statue of a Hindu saint to India, suspected to have been looted from a temple in Tamil Nadu. The Ashmolean Museum, part of Oxford University, acquired the statue in 1967. However, it was only in 2019, through extensive research in photographic archives, that the museum discovered the statue’s origin. Following discussions with Indian officials, Oxford University’s council voted in March 2024 to support the statue’s return to its homeland.
Stylish
HOLIDAY OUTFIT IDEAS
Summer holidays offer exciting experiences such as sunshine, cultural sites, and delicious food. For fashion enthusiasts, it’s a chance to ditch muted staples and formal wear in favour of colorful, beach-inspired clothing and accessories
STETSON Straw Toyo Hat
TATEOSSIAN Leather Hexade Pop Bracelet
NANUSHKA
Merino-Blend Rib-Knit Torben Cardigan
TOM FORD Leather Preston Slides
VILEBREQUIN x Paula’s Ibiza Silk-Blend Short-Sleeve Shirt
ESCENTRIC MOLECULES
H01 Eau de Parfum (100ml)
RON DORFF Herringbone Print Swim Shorts
ANITA KO
Large Yellow Gold and Diamond Palm Tree Pendant Necklace
WEEKEND MAX MARA Raffia Woven Sunhat
LOEWE
Leather Compact Hammock Top-Handle Bag
LE SPECS
Outta Love Vintage Tortoiseshell Sunglasses
MELISSA ODABASH Havana Swimsuit
JIMMY CHOO
Ayla 85 Wedge Sandals
JOHANNA ORTIZ
Cotton Printed Midi Dress
DEEP PURPLE
13 July, Tašmajdan Stadium
Legendary hard rock band Deep Purple is set to perform at Belgrade’s Tašmajdan Stadium on July 13, 2024. The iconic group will thrill the audience with their greatest hits, including timeless classics like “Smoke on the Water,” “Highway Star,” and “Child in Time,” which have left an indelible mark on the global rock scene, according to the event organisers. Deep Purple, recipients of the “Legend Award” at the 2008 World Music Awards and honorary members of the Rock and Roll Hall of Fame, promise a fantastic musical journey through their decades-long career. Deep Purple first performed in Belgrade back in 1975 and has since returned multiple times, most recently in December 2019 at the Štark Arena. This upcoming concert is expected to be a memorable event for rock fans, celebrating the band’s enduring legacy and powerful influence on the music world.
JAZZ IN THE GARDEN 2024
7-8 July, Botanical Garden
EXIT
10-14 July, Petrovaradin Fortress
This year, get ready for a perfect blend of diverse genres. From the high-energy ride at 174 beats per minute on the X-Bass Pit stage to the spiritual heart of the festival and the ultimate chill spot at the Wendi Wadada Positive Reggae stage, there’s something for everyone. Dance to exotic moves and Latino rhythms on the Latino Stage by IDEA, and enjoy the explosion of the biggest hits over all four days on the Radio AS FM stage. Prepare yourself for an eclectic musical journey that embodies the EXIT Festival’s essence, making it a celebration to remember.
MUSIC OF ARIEL RAMIREZ
5 July – Kolarac
The fourth edition of the Somersby Jazz in the Garden festival brings 18 concerts on three stages. Unlike most of the local jazz festivals, where the audience comes to the concert, sits down, listens and finally goes home, Somersby Jazz in the Garden, along with the top music of local and foreign jazz musicians, also brings enough accompanying content to give the visitor a reason to come. and before the concerts, to stay after, but also to be able to choose the musical content that suits him at any time on one of a total of three parallel music programs.
The RTS Choir and special guests, under the baton of conductor Dragana Radaković, invite you to experience the unforgettable power of the renowned Argentine composer Ariel Ramirez. Join us for “Noche de Ariel Ramirez” at the Grand Hall of the Kolarac Endowment on Friday, 5th July at 8 PM. This special concert promises an enchanting evening filled with the evocative melodies and rhythms that have made Ramirez a beloved figure in the music world. The program will feature some of his most celebrated works, combining traditional Latin American sounds with contemporary arrangements. It’s an event not to be missed for any music lover looking to start their summer on a high note!
SERBIAN FOLKTALES
J.K. JACKSON
Stories of the Serbian people are both poetic and strident, reflecting their proud heritage as Southern Slavs, who, in the years after the fall of the Western Roman Empire, swept South, taking over the lands of the once great Ancient Greeks, the Latins and the Thracians. Their folk tales echo the beautiful landscape and intermingle with the classic, heroic culture of the Byzantines. With a new introduction, this powerful collection gathers together tales such as ‘He Who Asks Little Receives Much’, ‘The Maiden Wiser Than the Tsar, ‘The Biter Bit’, ‘Good Deeds Never Perish’ and ‘The Ram With the Golden Fleece’.
LIFTOFF
Eric Berger
SpaceX has enjoyed a miraculous decade. Less than 20 years after its founding, it boasts the largest constellation of commercial satellites in orbit, has pioneered reusable rockets, and in 2020 became the first private company to launch human beings into orbit. Half a century after the space race, SpaceX is pushing forward into the cosmos, laying the foundation for our exploration of other worlds. But before it became one of the most powerful players in the aerospace industry, SpaceX was a fledgling startup, scrambling to develop a single workable rocket before the money ran dry. The engineering challenge was immense; numerous other private companies had failed similar attempts.
MAKING THINGS HAPPEN
Scott Berkun
In the updated edition of this critically acclaimed and bestselling book, Microsoft project veteran Scott Berkun offers a collection of essays on field-tested philosophies and strategies for defining, leading, and managing projects. Each essay distils complex concepts and challenges into practical nuggets of useful advice, and the new edition now adds more value for leaders and managers of projects everywhere. Based on his nine years of experience as a program manager for Internet Explorer and lead program manager for Windows and MSN, Berkun explains to technical and nontechnical readers what it takes to get through a large software or web development project.
5 INGREDIENTS MEDITERRANEAN
Jamie Oliver
5 Ingredients Mediterranean is everything people loved about the first book but with the added va-va-voom of basing it on Jamie’s lifelong travels around the Med. With over 125 utterly delicious, easy-to-follow recipes, it’s all about making everyday cooking superexciting with minimal fuss while transporting you to sunnier climes. You’ll find recipes to empower you to make incredibly delicious food without copious amounts of ingredients, long shopping lists or loads of washing up. 65% of the recipes are meat-free or meatreduced, and all offer big, bold flavours.
BOB MARLEY AND THE WAILERS
Richie Unterberger
This unique visual history explores the incredible journey of Bob Marley and the Wailers and their enduring legacy. More than four decades after Marley’s death, he and his bandmates remain the most famous reggae artists of all time--and one of the most famous bands of all time. Illustrated with photos and memorabilia from all phases of their journey, Bob Marley and the Wailers illuminates the lives and times of the man and his collaborators. Their evolution from early-’60s Jamaican ska act to international superstars was not just improbable but unprecedented for an act from an underdeveloped country.
ALL-AMERICAN
ADS OF THE 40 S
Jim Heimann
At the beginning of the decade, America was at war. Patriotism was an integral part of everyday life, with the sentiment mirrored in advertising. As America emerged victorious out of the darkness of World War II in 1945, the economic boom of the era helped usher in the most dramatic rise in quality of life, excess, and consumerism. The war’s end also brought unprecedented pride and prosperity to the American people, and nothing reflects the new wave of consumerism and progress more than the ads of the time.
Faces & Places
Italian Embassy Celebrates Republic Day
31/5/2024
The Italian Embassy in Belgrade celebrated the Italian Republic Day with a distinguished gathering, highlighting the strong and growing relationship between Italy and Serbia. The event was attended by esteemed guests, including the President of the National Assembly of Serbia, Ana Brnabic, representatives from the National Assembly and the Government of Serbia, and other dignitaries. Ambassador of Italy to Serbia, H.E. Luca Gori, alongside his wife Eugenia, welcomed the guests, emphasising the significance of 2nd June as a day for all Italians to celebrate their shared values of freedom, peace, equality, democracy, and solidarity.
Israel’s 76th Independence Day Celebrated
3/6/2024
The celebration of Israel’s 76th Independence Day was marked by a grand reception attended by numerous guests and friends of the Embassy, including Serbia’s Foreign Minister Marko Đurić and Minister of Information and Telecommunications Dejan Ristić. Distinguished attendees had the opportunity to view an exhibition featuring works by Israeli artists Zeev Engelmayer and Andres Gurwicz. The exhibit was dedicated to the victims, survivors, and those kidnapped during the massacre at the Nova music festival in southern Israel in October 2023. The evening was also enriched by the sounds of Jewish-Spanish and Middle Eastern music.
Sweden’s National Day Celebrated in Serbia with a Touch of ABBA
6/6/2024
The Embassy of Sweden in Serbia celebrated the nation’s 501st National Day with a lively reception hosted by Ambassador Annika Ben David at the Swedish Residence. The distinguished gathering included Serbian officials, diplomats, members of the Swedish business community, media representatives, and NGOs. This celebration marked Sweden’s long history and spotlighted its enduring commitment to democracy, the rule of law, media freedom, and human rights—values shared with its European partners. The evening was further enlivened with the timeless music of ABBA, adding a sense of fun and nostalgia to the festivities.
“European Election Night 2024” in Belgrade
9/6/2024
The Head of the European Union Mission to Serbia, Emanuele Giaufret, expressed his expectation that the EU’s enlargement policy will remain a high priority following the European Parliament elections, calling it a crucial issue. “This is a very important night for Europeans and the Western Balkans, but also for Serbia,” Giaufret stated at the opening of the “European Election Night 2024” event in Belgrade, organised by the Delegation of the European Union to Serbia and the European Western Balkans portal. He emphasised that the future European Parliament will play a key role in shaping new political perspectives that must be considered in the expansion process.
Faces & Places
Swiss-Serbian Chamber of Commerce Marks a Decade of Success
10/6/2024
The Swiss-Serbian Chamber of Commerce (SSCC) celebrated its 10th anniversary in a grand event at the Swiss Residence, attended by prominent figures from both nations. Ana Govedarica, President of the SSCC and General Manager of Roche Srbija, Vice-President Majo Micovic, and Swiss Ambassador Urs Schmid welcomed Serbian Minister Jelena Begovic, government officials, and SSCC members to commemorate this significant milestone. In her address, Govedarica highlighted the chamber’s achievements and pivotal role in fostering Swiss-Serbian business relations over the past decade. The evening’s highlight was the “Plaquette of Recognition” presentation to Roche Srbija, honouring its 10-year membership and contributions to the chamber’s success.
Russia Day Celebrated
10/6/2024
A grand reception was held at the Russian Embassy in Belgrade to celebrate Russia’s national holiday, Russia Day. The event was attended by numerous dignitaries, including Serbian Prime Minister Miloš Vučević, Speaker of the National Assembly Ana Brnabić, and several ministers. Russian Ambassador Aleksandar Bocan-Harčenko highlighted Serbia’s commitment to its national interests, explaining its decision not to impose sanctions on Russia. He also emphasised Russia’s readiness to support Serbia in safeguarding its national interests. The celebration underscored the strong ties between the two nations amidst international complexities.
