France Business Partner 2022 by CorD Magazine

CONTENTS

FROM BIG TALK TO BOLD ACTION COMMENT

SANJA IVANIĆ, GENERAL DIRECTOR, CCIFS OUR DOOR IS ALWAYS OPEN

H.E. PIERRE COCHARD, AMBASSADOR OF FRANCE TO SERBIA FRANCE FAVOURS SWIFT EU ACCESSION FOR WESTERN BALKANS

FRENCH PRESIDENCY OF THE COUNCIL OF THE EUROPEAN UNION EUROPE’S SOVEREIGNTY AT HEART

VELJKO STOJANOVIĆ, DIRECTOR, ATALIAN GLOBAL SERVICES RS QUALITY GOES WITHOUT SAYING

DRAGAN STOKIĆ, PRESIDENT OF THE FRENCH-SERBIAN CHAMBER OF COMMERCE (CCIFS) WE RESPOND TO CHALLENGES WITH ENTHUSIASM AND HARD WORK

DEJAN MAJIĆ, MAMA SHELTER BELGRADE GENERAL MANAGER MINI EUROPE AT THE HEART OF BELGRADE

STANISLAS PIERRET, COUNSELOR FOR COOPERATION AND CULTURE AT THE EMBASSY OF FRANCE, DIRECTOR OF THE INSTITUT FRANÇAIS IN SERBIA FRENCH IS THE LANGUAGE OF CULTURE, LOVE, BUT ALSO CAREERS

EDITOR IN CHIEF Neda Lukić n.lukic@aim.rs ART DIRECTOR Branislav Ninković b.ninkovic@aim.rs PHOTOS Zoran Petrović COPY EDITOR Mark Pullen mrpeditorial@mail.com

PROJECT MANAGERS Biljana Dević b.devic@aim.rs Vesna Vukajlović v.vukajlovic@aim.rs Mihailo Čučković m.cuckovic@aim.rs OFFICE MANAGER Svetlana Petrović s.petrovic@aim.rs FINANCE Dragana Skrobonja finance@aim.rs

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EXECUTIVE DIRECTOR Maja Vidaković m.vidakovic@aim.rs PUBLISHER Ivan Novčić i.novcic@aim.rs DIRECTOR Ana Novčić a.novcic@aim.rs a.novcic@cordmagazine.com

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IMPRESSUM

ISSN: 2560-4465 All rights reserved alliance international media 2021 The views expressed in this publication are those of the presenter; they do not necessary reflect the view of publications published by alliance international media

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BELGRADE AIRPORT NEW TERMINAL EXTENSION BRINGS MORE COMFORT AND IMPROVED EFFICIENCY

PASCAL LAMY, PRESIDENT OF THE PARIS PEACE FORUM, FORMER DIRECTOR-GENERAL OF THE WORLD TRADE ORGANIZATION AND EU TRADE COMMISSIONER PREPARING FOR CLIMATE OVERSHOOT

BARBARA PRAVI, SINGER, SONGWRITER AND ACTRESS SERBIAN ROOTS, FRENCH FLAIR

CCIFS ACTIVITIES A RELIABLE PARTNER FOR BUSINESS DEVELOPMENT

CARLO RATTI, DIRECTOR OF THE MIT SENSEABLE CITY LAB, CO-FOUNDER OF INTERNATIONAL DESIGN AND INNOVATION FIRM CARLO RATTI ASSOCIATI REINVENTING PARIS

FRENCH-SERBIAN ECONOMIC COOPERATION NEW FRENCH INVESTMENTS EXPECTED

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COMMENT

FROM BIG TALK

TO BOLD ACTION The areas in which the French presidency lived up to its own expectations the most, but also those of its European partners and the wider community, remain to be seen. Indeed, many things were served on the presidency’s plate, each of which was deemed as being of outmost importance to the future of Europe

he French presidency of the Council of the European Union has just ended, leaving us to ponder its effects. The six-month rotating role is usually one of highly concerted activity with other EU members, and not just those holding the presidency together in groups of three – in this case France, Czechia and Sweden. The Presidency of the Council involves a highly structured set of steps that are set in advance and planned thoroughly, in this case being established and premediated in 2019. Yet there is always space for members to convey their own priorities and respond to new challenges. Larger and older members dare to have a political vision for Europe. In this respect, this latest French Presidency arrived during times when a vision of Europe was in high demand. At the beginning of 2022, the EU had already been hit hard by the pandemic, and was preparing to adapt swiftly to the global changes, energy crisis, disruption to global value chains and inflation, followed and further exacerbated by the Ukraine war. By the same token, France was preparing for a major political event in the form of April’s presidential election, followed by June’s legislative elections. President Emmanuel Macron focused strongly on the French Presidency of the Council, or more precisely on his vision for Europe, as an election ticket, which was first communicated in his 2017 speech at the Sorbonne. Each Presidency is responsible for planning and chairing numerous events, including both formal and informal meetings in Brussels, representing the Council in relations with other EU institutions, in particular the Commission and the Parliament, and above all assuring that legislative work is undertaken in a timely and efficient manner. In the case of France, this highly technical but also politically charged task was wrapped up in three messages: a more sovereign Europe, a new European growth model, and a humane Europe aimed at leaving a strong political mark on the development of the Union. The setup of the Presidency provides the possibility for such action: the country that holds the presidency plays a major role in the preparation of European Council meetings, giving it an exceptional opportunity to involve itself in major diplomacy efforts or those related to top security issues through the Political and Security Committee, which it chairs.

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The French agenda was packed with important topics, such the economic adjustment to technological, climatic and geo-economic challenges, the acceleration of climate and digital transitions, and security and defence Indeed, all three aspects came to the fore during the last six months. The French Presidency conveyed the message that Europe has to be understood as being fully sovereign, free to make its own choices and master its destiny in many areas, including economic self-sufficiency and particularly in domains of complex technologies, in terms of security and defence, and environmental protection. Somewhat cynically, the current unprecedented energy crisis has prompted many to hark back to the beginnings of the EU, which arose on the pooling of coal and steel, as inspiration for a fresh start. And yet, one has to bear in mind that today’s global circumstances are very different and certainly much more complex, thus making it harder to draw conclusions on the effects of the French presidency.

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INTERVIEW

BY LJUBICA GOJGIĆ

FRANCE FAVOURS SWIFT EU ACCESSION FOR

WESTERN BALKANS The European political community concept is by no means an alternative to European Union membership. Its aim is to set up an area of solidarity and cooperation in the fields of security, energy, common investments and transport between EU member states and non-member states that share the same values ~ Pierre Cochard H.E. PIERRE COCHARD

elations between the EU and Serbia haven’t been reduced to just the issue of sanctions against Russia, i.e., foreign policy alignment, says French Ambassador Pierre Cochard in this CorD Magazine interview. He reminds us of the strong ties between Serbia and the EU in the economic domain, the Union’s support to Serbia’s reform processes, and cooperation in the areas of culture and education. However, Ambassador Cochard still emphasises that “progressive alignment with the EU’s common

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AMBASSADOR OF FRANCE TO SERBIA

foreign policy is a clear accession prerequisite”, and one that becomes particularly important during times of war and crisis, as confirmation of Serbia remaining “consistent with its European choice”. ■ Your Excellency, France has completed two election cycles, at both the presidential and parliamentary levels. Considering President Emmanuel Macron’s new mandate and the results of June’s parliamentary elections, what

will France’s priorities be, particularly on the European front? - France will remain committed to strengthening the EU’s strategic autonomy and supporting more efficient decision-making processes. We want to respond to the unprecedented challenges we have been facing so far – pandemics, war, food security and climate – while preserving political, economic and social values that characterise the EU. To this end, President Macron shall uphold the priorities he outlined during his previous mandate.

SUPPORT

INVESTMENTS

AFD

France supports the complete normalisation of relations between Serbia and Kosovo, within the framework of the Brussels Agreement

Our bilateral economic relations have entered a new phase and France has become one of the main foreign investors in Serbia, with 2010-2020 FDI stock of €1.3 billion

The mandate of AFD in the Western Balkans aims to support key reforms and investments to facilitate the implementation of the Green Deal and uphold EU standards

forms of cooperation and solidarity in today’s dire context, and the European Political Community is a response to that. This being said, it would only be advantageous for the Western Balkan states to join this community, as well as for countries that are part of the “European family” but have decided to quit the EU or stand aside. This is not a “waiting room” or an alternative to the EU, as I have already heard, rather a loose organisation with high-level political steering, distinct in scope and framework from the OSCE or the Council of Europe, and distinct from the ongoing integration process.

to implement them. The criteria are the same for all, defined during the 1990s. I must admit they are demanding, particularly in the area of the rule of law, which unites all member states in one political entity. Negotiations can speed up significantly if reforms are carried out.

We promote greater political and security integration of the EU, and this has already been underway since the March 2022 adoption of a common strategic compass. The EU shall strengthen its defence capabilities, inter alia by investing in new industrial sectors. We want to accelerate the ecological transition towards carbon neutrality and work towards better strategic independence, including in the fields of health and food supply. We will continue to promote EU enlargement, while at the same time reforming our own decisionmaking process and initiating a reflection on our current treaties. With 27 or 33 member states, the EU cannot function as it did 60 years ago, with six member states. This would ultimately benefit new member states, who would have a better say in a reformed system. ■ Speaking at the end of France’s latest six-month Presidency of the Council of the EU, President Macron again sought to generate interest among the public in the EU and the Western Balkans in the idea of a ‘European political community’, which would enable non-EU members to forge some kind of alliance with the 27 member states. This has prompted many in this region to wonder whether the proposal is yet more evidence that EU enlargement is not a realistic option, at least in the near future. Is the proposed ‘European political community’ a veritable “consolation prize” for the Western Balkans? - The concept of European political community is by no means an alternative to membership in the European Union. Its aim is to set up an area of solidarity and cooperation in the fields of security, energy, common investments and transport between EU member states and non-member states that share the same values. This shall not prejudge the future or their pace of accession. One should bear in mind that this idea emerged in the context of the tragic return of war to our continent. It responds first and foremost to the will of Ukraine, Georgia and Moldova to join the European Union. While Ukraine and Moldova were granted candidate country status on 23rd June, the overall accession process requires lengthy reforms. In the meantime, we call for other

■ With the proposed community in mind, what would France's position be on the recent proposal of Greek Prime Minister Kyriakos Mitsotakis that all Western Balkan countries be admitted to the EU by 2033? - France is fully in favour of a rapid accession of the Western Balkans to the European Union.

