C i t y w i t h i n a c i t y

Airport City Belgrade newsletter

AIRPORT CITY BELGRADEAwarded as THE BEST OFFICE DEVELOPMENT PROJECT of the year IN SOUTHEAST EUROPE

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July/Avg 2018. n ° 23

#summertime

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Dear readers,Summer, the start of heat and holidays and this year the unavoidable football all around us. July in Belgra-de on the ACB Avenue is certainly more pleasant than anywhere in the city centre . I don’t know how, but it seems as though our Avenue has from the very beginning had its own quite specific microcli-mate – even the wind has always blown more stron-gly here. Stifling heat is also easier to handle here than in the next block... And there is something in the people too, don’t you think?We have to boast of our Best Brand Award – tho-ugh we consider that a shared achievement: an achievement of the builder, investor, and the entire team that has for years given its stamp of approval to our workspace; and of you – all our clients and friends who spend time here and thus contribute, with energy and smiles, to enriching a place that has rightly become a synonym for the very best of the best business space in the city! Thank you all!The sun over Belgrade will appear close to you with the photographs we’ve selected for this issue: they illustrate projects and cooperation with the excellent students of the FDA, while there are also the most beautiful images of their study trip to Israel... and some other treats.Enjoy, travel, relax and we’ll see you in September!

# FEELFINEatACB# enjoy the summer

Marina Deleon Communication Advisor

Dragi citaociV

Leto, počinje žega i počinju odmori..., i ove godine neizbežni fudbal svuda oko nas. Juli u Beogradu na Aveniji je svakako prijatniji nego negde u centru – . Ne znam kako ali od samog početka naša Avenija kao da ima svoju, sasvim specifičnu mikroklimu – čak i vetar je oduvek jače duvao ovde! Žega se takodje ovde lakše podnosi nego u sledećem bloku...A ima nešto i u ljudima, zar ne?Moramo da se pohvalimo nagradom za Najbolji brand – ali nju smatramo zajedničkim dostignućem: dostignućem graditelja, investitora, celog tima koji godinama daje svoj pečat vašem radnom prostoru i vama - svim vašim klijentima i prijateljima koji ovde provode vreme i tako svojom energijom i osmesima oplemenjuju mesto koje je s pravom postalo sinonim za naj, naj i naj-poslovni prostor u gradu! Hvala vam svima!Na beogradskom suncu izgledaće vam blisko foto-grafije koje smo izabrali za ovaj broj: ilustruju pro-jekte i saradnju sa sjajnim studentima FDU, a tu su i najlepše slike s njihovog studijskog putovanja po Izrealu... i još ponešto.Uživajte, putujte, odmorite se i vidimo se u sep-tembru!# FEELFINEinaACB# enjoythe summer

Marina Deleon Communication Advisor

Airport City Belgrade has won the award for the best brand in the field of real estate in our country for the second time. It is not common for an office space complex to win awards as a brand, regardless of how sophisticated it is, because the notion of a brand is usually associated with different areas or exceptional products. This is an example of how a building complex, with the way it is built, its architectural concept and construction solutions, and with its architectural landscape, complements the exceptional performance service provided to clients by a complex of modern business premises: and that’s how the entire ‘City Within the City’ package becomes a recognisable Belgrade brand!

From the brand book:“Airport City Belgrade is the first business park in Serbia which has, with its unique City within the City concept, set itself apart as the most prestigious business space project in our country. During its twelve successful years of ope-rations, Airport City has grown to become a recognisable symbol of New Belgrade. From the very start and the first award that we received from the OECD in 2006 as the largest greenfield investment in the region, ACB has re-mained the largest real estate investment implemented in Belgrade.“Our City within the city has been developing in phases towards the projected total of 200,000m2. Alongside the nine buildings and around 130,000 square metres of space currently utilised, during the course of the next phase we will see the emergence of new buildings with an additional 63,000m2 of the most up-to-date business space, which is essential for every major city that wants to develop and to satisfy the standards and expectations of incoming in-vestors.“Airport City is today the place of business for around 120 of the largest and most successful foreign and domestic companies operating in Belgrade. From the very beginning, the composition of the users of the business space – more

popularly referred to as the tenant mix - has been comple-tely unique for such projects. Viewed in terms of percen-tages, gathering together so many successful companies in one place is an extremely rare achievement anywhere in the world.”

PromotionAirport City has, from day one, also had an equally good concept in its public appearances, as well as a very carefully constructed image that unifies the business standards of foreign investors and their parent companies, while at the same time respecting the specificities and standards of the local environment in which it is developing. In the real estate world, we have established the absolute standard of appearances and communication messages. It is difficult to list all of the activities that have marked the PR and communication activities of ACB over the course of ten years - from the jet aircraft that forms part of the history of the site occupied by ACB today, the installing of which was one of the first CSR activities, via ecologi-cal projects aimed at raising awareness among the wider community about environmental conservation and energy efficiency, such as Vizala or assistance extended to an inclusive social recycling company in cooperation with the World Health Organisation.The ACB Avenue has gradually become a place for the pro-motion of the good ideas and humanitarian campaigns of ACB and the companies that operate here. It is here that ‘clown doctors’ collected funds for children being treated in hospitals, while it is here that you will also regularly see sellers of the Lica ulice magazine, which supports homeless people, and children from the Eco-patrols of New Belgrade nursery schools. In recent years, ACB has focused increasin-gly on projects that support culture and education, in the belief that we can thereby encourage creativity and enrich the environment in which we operate.The latest very important project is marked by collaboration with the Belgrade University Faculty of Dramatic Arts, in

AIRPORT CITY BELGRADE ACKNOWLEDGED FOR EXCELLENCE

We are No.1

AchievementsThe most significant success is the unique position Air-port City has achieved on the market – the creation of a brand in the real estate field, which is not common for this branch. After 12 years of successful operations, we are still ranked number one in business. We have cre-ated a very recognisable and, in terms of atmosphere, very special place in Belgrade. Airport City has become a landmark and trademark of New Belgrade.In a world of innumerable business parks, remaining as

number one for so many years, building a reputation that is consistent and maintaining a prestigious tenant mix represents an exceptional success.