Korean Fusion Concert Delights Belgrade
10/6/2024
At the invitation of the Embassy of the Republic of Korea, seven young musicians, including the world-renowned gayageum player Hyun-Ji Oh, performed a captivating Korean Fusion Music Concert at the Kolarac Endowment. The ensemble enchanted the audience with traditional Korean folk songs and the traditional fan dance, Sanjo. In addition to these classics, the concert featured modern Korean pop songs by artists like BTS, Blackpink, and IU, alongside the Serbian folk song “Lepe li su nano Gružanke devojke,” all performed with the accompaniment of traditional Korean instruments. The fusion of traditional and modern music created a unique and memorable experience, showcasing Korea’s rich cultural heritage while bridging the gap between different musical worlds.
The FIC and EBRD Hosted Conference On Financial Services
11/6/2024
The Foreign Investors Council of Serbia, in cooperation with the European Bank for Reconstruction and Development (EBRD), organised the second conference on financial services: DEVELOPMENT OF FINANCIAL SERVICES: CHALLENGES AND OPPORTUNITIES. The conference focused on the continued digitalisation and green financing, with the intention of intensifying dialogue between the public and private sectors to present new solutions that can improve the efficiency and security of digital financial services, as well as raise awareness of the importance of implementing the concept of “green financing”. This concept stems from the increasing need to shift the focus from profit as the primary, and often sole, goal of investing to goals that include sustainable development and environmental protection for the benefit of all stakeholders, especially the citizens of the Republic of Serbia.
Faces & Places
Celebrating Slovenia’s National Day in Belgrade
13/6/2024
The Slovenian Embassy in Belgrade hosted a grand reception to celebrate Slovenia’s National Day, at the Crown Plaza Hotel. Numerous attendees from the Serbian government, political sphere, diplomatic corps, business sector, non-governmental and civil organizations, and academic, cultural, and Slovenian communities attended the event. The official part of the evening began with the men’s choir, Ingenium, performing the national anthems, setting a dignified tone for the celebration. Slovenian Ambassador Damjan Bergant and Minister Matjaž Han delivered welcoming speeches, highlighting the strong ties and shared values between Slovenia and Serbia.
Nordic Business Alliance Hosts AI-Focused Pool Party
20/6/2024
The Nordic Business Alliance (NBA), in collaboration with Hooloovoo, hosted an innovative pool party that combined leisure with learning. The event, titled “Start Using AI in Your Business,” featured a unique blend of relaxation and education, attracting a diverse group of business professionals and AI enthusiasts. The Executive Director of the NBA, Iva Petrovic, welcomed the guests, emphasising the importance of integrating artificial intelligence into modern business practices. The informal setting provided a perfect backdrop for attendees to network, exchange ideas and explore AI’s potential for transforming their businesses. The educational segment of the event offered valuable insights into the practical applications of AI, encouraging participants to embrace technology and innovation. The NBA and Hooloovoo’s collaboration highlighted their commitment to fostering a forward-thinking business community.
Bilateral Rising
Wild Beauties
Mustangs are descendants of Spanish, or Iberian, horses that were brought to the Americas by Spanish explorers in the 16th century. The name was derived from the Spanish word mustengo, which means “ownerless beast”. Once escaped, these horses evolved without the influence of man and through survival of the fittest, evolved into the incredibly durable and tough breed we know today.
FINANCE Dragana Skrobonja finance@aim.rs CEO Ana Novčić a.novcic@cordmagazine.com
PUBLISHER Ivan Novčić i.novcic@aim.rs PRINTING Rotografika d.o.o. Segedinski put 72, Subotica USA 2024 Published by: alliance international media Prote Mateje 52, 11111 Belgrade 17, PAK 125806, Serbia Phone: +(381 11) 2450 508
H.E. Christopher R. HILL U.S. Ambassador to Serbia
E-mail: office@aim.rs;
www.aim.rs; www.cordmagazine.com
Nothing Succeeds Like Success
Long gone are the days when bilateral relations between the U.S. and Serbia were steadily improving while economic cooperation lagged behind, often explained by the high level of development of the U.S. market and its distance from Serbia. For years now, good political and economic relations have gone hand in hand. In the words of U.S. Ambassador to Serbia H.E. Christopher Hill, “Everywhere I look in our bilateral relationship, I see progress”.
Indeed, not all topics are equally straightforward to address. Serbia’s journey towards European Union accession remains a complex endeavor, with Washington actively supporting the country’s gradual progress in adopting reforms essential for EU accession, particularly in areas like democratic governance and the rule of law. Moreover, cooperation on regional stability across the Western Balkans and efforts to resolve historical disputes and enhance peace and security in the region represent ongoing and dynamic challenges. In contrast, economic relations between the U.S. and Serbia stand out as a notable success story.
Trade between the U.S. and Serbia has been increasing steadily, facilitated by the pervasive influence of the internet, which has enabled deeper collaboration. American companies are increasingly drawn to Serbia for investment opportunities, while Serbian IT services are finding fertile ground in the U.S. market. American investment across Serbia’s sectors of technology, manufacturing, and services has been substantial, boosted by economic assistance from the U.S. aimed
While this phrase may be overused, it aptly encapsulates the narrative of successful bilateral relations between Serbia and the U.S., especially in the fertile ground of technological innovation
at enhancing growth and stability. Bilateral agreements have further spurred economic cooperation, protected investments and facilitated trade, while Serbia’s efforts to improve its business climate have attracted more international businesses, strengthening ties with advanced economies like that of the States.
The energy sector presents promising collaboration opportunities, particularly in renewable energy and efficiency projects. The U.S. also supports entrepreneurship and innovation in Serbia, fostering startup ecosystems and facilitat-
ing access to the U.S. market. Education and workforce development are critical areas of cooperation, with scholarships and programs preparing talented Serbians for modern economic challenges, complemented by initiatives from organizations like AmCham to cultivate business leaders who are aligned with U.S. standards.
Despite challenges like regulatory barriers and the prolonged EU accession process, significant opportunities
exist to expand economic ties, contingent upon regional market integration with EU standards. The future of U.S.-Serbian economic relations appears promising and poised to experience increased trade, investment, and collaborative projects. As Ambassador Hill emphasized in his interview for this special edition, regardless of the outcomes of U.S. elections, the overarching strategy of supporting regional political and economic stability and growth will endure, ensuring continuity in U.S. engagement.
Bilateral Rising
The U.S. has continuity of policy on many issues, regardless of the person heading the administration there, and Serbia will endeavor to also maintain its continuity in cooperation with America, regardless of whether a Democratic or Republican president occupies the White House. However, we live in a time of dynamic international happenings, in which it is certain that Washington will also lead a more flexible policy in order to find the right answers to the challenges of the moment, and it is there that Serbia should seek its chance ~ Marko Đurić
By Ljubica Gojgić
Marko Đurić, Serbia’s new head of diplomacy, is convinced that further progress will be achieved in bilateral relations between Serbia and the U.S. On the topic of political divergences with Washington, such as the recent case of the vote in the UN on the Srebrenica genocide resolution, Đurić, who until recently served as Serbian ambassador in Washington, says that Serbia has taken note of the way countries have defined their stance on this issue, but that “it is neither the end of history nor the end our cooperation with those countries”.
You took on the post of foreign minister at a time when there’s lots of talk about Serbia having to choose a side in the geopolitical sense. What will form the essence of Serbia’s foreign policy during your mandate?
— Our side is the Serbian side. Your question is based on the deep-rooted belief that small states and nations have no choice but to be mere pawns in the games of the great powers. With our successes in the process of building Serbia into a modern democracy and an economy with a perspective, the greatest credit for which belongs to President Aleksan-
dar Vučić, we have shown that we’re not so small after all, and that we can build a policy to protect our own state and national interests without endangering anyone, and that we can be an exporter of stability. Serbia will always choose the side of Serbia, and we will continue to lead a multi-vector foreign policy based on libertarian principles, on autonomy and independent decision-making that’s in our own interest. We will nurture our traditional friendships and create new ones, but we will also improve existing partnerships, as well as partnerships with those with whom we haven’t always had com-
COMMITMENT
Full EU membership remains the central commitment of our strategy, while having the best possible relations with the U.S. will also be one of our priorities
pletely harmonious relations. In this approach, full membership in the EU remains the central commitment of our foreign policy strategy, while having the best possible relations with the U.S. will also be one of our priorities.
You arrived in the position of foreign minister directly from Washington, D.C., where you served as Serbia’s ambassador. What would you say about the current level of bilateral relations between Serbia and the U.S.? — Serbia and the U.S. have been writing a new chapter in their shared history over the past decade, and I’m happy to have been part of the team that contributed to that in various ways. Our relations – political, economic, cultural, educational –are now at a much higher level than they were ten years ago, but I’m hopeful that they’re also at a much lower level than the one we’ll reach at the end of the coming decade. I can say that numerous obstacles to normal diplomatic and political communication were removed over the previous period, which is a consequence of our mutual willingness to abandon some old practices and enter into the process of improving cooperation with more goodwill. Serbia is today a country that has doubled its GDP in the last decade and a country that attracts over 65% of all investment across the entire region. America is today Serbia’s top export market for services in the ICT sector, and ranks fourth among our global foreign trade partners. We are much better able to hear and understand each other today than was the case in the past, both on issues that we manage to find agreement on and on issues around which we don’t agree.
Are influences on changing Serbia’s position regarding Ukraine, or more specifically the introduction of sanctions against Russia, and future distancing from China among the core issues of bilateral relations with Washington?
EXPORT
America is today Serbia’s top export market for services in the ICT sector, and ranks fourth among our global foreign trade partners
— Over recent years, Serbia has managed – with its credibility and readiness to participate in the world’s political and diplomatic processes in a constructive way – to carve out a kind of special position for itself, because our interests are specific and start from our desire to develop as a free and independent state. We listen to the pulse of international relations very carefully, and are very well aware of what we’re doing. Regardless of the global circumstances, we will always take a principled approach to pursuing the best interests of our country and our people. This is a postulate from which we do not deviate. We certainly won’t be rigid and inflexible, as we were in some difficult mo-
The threats to the Dayton architecture of Bosnia and Herzegovina don’t come from the U.S., but rather primarily from some European centers of power that are working openly on the unitarization of the country
ments of our past, and we certainly won’t be a country that creates problems for the environment, but rather one that creates opportunities for development.
In which areas do you think bilateral cooperation between Serbia and the U.S. has achieved the most progress? — I would say that cooperation with the U.S. is advancing across all fields. It is crucially important to this cooperation that Serbia has positioned itself as a credible partner, with whom it is possible to cooperate in a stable and predictable way.
COOPERATION
Establishing the American-Serbian Business Council crowned previous efforts towards the forging of even closer economic ties between our countries
This has resulted in the American side having more willingness to listen to our views, which is a prerequisite for us to identify common or close future positions on some issues that we didn’t agree on in the past. We can learn a lot from the U.S. about how to build a successful society – this refers to a dominant military force and impressive world economy, and Serbia can only benefit from having higher quality relations with America. Our armed forces have been participating for 18 years in the State Partnership Program with the Ohio National Guard, within the scope of which we don’t only have cooperation between our soldiers, but also between civilians: economists, educators and priests. Moreover, last year’s establishing of the American-Serbian Business Council crowned previous efforts towards the forging of even closer economic ties between our countries. That’s why I’m particularly hopeful of the intensification of economic cooperation with the U.S., which is expanding year on year, especially in terms of the exchange of services and when it comes to investments. In short, the development of Serbian-American cooperation has unlimited potential.