Regarding the pace of negotiations, we do not advocate setting a date. Once a country is formally an EU candidate country, the speed of the integration process depends first and foremost on the reforms it carries out and its political will to implement them Not only do we share many common challenges, but the region is also geographically intertwined with the EU. This is a win-win situation and France exerted all of its diplomatic efforts for North Macedonia and Albania to start their long-awaited accession process. Regarding the pace of negotiations, we do not advocate setting a date. Once a country is formally an EU candidate country, the speed of the integration process depends first and foremost on the reforms it carries out and its political will

■ You have spoken publicly often about the need for Serbia to fully align with the EU’s common foreign policy and impose sanctions against Russia. Has the relationship between the EU and Serbia now been reduced primarily to this issue? - Thankfully, the relationship between the EU and Serbia is not reduced to this issue. Today, the EU remains Serbia’s main economic partner and accounts for around 60% of its trade. Many reforms have been carried out in the fields of the economy, security and border management, as well as health and education. I also commend the constitutional reform in the field of Justice, which shall pave the way – provided it is implemented effectively -- to improved transparency and rule of law. Serbia is already included in the EU in many ways: we have an agreement on the free movement of people, as short-term visas are not required for Serbian travel to the EU and vice versa. Serbia is part of a common education space that facilitates the recognition of diplomas and student mobility. It takes part in EU peacekeeping operations abroad. It benefits from very substantial EU funds in support of the accession process. However, progressive alignment with the EU’s common foreign policy is a clear accession prerequisite, and has been from the very start. In times of war and tragedy on our continent, it is even more important and urgent, as unity is absolutely needed to safeguard the international order and – in the present case – stop the Russian aggressor from committing atrocities in Ukraine. Ultimately, it is not only and not mainly a question of “alignment”. We just expect Serbia to be consistent with its European choice and, apart from condemning an unprovoked aggressive war against Ukraine, which Serbia did, to draw all necessary conclusions from the unacceptable threat to European values and European security posed by the current Russian regime. BUSINESS PARTNER | FRANCE 2022

■ Would you accept Serbia’s argument that it needs to be exempt from sanctions if it is to preserve energy and economic stability, as has been accepted in Hungary’s case? - Allow me to specify: Hungary voted in favour of all EU measures taken against Russian authorities. It, however, did benefit – together with other EU member states – from specific adaptations, considering the need to

preserve its energy and economic stability during a necessary transition phase towards energy diversification. Likewise, the interests of Serbia were fully taken into account in April, as it was exempted from EU sanctions against Russian oil companies operating abroad. NIS, which is majority-owned by Gazprom, could continue importing the crude oil transiting Croatia. We are working with Serbia on the diversification of its energy sources: a new gas interconnector with Bulgaria is under construction, financed by EU funds, and we are in the process of launching a new initiative to build another connector for Serbia in cooperation with North Macedonia, for a better connection with Greece. More generally, the EU has committed to respond to the challenges of acceding states by supporting their energy transition, but also – in the shorter run – by inviting them to join a common gas purchase platform that is being set up for all EU member and future member states. ■ You have stated on multiple occasions that you believe in Serbia’s EU future. Does France also support the stance – presented in Belgrade recently by German Chancellor Olaf Scholz – that it is essential to achieving membership that Serbia recognise the independence of Kosovo? - France supports the complete normalisation of relations between Serbia and Kosovo, within the framework of the Brussels Agreement. This should take the form of a legally-binding agreement that is acceptable to both parties, in line with international and EU standards. It seems early to define which form this will take exactly – it shall be discussed constructively between the authorities in Belgrade and Pristina, with the support of Special EU Representative Miroslav Lajčak. France calls for this dialogue to continue at a faster pace. The agreement struck on 21st June in the field of energy is a crucial step forward, which we commend. 8

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I hope this will provide more impetus to the dialogue, which has been at a virtual standstill for too long. ■ The previous years have been marked by activities aimed at advancing economic relations between France and Serbia, with the Belgrade Airport concession and the contract to construct the city’s urban metro system representing the two biggest projects. Have these two projects essentially brought the two countries closer together in terms of business? - Thanks to two major projects signed in 2017 and 2018 (Belgrade Nikola Tesla Airport with Vinci Airports; Vinča solid waste treatment facility with Suez Environment), our bilateral economic relations have entered a new phase and France has become one of the main foreign investors in Serbia, with 2010-2020 FDI stock of €1.3 billion. These two infrastructure projects also include many other French and Serbian companies that employ people locally and contribute to transferring our knowhow to the Serbian economy. They are Public-Private Partnerships awarded in the form of 25-year concessions, which is still rare in Serbia and the region and could serve as a model for other regional infrastructure projects. Another major project to come is, as you mentioned, the Belgrade Metro, which involves many French companies (Egis Rail for the studies, Alstom for the transport system or RATP Dev for the management and operation of the network) and has received significant financial support from France. French companies collaborate with their Serbian counterparts in the fields of training and technology transfer. This cooperation fosters our economic ties, as Serbia is now better known to French investors and companies. Our bilateral trade reached €1.2 billion in 2021, while approximately 120 French companies operate in the country. ■ What are the current priorities of the French Development Agency, AFD, which established its presence in Serbia three years ago with the aim of increasing French engagement in the country? - The mandate of AFD in the Western Balkans aims to support key reforms and investments to facilitate the implementation of the Green Deal and uphold EU standards. It focuses on projects that have a positive environmental outcome and social impact. To this end, it launched a fruitful dialogue with the Serbian authorities and the private sector which resulted – in less than two years – in financial support of more than €400 million to benefit public policies and infrastructure modernisation programmes. AFD focuses on the transport and mobility sector (modernisation of the railway sector, urban mobility and local connectivity projects), solid waste infrastructures throughout Serbia and support for climate change policies. It has committed to invest at a comparable pace in the coming years. In this spirit, many new projects are currently under preparation, in the fields of energy and water management – areas in which France has demonstrated significant expertise worldwide. ■ Speaking on the occasion of a recent meeting with representatives of French companies in the country, Serbian PM Ana Brnabić said that investments in the field of environmental protection, energy and green transition have the greatest potential for further cooperation. Are there French companies interested in making such investments in Serbia? - The answer is yes. Environmental protection and green infrastructure are part of our trademark and a priority of French businesses abroad. There is strong political will in France to support public incentives in this field

worldwide. French companies are already active in these sectors in Serbia, such as Veolia, which I already mentioned, or Suez Environment in the field of water. In the energy sector, French companies like EDF and Schneider Electric are working on a smart grid project together with Serbian operator EDS. Likewise, EDF visited recently Serbia at the request of the Serbian authorities to discuss potential new collaboration in the field of nuclear energy. Other French groups also promote renewable energy projects (wind, solar and geothermal) and regularly come to Serbia.

videogame creators) and “IT makes SciENSE”. We continue to promote French language proficiency thanks to seven bilingual sections in Serbian schools, but also – since 2020 – a larger network called Volim Francuski, which benefits around 50 secondary schools and more than 10,000 pupils. Our cooperation with Serbia is intended to function in a synergistic way. For instance, the French Film Festival held annually in Belgrade introduces new achievements of French cinematography to the Serbian public, while simultaneously promoting the French language.

■ You announced the promotion of cooperation in the fields of culture, education and science as being among your priorities in Serbia, as well as encouraging the studying of the French language. You also spoke about this recently with students of the bilingual department of a school in Pirot. How can these priorities be achieved?

■ Belgrade’s Institut Français, formerly the French Cultural Centre in Belgrade, is one of the mainstays of cooperation in the field of culture, but has also represented a recognisable centre at the heart of Belgrade for more than 70 years. Are the plans and scope of the Institute’s activities in the Serbian capital changing and evolving? - The French Institute of Serbia, in Belgrade, is indeed located in a very recognisable city centre building. We have been modernising our premises over the past few years and intend to pursue new digital equipment in 2023. Our branch in Niš is the only European foreign institute to actively cooperate with local authorities throughout Southern Serbia. The new premises of the French Institute of Novi Sad, inaugurated on 22nd June, also symbolise our ambitions. Our plans and scope remain large, as we want to reach our public across the whole of Serbia, not only in Belgrade, Niš and Novi Sad. That’s why we cooperate with many municipalities and local cultural centres, in order to bring them French culture and opportunities. This takes forms such as touring exhibitions or festivals, but also partnerships with schools and universities inter alia.

Serbia is now better known to French investors and companies. Our bilateral trade reached €1.2 billion in 2021, while approximately 120 French companies operate in the country - In the field of culture, we have been supporting Novi Sad European Capital of Culture, with activities ranging from a contemporary circus or Street Art, to comics. In the field of education, we promote several new programmes and initiatives, such as “Study in France – Work in Serbia”, the Serbian-French Innovation Forum, Playing Narratives (a training programme for young

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INTERVIEW

WE RESPOND TO CHALLENGES WITH

ENTHUSIASM AND HARD WORK DRAGAN STOKIĆ

President of the French-Serbian Chamber of Commerce (CCIFS)

DESPITE THE CRISIS, WE REMAIN OPTIMISTIC, AND WE BELIEVE WE CAN CONTINUE TO WORK ON BRINGING FRENCH COMPANIES TO SERBIA. DESPITE THE CHALLENGES, WE EXPECT CONTINUED ECONOMIC GROWTH IF WE CONTINUE TO PRESERVE BUSINESS, VALUE INITIATIVES AND REWARD ENTREPRENEURSHIP 10

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PROGRESS Serbia has been working very clearly for a long time to improve the business environment and implement important reforms in various sectors, and the results are increasingly visible

ECOLOGY Throughout 2022, CCIF will work on a project called The Quest for Net Zero, which aims to support the Serbian economy in becoming more resource efficient and competitive

■ All companies in Serbia, both domestic and foreign, face great challenges, and the effects of new threats coming from the global environment cannot yet be fully seen. This is the view of Dragan Stokić, President of the French-Serbian Chamber of Commerce (CCIFS). He believes, however, that with a smart combination of measures, the commitment of the business community and good cooperation with the Serbian government, the consequences of the war in Ukraine, inflation and disturbances in global supply chains can be at least partially reduced, as the pandemic experience shows. - The year behind us was a lot more stable in terms of state economic indicators and the Serbian economy's performance. I believe that the main reason for that is the fact that economic entities in Serbia have fully accepted the 'new normality', and with the activeness of the business community and all the measures of the Serbian Government, the economy successfully overcame the challenges of 2021,” says our guest. "Unfortunately, the new crisis in Ukraine follows on from the previous one, so the impact of the war in Ukraine is something that we have yet to measure in its impact on the business environment. As everywhere, French companies in Serbia have had to change the dynamics of business and adapt to new working conditions caused by current crises, pandemics, war, inflation, rising commodity prices and worsening problems in the supply chain, which certainly have a negative impact on the economic outlook, it is just still unclear to what extent. ■ In the Covid-19 period, the Government of Serbia had a prominent role in supporting companies to overcome challenges. Is today a new time for state intervention, and which companies should be helped as a priority? - With the hard work of entrepreneurs, managers and all employees, the help of the Serbian Government was indispensable to solve the problems caused by the pandemic, especially for small and medium enterprises which, besides corporations, make up a large percentage of our members. Small and medium enterprises are the backbone of the Serbian economy and it is extremely important for us to fight for support to those companies and help them overcome the difficult period they are going through and which still lies ahead. An unavoidable issue in which the government plays a major role is to provide a better business environment and improve the conditions for economic growth. We believe that the government should also consider special incentives for export-oriented Serbian producers, especially these small and medium-sized domestic companies that have export potential but still do not export. To this end, we also act as a Chamber that facilitates the business of our member companies, through the many initiatives we have taken and which we will continue in the future.