DostignućaNajznačajniji uspeh je jedinstvena pozicija Airport City-ja na tržištu - stvaranje brenda u oblasti nekretnina, što nije uobičajeno za tu oblast. Posle 12 godina uspešnog poslovanja, i dalje smo suvereno na prvom mestu u poslovanju. Stvorili smo izuzetno prepoznatljivo, i po atmosferi veoma posebno mesto u Beogradu. Airport City postao je land mark/zaštitni znak Novog Beograda.U svetu brojnih biznis parkova ostati na mestu broj jedan tolike godine, izgraditi reputaciju koja je dosledna i zadržati prestižan tenant mix izuzetan je uspeh.

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which we opened our doors to students to enable them to gain genuine business experience on actual tasks, and not just practical student exercises. This led to the emergence of our corporate films, of which we are very proud. And that’s not all! We believe that our cooperation will enrich the New Belgrade scene – where we are neighbours. ACB’s promotional activities, thanks to their specific conception, have become an integral part of the life of New Belgrade. And more than that: we create a special atmosphere that is unique to our business park. One communication channel that we are proud of is What’s Up, the free newsletter publication that monitors and reports on the life of our mini business city.

Brand valuesAirport City has gained the trust of clients primarily thanks to its quality of service, and that implies comfort and the flexibility of space to the specific needs of each client, as well as maintenance of accompanying infrastructure in its entirety, from parking to telecommunications. This is a mo-dern business park concept that is seamlessly maintained and encompasses all the necessary accompanying ameni-ties, from shops and restaurants, to service activities and counters of all major banks. By listening to the needs of our clients and introducing all innovations and world trends, we strive to always remain a step ahead of the competition.Airport City has become a brand, while it maintains its prestigious position on Serbia’s real estate market. Our mi-ssion is to further the investments of investor companies AFI Europe and Tidhar, in order for ACB to retain its leading position in the world of business premises in Belgrade. Mo-reover, we also strive to continue developing and enriching our brand, which is much more than being just the most comfortable business quarter – it is the City within the city, which has a very special atmosphere, and which dictates trends and standards in its field.” Airport City Belgrade osvojio je po drugi put nagradu za najbolji brand u oblasti real estate-a kod nas.To nije uobičajeno da jedan kompleks poslovnog prostora ma kako sofisticiran bio, osvaja nagrade kao brand, jer se pojam branda se obično vezuje za drugačije oblasti ili za izuzetne proizvode. Ovo je primer kako jedan građevinski

kompleks onim kako je izgrađen, svojim arhitektonskim i građevinskim rešenjima i pejzažnom arhitekturom dopuni uslugu koju sam kompleks modernog poslovnog prostora izueztnih performansi pruža klijentima: I tako ceo taj paket GRADA U GRADU postane prepoznatljiv brand Beograda!

Iz brand knjige:“Airport City Belgrade prvi je biznis park u Srbiji koji se po svom jedinstvenom konceptu Grada u gradu izdvojio kao najprestižniji projekat poslovnog prostora kod nas. Tokom dvanaest uspešnih godina poslovanja Airport City je izra-stao u prepoznatljiv simbol Novog Beograda. Od samog početka i prve nagrade OECD-a koju smo dobili 2006. kao najveća greenfield investicija u regionu, ACB je ostao najve-ća realizovana investicija u oblasti nekretnina u Beogradu.Naš Grad u gradu fazno se razvija u pravcu projektovanih 200.000 m2. Uz devet zgrada i oko 130.000 kvm prostora koliko ima trenutno, u toku sledeće faze nići će nove zgrade sa dodatnih 63.000 kvm najsavremenijeg poslovnog prostora, neophodnog svakoj metropoli koja želi da se razvija i zadovolji standarde i očekivanja dolazećih investitoraAirport City je danas mesto poslovanja za oko 120 najvećih i najuspešnijih inostranih i domaćih kompanija koje rade u Beogradu. Od samog početka je sastav korisnika poslovnog prostora, popularni tenant mix, bio sasvim izuzetan za ovakve projekte. Gledajući u procentima, toliko uspešnih kompanija okupljenih na jednom mestu je zaista retko dostignuće i u svetu.

PromocijaAirport City je od prvog dana imao podjednako dobar koncept u svom javnom nastupu, i vrlo pomno građen imidž koji je sjedinio poslovne standarde inostranih investitora, majke kompanije, u isto vreme poštujući specifičnost i standarde lokalne sredine u kojoj se razvija. U svetu nekretnina smo apsolutno postavili standard pojavljivanja i komunikacijske poruke. Teško je nabrojati sve akcije koje su obeležile PR i komunikacione aktivnosti ACB-a za deset godina - od aviona koji je deo istorije mesta na kojem se danas nalazi ACB, što je bila jedna od prvih CSR akcija, preko eko-projekata okrenutih podizanju svesti šire zajednice na očuvanju okoline i energetskoj efikasnosti, kao što su Vizila ili pomoć inkluzionoj socijalnoj kompaniji za reciklažu

u saradnji sa Svetskom zdravstvenom organizacijom. Avenija je vremenom postala mesto promocije dobrih ideja i humanitarnih akcija ACB-a i kompanija koje ovde rade. Ovde su doktori klovnovi prikupljali sredstva za decu u bolnicama, ovde ćete redovno videti prodavce Lica ulice, kao i decu iz Eko-patrola novobeogradskih vrtića. ACB je poslednjih godina više okrenut projektima koji podržavaju kulturu i edukaciju, verujući da tako možemo da pokrenemo kreativnost i obogatimo sredinu u kojoj delujemo.Poslednji veoma važan projekat je saradnja sa Fakultetom dramskih umetnosti, čijim studentima smo otvorili vrata da steknu pravo biznis iskustvo na postojećim zadacima, a ne samo studentskim vežbama. Tako su nastali naši korporativni filmovi na koje smo veoma ponosni. Tu nije kraj. Verujemo da će naša saradnja obogatiti scenu Novog Beograda - gde smo komšije. Promotivne aktivnosti ACB su, zahvaljujući naročitoj koncepciji, postale deo života Novog Beograda. I više od toga: kreiramo posebnu atmosferu, jedinstvenu za naš poslovni park. Kanal komunikacije na koji smo ponosni je What’s up, besplatni magazin koji prati život našeg malog poslovnog grada.