How have relations between Serbia and the U.S. been impacted by Washington’s strong support for the recent Resolution on the Srebrenica genocide, which was adopted by the UN General Assembly at the proposal of Germany?
— As can be deduced from your question, the U.S. did support this resolution, but it did not take the lead in advocating for it. Serbia, as a country that jealously protects its military neutrality and independence in making political decisions, is understandably targeted by those who want a clear positioning and the taking of sides on something that threatens to become more than a conflict between two states in Eastern Europe. We expected Serbia to be pressured to abandon its
position, and there is also certain to be more such pressure in the future. This doesn’t mean that we will destroy the bridges of partnership and cooperation built with those who want to entice Serbia to their side in an increasingly perilous geopolitical conflict. However, diplomacy is a process that’s based on a tactical approach and long-term thinking, not on affect and passion. The noted resolution was supported by many countries from our region and many EU member states, including those that are the sources of the largest investments in Serbia. It is to be understood that we made a note of how certain countries determined their stance on the issue of the resolution on Srebrenica, but that is neither the end of history nor the end of our cooperation with those countries.
Considering the reactions of American ambassadors around the region, the U.S. doesn’t look favorably on the national gathering established in June as the All-Serb Assembly, which is seen as a response to the aforementioned Resolution. How did you respond to your American colleagues who evaluated the messages of that gathering as an attack on the Dayton Agreement? — If you’d listened carefully to U.S. Ambassador Christopher Hill, you would have heard a stance that coincides with Serbia’s political positions, and that is the position that the U.S. and Serbia are jointly committed to respecting the Dayton Agreement. The All-Serb Assembly was a large and important event for us, because it demonstrated the unity of the Serbian people, and we live in times in which all collectives, including ours, are striving to achieve the greatest possible cohesion in order to be able to handle various modern challenges. This has nothing to do with Serbia’s attitude towards the Dayton architecture of Bosnia and Herzegovina, because we support our neighbor’s territorial integrity sincerely and consistently, but also other aspects of the Dayton Agreement that guarantee the existence and jurisdiction of Republika Srpska within the country. It is clear that there is a fear of our region’s destabilization in the international community, due to the broader geopolitical context, but that stability is primarily required by Serbia if it
is to realize its development plans. And, quite frankly, the threats to the Dayton architecture of Bosnia and Herzegovina don’t come from the U.S., but rather primarily from some European centers of power that are working openly on the unitarization of the country, and thus working against the letter and spirit of the Dayton Agreement. But let’s return to the All-Serb Assembly and its messages. If you objectively and dispassionately read the contents of the declaration adopted, you won’t find a single element that anyone could perceive as a threat to the stability of the region or the integrity of Bosnia and Herzegovina, and the fact that messages of Serbian unity are received unfavorably by those who want a weak Serbia and a fragmented Serbian people is also to be expected and logical.
It is tough for me to imagine our citizens supporting the idea of EU membership if is conditioned by our recognition of the unilaterally declared independence of our southern province
We recently heard two statements of American diplomats related to Kosovo. The U.S. ambassador in Belgrade, Christopher Hill, stated his belief that “recognition of Kosovo’s independence will not be a condition for Serbia’s EU accession”, but rather the normalization of relations. At the same time, the U.S. ambassador in Pristina, Jeff Hovenier, stated that the U.S. expects the normalization process to end with “mutual recognition”. Which of the statements do you think represents a more faithful reflection of the U.S. stance? — The messages of the U.S. ambassador in Belgrade are certainly more relevant to us than the statements of America’s diplomatic representative in Pristina. We share with Ambassador Hill a desire for relations between Serbia and
the U.S. to improve in the coming period and for them to return to the level of quality that we had prior to the disintegration of the former Yugoslavia. Serbia will not antagonize the U.S., despite us obviously having conflicting views on the Kosovo issue, because there is very wide space to build trust and cooperation between our two countries, and this could perhaps lead to the future convergence of positions on this issue. But the most relevant factor when it comes to Kosovo is what Serbian citizens think about our southern province, because at the end of the process they will have the final say in deciding on our country’s EU accession. It is tough for me to imagine our citizens supporting the idea of EU membership if is conditioned by our recognition of the unilaterally declared independence of our southern province.
The U.S. presidential election will be held this November. Do you think there is a difference between Democratic and Republican administrations when it comes to priority national issues for Serbia?
— It wouldn’t be appropriate for me, as the foreign minister of a small country, to express any desires or forecasts regarding the upcoming U.S. elections, because someone malicious could interpret that as interference in the internal affairs of another country. We’ve previously had both good and bad junctures with both Democratic and Republican administrations in Washington, and we worked with dedication, during the period I spent as Serbian ambassador to the U.S., to establish connections and productive relations with influential people in both parties.
The U.S. has continuity of policy on many issues, regardless of the person heading the administration there, and Serbia will endeavor to also maintain its continuity in cooperation with America, regardless of whether a Democratic or Republican president occupies the White House. However, we live in a time of dynamic international happenings, in which it is certain that Washington will also lead a more flexible policy in order to find the right answers to the challenges of the moment, and it is there that Serbia should seek its chance.
Progress Everywhere
Everywhere I look in our bilateral relationship, I see progress…Serbia is taking a leading role in promoting regional economic integration as well, as the region makes its case for EU membership, which is a priority for the United States ~ Christopher Hill
By Ljubica Gojgić
In this year that will be marked by the U.S. presidential election, America’s ambassador to Serbia assures us that, regardless of the outcome, we shouldn’t expect a change in Washington’s attitude towards Serbia.
Your Excellency, as we are in the year of the American presidential election, one frequent question is whether a change in administration could impact U.S. policy in the region?
— U.S. policy is ultimately rooted in U.S. national interests. Many things change from administration to administration, but our core national interests endure. Among those are a Balkan region that is stable, prosperous and secure, and part of a Europe that is, as President George H. W. Bush put it, “whole, free, and at peace.” Our polices for the region are aimed at that goal, and I don’t expect that to change, no matter the outcome in November.
Serbia’s youth are extremely talented and very savvy. They know that Serbia’s future is in the West, and that the United States is a partner for Serbia’s continued development
Speaking in a recent interview, you agreed with the assessment that bilateral relations between the U.S. and Serbia are on an upward trajectory. In which areas is this progress most evident? — Everywhere I look in our bilateral relationship, I see progress. Our security cooperation continues to improve, and U.S. and Serbian forces now serve alongside one another in peacekeeping
missions around the world. We’ve done a lot with Serbia, as with our other European partners, to help Ukraine cope with Russian aggression, and we’ve seen Serbia commit to continue that support even after this horrible war ends and Ukraine finally begins to rebuild. More and more U.S. companies are expressing an interest in investing in Serbia, in areas like IT services and green energy. Serbia is taking a leading role in promoting regional economic integration as well, as the region makes its case for EU membership, which is a priority for the United States. We’d all like to see more progress on the normalization of relations with Kosovo, but the lack of progress in the Dialogue is not due to the lack of a constructive approach on Serbia’s part.
Are you concerned by the results of surveys on the attitudes of Serbian citizens, especially the youth, which suggest that 40% do not consider the U.S. a friendly country (ref. Annual Survey conducted by the Institute for European Affairs)?
— Survey responses are one thing, but I think young people’s actions speak louder than words. When they want to study abroad, young people in Serbia think of American universities first. When they apply for a job, they’re excited to work for American companies. When they watch movies or listen to music, it’s American pop culture that they’re drawn to. Serbia’s youth are extremely talented and very savvy. They know that Serbia’s future is in the West, and that the United States is a partner for Serbia’s continued development.
You recently spoke about the aligning of the positions of Belgrade and Washington with regard to the war in Ukraine. The Serbian government maintains that imposing sanctions on Russia is not in the national interest. On what grounds do the U.S. and Serbian policies converge? — Sanctions are one part of the unified Euro-Atlantic response to Russia’s horrific aggression against Ukraine. They are an important part, but there is so much more to it. Serbia has shown tremendous support to the Ukrainian people, including through its votes in the UN and the provision of humanitarian assistance, as they fight
INTEREST
More and more U.S. companies are expressing an interest in investing in Serbia, in areas like IT services and green energy
RECOGNITION
It’s long been the policy of the US that we want to see a future where all the countries of the Western Balkans recognize each other
SANCTIONS
It’s important to remember that Serbia has consistently said that it will harmonize its foreign policies with the EU, which includes sanctions
back against Russian aggression and stand up for democratic values and the right to determine their own future. We’ve recently seen Serbia and Ukraine deepening their diplomatic relationship as well, and I know President Vučić and President Zelensky have a relationship built on mutual respect. It’s important to remember that Serbia has consistently said that it will harmonize its foreign policies with the common policy of the EU, which includes sanctions. To focus narrowly on the sanctions question, however, is to miss the forest for the trees. When it comes to Ukraine, Serbia is unquestionably on the right side.
You recently puzzled the public in Serbia by stating that you believe recognition of Kosovo’s independence will not be a condition for Serbia’s EU accession, but rather the normalization of relations will be sought. At the same time, your colleague in Pristina, Ambassador Hovenier, stated that mutual recognition is expected at the end of the normalization process. Whom should we believe?
— I think if you look closely at our statements, you’ll see that there is no contradiction between them. Our immediate focus is on support for the EU-facilitated Dialogue, which aims at normalization. It’s long been the policy of the United States that we want to see a future where all the countries of the Western Balkans recognize each other and live side by side in peace and prosperity, and as members of the European Union. None of this is new, but the media like to look for controversy. If you look closely at U.S. policy, however, you’ll find it’s been consistent on these questions for years.
It has been noted that your assessment of the recent All-Serb Assembly was milder than that of your colleague from Sarajevo, who dubbed the event, organized by the President and Government of Serbia, “an attack on the Dayton Agreement”. Do you differ in your assessments or are you more diplomatic in your expressions?
— Again, I think if you look carefully at all our public statements, there are no contradictions. No one has criticized the event itself as an attack on Dayton.
In an interview with weekly news magazine NIN, you said that you would never ask people in Serbia to forget the NATO bombing, but that “for the sake of our children and our children’s children, we really need to try to spend more time looking forward than looking back.” Could this principle have been applied when deciding that the U.S. “proudly sponsors the Resolution on the Genocide in Srebrenica”?
— As I’ve said in many different contexts, as a diplomat, I look to the future and what we can do to solve the problems and challenges still ahead of us. Looking to the past is something I try to leave to lawyers and historians. Your question is a hypothetical one—could things have been different? Here too I’ll stick to the diplomat’s perspective and leave alternative history to the novelists. I’ll continue to focus on what’s ahead.
The flagship of American-Serbian economic relations is the IT sector. You have also spoken on several occasions about the U.S. interest in participating in the reforms of the energy sector. What does this exactly mean? Which projects are particularly attractive?
— The need to create alternatives to an energy system built on burning dirty fossil fuels is the critical challenge of our time. Given its history of technical innovation and the talent of its people, Serbia is poised to ensure that the world’s green energy transformation benefits Serbian citizens not just through cleaner air and a healthier environment, but also through the provision of dependable, high-paying jobs that stay in Serbia and
We’d all like to see more progress on the normalization of relations with Kosovo, but the lack of progress in the Dialogue is not due to the lack of a constructive approach on Serbia’s part
build wealth here, not somewhere else. If doing all that also helps free Serbia from its dependence on Russian oil and gas, that’s an added benefit. It is for all those reasons that we’re always open to expanding our cooperation with Serbia, as the country continues to grow and develop its green tech and renewable energy sectors.
