Project Ilica: Q’Art as an excellent festival of cultural and creative industry brings life back to the city center

first_imgThe slightly dormant Ilica, spoiled by abandoned courtyards and street spaces, will breathe with full lungs and courtyards again from May 18 to 25, thanks to the creative and cultural industries.The Ilica: Q’Art project opens its doors and invites all citizens, but also visitors to the city, to a multitude of music, literary, dance, film, art and other programs. This five-year development project is signed and organized by Aleksandar Battista Ilić and Ivana Nikolić Popović, co-organized by the Academy of Fine Arts (ALU), the City of Zagreb, the Croatian Cluster of Competitiveness of Creative and Cultural Industries (HKKKKI) and sponsored by the Ministry of Culture and the Ministry of State Property. Zagreb and the Zagreb Tourist Board.The programs will be held at Rok Park (art, music), ALU Park, in 9 empty courtyards (exhibitions, art workshops, books), and 20 street windows will become an exhibition space for students and artists. In the park between Ilica and Dalmatinska, films for children and adults will be shown outdoors every day, and the British Square will tell us its artistic story. Visitors can expect as many as 26 artistic and participatory workshops, 19 lectures and presentations, 16 art performances, 9 art exhibitions and 8 concerts of classical and jazz music.Activities on Ilica started in 2000 with the project “Community Art” with the aim of improving the quality of life, increasing the visibility of the economy, crafts and tourism with top art, says Aleksandar Battista Ilić and adds that this is the main mission of the Ilica project.Since 2016, the Academy and the Croatian Cluster of Competitiveness of Creative and Cultural Industries have jointly launched a much larger action, Project Ilica. This year, we put the emphasis on Q’Art, which marks the art district, because this is where all the art academies of the city of Zagreb are located. In the long run, we want to brand the entire project as a cultural, tourist and economic value of the city of Zagreb. The point is that creative and cultural institutions help the economy, that is, give the economy and tourism more added value. ” Battista Ilic points out.The project aims to raise the quality of life and encourage dialogue between citizens and public administration, in order to return the culture and various facilities to the abandoned spaces in the city center. Encouraging entrepreneurship and production within the local community is another, no less important goal of this project, closely related to unused public spaces, of which only in Ilica (from number 1 to 212) there are as many as 76, and they represent great energy, social, aesthetic, health and an environmental problem.ALEKSANDAR BATTISTA ILIĆ: Art and culture communicate with the most complex human language, and that is emotion. And that is exactly what we need, through emotion and experience, to offer quality content in tourist destinationsAleksandar Battista Ilić, Academy of Fine Arts in ZagrebToday, the production of quality content and the ability to innovate, narrate, imagine and stimulate emotions have become our most valuable resource, which needs to be nurtured, supported, promoted and protected. It is our diversity and authenticity that is our most valuable resource, but again, we seem to be ashamed of it.Otherwise, Cultural and Creative Industries (KKI) are industries based on cultural values, individual creativity, skills and talent with the potential to create added value. Sometimes we are not even aware of how much they affect our lives through the design of spaces and products. KKI includes elements based on cultural and creative contribution: architecture, arts and crafts, audiovisual content (including film, television, video), cultural heritage, design (fashion, graphics, product and interior design), music, computer games and new media, books and publishing, media (radio, TV, print, web), visual arts (painting, sculpture, graphics, new media, photography), advertising and marketing communication and performing arts (theater, dance, ballet).Creative and cultural industries in Croatia generate HRK 15 billion in revenue, employ 124 people and are the second largest sector in Croatia in terms of the share of revenues in GDP (3,4 percent), according to the study “Mapping of creative and cultural industries” was prepared by the expert team of the Institute of Economics, Zagreb in cooperation with the client: Croatian Cluster, Competitiveness of Creative and Cultural Industries (HKKKKI).”Croatia has a lot of creatives, despite the fact that it does not nurture creativity through education and non-recognition of that value in society. However, according to the research, it was shown that in Croatia it is the second industry in terms of the share of Croatia’s GDP, while in Europe it is the third industry with a tendency of high growth. Through projects like this, we try to show how much cultures and creative industries can help the economy and tourism. The whole city becomes one cultural and creative platform. The creative industry connects with other industries, from the automotive industry to furniture design, and helps to