NETWORKING Our Chamber has the capacity to be active in both directions of trade cooperation, so our activities are aimed at relevant economic actors in France and Serbia

■ What are your members' expectations of business results in 2022? - Unfortunately, the war in Ukraine poses another negative risk to the economic projection. The war has caused an increase in the prices of almost all commodities around the world, because Russia and Ukraine are globally important exporters of fossil fuels, metals and food. Despite the crisis, we remain optimistic, and we believe we can continue to work on bringing French companies to Serbia, and we to expect economic growth despite the challenges, if we continue to preserve business, value initiatives and reward entrepreneurship. ■ To what extent can measures to improve the business environment in the country reduce the consequences of external negative trends? - Serbia has been working very clearly for a long time to improve the business environment and implement important reforms in various sectors, and the results are increasingly visible. In addition to infrastructure, energy and agribusiness, which are of interest to French companies by default, certain innovative sectors, with state support, offer very attractive perspectives, such as the digital and IT sectors.

The priority for our Chamber will be to intensify our activities on the French market, which means a greater presence of the Chamber at, for us, important business events in France, and especially direct meetings with companies Further movement of economic trends will depend on the consequences of the crisis, war and tensions between Russia and the West in the coming period. Certainly, Serbia and we continue to work to reduce the consequences of this war on the entire business environment, as much as we are able. ■ What are your priorities as president of the CCIFS? - My priorities will be to actively continue to develop projects to support French companies, and to further promote Serbia in France as the economic centre of the Western Balkans region, and to further strengthen the voice of CCIFS in Serbia. This year, we also launched a project called The Quest for Net Zero, to focus on harmonizing the Serbian economy with the EU's Green Agenda. Sustainable development should be a priority for every company and individual in Serbia. Also, given the importance of BUSINESS PARTNER | FRANCE 2022

the application of digital technologies as an imperative for the sustainability of successful business entities today and in the future, and the importance attached to this initiative by the Serbian Government, we will also continue to strengthen the Chamber's activities and those of its member companies in that direction and work on their greater visibility. I invite all French and Serbian, but also international companies to join us and discover our 'French touch', a unique combination of efficiency and hedonism, and improve their business through interaction with one of the most dynamic business communities in Serbia. ■ What can CCIFS do to establish Serbia as the economic centre of the Western Balkan region in France? - The priority of our chamber in the coming period will be to intensify our activities on the French market, which means a greater presence of the Chamber at, for us, important business events in France, and especially direct meetings with companies. In this way, we actually want to meet the needs of French companies and present the potential of the local market in a targeted way. In May, we represented Serbia and its business potential at one of the largest industrial fairs in Paris. On the other hand, we also want to improve the visibility of Serbian companies and make it easier for them to enter the French market – with concrete support in mergers with French partners, market research, organising B2B meetings. Our Chamber has the capacity to be active in both directions of trade cooperation, and we believe it is crucial to be present and wellnetworked with relevant business actors in both countries.

strives to provide members with true quality and useful events in various formats (training, conferences, round tables, networking events, business receptions, member meetings, exclusive events etc.), and which has the reputation of a dynamic and memberoriented chamber. I believe that we are among the most active and most innovative chambers in Serbia, one that really has a personal stamp and feeds our specific spirit, which is a combination of business and hedonism a la française, and that is what the members tell us every day. In that sense, listening to the wishes of the members, we organise events according to their needs, and we always try to enjoy our events, to be useful to their business, to make important contacts and to create an atmosphere for them to remember. According to a recent survey of members, it seems to us that we are succeeding in that.

■ What's the goal of The Quest For Net Zero project and how does it align with the Green Deal? - One of the challenges that needs special attention today is the protection of the environment and sustainable development, in which we in Serbia are lagging behind the European Union. For this reason, the French-Serbian Chamber of Commerce decided to launch a project called The Quest for Net Zero in order to support the I invite all French and Serbian, but also international companies Serbian economy and to contribute to making it more resource efficient and to join us and discover our competitive. Under this programme, 'French touch', a unique under the auspices of our club for combination of efficiency and sustainable development, the first hedonism, and improve their business conference on the theme of 'Climate-Neutral and Smart Cities' business through interaction was held. This conference, organised with one of the most dynamic by the French-Serbian Chamber of business communities in Serbia Commerce in cooperation with the French Embassy in Serbia, is the first ■ You recommended everyone discover the 'French in a series of events of the The Quest for Net Zero project inititouch', a unique blend of efficiency and hedonism. What ated by the CCIFS Club for Sustainable Development with the exactly does this mean with regard to the philosophy purpose of harmonising the Serbian economy with the EU Green Deal. This programme is, and will be, in focus throughout 2022 of work brought by French companies? - Today, the French-Serbian Chamber of Commerce is an active and will include conferences, webinars and regular meetings at business institution, with more than 130 members, both French which the main topic will certainly be ecology and environmental and Serbian companies. It is a business association that offers protection. We also plan to launch major CSR action with chamber its members and partners more than 40 events a year, and which members by the end of this year. 12

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INTERVIEW

OUR DOOR IS

ALWAYS OPEN Since the beginning of the coronavirus crisis, and the supply chains difficulties it brought, we have been working actively to inform French companies that there is no need to go beyond Europe in search of high quality and competitive manufacturing SANJA IVANIĆ GENERAL DIRECTOR, CCIFS

he French-Serbian Chamber of Commerce is here to make it easier for all companies interested in Serbia and the region to enter this market, says CCIFS General Director Sanja Ivanić. Chambers of commerce have an important role in encouraging economic development, because they represent the voice of business and have the capacity and knowledge to turn its demands into concrete actions. “Our Chamber is a reference partner for all French companies, not only in Serbia but throughout the region – we operate directly in countries where there is no French Chamber, or we cooperate with partners, clubs or French chambers in countries in the region and beyond. We are also the operational partner of Business France, the French national agency that serves the internationalisation of the French economy. In that sense, we have a certain 'weight' with institutional partners in Serbia and the region, and they are always willing to listen to us and help. This

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also enables our members greater visibility and access to 'first hand' information,” explains our interlocutor. ■ To what extent has CCIFS returned to its working mode from before the pandemic? What practices did the pandemic bring that you regard as a good experience worth keeping? - The most important factor that made this year successful in the activities of the Chamber is that we have completely returned to our way of doing business, we have adapted to the changing circumstances, and step by step we began to return to live events, which delighted everyone – organisers and guests. However, I would like to emphasise that this year we also held a series of online events, and attendance and interest was not lacking. This is an indication that we have chosen good topics and even better panelists, given the real oversaturation of online events. The good thing

IMPRESSIONS Our Chamber is a reference partner for all French companies, not only in Serbia but also in the region, and it operates directly in countries where there is no French Chamber

REPUTATION The partnership with Business France Carries us a certain 'weight' with institutional partners in Serbia and the region. They are always willing to listen to us and help

SUPPORT The Chamber will do its best to continue to support French companies interested in the Serbian market and to offer our growing network of members the chance to create new business opportunities

brought by working under pandemic conditions is that it enables the participation of speakers who are located in different parts of the world. ■ Which CCIFS activities would you highlight in the coming period? What's new in this field? - In the past, we have been very active, both with events for our member companies and supporting companies from France. Of the upcoming activities, we could single out a project that is in our special focus this year, The Quest For Net Zero and all its activities, in addition to webinars, meetings and a successfully-held first major conference. In November we will complete the story and organise a final conference entitled The Green Transition, where we will finalise everything we have done on that issue so far, including a CSR action in which we plan to involve a large number of chamber members. French Week always remains attractive with all its events, and this year it opens with the evening of Beaujolais wine, held traditionally on the third Thursday in November. We are also continuing with the Bonjour Serbia event which is a tour of Serbia with our members. ■ What did the BONJOUR SERBIA event bring us, and in which cities can we expect it by the end of 2022? - From the beginning of the year, we've visited Kragujevac, Kikinda and Niš, and by the end of the year we'll visit Novi Sad and Zrenjanin. Bonjour Serbia first brought us great acquaintances, good contacts, new knowledge about the regions of Serbia and their potential; we got to know local institutions and projects and had a good time with members and partners. We also visited French factories operating in the regions we visited, Le Belier and Mecafor in Kikinda, and the giant Tigar Tires in Pirot. Until the end of the year, we will visit Novi Sad, the capital of culture, where we will get to know Vojvodina in greater detail, where French companies are very present and where France is the second largest investor, and we will leave Zrenjanin for the end of the tour. ■ Which of your activities attract new members the most? What makes CCIFS stand out in the very wide range of business associations? - I think that our strength lies in the variety of services and events we offer. Of all the events we organise, I would like to single out our glamorous Gala Evening and Beaujolais Evening, for which 'an additional ticket' is always needed. Judging by the impressions of the guests, I believe that these two events have special significance for our members. They often mention that we are the bearers of joie de vivre, the French spirit that makes our events special. In short, we listen to what the members want and try to put those wishes into practise. ■ At one of the gatherings of Bonjour Serbia, we had the opportunity to hear that 80% of French companies in the