We Will Continue to be Serbia’s Best Possible Ambassadors
The American companies already doing business in Serbia are very satisfied with their investments. All our member companies have long-term strategies for investment in Serbia and, according to our findings, will continue in that direction in the future
AmCham President Stefan Lazarević considers cooperation between the business sector and the government as being crucial to the creation of an attractive business environment. The American Chamber of Commerce in Serbia gains clear insights into what’s important to the business sector for it to be able to operate successfully through research that AmCham regularly conducts, but also through its daily contact with member companies. This interview touches on many of these topics, such as the green
agenda, availability of labor, and the strengthening of regional integration. We also discussed the importance of Serbia continuing the European integration process and further strengthening its commercial cooperation with the U.S.
How satisfied are your members with Serbia’s business environment today and how do they rate their own operations in 2024?
— The latest Lap Time Survey, which AmCham traditionally conducts annually –and on the very topic of satisfaction with
the business climate and the business sector’s expectations for the period ahead –showed that companies were more optimistic at the end of last year than during the previous crisis years of the Covid-19 epidemic and the war in Ukraine.
This rising optimism points to the economy’s partial recovery and a strengthening of investor confidence. However, it is very important that we work long-term, together with the new Government of Serbia, to continue comprehensive reforms, firstly structural and institutional reforms.
Business forecasts for this year show that around two-thirds of AmCham members expect business growth and new investments, while half believe their number of employees will also increase.
Something that’s very important, and that we emphasize as a business association, is that all our member companies have long-term strategies for investment in Serbia and, according to our findings, will continue in that direction in the future.
What do the results of the Lap Time Survey, and the views of your committees presented in the ‘Reforms for Economic Growth and Business Resilience’ document, suggest to Serbia’s new government?
— On the basis of the Lap Time Surveys, and our daily contact with members regarding various topics of interest to business success, as well as the work of our 10 professional committees, AmCham has clear insights into what’s important for the business sector to be able to do business successfully.
It was precisely with all this in mind that the AmCham Board of Directors defined the priority areas that we believe must top the agenda of the newly formed government. They are, first and foremost: continuing the digital transformation of public administration; consistently implementing the Green Agenda, for a clean and energy-diversified Serbia; improving the healthcare system; ensuring a predictable and stable fiscal environment, alongside international economic links with a focus on advancing integration into the regional market and the European single market.
We firmly believe that reforms are the only way we can together ensure new investments in Serbia, higher employment, and an improved standard of living for us all.
A large part of this AmCham document is dedicated to recommendations enabling a green transition or the diversification of energy sources. How, at a practical level, do your members meet the standards in this field?
— AmCham members believe the consistent implementation of the Green Agenda is increasingly important to the improvement of the business environment – in our annual survey conducted five years ago,
the Green Agenda ranked 11th in terms of priorities, while it last year ranked 2nd, which is the biggest leap we’ve recorded since we started these surveys.
Given that Serbia generates 70% of its electricity from non-renewable resources, it is vital to increase the availability of energy from green sources. Since more than half of our member companies already address sustainability in a systemic way, and many of them have already pledged to achieve zero emissions at the global level, the number one priority is to reduce the carbon footprint of products. This is also achieved through systemic measures at the level of the state, and by incentivizing companies to invest their own funds in the greening of their own sources of energy. At the state level, investing in power system capacity building is essential, with the aim of diversifying sources of electricity and increasing
We firmly believe that reforms are the only way we can together ensure new investments in Serbia, higher employment, and an improved standard of living for us all
the share of renewables, but also developing capacities for storing and delivering the energy produced to consumers, which will enable improved energy system stability, as well as increasing the availability of energy and energy products. Considering that these are all long-term projects, in the short term, it is equally important to remove all regulatory and administrative barriers preventing companies from independently reducing the carbon footprint of their products – through the unrestricted installing of solar panels on roofs, enabling producers of renewables to supply consumers directly, waste-to-energy projects, and the like. In order to achieve that, it is necessary to improve infrastructure – from strengthening the power distribution network to developing waste separation infrastructure.
Our member companies have been addressing their own circularity and reduc-
ing the waste they generate for many years already, but it is impossible to achieve better results at the national level without a systemic approach. AmCham has for many years advocated the responsible introduction of a deposit system for the efficient management of packaging and packaging waste, which would contribute to that circularity.
Finally, although AmCham members and companies that export to the EU are largely familiar with the extensive regulatory requirements of the Green Agenda imposed by EU legislation, that is not the case among most SMEs in Serbia. In our survey conducted last year, only 6% of them reported that they address sustainability. AmCham members, through their value chains, suppliers and customers, are also striving to raise awareness of this segment among SMEs, but I believe we’re still in the infancy when it comes to this field and that we need to work on it.
AmCham pays great attention to educating young leaders and training in the field of HR. How much of a challenge is it for your members to hire high-quality workers today, and what do you do, as a Chamber, to facilitate their job? — This is a very important question. Alongside inflation and the efficiency of the state administration, it is precisely the availability of labor that our members recognize as one of the key challenges to doing business. The lack of available labor represents an obstacle for almost two-thirds of AmCham members, and has consistently ranked among the top two challenges in surveys conducted over the past 6 years. And we can agree that reform is the key to overcoming this challenge.
On the other hand, AmCham actively contributes to this important topic through the organizing and conducting of education in various forms. I would single out AmChamps, our annual educational and mentoring program intended for young managers from our member companies and students of state universities across Serbia. We launched this program in 2014, with the idea of using the synergy of the academic and corporate sectors to help further train and develop young talents - leaders who will one day lead Serbia’s business community.
After 10 years, we are proud of the success achieved. Through this program, many young people have had the opportunity to make acquaintances and gain practical knowledge and skills that have enabled them grow professionally and personally. There are numerous examples of managers advancing extremely rapidly both during and after this program. There is a similar situation with the students who receive internships and numerous employment opportunities at our member companies. I would emphasize the fact that three young managers who completed our program are now heading leading multinational companies in our country. In this way, AmCham Serbia not only supports its members in identifying and developing a high-quality workforce, but also contributes to creating a more favorable environment for the development of leaders who are truly leaders of positive changes in our society and country.
Serbia’s IT sector has made significant advances, while the crisis years have seen it change and turn to creating its own products, as opposed to just outsourcing its services. How significant is this sector to U.S. companies today, considering the big changes to the global market?
— The American companies already doing business in Serbia are very satisfied with their investments. These companies have invested more than four billion dollars in Serbia over the previous two decades, and they today employ more than 30,000 people. The level of the bilateral exchange of services has increased so much that the U.S. is now Serbia’s number one partner when it comes to this type of exchange, primarily in the IT services sector.
Over the past 15 or so years, Serbia’s IT sector has recorded dizzying development and growth. There’s no doubt that Serbia and the region have solid characteristics in the IT field, but also beyond, that can help position us as a kind of California within Europe.
And that’s not all. Major American companies are even more interested in investing further in Serbia. This primarily pertains to technology companies, followed by those from the infrastructure and energy sectors.
AmCham members, through their value chains, suppliers and customers, strive to raise awareness of the regulatory requirements of the Green Agenda among SMEs, but I believe we still have a lot more work to do on that
In its daily efforts, AmCham will continue endeavoring to be the best possible ambassador for Serbia, as an open, stable and competitive investment destination. In order for the planned investments to be realized, it is very important that we continue regional integration and aligning our regulations with those of the European Union, as well as excellent commercial relations with the U.S. And AmCham will always be a reliable partner in these processes.
AmCham gained dozens of new members in 2023 alone. What do you think makes joining your Chamber a good choice and what will you offer your members in future?
— The American Chamber of Commerce in Serbia ended last year with its highest membership numbers since its establishment. AmCham today brings together more than 260 international and domestic companies employing over 112,000 Serbian citizens.
I believe that the AmCham Board of Directors, together with the Executive Office, has brought a new dynamic and approach to supporting the creation of a predictable and stable business environment over the previous two and a half years. We have worked systematically to improve economic relations between the U.S. and Serbia, and tried to encourage the region to work together on projects that focus on further integration into the regional market and the European single market.
The most important fact is that the strength of AmCham lies precisely in its members, and everything we’ve achieved in the previous period has been thanks to our members.
We will remain focused on what it’s essential for us to do, as a society and state, for Serbia to become a more attractive place for existing and new investors, and on the areas where reforms are essential and how to implement them.
How much has the rising digital solutions trend changed the way AmCham communicates with members, and the way it operates?
— AmCham supports the digital agenda strongly in all areas – from public administration, via the optimizing and digitalizing of regulations, to business flows, everyday communications, etc. And we, as a business association, utilize all the advantages of digital solutions to exchange information, insights, recommendations, best practices and recommendations with our members in real time, which we subsequently share with the Government of Serbia, as a form of support. And we also work together on continuing comprehensive reforms to create an even more attractive business environment for new investments.
When it comes to digital solutions and their impact on operations generally, I believe the next significant step in raising Serbia’s attractiveness as a work environment is the complete digitization of labor law documentation.
EMBRACING OUR PATH TO ZERO EMISSIONS
Climate change is the existential crisis of our time, and we must act today to solve it.
DestinationZero™, is our strategy to reach zero emissions and the core of our PLANET 2050 sustainability strategy. It fulfills our mission of powering a more prosperous world.
Cummins is working to transition customers to products that eliminate carbon emission.
Cummins has already significantly reduced carbon through innovation of its current powertrain products. We all play an important role in ensuring our strategy is successful. We have innovated for over 100 years, and we won’t stop now.
Pioneers of Socially Engaged Campaigns
Propulsion is a dynamic, full-service agency known for its innovative and socially engaged campaigns. With a diverse range of services and a strong presence in multiple markets, Propulsion is committed to fostering positive social change through strategic communication and impactful projects
Founded in 2011, Propulsion has grown into a leading alliance of businesses and non profits in innovative, socially engaged campaigns and projects. Under the strategic direction of Darko Soković, Managing Partner of Strategy & Development at Propulsion, the alliance of businesses and non profits collaborates with global companies, UN agencies, and international organisations to drive positive change. Its team of over 200 experts operates from four offices, offering comprehensive services ranging from strategic communications and digital solutions to community engagement and educational programmes. With a presence across Central and Eastern Europe, the EU, Turkey, Central Asia, and
Our work is particularly impactful in Central and Eastern Europe
the US, Propulsion is dedicated to creating transformative campaigns that inspire action and foster societal improvement.
Propulsion is a dynamic, full-service alliance of businesses and non profits known for its innovative, socially engaged campaigns. What services do you offer, and which markets do you cover?
— Propulsion is a dynamic and ever-growing organisation with a strong foundation in innovative, socially engaged campaigns and projects. As a leading supplier of engaged communications
Photo Danijel Rakic
and social impact campaigns across Central and Eastern Europe, we strive for positive social change through transformative campaigns with brands, development partners, and governments. Our services include strategic communications, social impact campaigns, community engagement, digital solutions, creative services, event management, and educational programmes. These services enable us to craft comprehensive communication strategies, create impactful campaigns, foster community development, leverage AI-driven IT solutions, ensure high standards in visual communications, organise high-profile events and enhance media and digital literacy through training and e-learning. Operating across our home countries, the EU, Turkey, Central Asia, and the US, Propulsion impacts diverse communities globally.
