Drugi jezik na kojem je dostupan ovaj članak: Bosnian
For the presentation of Croatia at the London Design Biennale that is being held for the first time this year, organizers, the Croatian Ministry of Culture and Croatian Designers Association (HDD), selected a project whose curatorial concept is signed by Maša Milovac and a team of associates called “The Utopian Collective”. This is the first edition of the event which has the ambition to become the most representative European exhibition – not fair – event in the field of design. London Design Biennale, organized in partnership with Jaguar, will take place in the area of Somerset House from 7 to 27 September 2016, and will bring together representatives of 37 countries of the world.
The theme of the first biennale is associated with the anniversary of the first edition of the book Utopia by Thomas More (1516th), so the organizers invited participants to collectively examine the current state of utopian idea and to tackle one of the fundamental questions of humanity today, through contemporary design approaches and under the common title Utopia by Design. London Design Biennale, whose leaders are Sir John Sorrell as president, Ben Evans as CEO and Dr. Christopher Turner as director, is an independent event whose duration overlaps with the London Design Festival.
The curatorial concept of Maša Milovac and team of associates titled Utopian Collective, selected to represent Croatia at the London Design Biennale, is based on moving away from the expected and known. Due to the somewhat outdated format of representation of design within participations at biennials, which practice separation of the best design with a national denomination, and bearing in mind the topic Utopia by Design, the Utopian Collective is conceived as an unconventional experimental process aimed to explore the work of the collective and work in the collective, or rather the status of the common, synergistic and cooperative as one of the possible formats of design work. This departure is set against the individualistic practices as imperatives of competitiveness and antagonizing within the consumer society, and the neo-liberal market environment. The team of designers that make the Utopian Collective are Maja Čule, Hrvoje Hiršl, Maja Kolar, Maša Poljanec, Oleg Šuran, Mauro Massarotto, Mauricio Ferlin and Hrvoje Živčić, and was assembled for the purposes of this presentation which makes their first joint cooperation.