Vrednosti brendaPoverenje klijenata stekao je Airport City prevashodno kvalitetom usluge, a to znači udobnost i prilagodljivost prostora specifičnim potrebama svakog klijenta i održa-vanje celokupne prateće infrastrukture, od parkinga do telekomunikacija. To je savremeni koncept biznis parka koji se besprekorno održava i poseduje sve neophodne prateće sadržaje, od prodavnica i restorana do uslužnih delatnosti i šaltera svih većih banaka. Osluškujući potrebe svojih klijenata i donoseći sve inovacije i svetske trendove, trudimo se da budemo uvek korak ispred konkurencije.Airport City postao je brend i održava prestižno mesto na tržištu nekretnina u Srbiji. Naša misija su dalja ulaganja kompanija, investitora projekta AFI Europe i Tidhar, kako bi ACB zadržao vodeću poziciju u svetu poslovnog pro-stora u Beogradu. I još više, da nastavimo da razvijamo i obogaćujemo naš brend koji je mnogo više od najudob-nijeg poslovnog kvadrata - to je Grad u gradu sa veoma posebnom atmosferom koji diktira trend i standard u svojoj oblasti.”

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> Our corporate short film

Team 1Scenario: Nevena Tomić, Tijana Bastašić, Filip Martinović • Producenti & copywriting: Nevena Tomić, Tijana BastašićRežija: Filip Martinović • Direktor fotografije: Luka Trajković • Montaža: Olga Košarić • Dizajn zvuka: Marko VeljkovićExternal team • Kolor korekcija: Vojvoda • Pratilac kamere: Miško Memedović i Uroš • Kostimograf: Petra Fotez • Šminka: Milica PopovićGlumci: Marija Jovanovski, Aleksandar Goračinov, Aleksandar Lazin, Nenad Cvijanović, Jana Miladinović, Anđela Antonić, Aleksandar Jovičić, Maja Sekulić, Goran Jokić, Stefan Svrkota, Predrag Mitrović, Una Senić, Saška, Ines, Antonije

How it was made

Cooperation between Airport City and the Faculty of Dramatic Arts

ON THE AVENUE PROMO & EXHIBITIONOn May 22nd we organised a promotion of ACB’s corporate film, produced in cooperation with Belgrade University’s Faculty of Dramatic Arts – our latest CSR project, of which we can all be very proud – the results are outstanding!22. maja organizovali smo promociju korporativnog filma koji smo uradili sa FDU.CSR projekat na koji svi možemo da budemo veoma ponosni. Rezultat je izvanredan!

Istim povodom / izložba fotografija Miodraga Trajkovića Israel always different - on the same occasion - Miodrag Trajković photography exhibition presenting amazing images shot during several journeys between 2006 and 2016.

We would like to thank our sponsors and friends for making this possible!Zahvaljujemo se: Cinnamon films, Modnoj kući Mona, Modnoj kući Martini Vesto, P.S. fashion, Afflon group, Vazduhoplovnom savezu Srbije, Aerodromu Ličji jarak, Stajić grupi

We would like to give special thanks to the companies located within ACB that went out of their way to assist our production teams Posebno se zahvaljujemo kompanijama u Airport City-ju koje su nam izašle u susret i pomogle snimanje: Smokvica, Catena Media, Heinken, Callidus Cloud

Team 2Scenarista i producent: Marko Dinić • Producent: Nadja Vujić • Reditelj: Nikola Zdravković • Dp: Milica Dimitrijević • Montazer: Pavle Kunovčić • Kompozitor: Marko Karanfilovski • Dizajn zvuka: Selena Bogdanović • Kolor korekcija: Goran Todorić • Tonac: Aleksa JeremićGlumci: Kristina Simonović, Vedrana Vukojević, Luka Marković, Marko Pavlović

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FDU

Joint Project: Corporate Story

Airport City Belgrade (ACB) can boast of two new corpo-rate films about our ’city within the city’, both of which are the proud works of students of the Faculty of Dra-matic Arts in Belgrade. Instead of using the tried and te-sted recipe of engaging professionals from large marketing and production agencies, ACB’s management decided six months ago to distance itself from strict, utilitarian and well-coordinated corporate rules and norms in order to give students the chance and full creative freedom to indepen-dently make their first advertising “baby”.On the premises of the FDA, a prestigious arts college with a tradition dating back almost 70 years, I am meeting up with students Nevena Tomić, Tijana Bastašić and Marko Dinić, members of the winning teams and creators of the latest film shots of the first business park in the city that will serve ACB’s communication with the public.

But let’s go back to the beginning of the story. Excuse me, film.

Marko: The Dean of the Faculty, Miloš Pavlović, informed students of master studies of all specialisations via email about the competition and the idea of shooting a bespoke video for ACB. That was followed by the calling of a mee-ting that was attended by around 30 students, at which we were informed that we had two weeks to come up with a concept and assemble teams, and that we would then go on a tour of the company and have meeting with ACB Executive Director Adir El Al and their expert and commu-nications advisor Marina Deleon. From them we received more information about the mission, vision and overall ope-rations of ACB, insight into development plans, the frames within which we should operate and the messages that needed to be transferred to clients.Tijana: Two teams from the college were selected, but more of us competed. In our team, Nevena and I were responsible for designing the entire project, production, copywriting, scenario and budget, while artistic expression was the responsibility of director Filip Martinović and direc-tor of photography Luka Trajković.Nevena: In order to implement the story as a whole, we

needed people first and foremost. And as much patience as possible. Such a project cannot be a “one-man show”. Rather, everything’s a team story. We had a total of 40 people on the set, including extras, actors and volunteers.We received the unique opportunity to produce and devise everything ourselves. Everything that falls under the cate-gory of an agency’s work, so we were aware that somet-hing like this doesn’t generally happen in practise. We were confronted with the challenge of carrying out a serious agency job on our own.The professors directed plenty of constructive criticism our way during the work process. So, from the camera pro-fessor we regularly received critiques frame by frame, so much so that sometimes I couldn’t listen anymore [laughs]. Criticism also came from the professor of montage editing. Some descriptions hit you hard, but we ultimately took on the advice and it turned out that they were well-me-aning and were actually compelling us to reach our ulti-mate boundaries, so that everything would turn out really well. In the end, the professors carried out the evaluation and control process, after which congratulations and praise followed.