With four offices and over 200 experts, how do you successfully create campaigns and projects for around a hundred partners, including companies, UN agencies, embassies, and international organisations?
— Founded 2011 in Belgrade and Sarajevo, our global headquarters is now in Bratislava, with an additional office in Zagreb. We are a truly European organisation, and our partnerships with global companies, international organisations, and state bodies, including USAID, UNDP, UN Women, and the European Commission, allow us to channel millions of euros annually into projects that promote social good. At Propulsion, our mission is to create compelling narratives that captivate audiences, inspire action, and drive tangible results, believing in the power of strategic communication and innovative solutions to build a better, more equitable society.
Propulsion excels in improving societies while ensuring client satisfaction. Do you believe communication can transform our region and relationships? What are your current priorities?
— At Propulsion, our unwavering commitment to creating communication projects that enhance societies in our region sets us apart. We believe narratives can transform societies, enhance lives, im -
prove democratic values, and create safe media and digital and technological environments. We aim to drive meaningful, positive change within our communities, focusing on social good and community development to ensure a better, more equitable future for all.
Our transformative campaigns address critical social issues, promote digital and media literacy, and inspire civic engagement, improving people’s lives. We believe communication can transform societies and enhance relationships, particularly in Central and Eastern Europe. Guided by principles that place people at the centre of digital transformation, we ensure technology promotes democracy, protects rights, and acts responsibly and safely.
We aim to create a fair online environment where individuals can safely and effectively engage with new tech -
Our
services include
strategic
communications, social impact campaigns, community engagement, digital solutions, creative services, event management, and educational programmes
nologies, like AI. Our focus is on fostering solidarity and inclusion by ensuring all communities have access to the internet, digital skills, and public services, bridging the digital divide, and promoting social equity. We emphasise digital literacy, equipping individuals with the skills to navigate the digital world safely and responsibly, including understanding data privacy and combating misinformation.
We are dedicated to promoting sustainability in our digital initiatives, supporting the green transition, and educating people about the environmental impact of digital consumption. Our projects create safe and secure digital environments, protect-
ing users of all ages and promoting data security. Our work is particularly impactful in Central and Eastern Europe, where digital transformation is rapidly unfolding, and addressing issues from media literacy and digital transformation to health literacy and anti-hate initiatives has specific value. This is particularly true considering rapid geopolitical shifts in Ukraine, the Middle East, and elsewhere.
How do you implement multi-million euro corporate social responsibility programmes for the region’s largest companies through your Propulsion Fund, creating a new generation of leaders?
— By focusing on media and digital literacy, health literacy, and innovative leadership, we equip exceptional individuals and teams with the skills and knowledge they need to become effective change-makers in their communities. Our initiatives are not just about immediate impact but about building sustainable frameworks that empower people to lead and inspire future generations. Through strategic partnerships with US and global brands and organisations, we ensure that our programmes have a lasting, positive impact on society, nurturing leaders who can guide their countries toward a prosperous and equitable future.
Propulsion is a founder of the Serbian Philanthropic Forum, a member of AmCham and the French-Serbian Chamber of Commerce, with top managers in the Serbian Association of Managers. Always among the best? — Our affiliation with leading minds and organisations underscores our dedication to fostering a culture of excellence, innovation, and social responsibility. By aligning ourselves with the best, we enhance our own capabilities and demonstrate our belief that significant change can only occur through great partnerships. This collaboration contributes to the broader goal of societal advancement, ensuring we are always at the forefront of positive regional change and development. This commitment to partnership is one of the greatest values we learn from our American friends, connecting us with the world and enabling us to help transform it—for the better.
Powerful Development Impetus
Good economic relations with the U.S., alongside regional and European integration, are crucial to attracting new investments and maintaining existing ones, and it is this direction that we want to maintain
Among the companies that we’ve surveyed, 84% have developed their own ESG strategies
he previous year has been marked by intensive communication between the U.S. and Serbian governments in working on important documents aimed at improving cooperation and strengthening the interests of American companies in the Serbian market. “For us, it is crucial that the current U.S. administration provides a strong impetus to the development of economic cooperation with our country,” says AmCham Executive Director Vera Nikolić Dimić.
TAccording to our interlocutor, the American companies already operating in Serbia are very satisfied with their investments, especially those operating in the technology sector, infrastructure and energy, and they are increasingly interested in investing in Serbia. They have invested more than four billion dollars over the last two decades and currently employ more than 30,000 people, while the exchange of services has grown to such a level that the U.S. is now Serbia’s number one partner when it comes to this type of exchange, primarily in the sector of IT services.
“To conclude, good economic relations with the U.S., alongside regional and European integration, are crucial to attracting new investments and maintaining existing ones, and it is this direction that we want to maintain,” explains Nikolić Dimić.
One of the areas of focus at AmCham Serbia is strengthening regional initiatives for the creation of a Balkan single market. What has been achieved on this front and which institutional and logistical shifts are the most important to you in the period ahead?
— Connection through the opening of the region’s borders represents an immeasur-
able advantage for investment and business development, which enables current and potential investors to access a larger market.
We consider regional integration as being the key driver of economic change and the right path to the European Union. It is for this reason that AmCham is committed to supporting all initiatives to connection the countries of the region in an economic sense, including the Open Balkan initiative, CEFTA and the Berlin Process, with the end goal of the entire region integrating into the European Union. When we add good economic relations with the U.S. to this, we get the real potential to attract new investments and maintain existing ones.
We will focus in the coming period on the reducing of regional trade barriers, alignment with the rules of the EU, the mutual recognition of certificates and the introduction of a “one-stop-shop system” and electronic customs clearances, all of which will facilitate access to the single market and further improve economic cooperation around the region.
You launched the ESG Champions Initiative during the course of last year. What does it mean for your members, and especially for the establishing of these standards in Serbia?
—That’s right, AmCham conducted research among its members on the application of ESG principles, in cooperation with consulting firm Kearney. Our aim was to identify the best results and practices in these areas, but also to open discussion of mistakes made in the implementation of ESG strategies.
This is a very important topic for our members, 70% of which are multinationals, while 30% are local companies, with 60% comprising large companies and 40% representing SMEs. The results showed that 94% of survey respondents consider ESG as being key to attracting investment, while 84% have developed their own ESG strategies.
Larger companies exert stronger efforts in the implementing and reporting of ESG strategies. All major companies have developed these strategies, while this is only true for a lower percentage of small and medium-sized enterprises (45%). This points to a need to raise awareness of the
We will focus in the coming period on the reducing of regional trade barriers, which will further improve economic cooperation around the region
importance of alignment with EU regulations among SMEs.
One important part of your work relates to gender equality and the empowering of women to enter the IT sector. What would you single out as the greatest successes on this front?
— AmCham has for years been working with dedication to implement the “Women in Technology” mentoring program, primarily in technology companies, which has produced excellent results. However, this is not enough. Education must start much earlier, as early as elementary school, with the aim of overcoming prejudices according to which women can only be teachers, hairdressers or caregivers. They should be encouraged to become top inventors, engineers and leaders.
The current focus is on the initiative to empower women in the business environment, and in June we are launching the “SHE knows” [ONA zna] project, in cooperation with partners such as Impact Hub, ERSTE Bank and the Development
Center of the Jablanica and Pčinj Districts. After conducting research among member companies, as well as across Serbia generally, we decided to use a media campaign to additionally direct the attention of the public towards this topic.
There is a visible need for systemic support from companies, society and family, because the careers of women often suffer after they become mothers. It is necessary to raise awareness of this fact and provide full support to working mothers, especially those with young children, in order for them to be supported in the workplace and encouraged to accept important roles without feeling guilty.
Chambers and business associations play an increasingly important role in providing initiatives and in working with the Government of Serbia when it comes to economic growth and digital transition. What are your priorities in these areas?
— AmCham Serbia has, for 22 years already, been cooperating consistently with the Government on the creating of a Serbia that is an attractive investment destination and on the harmonizing of regulations with the EU. Taking into consideration the global crisis, the Serbian economy faces numerous challenges. That’s why it’s important for us to work on improving institutional capacities, such as digitalization and the transformations of public administration, the implementing of the Green Agenda, the improving of the healthcare system, the establishing of a stable fiscal environment and economic connection with a focus on integration into the EU market. These are also defined priorities and AmCham will continue supporting these reforms, as it has to date.
AmCham Serbia currently has a record number of member companies, with over 260 American, international and domestic companies that collectively generate a turnover of over 20.2 billion euros and employ 112,000 people. AmCham’s mission is to improve the business climate in partnership with the Government, promote the best business practices and values, and provide a platform for the professional development of members and the improvement of education in accordance with the needs of the business community.
Smarter Cities for a Better Tomorrow
G4S Serbia successfully developed the Smart City project in Pančevo and expects improvements to transportation, energy efficiency, and public services through the deployment of its smart solutions
Serbia has been evolving rapidly in recent years, embracing the concept of smart cities and thus entering a new era of innovation and technological advancement, says MD Dawid Sold, before explaining that smart infrastructure is a natural spin-off of the traditional electronic security systems that represent the main area of G4S’s expertise.
Could you elaborate on how smart cities are impacting Serbia positively?
— Smart cities leverage technology and data to enhance quality of life for residents, improve efficiency in resource management, and promote sustainability. Recently, G4S Serbia successfully developed the
such as air pollution, temperature, or wind speed that enables proactive safety protocols. The sewage control system monitors and prevents potential flooding, CCTV allows for the integration of all of the above,
The implementation of smart traffic management systems aims to reduce congestion and air pollution, thus improving the overall livability of these urban spaces
Smart City project in Pančevo. We expect significant improvements in areas such as transportation, energy efficiency, and public services, through the deployment of smart solutions. For example, the implementation of smart traffic management systems aims to reduce congestion and air pollution, thus improving the overall livability of these urban spaces. Weather stations enable the control of multiple factors,
and provides for the fast and timely video verification of potential threats.
How have smart buildings contributed to the evolution of smart cities in Serbia?
— Smart buildings play a crucial role in the overall ecosystem of smart cities by optimizing energy consumption, enhancing occupant comfort, facilitating efficient
operations by AI-driven analytics, and reducing maintenance costs. Our sister company, Beveco, specializes in the integration and automation of building systems for security, safety, and comfort. The great advantage of Beveco solutions is that they allow for the optimization of existing and new installations with multiple vendor support. We are developing the first projects in Belgrade and hope to have the first pilots implemented soon.
When it comes to AI, how has it influenced the development of security?
— G4S Serbia, together with one of the major banks, launched an AI-based security solution that analyzes vast amounts of data collected from various sources, such as CCTV, IoT devices, and other sensors. This allows AI to deploy proactive security measures instead of the old-style reactive approach. Our solution enables real-time analysis of security threats and two-way communication from a remote monitoring center. All of this happens with the highest standards of data privacy and GDPR compliance.
How do you see the future of smart infrastructure evolving in Serbia?
— EXPO 2027 will serve as a catalyst to boost the development of smart cities and smart infrastructure initiatives in Serbia. The infrastructure and technological investments made for hosting the Expo will leave a lasting legacy. This will include new transportation systems, sustainable energy solutions, digital infrastructure, and other improvements that contribute to the development of smart cities across the country.