Serbia is the most attractive country for French companies in the Western Balkans and many of them do business in the surrounding countries from Serbia region are concentrated in Serbia. Are French companies considering reallocating production capacity in the region? - Serbia is the most attractive country for French companies in the Western Balkans, and many of them do business in the countries surrounding Serbia. Since the beginning of the coronavirus crisis, and the supply chains difficulties it brought, we have been working actively to inform French companies that there is no need to go beyond Europe in search of high quality and competitive manufacturing. We recently participated in Global Industry, one of the largest industrial fairs in the world, and Serbia was very successful as a destination. The Chamber is here to make it easier for all companies interested in Serbia and the region to come to this market, and we are successful in that, because we are contacted not only by French companies, but also other foreign companies, and we have worked with Koreans and Americans. BUSINESS PARTNER | FRANCE 2022

BUSINESS

VELJKO STOJANOVIĆ, DIRECTOR, ATALIAN GLOBAL SERVICES RS

QUALITY GOES

WITHOUT SAYING Atalian Serbia is part of a large multinational with more than 131,000 staff in 36 countries that's capable of providing top services in Facility Management, from hygiene and technical maintenance, to construction work and energy management. ■ Quality in all areas of business is the main characteristic of your company. Is quality also the reason for all your business results and success? - Quality is something that goes without saying, but also precision in the execution of agreements and contracts. The commitments we have made to our staff are the key to the success of our business. It should be assumed that high quality has a certain price, but sometimes it is very difficult to match the requirements of our customers. Due to the vast experience that Atalian has globally, we can be competitive in our market through optimising various processes and applying the right techniques and active technologies.

ue to its vast global experience, Atalian can be competitive on our market through optimising various processes and applying the right techniques and active technologies. They differ from their competition in precision, seriousness and long-term cooperation with clients. ■ You operate on four continents and have huge human capital. Is this not both a great relief and advantage, on the one hand, and a great obligation and responsibility, on the other? - Of course it is a great relief to have such a large international company behind you, especially such a financially powerful one, but it is of course a great obligation and responsibility because in such companies all processes and protocols are regulated, this is the way of doing business. The way it works must be identical no

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Thanks to global contracts with suppliers, state-of-the-art machinery, equipment and chemicals, we can create an efficient work plan for each client that achieves the best results matter what country you are in. This requires some trade-offs with local clients. It is a huge responsibility because Atalian is recognised as a global brand and you deal with international companies with which Atalian cooperates. There are several countries in question, and any mistake would be reflected on those companies in other countries as well.

■ What do you offer? What services do you provide? - We offer all facility management services: technical maintenance, hygiene maintenance, construction work, horticulture, reception service, security, etc. ■ What makes you different from your competitors and what makes you a more desirable partner? Is it a global experience, a way of working and organising, using modern machines and equipment ...? - Precision, seriousness and long-term cooperation with our clients is something that distinguishes us from the rest of the competition on the Serbian market. We try to make a partnership with all our clients, to achieve long-term cooperation that is in our mutual interest. Atalian's global experience certainly helps us here, and we apply the ways of working and the organisation that has proven to be optimal in every field of business. Thanks to global contracts with suppliers of modern

machinery and equipment, we can create an extremely individual work plan for each client and appropriate technique and chemistry. What sets us apart from the competition is our commitment to our staff and their satisfaction in fulfilling all our obligations with dedication. ■ We know that in Serbia you have more than 1,000 agents who are 100% committed to your clients. Does this mean that you can design solutions that are tailored to their needs and requirements? - We talk in detail with each client about their needs and requirements, we try to come up with

It is crucial that our agents are satisfied, because then they will have a reason to be completely committed to their clients and to meet all their requirements with full understanding the best solutions through our experience and theirs, to adapt to their needs and requirements, always keeping in mind the maximum quality, minimum costs and staff satisfaction. It is crucial for our agents to be satisfied, because then they will have a reason to be completely committed to their clients and to meet all their requirements with full understanding. Our references can confirm the quality of our service. ■ Speaking of clients, with whom do you cooperate in Serbia? Which services are most in demand on our market? - We currently have the best portfolio in Serbia. I would like to list just some of the most im-

portant: Philip Morris, Coca Cola, Hemofarm, Brose, Michelin, Atlantic Group, Dr. Oetker, Nelt, Yazaki, Continental, Lear, as well as a large number of other respectable companies in Serbia. ■ How do you deal with labour shortages? - Atalian registers its staff for the full amount of salary, salaries are paid to employees by

the 10th of the month for the previous month, we respect the labour law on payment of overtime and work at weekends and on public holidays. We also organise training for our staff, stimulate and reward their work; in short, we invest in our staff, because they are a mirror of our company. I would like to mention, once again, that the satisfaction of our staff is most important to us, because it impacts directly on customer satisfaction.

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INTERVIEW

FRENCH IS THE LANGUAGE OF CULTURE, LOVE,

BUT ALSO CAREERS STANISLAS PIERRET

COUNSELOR FOR COOPERATION AND CULTURE AT THE EMBASSY OF FRANCE, DIRECTOR OF THE INSTITUT FRANÇAIS IN SERBIA

During the 19th century, the Institut Français was more than ever an oasis of Francophone culture, and a symbol of freedom in a pandemic. We are using this wonderful summer to renew old connections with the general public, and establish new ones, through various events. And we invite them to visit us and take advantage of our resources

or two long years, there was almost no travel. But admirers of the Institut Français were able to travel virtually to France during that time and mix with French culture. “It was a period when the French Institute was more than ever an oasis of Francophone culture, a symbol of freedom in a pandemic. We were one of the first cultural institutions that, aware of the need to support all cultural actors, creators, performers, writers and their fans, moved their activities to the virtual sphere and continued to work even more intensively to promote Francophonie and French”. This was how our conversation began with Stanislas Pierret, Counselor for Cooperation and Culture of the French Embassy and Director of the Institut Français in Serbia. “We managed to organise our traditional events virtually, but also many debates related to current world topics. We switched to online language classes, which, thanks to our dynamic teachers, not only maintained the quality of teaching, but also attracted an even larger number of interested people throughout Serbia.”

■ Recently, during the French Presidency of the European Union, we had the opportunity to host a major academic 18

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conference on the future of regional cooperation in the Balkans and European integration. In light of the current moment, which conference messages would you highlight? - We organised the conference with the valuable help of Serbian experts, but the idea was to give it a regional character, so we included lecturers from other countries, with the great support of European organisations. Particularly during this period of Russian aggression against Ukraine, it is important to discuss European issues and the Balkan countries for which the issue of reconciliation is crucial on the road to the EU. I would like to emphasise the speech on reconciliation given by Turkish lecturer Ahmet Insel, who spoke about the importance of trying to improve Turkey's relations with Armenia and Cyprus. Reconciliation is an essential European value. It is important to learn from the past, as Germany has. Germany and France, former enemies, have taken a big step and built the EU on the basis of their reconciliation. This conference provided an opportunity to hear the opinions of experts, and one of the important goals of its organisation during the French Presidency of the Council of the EU was to arouse young people's interest in cultural diplomacy and any other form of diplomacy.

EUROPEANNESS

RESOURCES

COOPERATION

Particularly during this period of Russian aggression against Ukraine, it is important to discuss European issues and the Balkan countries, for which the issue of reconciliation is crucial on the road to the European Union

Our digital library enables everyone in Serbia to always be in contact with French culture, providing them with a wealth of French press, recordings of lectures and plays

Our intention is for as many French universities and renowned schools as possible to visit Serbia, meet partner universities and promote their study programmes with students

■ At the time of this conversation, the French Film Festival is taking place in the open air. Have you gone back to the pre-Covid era with all your activities? - Yes, we wanted to use this wonderful summer to renew old connections with the general public, and establish new ones, through this event. Screenings of these exceptional French films in Kosančićev Venac and Silosi give a new, qualitative dimension to these spaces, contributing to giving a new shine to these unique venues of Belgrade's cultural life. During the past two years, we have started the renovation of our media library in Belgrade, the first works were recently completed and we got a new, more attractive entrance to its premises. In addition, our French Institute in Novi Sad will soon open at a new site. We believe that these changes will encourage even more fans of Francophonie to come, use our rich content and follow our activities. Our branch in Niš is also actively working to promote the French language and contemporary French culture. ■ How popular is learning French today in Serbia? Is French still the language of love today or the language

that students from Serbia want to master to achieve their professional or business aims? - Although today French is taught relatively less in schools than before (especially if we compare it with the time, for example, between the two world wars), that does not disturb the beauty of the Francophone image in Serbia, because those who start learning French in Serbia reach incredibly high levels. Writers Pierre Assouline and Tahar Ben Jelloun, who recently visited the Molière Days and attended the final meeting of French language students for 'Serbian Students' Choice of Goncourt (an award given by students to one of four books from the last selection for the French Goncourt last year), were delighted by their critical spirit and sophistication of expression in French, which they have rarely met on their many literary tours around the world. High schools where bilingual French-Serbian teaching has been introduced, and the French school in Belgrade, are nurseries of Francophonie in Serbia. Yes, French remains the language of culture, love, art, but it is also increasingly the language of careers. There are many French companies in Serbia that give preference when hiring to those who know our language.

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Erasmus projects, and we want to connect as many higher education institutions as possible in this way, especially since the Western Balkan region is one of France's priorities in this field. Every year, we set aside about 270,000 euros for scholarships and award around 30 scholarships from the Government of France for master 2 levels or co-mentored doctorates. At the end of last year, our new project Study in France, Work in Serbia started, with which we want to encourage scholarship holders and students who went to study on their own to return and work in Serbia after their stay and experience in France. Through the programme of short scientific residencies in France "It makes s(ci)ense", we want to strengthen cooperation between the scientific institutions of both countries and enable researchers from Serbia to go to France for 15 days and visit their partners for joint projects. In April this year, we organised the Serbian-French Innovation Forum, the goal of which is to establish cooperation between Serbian

Through our new project Study in France, Work in Serbia, we want to encourage scholarship holders and students who went to study on their own to return and work in Serbia after their stay and experience in France and French start-ups. There is also a call for applications for projects for the bilateral scientific cooperation program Pavle Savić, which has been connecting French and Serbian laboratories for many years. Under this programme, the French and Serbian sides have since 2003 jointly funded more than 150 projects, which have been the starting point for developing more intensive co-operation through competition for various European projects.