What did the working process itself look like? Did you encounter challenges? How satisfied are you with the finished product?

Marko: Apart from myself, as screenwriter and producer on the project, the second team also included producer Nađa Vujić, while shooting involved another 50-odd people. Our video is more classical advertising. The idea was for us to depict ACB not only as a place where people work, but also a place where they spend a great deal of time. Those are mostly young people, and we wanted to address them in the language of our generation and to tell them that ACB is a pleasant place to work. We took care to ensure the cues and scenarios weren’t boring, that we weren’t selling them some hollow stories and witticisms, while simulta-neously managing to show the true spirit and ambience of this “city within the city”. I think we succeeded in some way, that we did a fair job. However, we are aware that we

Diligent Dreamers had freedom in these student days and that, in the future, clients will not be as benevolent and lenient as Adir and Marina were.Working on a corporate video differs quite a lot from a fe-ature film or student film. Everything is much quicker, with less time spent actually recording material. In two days we rented equipment and a location that was available, but on the other hand there was much more pressure. Everything must be much more precise, books and recording timeta-bles, the script itself and the organisation of work. Me-anwhile, it is simultaneously necessary to take into account weather conditions, sponsors, costumes etc. I found ACB interesting as a space, with its avenue, parking areas and offices, which were also delicate for shooting because of the light, depth and width of the frame.Tijana: After half a year, we started seeing the project as our own child, placing all effort and time into it. We primarily went with emotions. We tried to create a story about dreams and how they can be realised. ACB is itself the realisation of someone’s dream, but also a place where young people can realise their own dreams. We bypassed the idea of merely listing business successes and focused instead on emotions and motivational messages. Our se-cond, longer version has footage from Israel, with more artistic and abstract frames that didn’t find their place in the shorter version. Travelling to Israel was a great expe-rience for us, we connected with the entire team, which contributed markedly to communication.Nevena: It was difficult to remain within the budget. We initially had really high ambitions, because the value of the whole project was at least five times the budget we had available. That’s one kind of success that we achieved and I’m very proud of that.What is also particularly pleasing for me is the confirmation from advertising people in our country, from the world of production and from our dean, who all said after seeing our presentations and films that everything is at a much higher level than the work that would have been done by produc-tion houses and marketing agencies. We did our best to really complete the task with the maximum professionality.

What kind of reactions followed the screening of the films and what was the greatest significance of the whole project from your perspective?

Tijana: Three reactions were the most important to us: Marina’s, Adir’s and our dean’s. Their satisfaction is the greatest confirmation of our work. It was important for us to show that we devised and made everything. This was an incredible opportunity to see what awaits us in this busi-

ACB is someone’s dream realised, but also a place where youngsters can realise their dreams

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ness, because those who’ve been employed by agencies for five years don’t get the opportunity to be responsible for an entire project.Nevena: My heart was full when I saw the reaction of people, especially those who participated, when I noticed their emotions. That’s that thing, as they say: “We did it for that”. It was really very emotional. For me, it is also impor-tant that we were really “grizzly”, that we could hardly wait to materialise the process. Our motivation didn’t wane. We knew that, in practise, companies aren’t so benevolent; it was a surprise for a major company to give us the kind of opportunity that is not given in Serbia. We got a chance to gain practical experience; ACB recognised that years of experience are sought from everyone, but it is often for-gotten how that experience is gained.

Did you succeed in demonstrating that art and busine-ss can coexist if only for a moment?

Nevena: Every branch of art, in order to express itself, needs to commercialise itself in some sense. The main-stream today makes everything that’s good or abstract commercial, because that’s the only way to make a profit. Money is only invested in commercial things – that’s the harsh reality that we must face.Marko: The nature of advertising is utilitarian; it has its purpose, but can also be art. Now, whether that’s what our films are remains to be seen.

Airport City Belgrade (ACB) može da se pohvali sa dva nova korporativna filma o našem “gradu u gradu” iza kojih ponosno stoje studenti Fakulteta dramskih umetnosti u Be-ogradu. Umesto da po dobro oprobanom receptu angažuje profesionalce iz velikih marketinških i produkcijskih agenci-ja, uprava ACB je pre šest meseci odlučila da se distancira od strogih, utilitarnih i dobro uigranih korporacijskih pravila i normi kako bi dala šansu i potpunu kreativnu slobodu studentima da samostalno naprave svoje prvo advertajzing “čedo”. Novi, rekli bismo, prilično drugačiji koncept korpo-rativne odgovornosti – CSR-a: dati studentima pravu šansu da steknu realno radno iskustvo. Hrabro!U prostorijama FDU-a, prestižnog umetničkog fakulteta sa skoro 70 godina tradicije, nalazim se sa studentima Neve-nom Tomić, Tijanom Bastašić i Markom Dinićem, članovima pobedničkih timova i tvoraca najnovijih kadrova iz prvog biznis parka u gradu, koji će poslužiti za komunikaciju ACB sa javnošću.