Ball Packaging Europe, a leader in the production of aluminum packaging, is marking the 4th of July – U.S. Independence Day – in cooperation with the U.S. Embassy in Serbia, by preparing a special series of aluminum cans for water featuring the motifs of the Victor Monument, the triumphal monument of Belgrade’s Kalemegdan, and New York’s State of Liberty.
With their unique appearance and positioning, these two monuments symbolize and call for freedom and independence.
This specially designed series of aluminum cans, which contain water, was prepared for the occasion of the celebrating of U.S. Independence Day at the American Embassy in Serbia.
Small Steps to Big Changes
McDonald’s Serbia has launched a platform called “Small Steps to Big Changes,” which encompasses all of the company’s projects and initiatives related to climate action, natural resource conservation, waste reduction, the transition to sustainable packaging and toys, as well as various volunteer and community support actions
As one of the world’s largest quick-service companies, McDonald’s knows that it has the power to drive real changes that address social and environmental challenges. This is a responsibility it takes seriously and embraces, seeing it also as an opportunity for progress.
When the company says “billions served,” it’s not just about burgers; it’s about the support provided to the community, partners, employees, and suppliers, because McDonald’s understands the difference between being in a community and being part of one.
On its journey to positively impact the communities it serves, McDonald’s already has a significant advantage: ITS EMPLOYEES. All McDonald’s employees who have joined the “McVolunteers” volunteer club are utilizing their person-
al desire and passion to create changes in the world around them, to inspire colleagues and share successes.
McVolunteers aren’t just participants in various activities initiated by
cares for youth with developmental disabilities, to participating in the “Children’s Day of Activities in Nature” and many others – but rather often suggest activities that McDonald’s can support. #mcvolunteers #mcdvolunteers
The company is also active in the area of generating energy savings. Restaurants have an equipment activation plan to turn on equipment gradually and only when needed, thus reducing electricity consumption. Additionally, maintenance plans, such as cleaning condensers on refrigeration units, impact energy consumption. Restaurant climate systems have energy recovery units that utilize exhaust air to heat or cool incoming air depending on the season and outside temperature, thus saving energy.
The oil used for frying French fries is later converted into fuel, while glycerin is used to prepare household products – from cleaning agents to cosmetics. Over the past 10 years, more than a million kilograms of used oil has been processed, saving over 3,200 tons of CO2.
Since 2019, the Happy Readers program has offered books on various topics as part of the Happy Meal menu for children – over 350,000 books have been chosen by parents for their children over the past five years. Research shows that reading is important in stimulating the imagination, learning, and understanding.
The actions implemented by the company – together with its partners and suppliers worldwide – support local communities despite unforeseen global
Since 2019, the Happy Readers program has offered books on various topics as part of the Happy Meal menu for children – over 350,000 books have been chosen by parents for their children over the past five years. Research shows that reading is important in stimulating the imagination, learning, and understanding
McDonald’s – from planting trees and reducing CO 2 in urban areas, or spending time and making jewelry, decorating Christmas trees with members of the Creative Educational Center that
challenges. Only together, through support, can we make the world we live in a better place for us and for future generations. Only together, with small steps, can we achieve big changes.
Save Energy, Boost the Economy, Protect the Environment
With the support of USAID, Better Energy has identified the barriers that obstruct investments in energy efficiency and renewable energy, especially in the residential sector
Here we discuss how to raise people’s awareness of how they can save energy in their buildings, and how much, but also engineering solutions and energy efficient technologies, with USAID’s Lena Bratić, who announces the continuation of regular training for building management professionals and help in the structuring of financial support.
Serbia is struggling with a number of challenges right now – economic, social, and environmental. Is USAID’s Better Energy initiative in any way positioned to help Serbia overcome these challenges?
The Serbia Better Energy project is working to raise the efficiency of energy use in both heating supply and building energy consumption
— The energy sector is a connective tissue that ties economic, social and environmental problems. It also ties into competitiveness, import independence, infrastructure resilience and many other developmental objectives. Serbia’s soaring energy prices, heavy reliance on fossil fuels, and resulting environmental externalities – both local and global pollutants from burning fossil fuels – are all challenges that the country faces. These issues were exacerbated by the pandemic and Ukraine war. Theoretically, if a product is both expensive and damaging at the same time, its use should be very limited, rational and efficient. Yet the efficiency of energy use in Serbia is very low – particularly in buildings – with the average building using roughly twice the thermal energy required for heating according to current construction norms. The Serbia Better Energy project is working to raise the efficiency of energy use in both Serbia’s heating supply and building energy consumption.
When it comes to raising the efficiency of energy use, people normally imply the use of new technologies. Is this what you are proposing?
— No. Engineering solutions and energy efficient technologies have been around for a very long time. The problem is with their market uptake; with people’s awareness and willingness to change and invest in improvements that will benefit them partially, but will also create a major public good. With USAID support, Better Energy has identified the barriers that hamper investments in energy efficiency and renewable energy, especially in the residential buildings sector, and provides direct technical assistance that will help eliminate these barriers and create systemic change: reform policies, raising public awareness of how and how much energy they can save in their buildings, showing them technical solutions, building the capacities of the various stakeholders, helping banks offer appropriate financing solutions, and supporting integrated pilot projects that demonstrate the viability of the model for the most underserved sector – multi-apartment residential buildings.
Can you break down for the average Serbian citizen what technical solutions you’re recommending?
— The average Serbian citizen can save 40% on their energy bills if thermal insulation is applied to their building’s roof, façade and basement; if heat metering is introduced, and if windows and lighting fixtures are replaced with more efficient alternatives in common spaces. If the project is combined with a rooftop solar PV system, the benefits will be even greater. This means that the investment quickly pays for itself.
This sounds promising, but for a multi-apartment building with many families that don’t
With Better Energy support, financially solid project proposals become loan applications that have the potential to generate the financial savings required to help repay the loans
know which insulation is necessary, or where to find the money, how can they organize implementation?
— This is what we call a “lack of institutional capacities” – which is essentially one of the biggest barriers. Homeowners and homeowner associations often know little about the technicalities of construction, financing or implementation. They don’t have the facts or figures required to convince them that it is worth investing in saving energy in their building. That is normal. To help them with this, the Serbia Better Energy Initiative has developed tools and offers technical assistance that helps make it all much easier to understand. For example, Better Energy created a user-friendly phoneapp that allows any citizen to assess their building’s energy possibilities and select possible measures that would lead to the greatest financial savings.
Assuming they use the app and decide that insulating walls and roofs would be good for their building, what to do next remains a major mystery to them. What should they do?
— Indeed, the road isn’t straightforward. As the next step, if households think they could benefit from implementing whole-building renovation, they need to start talking to their neighbors, hold an assembly of homeowners, engage the building manager and provide instructions on what the
The average Serbian citizen can save 40% flon their energy bills if thermal insulation is applied to their roof, façade and basement, and if heat metering is introduced...
Photo Paola Felix Meza
building owners want. Better Energy has a number of capacity building platforms through which the chairpersons of homeowners’ associations and private building managers are being trained to understand every element of a building energy renovation project, from decision-making, identification, organization and energy audits, to the development of a project feasibility study, attracting financing, hiring the construction contractor, etc. For example, Better Energy has trained the Chamber of Commerce & Industry of Serbia to offer a comprehensive training program to professional building managers, which provides every graduating trainee with the full range of skills and reference materials needed to support homeowners on this pathway.
Both the state and municipalities often budget funds that can help homeowner associations invest in building renovations
It’s good to know that building managers are well prepared. However, most building managers have a background in business or the legal sector, and rarely in engineering. How can a building manager initiate what is ultimately an engineering project that leads to energy savings? — Indeed. While there is a common mix of measures that is generally applicable to nearly every residential building in Serbia built more than 25 years ago, it is advised to conduct a detailed energy audit to ensure that investments pay for themselves. The Better Energy project prepares detailed ener-
gy audits for interested multi-apartment residential buildings, including detailed financial analysis that ensures a reasonable return on the investments. Furthermore, the Better Energy team will ensure that proper designs are developed on the basis of the energy audit, and that the procurement will be competitively organized for the lowest cost bidder for the best services offered. Technical assistance helps oversee projects from initiation to commissioning, making sure that the right technical solutions are properly executed to deliver the estimated energy savings and ensure the costs are offset by those savings. To simplify this work, Better Energy has developed the “BEST Energis” software, which building managers are being trained to use to screen and select energy efficiency interventions without substantial external support.
It is reassuring to know that all the right players will have the right technical skills to ensure that projects are implemented properly, but we are avoiding the “elephant in the room”: how do households pay for all of this?
— The repair and maintenance of privatized multi-apartment housing is the legal responsibility of homeowners. Nonetheless, both the state and municipalities often budget funds that can help homeowner associations invest in building renovations. The Better Energy project has partnered with the Ministry of Mining and Energy, Ministry of Finance, and many municipalities to help structure the financial support towards high-quality projects with proper technical solutions. Better Energy has also exerted significant efforts to help banks recognize and understand the potential of lending for building renovation
Building Energy Retrofit
Photo Magic Frame
– this is a 20-billion-euro investment market. With the support of Better Energy, financially solid project proposals become loan applications that have the potential to generate the financial savings that will help repay the loans. So far, three banks – Postal Bank, Procredit and Erste Bank – have designed their own loan products that are open to homeowner associations to undertake common space, capital investments. This closes the project value chain, from decision-making to project identification, development, financing and execution.
This is an impressive process in which Better Energy seems to have addressed every phase of the project. However, with all this effort and thousands of buildings in Serbia that need such renovation, is the system developed by Better Energy ready for scaling up?
— This is ’the’ big challenge! We work daily to develop broader elements that will enable systemic change. Since the formula is in place and is working, we need to ensure that the policies, capacities and financing can achieve scaling up. Our team is working with the government to promote the digitalization of building energy data documentation and analytics, as well as the development of de-risking mechanisms for financial institutions so that banks can expand their lending operations. In the meantime, Better Energy continues to implement public awareness measures and the regular training of building management professionals, and to showcase the success stories, so that more buildings embark on this journey, while the state, municipal and private partners are there to facilitate the implementation of building renovation projects.
Alleviate pain. Restore health. Extend life.
Si x po wer fu l w o rd s t h a t i ns p i re u s t o engineer t h e extraordinary, innovate life-transforming technologies, and c re a te b e t ter ou tc o mes f or o ur worl d
Photo Magic Frame
Creative Energy in the Heart of Belgrade
Hotel Moxy Belgrade, part of the world-renowned Marriott International chain, represents a modern revolution on the Serbian capital’s hotel scene. Opened just over a year ago, Moxy Belgrade has used creativity, interaction and the expressing of the dynamic and authentic spirit of Belgrade to set new standards in the local hotel sector, proving especially attractive to the younger population, but also to all those who remain young at heart
GLOBAL BRAND, LOCAL CHARM
Is one of more than 150 Moxy hotels worldwide, while it is the first in Southeast Europe. The hotel concept proved a perfect fit for the urban culture of the city and led to it very quickly becoming a meeting place in this part of Belgrade, present-
ing its unique charm in an inclusive and unique way. The hotel’s community space includes various zones that are each specific in their own way. Thus, Plug & Play represents the ideal space for relaxation or business meetings, allowing guests to connect and create new opportunities in a unique setting equipped with the latest
generation computers that are at the disposal of guests, and, of course, high-speed internet connections.
