100% FUTURE SERBIA @BELEF
100 SHOPWINDOWS FOR 100 SERBIAN DESIGNERS ALL OVER BELGRADE!.
The seventh Belgrade Design Week had a pre- premiere, free access, block party at Superkvart, which marked the beginning of the 100% FUTURE SERBIA project. This unique exhibition of more than 100 most promising young Serbian designers opened simultaneously in over 100 shop windows in the very city center, from the ancient fortress of Kalemegdan to the Slavija square, clearly marked with the BDW logo. This year it was organized as part of Belgrade’s popular summer festival of culture – BELEF – from 03 to 17 June 2012. With DJ music in the background, visitors had the opportunity to enjoy cocktails from mobile bars, benches and flower arrangements were placed in front of the stores, and the entire neighborhood smelled after scented candles. The partners of the 100% FUTURE SERBIA project are BELEF and the Ministry of Culture, Media and Information Society of Serbia, while special support was provided by Aqua Viva.
The year 2011 marked the debut of the new BDW project, 100% FUTURE SERBIA, which presented almost 150 Serbian designers in 115 shop windows in the city center, as an urban design-exhibition experiment the people of Belgrade have never witnessed before. Interested passers-by were able to see the exhibited designs in while walking down the streets of Knez Mihailova, Kralja Petra, Uzun Mirkova, Zmaja od Noćaja, Makedonska, Kralja Milana, Kralja Aleksandra Boulevard… and discover interesting new locations presenting these gems of new Serbian design, by following a map distributed throughout the city. With its project 100% FUTURE SERBIA – BDW at BELEF, Belgrade Design Week supports the national design scene, and by posting the exhibitions in Belgrade’s shop and HoReCa windows, it supports the city’s retail and hospitality industry in times of crisis, directing the attention of media, institutions and the public to all forms of creative industries’output for two whole weeks.