Da se vratimo na početak priče. Pardon, filma.Marko: Dekan fakulteta Miloš Pavlović je studente master studija svih smerova putem maila obavestio o konkursu i ideji da se snima namenski video za ACB. Posle toga je sazvan sastanak na kome je prisustvovalo 30-ak studenata, gde nam je predočeno da imamo dve nedelje da smislimo koncept, okupimo timove i da nakon toga idemo u obilazak kompanije i sastanak sa izvršnim direktorom ACB-a, gospo-dinom Adirom El Alom i njihovom ekspertkinjom i savetni-com za komunikaciju Marinom Deleon. Od njih smo do-bili više informacija o misiji, viziji i celokupnom poslovanju ACB-a, planovima za razvoj, okvirima u kojima bi trebalo da se krećemo i porukama koje je potrebno da prenesemo klijentima.Tijana: Dva tima sa fakulteta su prošla, ali se više nas

borilo. U našem timu smo Nevena i ja bile zadužene za osmišljavanje celokupnog projekta, produkciju, copiwriting, scenario i budžet, dok su za umetnički izraz bili odgovorni reditelj Filip Martinović i direktor fotografije Luka Trajković.Nevena: Da bi se čitava priča realizovala, pre svega su nam bili neophodni ljudi. I što više strpljenja. Ovakav projekat ne može da bude “one man show”, nego je sve timska priča. Imali smo ukupno 40 ljudi na setu, statiste, glumce, volontere. Dobili smo jedinstvenu šansu da sve sami produciramo i osmislimo. Sve ono što spada u posao agencije, tako da smo bili svesni da se u praksi ovako nešto inače ne dešava. Pred nas je stavljen izazov da samostalno uradimo jedan ozbiljan agencijski posao.Profesori su nam tokom procesa rada uputili dosta kriti-ka. Tako smo od profesora kamere redovno dobijali kriti-ke frejm po frejm, ponekad nisam mogla više da slušam (osmeh). Od profesora montaže, takođe. Neki epiteti te pogode, ali smo na kraju usvojile savete i ispostavilo se da su bili dobronamerni i da su nas zapravo terali da dođemo do svojih krajnjih granica kako bi sve ispalo zaista dobro. Na kraju su profesori uradili proces evaluacije i kontrole, posle čega su usledile čestitke i pohvale.

Kako je izgledao sam proces rada? Da li ste nailazili na izazove? Koliko ste zadovoljni gotovim proizvodom?

Marko: Pored mene, scenariste i producenta na projektu, deo drugog tima je i produkcentkinja Nađa Vujić, a na sni-manju je učestvovalo još 50-ak ljudi. Naš video je klasičniji advertajzing. Ideja je bila da ACB ne prikažemo samo kao mesto gde ljudi rade, nego i prostor u kome provode dobar deo vremena. To su mahom mladi ljudi i hteli smo da im se obratimo jezikom naše generacije i poručimo im da je ACB prijatno mesto za rad. Vodili smo računa da replike i scenario ne budu banalni, da im ne prodajemo neke prazne priče i fore, a da paralelno uspemo da prikažemo pravi duh i ambijent “grada u gradu”. Mislim da u neku ruku jesmo uspeli, da smo uradili korektan posao. Ipak, svesni smo i da smo imali slobodu u ovim studentskim danima i da u budućnosti klijenti neće biti blagonakloni i popustljivi kao što su bili Adir i Marina.Rad na korporativnom videu se dosta razlikuje od igranog ili studentskog filma. Sve je mnogo brže, manje vremena se

utroši u samo snimanje. Za dva dana se iznajmi oprema i lokacija koja je na raspolaganju, ali s druge strane, mnogo je veći pritisak. Sve mora da bude dosta preciznije, knjiga i satnica snimanja, sam scenario i organizacija rada. Potreb-no je istovremeno voditi računa o vremenskim uslovima, sponzorima, kostimima itd. Meni je bio interesantan ACB kao prostor sa svojom avenijom, parkingom, kancelarijama, koje su takođe bile delikatne za slikanje zbog svetla, dubine i širine kadra.Tijana: Posle pola godine, projekat smo počele da doživlja-vamo kao svoje dete, uložile smo u njega sav trud i vreme. Mi smo pre svega išle na emociju. Pokušale smo da napra-vimo priču o snovima i kako oni mogu da se ostvare. ACB je sam po sebi ostavrenje nečijeg sna, ali i mesto gde mladi mogu da ostvare svoje snove. Zaobišle smo puko nabrajanje poslovnih uspeha, a fokusirale smo se na emociju i motivaci-onu poruku. Naša druga, duža verzija ima snimke iz Izraela, primetniji su umetnički, apstraktniji kadrovi koji nisu našli mesto u kraćoj verziji. Putovanje u Izrael nam je bilo sjajno iskustvo, povezali smo se sa celim timom, što je izrazito doprinelo komunikaciji.Nevena: Bilo je teško uklopiti se u budžet. Na početku smo imali baš veliku ambiciju, jer je vrednost čitavog projekta bar pet puta veća od budžeta kojim smo raspolagali. To je jedna vrsta uspeha koji smo ostvarili i vrlo sam ponosna na to.Ono što me takođe posebno raduje jeste potvrda ljudi iz advertajzinga kod nas, iz sveta produkcije i našeg dekana, koji su nakon što su videli naše prezentacije i filmove rekli da je sve na mnogo većem nivou u odnosu na posao koji bi uradile produkcijske kuće i marketinške agencije. Potrudili smo se da zadatak odradimo zaista maksimalno profesio-nalno.

Kakve su reakcije usledile po projekciji filmova i šta je po vama najveći značaj čitavog projekta?

Tijana: Tri reakcije su nam bile najvažnije: Marinina, Adirova i našeg dekana. Njihovo zadovoljstvo je najveća potvrda našem radu. Važno je bilo da pokažemo da smo sve mi smislili i napravili. Ovo je bila neverovatna prilika da vidimo šta nas čeka u ovom poslu, jer zaposleni u agencijama po pet godina ne dobiju mogućnost da budu odgovorni za čitav projekat. Nevena: Meni je bilo puno srce kada sam videla reakciju ljudi, pogotovo učesnika, kada sam zapazila njihovu emoci-ju. To je ono, što se kaže: „Za to smo radile“. Zaista je bilo veoma emotivno. Po meni, značajno je i to što smo baš „grizli“, što smo jedva čekali da se proces materijalizuje. Mo-tivacije nam nije nestajalo. Znali smo da u praksi firme nisu tako blagonaklone, bilo je iznenađenje da nam velika kom-panija daje mogućnost koja se ne daje u Srbiji. Dobili smo šansu da steknemo praksu, ACB je prepoznao da svi traže godine iskustva, ali često zaboravljaju kako se ono stiče.

Da li ste uspeli da demonstrirate da umetnost i biznis makar na trenutak mogu da koegzistiraju?