TOP CLASS LOCATION & MODERN AMENITIES
Located at 2 Njegoševa Street, or on the corner of Njegoševa and Svetozara Mark-
ovića streets, Moxy Belgrade offers 131 modern and uniquely named rooms in five categories, so you can stay in the Queen Serene room, which offers a serene view of the courtyard, or the Drama Queen room, where you can see the famous Yugoslav Drama Theater from the window. Playful Twin rooms face the bustling street, while Booster Twin rooms are spacious and located at the building’s corners, providing extra comfort. For those requiring more space and comfort, Moxy Sweet suites are the perfect choice.
The hotel offers extremely flexible options for meetings. Its ground floor meeting room can accommodate 8-10 people, while its two larger modular conference halls on the floor above are available for larger conferences. These rooms can be merged with the bistro area if required, providing the capacity to accommodate up to 250 guests, across an area of as much as 230m² (2500sqft).
Moxy Belgrade also includes the Gastro bar Park a la carte restaurant, serving as a versatile spot for both meetings and socializing. Here you can start the day with
a hearty breakfast, enjoy a delicious lunch or a relaxing dinner, as well as indulging cocktails once your working day is done. Whether you’re seeking a quiet corner for your morning coffee or a lively and relaxed venue for socializing in the evenings, Gastro bar Park is the right choice. It also hosts a Friday Happy Hour and occasional live performances. Apart from this restaurant’s excellent offer, Moxy Belgrade also offers its guests the self-service Grab & Go option, available 24/7, a fully equipped fitness center and an underground garage. The hotel’s friendly team is always on hand to reveal local attractions and Belgrade’s hidden gems, contributing to your stay in Belgrade being an unforgettable one, fueled by the city’s vibrant energy. And that’s why Moxy Belgrade is not just another city hotel – it’s a place where memories are created, and where you’ll feel like you are part of an infinitely interesting local community.
U.S. PRESIDENTIAL ELECTIONS
Entering Stretch the Home
By Dr. Milan Igrutinović, Research Associate, Institute for European Studies
On June 27th, CNN’s Atlanta studio became the stage for an unprecedented event in American politics: the earliest presidential debate in history, featuring the oldest candidates ever to run for the highest office. Joe Biden and Donald Trump, representing the Democratic and Republican parties, respectively, faced off months before the November election, setting a new precedent in the electoral calendar
The debate, devoid of the usual live audience and stripped of props or prewritten notes, allowed only a pen, a notepad, and a bottle of water for each candidate. This format, agreed upon after the chaotic 2020 debates, saw two CNN journalists moderating with the power to cut the microphone of any candidate who strayed too far from the question or engaged in excessive vitriol. This sanitized approach aimed to bring order and decorum back to the presidential debates.
Since their previous electoral clash, Biden and Trump have epitomised the deep-seated polarization in American society. While speculation occasionally surfaces about the emergence of other viable candidates from either major party, Biden and Trump have come to symbolize more than just personal rivalries. Their ongoing adversarial relationship highlights the profound divisions that extend well beyond individual animosities, encapsulating the broader societal rifts that define current American politics.
LOOMING QUESTIONS
Despite legal challenges hitherto unseen in U.S. electoral history, with charges ranging from misappropriation of campaign funds to insurrection during the January 2020 riots, Donald Trump remains broadly popular with Republican base. As court rulings are unlikely to bar him from running in the election, he will be on the ballot in all states. As such, his team is focused on reducing the impact of court proceedings on undecided voters and on soft supporters that might sit the elections out.
In this game, the incumbent president usually plays defense, but Biden has a problem when it comes to addressing Trump’s charges that inflation has reached as much as 50% over the past four years
Trump still hasn’t decided on his running mate. The pick will tell us a lot about his strategy. Whether he will look to strengthen his own base and choose someone who already endorses his positions (such as Senator J.D. Vance), or to broaden his appeal and choose someone who once challenged him (Governors Marco Rubio and Doug Burgum), or to try to make further inroads into demographics that largely don’t favor him (Elise Stefanik, Ben Carson), he needs to make a carefully measured decision.
Biden has different issues. He needs to persuade voters that the economy is in good shape, that macroeconomic numbers are enough for a population that’s concerned about its purchasing power and rising prices. In this game, the incumbent president usually plays defense, but Biden has a problem when it comes to addressing Trump’s charges that inflation has reached as much as 50% over the past four years. The economy is the broad front that Biden must engage on fully and persuasively.
The other front is the one in Gaza, where continued Israeli attacks against Hamas combatants and Palestinian civilians have caused a stir in the U.S. public, despite staunch pro-Israel positions among the vast and bipartisan political majority. Americans of Palestinian origin, and many Arabs and Muslims, were strong Biden supporters in the 2020 elections and have been major contributors to his wins in key battleground states like Michi-
gan, Pennsylvania, and Wisconsin. It’s practically impossible for Biden to win the election without also proving victorious in these states. He has to manage U.S. involvement in Israel’s operations and in the broader Middle East region, while trying to preserve any favorability that he still has among these voters.
June’s polls generally favored Trump slightly. He has a lead of one to five percentage points in
The other front is the one in Gaza, where continued Israeli attacks against Hamas combatants and Palestinian civilians have caused a stir in the U.S. public, despite staunch pro-Israel positions among the vast and bipartisan political majority
national polls, while holding a slight lead in several battleground states. Due to the state-centric logic of presidential elections, a Democratic Party candidate usually needs to record a slightly more convincing win to get enough electoral votes. Over the last quarter of a century, a Democratic candidate has won more votes and still lost the election twice, in 2000 and 2016, when Trump defeated Hillary Clinton. Whatever the case, we are probably set for a razor-thin margin of victory.
SPILLOVER EFFECTS
While the world has some experience of a Trump presidency, unease remains regarding what his possible second term would bring. Kyiv and Beijing are probably the most concerned about the outcome.
Kyiv’s predicament is clear: it relies heavily on continued financial support and arms deliveries from the U.S. and European countries to defend itself against Russia. Trump has a Ukraine complex, with the U.S. House of Representatives having impeached him in 2019 for abuse of power in response to his attempt to withhold aid to Ukraine as a way of pressuring Kyiv to investigate Biden’s team. He has been touting his ‘deal-making’ abilities and claiming that, with him in the White House, Putin would have never invaded Ukraine. His hostility towards military aid to Ukraine is now well documented. Thus, Kyiv and European states worry that he would seek to cut some deal with Putin without considering Ukraine’s interests or European security. For Ukraine and Europe, Biden is a trusted and preferred choice. The EU is trying to ringfence its policies in support of Ukraine and is wary of possible trade wars with Trumps’s administration.
A trade war is the first thing on Beijing’s mind when it comes to the possibility of a change in Washington. And it’s not as though the Biden administration has been soft: it continued some Trump sanctions (like those on Huawei) and has issued far more radical measures to hurt China’s microchip industry. Beijing is concerned that the Republican Party is far more interested in waging a trade war against China than the Democrats. The ‘new Cold War’ between the U.S. and China is now seen as a reasonable idiom to explain the current state of affairs.
The coming election lacks new, creative and inclusive solutions that could have global appeal, rather seeming to be part of a prolonged domestic cultural struggle. For us, as bystanders and onlookers, this presidential election seems to be more about analyzing and managing possible negative effects than about raising hope.
Serbian Software’s Top Import Market
While exchanges of services continue to grow and have surpassed the two-billion-dollar mark, consolidating the U.S.’s position as the top export market for Serbian software developers, the trade in goods, which is worth almost half as much, has begun to stagnate, in anticipation of the U.S. Congress’s extension of the preferential import status of around 3,500 Serbian products. This is why American and Serbian companies, but also embassies and organizations, are continuing to lobby for the urgent renewal of the Generalized System of Preferences (GSP) program, which expired back in 2020
In the meantime, American-South Korean consortium Hyundai Engineering, Hyundai ENG America and UGT Renewables has been selected by public tender as a strategic partner to install solar parks with a total capacity of 1 GW and a battery system for energy storage in Serbia by 2028, while American-Turkish consortium Bechtel-Enka is progressing seriously on the construction of the Moravian Corridor, Serbia’s first digital highway. Following the confirmed arrivals of biopharmaceutical companies Pfizer, Ginko Bioworks and Merck Sharp & Dohme at the future Bio4Campus, set to become the first biotech hub in Southeast Europe, the arrival of American manufacturer of
Future economic ties between the two countries will depend on past and future investments in traditional production sectors, such as the food and tobacco, automotive, mechanical and electronics industries
innovative and precise medical devices, Medrotnic, has also been confirmed through the signing of a memorandum.
Following the sale of popular drama Zlatni dečko [Golden Boy] to Amazon and the airing of the series Državni službenik [Civil servant] on Disney Plus, as well as the broadcasting of three more shows on the HBO Max platform, Telekom Srbija – in a co-production with Amazon Prime Video and Radiotelevisión Española – has started filming for the series Scar, which is expected to hit TV screens by the end of this year. It includes the performances of Serbi-
an actors and has also been partly shot in Serbia. These are some of the events that have marked U.S.-Serbian economic cooperation over the past year, between two issues of CorD’s regular annual USA Business Partner publication.
With the continued operations of American investors that are already present in Serbia, as well as the arrival of American energy and biomedical companies, there is no doubt that exchanges in the service sector will continue to be one of the main pillars of economic relations between the two countries over the years ahead. The value of exchanged services has doubled over the last three years compared to the total achieved in 2020, when it surpassed the billion-dollar mark for the first time. It increased by almost 500 million dollars last year alone, up from 1.6 billion dollars in 2022, to a record-breaking 2.1 billion dollars. Serbia’s exporters of services are recording ever-better results on the U.S. market, having generated more than 1.6 billion dollars in revenue and a surplus of almost 1.4 billion dollars in 2023. Serbia exports five times more services to the U.S. than it imports, and in 2023, like in the preceding year, the highest percentage of recorded services revenue (60%) was generated from sales of telecommunications and computer and information services, as much as 58 percent of which came from the export of computer services, i.e. programming services. In comparison, the goods trade between Serbia and the U.S. reached 1.14 billion dollars last year, recording a drop of approximately 10 percent compared to the previous year. This area of trade is burdened more by the distance between the markets and has been growing more slowly, though it is now fairly balanced, albeit with a deficit of around 30 million dollars on the Serbian side.
The list of the more than 600 companies with majority American capital that operate in Serbia is increasingly including American ICT companies and other high-tech companies and investors. After Microsoft, which has been present in Serbia for two decades and founded its development center in Belgrade back in 2005, representing the first such center in this region and the fourth worldwide, other major American and global players began arriving in Serbia’s ICT and international shared services sectors. The largest U.S. investment in this sector to date is the NCR technology campus, while
Serbia’s exporters of services are recording ever-better results on the U.S. market, having generated more than 1.6 billion dollars in revenue and a surplus of almost 1.4 billion dollars in 2023
the investment worthiness of the Serbian market has also been recognized by the likes of Florence Tech, HYCU, Telesign Mobile, Foundever, EBV Elektronik (now Avnet), Telesign, Groundlink, Nutanix etc. Other major American technology companies that have been present in Serbia and the region for many years, through various forms of business, include Oracle, IBM, Cisco, Motorola, Dell, Honeywell, and now Paypal and the e-Bay platform. founded in December 2022, The Serbian R&D centers of IBM and Rivian were also established in December 2022 and began operating last year.