Stanislas Pierret and Vladimir Marinković, director of a branch of the French Institute in Novi Sad

■ The Campus France Serbie branch in Belgrade was closed for a long time due to the pandemic. What news do you have for all those who want to continue their higher education in France? - Student mobility in both directions is very important for France. In our institute, students and their parents can come to the Campus France office, which will soon receive a more modern makeover, and receive all the necessary information and valuable help, with various tips on procedures and enrolment if they want to study in France. For a while, students could not physically visit us, due to the pandemic measures, but we always kept in touch with them by email, phone or online. This year, several important French educational institutions participated together with us in student fairs, and our intention is for as many French universities and renowned schools as possible to visit Serbia, meet partner universities and promote their study programmes with students. University cooperation is also realised through joint 20

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■ How successful have you been in maintaining a dynamic university collaboration despite the challenges of the pandemic? - I hope the pandemic is behind us. We have been very careful, but now we are starting activities again. The fact that students were allowed to enter France all the time, regardless of pandemic measures and strict isolation, shows how important students are to us. For researchers, the trip was more demanding, but thanks to new technology, contact was maintained and everyone is looking forward to renewed activities. ■ How many young people a year gain the opportunity to expand their knowledge through competitions and scholarships? - Every year, about 650 students decide to continue their higher education in France. Our institution awards about 30 scholarships for long stays, but there are other scholarships, such as those from higher education institutions, companies, French regions and municipalities. I would like to single out the 'Dositej' Scholarship of the Fund for Young Talents of the Ministry of Youth and Sports of the Republic of Serbia. Students who choose to study in France can also use this scholarship. If they receive it, they can count on it as an additional scholarship that can cover the costs of college enrolment and social insurance.

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FRENCH PRESIDENCY OF THE COUNCIL OF THE EUROPEAN UNION

EUROPE’S SOVEREIGNTY

AT HEART

As French President Emmanuel Macron spelled out, the French Presidency of the Council of the European Union focused on recovery, strength and a sense of belonging. It embodied Europe’s key priorities: cooperation, sovereignty and strength to speed up the green and digital transitions by 2030 and stimulate economic recovery

t was on 1st January 2022 that France took over the rotating presidency of the Council of the European Union with three main themes in its focus: Europe’s sovereignty; climate, social and digital transition; and Europe for 2030: investment, values, youth, culture, health. French President Emmanuel Macron explained the focus of the Presidency with three words: ‘recovery, strength, belonging’, in an effort to embody Europe’s key priorities: cooperation, sovereignty and strength to speed up the green and digital transitions by 2030 and stimulate economic recovery.

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France also focused on emphasising the need for Europe’s technological sovereignty and the relocation of its flagship industries in Europe, such as in the fields of hydrogen production, batteries, semiconductors, outer space, cloud infrastructure technologies, defence and healthcare. However, a more sovereign Europe also means completing the green and digital transitions, building a more social Europe on the basis of the principle of “equal pay for equal work in the same workplace”, European defence integration through the first joint military budget and the European

Intervention Initiative and strengthening the European economy. These goals were formed on the basis of the wishes of European citizens who, according to President Macron, wish for the EU to take more action and work on economic issues, ecological matters and defence integration. The French agenda was based on President Macron’s 2017 Sorbonne speech. The Presidency aimed to provide the final version of the Platform Work Directive, i.e., the economic regulating and accountability of work platforms, as well as the establishment of carbon pricing for imported products at EU borders. This is an issue of economic and ecological efficiency and establishing European legislation on minimum wages. Furthermore, the French Presidency aimed to complete the groundwork for far-reaching changes, such as devising a new growth and investment model for the European Union and the euro area; protecting European values by fortifying democratic values and tools, and expanding the Erasmus programme; introducing intellectual debates bringing together some 100 academics from 27 countries in all subjects of concern to the future of Europe and placing a greater focus on health. When it comes to the Sovereign Europe gaol, this implies strengthening the Schengen area, protecting European borders, controlling migration and improving the asylum policy in line with Europe’s values and the EU’s international commitments; building a stronger Europe that has an improved capability to take action in the fields of security and defence; taking action for the prosperity and stability of its neighbours,

particularly through its engagement in the Western Balkans and its renewed relationship with Africa; and by bringing forth solutions to global challenges. The new European growth model focuses on making Europe a land of production, job creation, innovation and technological excellence, where economic development is aligned with climate goals, supports innovation and the growth of European digital players and sets its own rules for the digital world. Furthermore, it has to offer highquality, high‑skilled and better-paying jobs. This Europe also has to be more humane and more eager to listen to the concerns expressed by its citizens through the Conference on the Future of Europe; able to defend the rule of law and uphold its values; and take pride in its culture, science and knowledge. These priorities represent a continuation of the achievements of the preceding Slovenian Presidency and are aligned with the broader programme of the trio of presidencies codeveloped with the upcoming Czech and Swedish presidencies. When it comes to achievements, the French successfully concluded negotiations with the European Parliament on the Digital Markets Act (DMA) and the International Procurement Instrument (IPI), but no agreement was reached among the governments of member states on the directive to implement

the global corporate minimum tax in the EU, which the French presidency has hoped for. In a success for the French Presidency, negotiators from the EU Parliament, member state governments and the EU Commission agreed on the minimum wage directive, defining a framework for adequate statutory

its better alignment with the new legislative framework – the EU’s legislation regulating market surveillance and conformity assessment procedures. The changes also relate to the designation of competent authorities and the high-risk AI database. The final text is still being debated.

The new European growth model focuses on making Europe a land of production, job creation, innovation and technological excellence minimum wages where they exist and pushing member states to strengthen collective bargaining. The final text of the directive on adequate minimum wages states that statutory minimum wages could be considered sufficient provided they are set at a level of at least 60% of a country’s median salary or 50% of the average. Furthermore, the French Presidency saw the groundwork completed for the 'Health Union', with the joint declaration known as the ‘Grenoble Declaration’. It sets a proposal for a European public health strategy focused on turning Europe into the leading continent in terms of “purchasing, producing and donating vaccines”. France also proposed several changes to the Artificial Intelligence (AI) Act, to ensure

The French Presidency also pushed for a faster agreement on the regulating of batteries. The batteries regulation aims to regulate the entire life cycle of batteries and promote the implementation of a circular economy. The presidency presented a progress report in mid-June on the state of play regarding the proposed directive on improving working conditions in platform work. The goal of the proposed law is for people working through digital working platforms to be granted a legal employment status that corresponds to their actual work arrangements – and thus enjoy the labour rights and social benefits to which they are entitled. All activities undertaken during the 2022 French Presidency can be found at https:// presidence-francaise.consilium.europa.eu/en/

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BUSINESS

DEJAN MAJIĆ, MAMA SHELTER BELGRADE GENERAL MANAGER

MINI EUROPE AT THE

HEART OF BELGRADE Ever since the 2008 opening of the Trigano family’s first Mama Shelter in the east of Paris, its completely new concept of hospitality for modern travellers has been developed and perfected. The group currently has a total of 677 rooms, six restaurants and around 450 employees across three countries and six cities, including Belgrade

us because of our energy, hospitality and subtle shift from classical hotels and restaurants. I can state unreservedly that Mama Shelter Belgrade is a mini-Europe. I think that our fellow Belgraders like that tone; that they have the impression of being somewhere in Europe when they come to our place. That’s also recognised by foreigners, while they also have the opportunity to see and familiarise themselves with the local population. I think it’s the fusion of Europe and Belgrade at Mama Belgrade that has enticed more than a million visitors over the past four years.

he secret of the success of Belgrade's most famous “shelter”, which has welcomed more than a million guests over the last four years, can be found in each of its 125 vibrant, colourful and luxurious rooms designed by the famous Jalil Amor, in its superb cuisine and even more perfect service, in the performances of the best DJs and in its views of the most beautiful sunset in Belgrade. Still, Mama Shelter Belgrade General Manager Dejan Majić believes that the decisive factor ensuring uniqueness is the fact that they give their all to make sure their guests feel at home. ■ Apart from its superior service, the Mama Shelter hotel brand is characterised by its original, eccentric design, casual chic look and French charm, which is “spiced up” here with our own Belgrade spirit. What else makes Mama Shelter special? - Although I would add that we’re also renowned for our excellent cuisine and performances of the best Belgrade DJs, I would like to believe that our uniqueness comes from our sincere love for the work, the idea to ensure every guest of our hotel or restaurant really feels like they are at home or visiting their favourite neighbourhood, but with a view of the most beautiful sunset in Belgrade.

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Guests from within the country, but also foreign visitors, choose us because of our energy, hospitality and subtle shift from classical hotels and restaurants ■ We know how difficult it is to find a room available at your place, but also a free table at the restaurant, and that’s been the case from the very begin-

ning. Who are your guests and why do they choose Mama Shelter specifically? - Guests from within the country, but also foreign visitors, choose

■ Considering that Mama Shelter has become a respected brand of the Accor Group portfolio, is the group considering bringing other Accor hotel brands to Serbia? - Yes, yes, we are really strongly considering bringing other Accor hotels to Serbia. I think we’ve helped a lot in that sense, as we’ve shown that Belgrade and Serbia are on the map of destinations that must be included in the Accor Group’s future hotel investments. Some projects are already in the final realisation phase, while the plan for the next few years also includes several other significant projects from our group, and they aren’t only in Belgrade, but rather nationwide across Serbia.

BUSINESS

NEW TERMINAL EXTENSION BRINGS MORE COMFORT AND

IMPROVED EFFICIENCY The newly built extension to the existing terminal at Belgrade Nikola Tesla Airport opened to operations in April, thus increasing the airport’s capacity and improving processing efficiency and passenger comfort

overing a surface area of 13,600m2, the new terminal extension provides an additional eight contact gates with boarding bridges and five gates for remote aircraft stands, bringing the total on the airport’s Terminal C side to 19 gates. The entire new area was designed in accordance with company VINCI Airports’ best practices and standards – in terms of materials, colour palettes, signage, equipment and other architectural and interior design elements. In parallel with this terminal expansion, works were also completed on the first phase of the Apron C extension, totalling an area of almost 27,000m2, with four completely new parking positions for aircraft, including one for wide body aircraft. The achieving of this major milestone has brought many improve-

ments to Belgrade Nikola Tesla Airport for the first time. The concept of open space boarding gates has been introduced thanks to the new centralised security system that’s now positioned in front of passport control, while the additional roof corridor enables the segregating of departing and arriving passengers, and the installed travellators ease and accelerate passenger movements.

“The opening of the new terminal extension and accompanying traffic infrastructure has significantly improved our airport’s efficiency and level of service for passengers and partner airlines. Passengers are experiencing new standards of comfort and service quality first-hand, aligned with the best practices of our parent company, VINCI Airports. With the

ongoing project to modernise the airport, our aim is to make Belgrade Nikola Tesla Airport a new regional hub,” said BELGRADE AIRPORT CEO Francois Berisot. This extension represents part of the ongoing major modernisation and expansion of the airport terminal, with plans to create a total area of more than 92,500m2 with centralised security control, additional check-in counters and a variety of new leisure, lifestyle and commercial facilities. Building on these achievements, VINCI Airports will complete its major modernisation works at Belgrade Nikola Tesla Airport in 2023, including the extension of the passenger terminal, new access roads and parking spaces, new boarding bridges and gates, the construction of an inserted runway and complete renovation of the existing runway.