Nevena: Svaka umetnost, da bi se iskazala, treba da se komercijalizuje u nekom smislu. Mejnstrim danas od sve-ga dobrog ili apstraktnog pravi komercijalu, jer je to jedini način da se profitira. Novac se jedino ulaže u komercijalne stvari, to je surova realnost sa kojom treba da se suočimo.Marko: Priroda advertajzinga je utilitarna, ima svoju na-menu, ali može da bude i umetnost. Sad, da li su to naši filmovi, ostaje da vidimo. Sanja Ilić

> ACB & FD

U Joint Project: Corporate Story

7Airport City Belgrade newsletter> Izrael

Israel 2018

A journey of my dreams…

Part of our this year’s CSR project with Faculty of Dramatic Arts….# absolutelyenreaching#experience

Putovanje iz snova… obišli, videli, naučili, zavoleli, zamislili se, divno se proveli i obogatili jedni druge!

8 Airport City Belgrade newsletter

>Interview/ published in Blic

Reaching for the HeightsTo date, we’ve invested 150 million euros in Belgrade and we’re now launching the construction of a new building at Airport City, worth an additional 25 million euros.

This is how Adir El Al - CEO of Serbia’s first business park, Airport City Belgrade, and one of the largest Isra-eli investors in our country – explains his business plans in an interview for Serbian daily “Blic”.While we sit on the 47th floor of a Tel Aviv building where El Al is hosting Blic reporters and observe the “sea” of skyscrapers that have “sprouted up” in this city during just the past few decades, the Airport City CEO says that he has a similar vision for Belgrade, which he will implement through the expansion of Airport City, but also through several other major Africa Israel projects.

- Almost every 12 months we build an additional 15 to 20,000 square metres at Airport City,” says El Al.As he adds, a lot has changed at this business park over the last three years.

- Until 2008, we developed the project according to specific dimensions, after which we were briefly slowed down by the world economic crisis, but as of 2012 we’ve continued the construction and expansion of the business park – says El-Al at the beginning of his inter-view, before adding that as many as nine business bu-ildings have since been constructed within Airport City.

- That’s almost 130,000 square metres, and that makes us one of the largest business parks in the world, and especially in Europe – he notes with pride.While we’re talking in Tel Aviv, which is also the location of the headquarters of company Africa Israel, there’s no way of avoiding the question of why this company that operates all around the world chose to invest and build in Serbia?

- In short, we see Serbia as one of the strategic countries for development and investment. Alongside Airport City, we are also expanding at other locations in Belgrade and we’re very active and engaged in all segments of the real estate sector – business, residential and commercial - says

El Al, adding that the range and number of multinational companies using their buildings is impressive.

As he says, the occupancy level of the business park in New Belgrade is as high as 90 per cent, which is why they decided to build another building.- Over the next 10 years, we will double occupancy levels. If we continue at this pace, that means that we will build another 150,000 square metres and will have a small city within the city,” explains El Al with a smile.

Company Africa Israel is also standing behind another ma-jor project that will change the face of Belgrade. It was a few years ago that this company bought the former building of the Federal Ministry of Interior in Kneza Milo-

ša Street. On the site of this building, work is now well underway on the construction of Skyline – three buildings with residential and commercial properties.

- We are very proud of this magnificent project, situated in one of the most exclusive locations in Belgrade. We are building three main towers and one small, commercial building. Two towers will be residential, while one will be a business building - explains El Al.

As he explains, this complex will be a whole of its own within the city, which means that residents will have everything they need for their everyday lives within it.- Residents will also be able to use everything that’s offered by the commercial buildings: cafés, the spa centre, gym, parking area, security and daily mainte-nance services.Best testifying to the extent to which this project has progressed is the fact that the sale of apar-tments in this complex is well underway.

- Sales are going better than we expected,” says El Al, before adding that he expects the first residents to be able to start their lives in Skyline two years from now, while construction work will continue in parallel.

Company Africa Israel has also built a large number of skyscrapers, residential complexes and business units in Tel Aviv. And while enjoying the view of them with the Blic journalist, El Al says that with this work the company has changed the look of this city, and that a similar thing is now happening in the Serbian capital.

- We’re changing the face of Belgrade forever, and it’s for that reason that I feel great. I feel like we are doing that for the good of both Belgraders and the city,” says El Al, who’s lived in the Serbian capital for years and now feels like it’s his home.- I’m connected to this country and I’m happy that I have the opportunity to contribute to the city with my energy and capabilities,” he says, adding that he “came to stay” in Belgrade and that, although he already has his hands

AN INTERVIEW WITH ADIR EL AL, CEO OF AIRPORT CITY AND SKYLINE BELGRADE CONDUCTED ON THE TOP OF TEL AVIV – ON 49TH FLOOR OF AZRIELI TOWER

9Airport City Belgrade newsletter

full with work, he’s still looking for new locations for new projects.- We came to invest in the country and leave our stamp on the Serbian economy. We came here to stay,” conclu-des El Al with a smile.

Do sada smo u Beograd uložili 150 miliona i sada započi-njemo izgradnju nove zgrade u Airport sitiju vredne još 25 miliona evra.Ovako za “Blic” svoje planove priča Adir El-Al, generalni direktor prvog biznis parka u Srbiji, Airoport City Beograd, i jedan od najvećih izraelskih investitora u našoj zemlji.Dok sedimo na 47. spratu zgrade u Tel Avivu, gde je El-Al ugostio reportera “Blica”, i posmatramo “more” nebodera koji su u ovom gradu “nikli“ samo u poslednjih par decenija, direktor Airport sitija kaže da sličnu viziju ima i za Beograd i da je sprovodi kroz širenje Airport sitija, ali i nekoliko drugih velikih projekata kompanije “Afrika Izrael”.

- Gotovo na svakih 12 meseci mi izgradimo dodatnih 15 do 20.000 kvadratnih metara u Airport City-ju – kaže El-Al.Kako dodaje u ovom biznis parku se u poslednje tri godine promenilo puno toga.

- Do 2008. godine smo projekat razvili do određenih dimen-zija, a potom nas je na kratko usporila svetska ekonomska kriza, ali od 2012. godine nastavili smo izgradnju i širenje biznis parka - započinje priču El-Al i dodaje da je od tada u sklopu Airport City-ja izgrađeno čak devet poslovnih zgrada.