Examples of mutual acquisitions in the IT sector have become increasingly common in previous years. The latest was announced in April this year, when U.S. software corporation Autodesk ac-
quired Serbian-American startup Wonder Dynamics, which was founded by Serbian VFX expert Nikola Todorović and American actor Tye Sheridan, and which is behind the Wonder Studio – solutions for 3D animation and visual effects.
Despite the attention of new American investors being increasingly directed towards high tech areas (ICT, clean technologies in the energy sector and environmental protection, biotech and biomedicine), as announced during the Trade Mission of the U.S. Government in late 2022, future economic ties between the two countries will depend on past and future investments in traditional production sectors, such as the food and tobacco, automotive, mechanical and electronics industries. According to American sources, investments of U.S. companies – including investments from their European subsidiaries and investments made after establishing operations in Serbia – are estimated to total almost five billion dollars.
The American companies that have invested here and are expanding their business operations, and that collectively employ more than 30,000 people in the country and contribute significantly to technology transfers and Serbia’s international export performance, include Philip Morris, Molson Coors, PepciCo, Coca Cola Hellenic, Ball Packaging, Cooper Tires (now Goodyear) and Cooper Standard Automotive, Van Drunen Farms, Johnsons Controls, West Pharmaceutical Services, Lear Corporation, Ametek, Adient, Aptiv etc.
Serbia has also been recognized as a prospective tourist destination by global hotel brands Hilton, Marriott and Radisson. Our country is also increasingly on the radar of tourists from America, with 26 percent more of them visiting last year than the year before, with a major contribution to that figure coming thanks to Air Serbia’s establishing of direct flights to Chicago.
The intergovernmental investment promotion agreement, signed in January 2021, provides an additional tailwind for new investors and boosts security for existing ones. According to Serbian and American companies that have invested in Serbia and produce and export from the country, in addition to the renewal of the GSP program, the signing of a bilateral agreement on the avoidance of double taxation, as well as the announced agreement on strategic cooperation in the energy sector, would also contribute significantly to the better exploiting of the potential to strengthen economic cooperation between our two countries, while it would also motivate American investors to opt for Serbia and thereby increase mutual trade, given the great interest among American companies when it comes to investing in new, modern energy capacities in Serbia, primarily in the field of renewables.
REMEMBERING PAUL BENJAMIN AUSTER, WRITER, (3 FEBRUARY 1947 - 30 APRIL 2024)
Master Fate Fiction of and
Paul Benjamin Auster, the acclaimed American writer, passed away on 30 April 2024 at the age of 77 due to complications from lung cancer. Known for his profound exploration of solitude and isolation, Auster’s body of work includes 18 novels, as well as poems, translations, memoirs, essays, and screenplays created over a span of 50 years. He once described the novel as “the only place in the world where two strangers can meet on terms of absolute intimacy.” His unique realm of chance, mystery, wonder, and happenstance resonated deeply with readers, creating a sense of personal connection and admiration.
Auster’s writing, while often bizarre and uncanny, felt to his readers like truth-telling with mesmerizing force. He restored the realm of miracles and fateful catastrophes to American literature, frequently quoting philosopher Pascal’s assertion that “it is not possible to have a reasonable belief against miracles.” Despite his reputation as a postmodern sorcerer of prose, he was also a sociable figure in the New York literary scene, known for his warm storytelling and agile wit. For four decades, he lived in Brooklyn with his second wife, writer Siri Hustvedt, with whom he shared a close literary partnership.
Auster’s career was marked by the same element of chance that drove his stories. His breakthrough work, City of Glass (1985), part of the New York Trilogy, launched him to fame after 17 rejections. Despite being perceived as a cool cult author, his pseudonymous earlier work, Squeeze Play (1982), a baseball-based crime caper under the name “Paul Benjamin,” revealed another facet of his talent. Auster’s love for baseball and his childhood disappointment at missing out on an autograph from his idol Willie Mays highlighted his human side. “I had quick reflexes and a strong arm – but my throws were often wild,” he once reminisced, reflecting on his early passion for the sport.
Born in Newark, New Jersey, Auster’s early life and cultural experiences deeply influenced his work. His parents, Queenie (née Bogat) and Samuel Auster, were children of Jewish immigrants from Eastern Europe. They set him on a path of upward mobility through education, though they remained enigmatic figures to him. His memoir The Invention of Solitude (1982) was an attempt to understand his father’s impenetrable life. Ghostly fathers would become a recurring theme in his work. At the age of 14, Auster witnessed a peer struck by lightning, an event that became a paradigm for the unpredictable nature of life, and this theme permeat-
Oster restored the realm of miracles and fateful catastrophes to American literature, frequently quoting philosopher Pascal’s assertion that “it is not possible to have a reasonable belief against miracles”
ed his later novel 4321 (2017), which explores the concept of alternate realities.
At Columbia University, Auster studied literature and participated in the 1968 student protests before moving to Paris to work as a translator of French poetry. Living in a literal garret with writer Lydia Davis, he scraped by, returning to New York in 1974 with only nine dollars to his name. After marrying and subsequently divorcing Davis, with whom he had a son, Daniel, Auster continued to struggle financially. His memoir Hand to Mouth: A Chronicle of Early Failure (1997) captures these years of hardship.
In 1982, he married novelist and essayist Siri Hustvedt, who became his first reader and trust-
ed guide. Together, they had a daughter, Sophie. Their home in Brooklyn became a hub of literary creativity, with Auster writing in longhand before editing on his cherished Olympia typewriter. Hustvedt’s influence and support were instrumental in Auster’s prolific output.
The success of the New York Trilogy (Ghosts and The Locked Room followed a year after City of Glass) solidified Auster’s status, attracting both celebrity and new opportunities. He ventured into
Paul Auster’s literary legacy is one of a world where the magic of chance and the reality of human emotion coexist. His works continue
to resonate with readers, ensuring his place in the pantheon of great American writers
screenwriting for arthouse films like Smoke and Blue in the Face (both 1995) and even directed The Inner Life of Martin Frost (2007). His fiction, characterized by its enigmatic and hallucinatory aura, reached new heights with novels like The Music of Chance, Leviathan, and Mr Vertigo. Although some works leaned towards whimsy, stronger novels like The Brooklyn Follies (2005) continued to reflect contemporary American life with acute insight.
Auster was not only a literary figure but also an active participant in current affairs. He held office in the writers’ organization PEN, vehemently opposed the rise of Donald Trump, and often spoke about the core schism in American society between ruthless individualism and communal responsibility. His commitment to political engagement was evident in his writings and public statements.
Auster’s versatility as a storyteller was showcased in his editing of a Samuel Beckett centenary edition and his compilation of true stories from NPR listeners, revealing the strange forces at work in everyday life. His epic novel 4321 encapsulated his dual talents as a formalist and a social chronicler, sending a boy born in New Jersey in 1947 down four separate paths in life. This monumental work, along with his 2021 biography of literary prodigy Stephen Crane, Burning Boy, demonstrated his ability to blend personal narrative with broader cultural commentary.
The ferocity of fate that scars Auster’s work also marked his personal life. Diagnosed with cancer in 2023, he continued to be prolific, publishing an impassioned essay on America’s gun culture, Bloodbath Nation, and his farewell novel, Baumgartner, in the same year. His final works reflect his enduring engagement with themes of grief, loss, and the unpredictability of life.
Paul Auster’s literary legacy is one of a world where the magic of chance and the reality of human emotion coexist. His works continue to resonate with readers, ensuring his place in the pantheon of great American writers. He is survived by his wife Siri Hustvedt, daughter Sophie, grandson, and sister Janet.
of Coachella and EXIT Inside the Worlds
Photo Facebook/Coachella
Coachella and EXIT stand out as two of the most electrifying music festivals, each boasting its unique flair while sharing some striking similarities
wo names stand out like beacons in the expansive universe of music festivals: Coachella in the United States and EXIT in Serbia. These festivals, worlds apart in location, culture, and history, converge on a common goal: to celebrate music, art, and the collective spirit of humanity. Coachella and EXIT are not just festivals; they are cultural landmarks that have redefined what it means to experience live music.
TCOACHELLA: THE DESERT DREAM
Nestled in the sun-baked Coachella Valley of California, Coachella is a festival that has become synonymous with cultural zeitgeist. Since its debut in 1999, Coachella has transcended the boundaries of a traditional music festival, morphing into a cultural phenomenon that attracts the world’s biggest names in music and art. Coachella is famed for its eclectic and star-studded lineups, offering a genre-spanning mix from rock and indie to hip-hop and electronic dance music. Legends like Beyoncé, Radiohead, and Kanye West have graced its stages, making it a pilgrimage site for music aficionados. It’s not just a festival; it’s a statement. Beyond its musical allure, Coachella is an artistic haven. The festival is adorned with immersive art installations and avant-garde sculptures, transforming the desert into a vibrant playground of creativity. Fashion at Coachella is equally legendary, with attendees setting global trends with bold and eclectic styles.
COACHELLA
in California’s Coachella Valley, is a cultural phenomenon featuring eclectic, star-studded lineups and world-renowned art since 1999
EXIT: THE FORTRESS OF FREEDOM
On the other side of the globe, the EXIT Festival offers a unique yet equally enthralling experience. Set in the historic Petrovaradin Fortress in Novi Sad, Serbia, EXIT’s roots are steeped in activism and social change. Founded in 2000 as a student protest against political oppression, EXIT has blossomed into one of Europe’s most revered music festivals. EXIT’s lineups are a dynamic mix, featuring everything from rock and electronic to hip-hop and reggae. The festival has hosted iconic acts like The Prodigy, Guns N’ Roses, and David Guetta, drawing a global crowd. The setting within the Petrovaradin Fortress adds a layer of enchant-
ment, with stages nestled against ancient walls overlooking the Danube River.
EXIT’s genesis in activism continues to shape its ethos. The festival promotes social and environmental causes, urging attendees to engage in activism and community projects. This commitment to change has garnered EXIT numerous accolades, including the “Best Major Festival” at the European Festival Awards.
While Coachella and EXIT share global appeal and high-profile lineups, their atmospheres and cultural impacts are distinct.
Coachella’s desert landscape offers an open, expansive experience, transforming polo fields into a musical utopia. EXIT’s fortress location provides a more intimate, historical ambience, with stages woven into the ancient architecture, offering stunning panoramic views.
Coachella is a trendsetter, influencing global music, fashion, and art. Its proximity to Hol-
Festival, in Novi Sad’s Petrovaradin Fortress, began in 2000 as a student protest and now combines dynamic music lineups with activism
lywood ensures a steady influx of celebrities and influencers, making it a media spectacle. EXIT, conversely, is a bastion of inclusivity and social change, attracting a diverse crowd committed to activism and community engagement.
Both festivals attract international audiences. With its glamorous allure and high-profile acts, Coachella is a magnet for the elite. EXIT, known for its activist roots and inclusive spirit, draws a global crowd seeking entertainment and meaningful engagement.
Coachella and EXIT are more than festivals; they are cultural institutions. Whether you’re drawn to the sun-soaked, trendsetting vibes of Coachella or the historic, activist spirit of EXIT, both offer unparalleled experiences. The choice between Coachella and EXIT hinges on what you seek—the desert’s artistic dreams or the fortress of freedom’s call to action.