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CCIFS ACTIVITIES

A RELIABLE PARTNER FOR

BUSINESS DEVELOPMENT As the leading French-Serbian business network, the French-Serbian Chamber of Commerce is an institution that brings together French companies in Serbia and Serbian and other international companies that maintain trade relations with France or with French companies. The Chamber is also a reliable partner for all French companies that want to obtain information or start a business in Serbia

he main role of CCIFS is to enable its members to access a network of companies, exchange experience and knowledge and find cooperation partners among other members in Serbia and around the world. In order to promote French-Serbian economic exchange and enable communication between member companies, CCIFS annually organises about 50 events of different kinds. At these networking events many acquaintances have been made, which have grown into business partnerships. To the joy of all members, we have continued the long tradition of organising speed business meetings (the last in the series was with members of the Hellenic Association of Serbia, the British-Serbian Chamber of Commerce and the Croatian Business Club), as well as monthly meetings, this time called Talks over a coffee with.… We are pleased that we have continued organising training in the CCIFS Training Centre, and with the format of our webinars, such as workshops with lawyers and the National Employment Service. Online meetings of clubs (Club for Sustainable Development, Transport and Logistics, Infrastructure and Construction, CFO, HR, Digital, Agroclub and CSR) have continued unhindered, in which members have exchanged experience and advised each other on how to respond to various market requirements.

CLIMATE NEUTRAL&SMART CITIES CONFERENCE

THE CLIMATE NEUTRAL & SMART CITIES CONFERENCE

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The Climate Neutral & Smart Cities conference was organised on 15th June at the French Embassy in Belgrade, as the first in a series of events of a large project The Quest for Net Zero was launched by the CCIFS Club for Sustainable Development, in the context of harmonising the Serbian economy with the EU's Green Deal. The aim of the conference was to present French expertise in the sector of sustainable development and environmental protection through the most modern projects of leading companies. It was a great opportunity for companies to present their innovative projects to the target audience, which consisted of decision makers (ministries, local governments, businesspeople, the scientific community) and local and foreign experts. The conference was opened by then French ambassador to Serbia Pierre Bashar, State Secretary at the Ministry of Mining and Energy Jovanka Atanacković and CCIFS Vice-President Philippe Thiel. The panels presented some of the most innovative models for urban development that improve the quality of life in cities while reducing emissions of harmful gases.

LAUNCH OF THE “HOW CAN WE HELP YOU?” CAMPAIGN

During the Covid-19 pandemic and the crisis that gripped companies in Serbia, and in order to carry out ts main activity of supporting members, the French-Serbian Chamber of Commerce launched a campaign called How Can We Help You? During and after the state of emergency, the entire CCIFS team was available to members at all times, to provide them with the best possible assistance and support during the crisis. Several surveys were conducted to assess the impact of the virus on the operational and financial activities of CCIFS members on the Serbian market. The results helped the Chamber better understand members' needs . The campaign, which proved extremely successful and met with positive reactions from CCIFS members, has continued in 2022, when the global and local economies face new business challenges due to the Ukraine crisis.

GALA DINNER

ONLINE CONFERENCE DIALOG 3.0

In cooperation with the Chamber of Italian-Serbian Business people and the German-Serbian Chamber of Commerce, CCIFS launched a series of online conferences to promote dialogue between companies and state institutions. These associations have held four conferences: with the Ministry of Labour, Employment, Veterans and Social Affairs; the Ministry of Environmental Protection; and two with the Tax Administration. Two more associations recently joined this initiative: the Belgian-Serbian Business Association and the Hellenic Business Association of Serbia, with whom a successful dialogue was held with the Ministry of Mining and Energy.

One of the most attractive events of the FrenchSerbian Chamber of Commerce is the Gala Evening, which is organised once a year and at which the Chamber gathers over 200 guests, diplomats, business people and public figures. The last Gala evening, held on 12th May on the premises of Copernicus 610, had the theme of a cabaret called BONSOIR PARIS, so guests could enjoy stage acts of dance and magic tricks of talented artists. On the same occasion, the annual Grand Prix Awards of the Chamber were awarded in two categories, with special awards for members. The Grand Prix for Innovation was won by Mikroelektronika for a project called Planet Debug, the world's first Hardware as a service solution for remote access. In the category of Corporate Social Responsibility, the award went to OTP Banka Srbija for the Generator Zero project, dedicated to supporting and rewarding innovative projects that offer sustainable solutions with a real and measurable impact on reducing the carbon footprint, one of today's greatest challenges. The Chamber also awarded two special prizes for special contributions to the work of the Chamber. The first went to Belgrade Airport (Vinci), for the most active company in the previous year, while the second prize went to the individual who contributed the most to the promotion of the French-Serbian Chamber of Commerce: Nebojša Nedeljković, of company Mecafor.

SPEED BUSINESS MEETING

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BONJOUR SERBIA

The Bonjour Serbia event was launched by the CCIFS in 2020, but was postponed due to the pandemic before being successfully relaunched this year. A series of events in this programme represent an innovative concept of networking that the CCIFS is implementing in cooperation with institutional and strategic partners. The first edition of this event was held in February in Kragujevac. This was followed by a visit to Kikinda in March and a visit to Niš and Pirot in June. By the end of the year, events of this type will have been held in Novi Sad and Zrenjanin. Participants have the opportunity to attend regional events of various types, dedicated to both the business community and local authorities. The goal is to create synergies and opportunities for members, local businesses and local communities. In addition to presentations of business opportunities and meetings with local companies, in Kragujevac there was an opportunity to visit the State Data Centre, in Kikinda two successful French factories, Mecafor and LeBelier, while in Niš attendees visited the science and technology park and the impressive Tigar Tires factory, which today employs over 4,500 workers.

BONJOUR KRAGUJEVAC

BONJOUR NIŠ

LEBOOSTER – CCIFS BUSINESS CENTRE

BONJOUR KIKINDA

As part of support for start-ups and enabling French and Serbian companies to more easily integrate into the local market, the CCIFS opened LeBooster Business Centre at its address at the heart of Belgrade, with offices, co-working spaces, virtual offices and conference rooms in a unique French-touch environment. Companies can register a company at the address or rent a desk for a certain period, with complete CCIFS logistics, business and networking support. As an added benefit, by staying at LeBooster Centre, individuals and companies become part of a dynamic business community and have access to a network of contacts, as well as the many CCIFS-organised events.

GLOBAL INDUSTRY

From 17th to 20th May 2020, CCIFS had the pleasure of participating in the GLOBAL INDUSTRIE fair in Paris, one of the world's leading trade fairs dedicated to the development of industry, and to present the potential of the Serbian market. The Global Industrie fair is geared towards the industry of the future and international cooperation, and brings together start-ups, large groups, subcontractors, equipment manufacturers and much more. During this year's fair, and for the first time, CCIFS was able to contribute to the development of such an event and share its views and experience with many colleagues from the international community CCIF (Romania, Poland, Czechia, Spain, Portugal, Morocco, Tunisia and the UK). 28

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GENERAL ASSEMBLY

CSR CLUB EDUCATIONAL CAMPAIGN “AFTER UNI I'LL BE ...”

In cooperation with the Centre for Career Development of the University of Belgrade, the CCIFS launched a series of online workshops in 2021 for students, which rovided them with an opportunity to hear first-hand information from employees of various branches of CCIFS member companies. The workshops organised during the first series dealt with professions in the fields of technology, finance, advertising, telecommunications, sales and project management, and were complemented by a series of three workshops during French Week on human resources, finance and tenders.

SUPPORT SERVICES FOR FRENCH COMPANIES

The French-Serbian Chamber of Commerce works continuously to provide support to French companies wanting to develop business in Serbia. It helps companies from France examine market potential, find clients and partners, open a branch and in general help their business on the Serbian market. CCIFS is ranked in the third-highest category in the network of French chambers of commerce abroad, because it provides a complete service to French companies interested in the Serbian market: from initial information about the market, to opening and assisting in running a company. The Chamber has been an operating partner of Business France, the state-owned French Export Promotion Agency, and a member of Team France Export for 10 years. The Chamber also provides support to companies in the countries of the region, Bosnia-Herzegovina, Montenegro and North Macedonia. CCIFS's LeBooster business centre provides services from renting offices to all kinds of assistance in the operation of a company.

FRENCH WEEK - BAKERY WORKSHOP

COCKTAIL PARTY

BEAUJOLAIS NOUVEAU EVENING

FRENCH WEEK

One of the most important CCIFS events, French Week aims to promote historical, cultural and business links between France and Serbia. Its timing is associated with a broadly popular custom in France - the arrival of the new wine, Beaujolais nouveau. This year's 9th French Week was special because the events took place live, after a break last year due to the pandemic. The varied and colourful contents provided guests with the opportunity to participate in the traditional events of French Week; tasting good wine at the Beaujolais nouveau young wine reception; learning some of the secrets of French cuisine at the Bakery Workshop; sampling famous wine labels from the French regions at the Wine Workshop; as well as tasting famous French cheeses and other delicious delicacies. New business contacts between member companies and representatives of local institutions, international organisations, cities and municipalities of Serbia were established at the Innovating Environment business conference, which aimed to present the expertise of chamber members in the environmental sector through the latest projects of leading companies. Then, on the web platform www.francuskanedelja.rs, the 6th Online Employment Fair was held throughout the week, with visitors having the opportunity to visit the virtual stands of participating companies, apply for over 40 advertised jobs and chat with human resources personnel. The programme for young people was complemented by a series of webinars for students “After uni I'll be...”, which gave students the opportunity to discuss various occupations with panelists and receive useful advice for their professional orientation. BUSINESS PARTNER | FRANCE 2022

FRENCH-SERBIAN ECONOMIC COOPERATION

NEW FRENCH

INVESTMENTS EXPECTED The visit of French President Emmanuel Macron to Serbia marked a turning point in the development of economic relations between the two countries. And new French investments are expected to be concentrated in sectors that are important to the development of Serbian infrastructure, green transition and information and communications technology

conomic ties between France and Serbia are advancing constantly, while the trade exchange between the two countries constantly exceeds the benchmark figure of a billion euros. In 2021 alone, This trade exchanged had a total value of 1.4 billion euros in 2021 alone, while Serbian Prime Minister Ana Brnabić insists that the potential is “at least ten times this amount”. Among the main events providing an incentive to the further advancement of