- To je skoro 130.000 kvadratnih metara i to nas čini jednim od najvećih biznis parkova na svetu, a posebno u Evropi - ističe s ponosom.

Dok razgovaramo u Tel Avivu, koji je i sedište kompanije Afrika Izrael, ne može da se ne nametne pitanje - zbog čega je ova kompanija koja posluje širom sveta izabrala baš Srbiju da u nju ulaže i gradi?

- Ukratko, Srbiju gledamo kao jednu od strateških zemalja za razvoj i investicije. Pored Airport City-ja širimo se i na druge lokacije i u Beogradu smo veoma aktivni i uključeni smo u sve semente oblasti nekretnina - poslovni prostor,

stambeni, pa i komericijalni - kaže El-Al i dodaje da je ra-znovrsnost i broj multinacionalnih kompanija koje koriste njihove zgrade impresivan.Kako kaže, ispunjenost biznis parka na Novom Beogradu je čak 90 odsto zbog čega su se i odlučili na izgradnju još jedne zgrade.

- U narednih 10 godina dupliraćemo popunjenost. Ako nastavimo ovim tempom to znači da ćemo izgraditi još 150.000 kvadratnih metara i pratkično imati mali grad u gradu - kaže s osmehom El-Al.

Kompanija Afrika Izrael, takođe stoji iza još jednog veli-kog projekta koji će izmeniti lice Beograda. Pre nekoliko godina ova kompanija kupila je zgradu Saveznog MUP-a u Ulici kneza Miloša. Na mestu ove zgrade, sada su uveliko radovi na izgradnji Skajlajna, tri zgrade stambeno-poslov-nog prostora.

- Veoma smo ponosni na ovaj veličanstveni projekat lo-ciran na jednom od najekskluzivnijih mesta u Beogradu. Gradimo tri glavna tornja i jednu malu, komercijalnu zgra-du. Dva tornja će biti stambena, a jedan će biti poslovna zgrada - objašnjava El-Al.

Kako kaže, ovaj kompleks biće sopstvena celina unutar grada, što znači da će stanari u sklopu njega imati sve što im je potrebno za svakodnevni život.-Stanari će moći da koriste sve što nude i poslovne zgrade: kafiće, spa centar, teretanu, parking, sigurnost, svakodnev-no održavanje.

Koliko daleko je i ovaj projekat odmakao najbolje govori upravo to što je prodaja stanova u ovom kompleksu uve-liko u toku.

- Prodaja ide bolje od naših očekivanja - kaže El-Al i doda-je da očekuje da će prvi stanari već za dve godine moći da započnu svoj život u Skajlajnu, dok će paralelno gradnja biti nastavljena dalje.

Kompanija Afrika Izrael, izgradila je veliki broj nebodera, stambenih i poslovnih jedinica i u Tel Avivu. I dok sa re-porterom “Blica” uživa u pogledu na njih, El-Al kaže da su time promenili izgled tog grada i da se slično sada dešava i u prestonici Srbije.

- Menjamo lice Beograda zauvek i zbog toga se osećam sjajno. Osećam da to radimo za dobro i Beograđana i gra-da - kaže s osmehom El-Al koji godinama živi u prestonici Srbije i sada je već oseća kao svoj dom.

- Povezan sam sa ovom zemljom i srećan sam što imam mogućnost da svojom energijom i sposobnostima dopri-nesem gradu - kaže on i dodaje da je u Beograd “došao da ostane” i da, iako već ima pune ruke posla, i dalje traži nove lokacije za nove projekte.

- Došli smo da investiramo u zemlju i ostavimo pečat na ekonomiji Srbije. Došli smo da ostanemo - s osmehom zaključuje El-Al.Marija Kosanović

10 Airport City Belgrade newsletter

The Kibbutz Contemporary Dance Company is relatively tough to secure

– as they have an extremely busy and packed schedule. They arrived in

Tivat from Paris, then continued their tours a few days later.

They came to Montenegro thanks to the help of the Embassy of Israel

and our companies, Airport City and Skyline.

We are very proud of this CSR activity, because it is truly a universal

language that transfers a message of beauty and the permeation of

cultural patterns.With the hope that this festival will spark a new love for contemporary

dance in Tivat – for now this the premiere, and in a few years, when

we meet again in the atmosphere of the Old Fortress, we hope it will

already hold a prominent spot on the map of the Mediterranean’s summer

culture scene.

Kibutz Dance je relativno teško obezbediti – imaju izuzetno ispunjen

raspored. U Tivat su stigli posle Pariza i već za koji dan nastavljaju

gostovanja.U Crnu Goru došli su zahvaljujući pomoći Ambasade Izraela i naših kompanija Airport City i Skyline.

Jako smo ponosni na taj CSR jer zaista uneverzalnim jezikom prenosi

poruku lepote i prožimanja kulturnih obrazaca.

Uz nadu da će ovaj festival započeti novu ljubav prema savremenom

plesu u Tivtu – za sada je prvenac, a za koju godinu kada se sretnemo

ponovo u ambijentu, Stare tvrđave biće, nadamo se, već mesto na mapi

letnje kulturne scene Mediterana.

Universal Language of Dancing

> Interview Ram

mi Be´er

The Purgatorie’ Festival in Tivat has grown over the years to become The place that determines the rhythm of cul-tural events on the Montenegrin coast, and a place that members of the public of all ages very happily include in their programme of evening outings during July and August.In the atmosphere of a truly beautiful and tastefully arranged coastal gem, as the backdrop to the famous Porto Montenegro marina, the organisers of ‘Purgatorie’ this year very courageously launched their Dance Festival, bringing modern dance to the Montenegrin scene. The festival was opened by the famous Kibbutz Contemporary Dance Group from Israel with the show Mamma Mia, under the choreography of Rami Be’er.The magic of movement left the audience longing for more... with ‘it was over too quickly!’ being the loud comment that could be heard between rounds of appla-use.Rami Be’er, a magician of contemporary dance, is not un-known to the public from our region, having made seve-ral guest appearances in Belgrade. Watching this show prompts one to wonder how it’s possible that he can work so differently again and again...