create attractive high value-added products. ” Battista Ilić pointed out and added that it is therefore of strategic importance to support innovative cultural and creative industries focused on research because they can preserve linguistic and cultural diversity, pluralism and offer innovative and high quality services, especially in the context of a globalized market.Croatia, like no other country in the world, can boast and be proud of its incredible diversity and authenticity. We have so many different cultures and ways of living that we don’t understand each other. And if we know how the motive of the trip is to get to know new ways and culture of living, it is quite clear that our tourist product has gone in a total wrong direction, with a focus on the sun and the sea as the main and practically the only tourist product. Due to the positional rent and the fact that we do not strategically and sustainably deal with the development of tourism and tourist destinations, our main tourist problems have been present for years: seasonality, low added value, low tourist consumption and weak dispersion of the same to the local economy. demand spills over to imports.On the other hand, the archeological heritage in Turkey attracts ten million tourists a year, and the cultural facilities of Italy 35 million. The most developed cultural and tourist country, Great Britain annually attracts as many as 80 million tourists whose arrival is motivated by culture. As much as 40% of tourist arrivals in Western Europe and America are motivated by culture, while in Croatia the percentage is much lower, only 10% at the state level.It is our authenticity that is our greatest value and competitive advantage, and our way and culture of living must be our main tourist product. Unfortunately, it is not in this field that we fall the most. “Our culture, art and heritage as well as creative industries are not nearly enough used in Croatia. Regardless of the fact that people through tourism, apart from the sun and the sea, notice that there are beautiful cities and history, but this is far from presenting heritage and culture properly, especially our contemporary art that is recognized in the world..  Unfortunately, KKI is used to a very small extent to improve tourism. The biggest pain of tourism is that it is concentrated only in the summer, and it is the authentic content that creates the motive for coming. “Battista Ilic pointed out.The motive for the arrival is not accommodation but diverse, quality and primarily authentic content of the tourist destination. So authenticity is the very essence of tourism, and we still figuratively sell French wine to the French, instead of our own. Due to the globalization and standardization of everything and everything, this authenticity is even more pronounced and important for every nation. Instead of being our own, we desperately want to be copies of other destinations through tourism which is insane.”Today, nothing happens without the creative industry, designers, artists… all products and spaces must be visually designed by someone. On the other hand, art and culture communicate with the most complex human language, and that is emotion. And that is exactly what we need, through emotion and experience, to offer quality content in tourist destinations. In fact, emotions and experiences attract tourists. They want to see and most importantly experience something new, different and authentic. Unfortunately, we have tourism with low added value and tourists have no reason to stay longer because we still sell sun and sea, and without so much important content”Says Battista Ilić and emphasizes that real life has gone to shopping malls without an identity, and authenticity is being lost and the city center is dying out. ” This is our main story, and Ilica is just one positive model and example of how to generate new added value through KKI. We need synergy between public administrations and institutions, associations, the economy through a triple helix model that contributes to strengthening the development capacity of society. This is exactly what we want to achieve through the Ilica project. We want to connect creatives, artists, innovators with the economy and crafts. ” concludes Battista Ilić.We have everything, but again there are tons, but no picture. The situation of KIKI in Croatia is bad, but regardless of the bad environment, in spite of everyone and everything, it shows that no one can take away our innovation and creativity. Our cultural and creative industries are more recognized outside of Croatia, which is just proof of quality. Let us use it to our advantage, and not to encourage the import, ie the export of creative and cultural individuals to create new added value elsewhere.We have to start respecting ourselves, our culture and way of life, because that is the only way others will start to respect us. The Ilica project is a great tourist story that shows us in a cultural, innovative and creative world.See more about the Ilica QArt project hereSide dish: Croatian Competitiveness Cluster of Creative and Cultural Industries (HKKKKI): MAPPING OF CREATIVE AND CULTURAL INDUSTRIES IN THE REPUBLIC OF CROATIAlast_img

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