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bilateral cooperation was the 2019 visit of French President Emmanuel Macron and a delegation of French businesspeople that saw the signing of several important agreements, including an agreement between the two countries on the construction of the Belgrade metro system. It was following Macron's visit that Air France made its return to Serbia, with the introduction of a direct Belgrade-Paris flight, and the French Development Agency opened

its Western Balkan Office in Belgrade. Investments in the field of the environment, green transition, the construction of wastewater treatment facilities, the expansion of the Belgrade sewage network, the energy sector, but also road and railway infrastructure – particularly when it comes to the building of urban metro systems and railway corridors (projects relating to PanEuropean road and rail corridors 10 and 11) – have been identified as having the greatest

potential for furthering cooperation between Serbia and France. Thanks to the investment of French multinational Michelin, vehicle tyres have become (alongside raspberries) the most important Serbian product exported to France, while Serbia mostly imports medicines and cars from France. It is precisely in the area of processed raspberries, blackberries and cherries that Serbian entrepreneurs have identified a great opportunity to boost exports. Serbia is still recording a deficit in the trade exchange with France, as shown by data from the Statistical Office of the Republic of Serbia, though imports are increasingly managing to cover exports. A total of approximately 5,000 companies in Serbia contribute to the foreign trade exchange with France. According to the Serbian Chamber of Commerce & Industry, French companies are interested in cooperation and investment in the areas of energy, agriculture, transport – particularly based on the public-private partnership model and concessions – and in the fields of the environment and information and communications technology. The level of French investment in Serbia is growing year on year. According to data from Serbia’s central bank, the National Bank of Serbia, almost a billion euros from France has entered Serbia. Among the big-

gest investments are the Belgrade Nikola Tesla Airport concession, held by French company Vinci, and the public-private partnership to redevelop the Vinča Landfill. A memorandum of understanding was signed recently by the City of Belgrade and France’s RATP, which expresses the desire for this renowned company to become an “early operator” of the Belgrade metro. The RATP Group is one of the world's largest public transport systems operators. Among other things, it manages the operations of the Paris Métro and the underground urban rail systems of many other cities around the world. The signing of this memorandum

The trade exchange between the two countries has been growing constantly over the last few years, with the coverage of imports by exports also improving. Opportunities are emerging for Serbian entrepreneurs to export cherries and raspberries to France, but also more sophisticated products

was followed by the start of negotiations on the deal that will form part of the interstate agreement between Serbia and France on the construction of the Belgrade metro. Serbian business leaders believe that strengthening economic cooperation with France will provide Serbian companies with an entrance ticket to the markets of North Africa and the former French colonies of Algeria, Tunisia and Morocco. They also expect this to improve cooperation between entrepreneurs or specific companies. Speaking after discussions in Paris with her then French counterpart Jean Castex this February, Serbian PM Brnabić said that “the basic message is that President Macron is personally committed to working further on the advancing of both political and economic relations between France and Serbia, and that he is personally monitoring the numerous French investments that we have in Serbia today”. The PM also announced that the Michelin Group plans to further expand its investment in Serbia and that French company Egis plans to open its regional engineering hub in Belgrade. She further noted that the AFD Office for the Western Balkans, which opened in Belgrade following the 2019 visit of President Macron, plans to double its budget for projects around the region, and particularly in Serbia.

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GLOBAL ISSUES

PASCAL LAMY, PRESIDENT OF THE PARIS PEACE FORUM, FORMER DIRECTOR-GENERAL OF THE WORLD TRADE ORGANIZATION AND EU TRADE COMMISSIONER

PREPARING FOR

CLIMATE OVERSHOOT Humanity’s continuing failure to reduce greenhouse-gas emissions has substantially increased the likelihood of global warming exceeding 1.5°C within the coming decades. That means we must start exploring a wider set up options for mitigating the worst consequences and managing life in a warmer world

he latest report from the Intergovernmental Panel on Climate Change revealed what many had feared but were reluctant to admit: the continued failure to reduce greenhousegas emissions means that global warming will likely exceed 1.5° Celsius, relative to pre-industrial levels. UN Secretary-General António Guterres has warned that this key goal of the 2015 Paris climate agreement is now on “life support.” Even if emissions “peak before 2025 at the latest,” notes

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the IPCC, and are “reduced by 43% by 2030” (including a one-third reduction in methane), “it is almost inevitable that we will temporarily exceed this temperature threshold but could return to below it by the end of the century.” If avoiding a breach of 1.5°C is still technically possible, we should of course not give up. But the window of opportunity is closing faster than we thought, and deepening geopolitical divisions – intensified by the pandemic, Russia’s aggression

against Ukraine, and looming food, energy, and debt crises – do not augur well for the kind of cooperation that we need. By surpassing 1.5°C, but then taking measures to bring temperatures back below that threshold by the end of the century, we will be in what the IPCC calls an “overshoot” scenario. Although climate models have long accounted for this possibility, not much is known about how to reduce the risks – both environmental and political – that it would create.

Average global temperatures have already risen 1.1°C above pre-industrial levels, with significant environmental effects. Every additional tenth of a degree contributes further to the severity and frequency of extreme weather events and increases the risks to health, food, water, livelihoods, and biodiversity. By the time we reach 2°C, many human and natural systems will be under extreme stress; some ecosystems will struggle to survive, and others already will be gone. Worse, overshoot increases the risk of what the IPCC describes as “cascading and irreversible climate impacts.” And the political consequences would be no less significant. For many, 1.5°C has become a line in the sand – a signifier of humanity’s ability and will to reduce climate risks. While breaching it could lead to a more forceful response to climate change, it also could invite despondency and fatalism. That is why we must start planning for it now. To that end, I will be chairing a new Global Commission on Governing Risks from Climate Overshoot. Consisting of 16 eminent leaders with diverse backgrounds, we will consider how best to manage the physical and political risks of a world beyond 1.5°C. Most of the commission is from the Global South, including several former heads of government, minsters, and senior officials. We will present an integrated strategy to tackle the possibility of climate overshoot ahead of the 2023 UN Climate Change Conference. As an independent commission, we will conduct this important work without the political and organisational constraints that

Our overshoot strategy will need to be effective, robust and ethical, grounded in the best available evidence, and consistent with justice, equity and respect for international law. As long as these principles apply, we will keep an open mind so often hamper such discussions. We are ready to consider all the options, including ideas that are sometimes considered too controversial to broach in other fora. For example, while reducing greenhousegas emissions is and should remain our primary goal, we must recognise that this is no longer enough. Additional approaches are now in order. For example, we will explore the potential of removing carbon dioxide from the atmosphere on a large scale. This is unavoidable if we want to achieve netzero emissions, let alone the net-negative emissions that are needed to start restoring our planet. But while there are many ways – both nature-based and technological – to remove CO2, none is ready at scale, and many

elements of this strategy remain contested. We also will explore avenues for improving and expanding adaptation efforts on the scale needed to address the growing effects of climate change, though the limits of what is feasible here remain unclear. Finally, we will examine the research on “sunlight reflection methods,” an intervention designed to reflect a small portion of incoming solar radiation back into space. This option appears to be viable, but it would pose global risks, implying significant governance challenges. Our aim is to bring all these options together into one document for the first time, to weigh the risks of action against the risks posed by a rapidly warming world, and to recommend an integrated strategy based on independent scientific advice and stakeholder consultations. Our overshoot strategy will need to be effective, robust, and ethical, grounded in the best available evidence, and consistent with justice, equity and respect for international law. As long as these principles apply, we will keep an open mind. At this 11th hour, we cannot afford to take any options off the table – at least not until we have investigated them fully. It is tragic that we must confront the consequences of insufficient action and undertake this endeavor. But we have an overriding responsibility to be prepared if we fail to meet the Paris agreement’s targets. That means considering all potential responses that could minimise the damage and suffering to people and the planet. BUSINESS PARTNER | FRANCE 2022

URBAN DEVELOPMENT

CARLO RATTI, DIRECTOR OF THE MIT SENSEABLE CITY LAB, CO-FOUNDER OF INTERNATIONAL DESIGN AND INNOVATION FIRM CARLO RATTI ASSOCIATI

REINVENTING PARIS The Réinventer Paris initiative, launched by then-Deputy Mayor Jean-Louis Missika in 2014, amounted to a reinvention of Parisian urban planning. Now, after a long string of impediments and delays, it seems to be bearing fruit well – including well beyond Paris

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hen I first met Jean-Louis Missika, then-Deputy Mayor of Paris in charge of architecture and urban planning, in 2014, he welcomed me with an urgent question: How can we fast-track urban innovation? Years later, his answers are becoming apparent. Missika’s office was in the Hôtel de Ville, the grand and iconic government building that had been the site of many a popular uprising. In fact, the current edifice is a re-creation of a version that was burned to the ground during the Paris Commune revolt of 1871. The Hôtel de Ville epitomises the tension between institutional grandeur and revolutionary spirit that lies at the heart of the French capital. Missika was well aware of this tension – and he refused to pick a side. Given his background, this should perhaps not be surprising. Born to an Algerian-Jewish family, Missika was a former professor at Sciences Po Paris, the city’s elite grand école of political science. He was also a former adviser to Xavier Niel, an entrepreneur with a penchant for disruptive innovation, reflected in projects like the Station F start-up incubator and École 42, a teacherless (!) computer-programming academy. When he took his post as deputy mayor, Missika’s propensity for straddling the line between institutions and their opponents was still apparent. “Paris is no longer innovating in architecture and urban planning,” he told me during our meeting, eyes ablaze, amid the Hôtel de Ville’s aged, blackened woodwork. “We’re losing ground to London. Our developers are too conservative; they keep coming up with antiquated models. We have to do something! Il faut agir !” Missika then described his proposed initiative. The city was about to alienate several hundred million euros worth of real estate, he explained. But instead of selling it off to developers, who would have free rein over how to use it, Missika planned to launch an open call for ideas and project proposals, to be submitted online by professionals and ordinary citizens alike. The most innovative projects would be selected and implemented at more than 20 sites. The project was called Réinventer Paris – an apt title, not only because it sought to reinvent the city, but also because it amounted to a reinvention of the planning process. And the timing could not have been better: thennewly elected Mayor Anne Hidalgo, who was responsible for Missika’s appointment, had

pledged to intensify the city’s fight against climate change. So, the first open call, launched a few months after our meeting, incorporated environmental imperatives – such as the promotion of co-housing, circularity, and urban agriculture – into its proposal guidelines. I initially served on one of the juries – the one that selected a project called Mille Arbres, by Japanese architect Sou Fujimoto. It would be a multi-purpose building – with room for housing, offices, and cultural centers – as well as a bridge across the Boulevard Périphérique, the road that forms a ring around Paris. And it would include space for more than a thousand (mille) trees.