What is it that makes the Israeli school of dance and choreography so different and, relative to Israel’s size and artistic scene, so superior in terms of the number of authors ranked among the very best in the world?

Dance, movement, is a universal language. Israel is a small and young country, with a young and recently-emerged language that is the means of communicating between people who’ve come from all over the world. There was, somehow, spontaneous development of this propensity for expression through movement – which everyone ulti-mately understands. In such a young nation, we perhaps also had less of a burden of tradition or some artistic and

social tenets that needed to be respected. And perhaps it’s also a little about rebellion, avant-garde and the strive for freedom – that’s essential for dance.

Mamma Mia has a very intimate and different atmos-phere compared to some of your pieces we watched earlier.

Yes. Mamma Mia was created in what was, for me perso-nally, a very delicate juncture in life. My parents departed at very short notice, both of them. My childhood retur-ned, grief that requires time, the pictures of that which you take from home came back to me, moments of sad-ness and reconsideration... I emerged from an unusual but very strong environment. My father, an architect, played instruments and the house was filled with the sounds of classical music – My sister and I were, together with dad, ardent performers. Apart from being convinced of the ideas of socialism that they brought with them from Hun-gary in the aftermath of the Holocaust and transferred to the kibbutz, they also brought a part of the ‘Kund K’ culture...

The piece contains some Hungarian language, or it just seemed that way to me?

It didn’t just seem that way. I tried to recreate fragments of my childhood through music, the language sentiment, and in the attitude towards universal values.Part of my piece reconsiders relationships between pe-ople and tries to compel the viewer to wonder about meaning... And to depart the performance in a state of contemplation.The Tivat audience provided a very warm and frenetic standing ovation for the Kibbutz Dance performers as they left the stage.The show, which could have continued for a lot longer, left the audience filled with the beauty of movement and sense of contemplation, just as Rami had wanted.

11Airport City Belgrade newsletter

Festival u Tivtu s godinama je postao mesto koje određuje ritam kulturnih događanja na crnogorskom primorju i me-sto koje publika različitih uzrasta veoma rado uvrsti u svoj repertoar večernjih izlazaka u julu i avgustu.U atmosferi zaista lepog i s ukusom sredjenog primorskog bisera, u zaledju čuvenog Porta Montenegra, ove godine su organizatori Purgatorija veoma hrabro započeli Dance festi-val donoseći moderni ples na scenu Crne gore. Festival je otvorila čuvena Kibutz Dance grupa iz Izraela s predstavom Mama mia u koreografiji Ramija Be´era.Magija pokreta ostavila je gledaoce da žele još…I glasni komentar koji se čuo izmedju aplauza: prošlo je suviše brzo!Rami Be´er mag savremenog plesa nije nepoznat publici iz našeg regiona, gostovao je u Beogradu nekoliko puta. Gledajući ovu predstavu ostaje pitanje kako je moguće da deluje toliko drugačije?

Šta je to što čini izraelsku školu plesa i koreografije toliko drugačijom u odnosu na veličinu Izraela i nje-gove umetničke scene, i superiornom po broju autora koji su u prvih desetak u svetu?

Igra, pokret - to je univerzalni jezik. Izrael je mala i mlada zemlja, mlad i tek nastao jezik koji je sredstvo sporazu-mevanja ljudi pridošlih iz celoga sveta. Nekako spontano se razvila ta naklonost izražavanju kroz pokret - koji u krajnoj liniji svi razumeju. U mladoj naciji možda smo imali i manje opterećenja tradicijom i nekim umetničkim I druš-tvenim kanonina koje je trebalo poštovati. A možda je u pitanju malo bunta, avangarde. I težnja za slobodom – za ples je to neophodno.

Mama mia ima veoma intimnu i drugačiju atmosferu nego neki raniji komadi koje smo gledali.

Da, Mama mia je nastala u jednom za mene lično veo-ma delikatnom životnom trenutku. Moji roditelji su otišli u veoma kratkom roku, oboje. Vraćalo mi se detinjstvo, tuga za koju je potrebno vreme, vraćale su mi se slike onoga što poneseš iz kuće, momenti tuge i preispitiva-nja… potekao sam iz jedne neobične ali veoma snažne sredine. Otac arhitekta svirao je i kuća je bila ispunjena zvucima klasične muzike – moja sestra ja smo bili zajedno s tatom vredni izvođači. Oboje su pored ubeđenosti u ideje socijalizma koje su posle holokausta preneli u kibutz u koji su se doselili iz Mađarske doneli i deo K und K kulture…

U delu se prepoznaje madjarski jezik ili mi se to učinilo?

Ne, nije vam se učinilo. Pokušao sam da stvorim fragmen-te detinjstva kroz muziku, jezik, sentiment i odnos prema univerzalnim vrednostima.Deo mog komada preispituje odnose među ljudima i po-kušava da natera gledaoca da se zapita o smislu… I, da napusti predstavu razmišljajući.Publika u Tivtu je vrlo toplo i s frenetičnim aplauzima ispratila Kibutz Dance sa scene.Predstava koja je mogla da traje i mnogo duže ostavila je gledaoca ispunjenog lepotom pokreta i upitanošću , baš kako je Rami i želeo.Marina Deleon

Kibbutz Dance is renowned for its unique school. In some way, Rami Be’er –

through his teaching and his work with talented

dancers from around the world – is provided with a

wide range of opportunities to recognise those who

share his understanding of movement and beauty, and

his unusual sensibility.

Kibutz Dance je poznat po svojoj jedinstvenoj školi. Ramiju Be’eru na neki način kroz školovanje i rad sa talentovanim igračima iz celog sveta ostaje veliki dijapazon mogućnosti da prepozna one koji dele njegovo shvatanje pokreta, lepote i njegov neobičan senzibilitet.

> Lepota pokreta kao univerzalni jezik

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Koncept i urednik / Editor in Chief: Marina Deleon Novinari saradnici / Journalist contribution: Sanja Ilić Prevod / Translation: Mark Pullen, Dimitrije Vulić Foto / Photo: Luka Trajković, Marko Đoković, Miodrag TrajkovićPriprema / Prepress: Ovivi design

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