I don’t know if Missika would have predicted when we first met at the Hôtel de Ville that Réinventer Paris would have such a profound global impact. I think the momentum it has gained is a sign of the times The cantilevered, vegetation-covered structure would be a stunning architectural feat, and the plan, publicised widely, elicited global acclaim. But design is one thing; implementation is something else. To this day, the project remains stalled, impeded by petitions and the paralysing French bureaucracy. Other proposals from the Réinventer Paris initiative were blocked by the national govern-

ment’s Conseil d’État. Citizens’ associations erected barriers as well, viewing the project as a clever marketing ploy intended to obscure the extensive and irreversible privatisation of public lands. They also criticised Missika himself for having too much personal control over the process. Yet, at long last, Réinventer Paris is beginning to bear fruit. Several projects selected five years ago are now under construction. Perhaps my favorite is Morland Mixité Capitale, which will transform the hulking Préfecture de Paris into a mixed-use complex that soars skyward. It will boast offices and residences, a hotel and fitness centre, courtyards filled with greenery and spaces for urban agriculture, and a rooftop bar and restaurant enveloped by a panoramic light sculpture by Icelandic artist Olafur Eliasson. Moreover, Réinventer Paris has inspired a wave of other urban-planning programmes. By the time the second round was launched, it was complemented by Réinventer la Seine (seeking new uses for lots along the course of the river), Réinventer les dessous de Paris (aimed at converting car tunnels and underground spaces), and Inventons la Métropole (covering the wider metropolitan region). Missika’s concept has now reached the international stage. C40 Cities, a global network of mayors devoted to climate action in which Hidalgo is involved, has launched Reinventing Cities, perhaps the largest international competition in urban planning and innovation ever organised, now in its third round. Already, Reinventing Cities has selected dozens of projects to support, from Auckland to Cape Town and Dubai to Vancouver. Among them is a rooftop vineyard and public walkway next to the headquarters of the Prada Foundation in Milan, submitted by my design and innovation firm. I don’t know if Missika would have predicted when we first met at the Hôtel de Ville that Réinventer Paris would have such a profound global impact. I think the momentum it has gained is a sign of the times. The internet has facilitated unprecedented interaction among designers and citizens, enabling innovative ideas to emerge and spread faster than ever before. The interplay between the virtual and physical worlds that underlies the success of Missika’s approach may be the true key to fast-tracking urban innovation. Cities around the world: Il faut agir! BUSINESS PARTNER | FRANCE 2022

ARTS

BARBARA PRAVI, SINGER, SONGWRITER AND ACTRESS

SERBIAN ROOTS,

FRENCH FLAIR

Barbara Pravi, a French artist and singer-songwriter of Serbian origin, presented herself to the Belgrade public at the city’s Botanical Garden on 28th June. This Belgrade concert, organised by the BELEF festival and the French Institute in Serbia, formed part of the celebration of the French Presidency of the Council of the European Union

feel connected to many things. I feel Serbian because I adore my grandfather, but I also feel like an Iranian because I love the poetry of Iranian poets. I’m in love with my family history. And I can also say that I belong to England, because I speak English, I love Italy, Spain... So, I really feel all that - explained Barbara Pravi on one occasion. Believe it or not, but Pravi is the most current star of modern French chanson to be compared to the great Edith Piaf, and this singer-songwriter who represented France at the 2021 Eurovision Song Contest - where she secured an enviable 2nd place behind Italian rock sensation Maneskin - has Serbian roots. Barbara's father is of Serbian and Algerian Jewish descent, while her mother has Polish Jewish and Iranian origins. She adopted the stage name Barbara Pravi from the Serbian word “pravi” (meaning genuine or authentic), as a way of paying homage to her Serbian grandfather. She adores her grandfather and dedicated the song “Deda” to him, which she released three years ago. Attendees of her concert at Belgrade’s Botanical Garden were able to see for themselves just how much Barbara's presence on stage, spontaneity and sincerity during the performance are reminiscent of the French singing icon from the mid-20th century that was Edith Piaf. The Belgrade concert was organised jointly by the BELEF festival and the French Institute in Serbia, under the patronage of the City of Belgrade, the EU Delegation to Serbia and telecoms company MTS Telekom Srbija. This event formed part of the celebrations of the French Presidency of the Council of the European Union.

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Barbara Pjević was born in Paris on 10th April 1993 to a family of artists and musicians. “I feel connected to many things. I feel Serbian because I adore my grandfather, but I also feel like an Iranian because I love the poetry of Iranian poets. I am in love with my family history. And I can also say that I belong to England, because I speak English, I love Italy, Spain... So, I really feel all that,” she once said. Barbara grew up in a harmonious and multicultural family. This open-mindedness lies at the heart of her education and ethos, representing an important feature that underpins her character, through which she very soon expressed a yearning for independence. However, her strong personality meant that her path to education wasn’t always as smooth as hoped. After graduating from school thanks to the help of a

literature teacher, she applied to study law at Paris’s famous Sorbonne University, though with no definitive plan in mind. Two years later, she decided to drop her studies in order to follow a path that would truly inspire and drive her: music. Thanks to odd jobs working nights in bars and restaurants, she began producing her own music. As she turned 22, she posted her first video directed with the help of friends. It didn’t take long for her to be spotted by Capitol and sign her first record contract with the prestigious label. she was then, in 2016, cast as one of the three main leads in the musical Unété 44. Barbara subsequently released her first EP, ‘Pas Grandir’, in 2017 and landed her first role as an actress in a TV-feature called La Sainte Famille, directed by Marrion Sarraut. It was shortly after this that she was picked by Florent Pagny to open for him 23 nights in a row during his 55 Tour. At the end of 2018, she changed her management team and began working with Élodie Filleul. It was in February 2020 that she co-produced and wrote the lyrics and music for her second EP, Revienspourl’hiver. She has since collaborated with many artists, including Yannick Noah, Julie Zenatti, Chimène Badi, Jaden Smith, and written songs for Carla (Bim Bam Toi) and Valentina (J’imagine), thanks to whom France won the 2020 Junior Eurovision Song Contest. She released her own reinterpretations of the songs Kids, and Notes pour trop tard, as well as her new song Chair. Barbara represented France at the 2021 Eurovision Song Contest with the song Voilà, securing 2nd place – France’s best result since 1991. Her debut album, On n'enferme pas les oiseaux [We don't lock up the birds], was

Barbara's song won the 2020 Junior Eurovision Song Contest After signing with Capitol Music France in 2015, she released four EPs with the label: Barbara Pravi (2018), Reviens pour l'hiver (2020), Les prières (2021) and Les prières: racines (2021). As a songwriter, Barbara has written songs for a number of artists, including Yannick Noah, Julie Zenatti, Chimène Badi and Jaden Smith. She also composed the song J'imagine by Valentina, which won the 2020 Junior Eurovision Song Contest BUSINESS PARTNER | FRANCE 2022

This is followed by Le Jour Se Lève, a bubble of intimate love with a deconstructed syntax: “I don't know what it is, I don't know where it will go, what makes us like each other,” which oscillates between wonder and questioning. And then L'homme Et L'oiseau, a bittersweet observation of a hopeless romance. Barbara's lyrics are full of poetic flourishes: “Les rideaux volent en dessins/Sur mes murs blancs un peu jaunis/Comme un soupir tu as filé/Au beau milieu de notre nuit” (The curtains fly in drawings/On my white, slightly yellowed walls/Like a sigh you've gone away/In the middle of our night) and vivid, sparkling feelings, glowing tones and even a prayer (Prière Pour Rester Belle), where agnostics can unite in chorus. There is also a tidal wave of rage that overcomes her and deposits her body on dreaded shores. Coloured notes like the birds she draws with gouache, chords that slip in behind the scenes like film music.

Barbara has collaborated with many artists, such as Yannick Noah, Julie Zenatti, Chimène Badi, Jaden Smith, and also writes songs for Carla (Bim Bam Toi) and Valentina

released in August 2021 and served to prove that this woman, as a slightly eccentric singersongwriter who has been capturing the attention of the music scene for some time, has indeed taken flight. Over eleven tracks, Barbara sings about her own evolution and her view of society. Without a war of the sexes, and with a good 38

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dose of gentle optimism. The album opens with Voilà, a vibrant and powerful expression of the singer's talent. A cry from the heart, this piano-voice-cello waltz, which has become the French anthem of Eurovision 2021, is a naked exposé, but also a plea for fans to gush over.

If one had to pick an outstanding moment, it would have to be the intensity and interpretation of La Ritournelle. This piece, which links Pravito to her Alzheimer’s-afflicted grandmother, who is alive but already so far gone, was recorded in a single take. We look forward to hearing it on stage one day... In the meantime, we'll listen to it over and over again, flying high, seeing that the world is rather beautiful from up there. Completely authentic, Barbara Pravi insists on freedom. She regularly uses her platform to denounce violence against women and is very vocal about defending women’s rights. In 2018, she and 38 other women took part in the recording of Debout les femmes, the official song for the French Women’s Liberation Movement (Mouvement de Libération des Femmes). Barbara has since been invited to speak during celebrations of International Women’s Day on 8th March. On International Women's Day 2022, Pravi released a new song called Priére pour soi (Prayer for yourself), and on 10th April this year she received a gold disc for “Voilà” exclusively in France.

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France Business Partner 2022

Articles inside

DEJAN MAJIĆ, MAMA SHELTER BELGRADE GENERAL MANAGER

SANJA IVANIĆ, GENERAL DIRECTOR, CCIFS

FROM BIG TALK TO BOLD ACTION

H.E. PIERRE COCHARD, AMBASSADOR OF FRANCE TO SERBIA

VELJKO STOJANOVIĆ, DIRECTOR, ATALIAN GLOBAL SERVICES RS

FRENCH PRESIDENCY OF THE COUNCIL OF THE EUROPEAN UNION

STANISLAS PIERRET, COUNSELOR FOR COOPERATION AND CULTURE AT THE EMBASSY OF FRANCE, DIRECTOR OF THE INSTITUT FRANÇAIS IN SERBIA

DRAGAN STOKIĆ, PRESIDENT OF THE FRENCH-SERBIAN CHAMBER OF COMMERCE (CCIFS)