For the occasion of the Croatia Insurance Company’s 133rd anniversary, Zagreb Grič Tunnel has been transformed into a multimedia time machine transporting into 133 years of an interlaced, stormy history of Croatia, the City of Zagreb and individual histories of every citizen and visitor.
The exhibition has been created by three agencies – Millenium promocija, Brigada and Bruketa&Žinić&Grey, and has been named Croatia is Croatia, emphasizing the historical role Croatia Insurance Company has had in the economical growth of the country since 1874, when it was founded by great Croatian writers and politicians August Šenoa, Ivan Vončina and Gjuro Deželić.
The exhibition covers 2100 square meters in total, spanning the full 350 m of the main tunnel hall, including 200 m of its passageways.
“We wanted this exhibition to make people feel the history as a living whole in which every individual takes their significant part and creates a single story,” says Damjan Geber, Brigada’s Creative Director whose concept of time travel and engaging individual historical stories was a foundation the entire spatial design was built on.
A net-like steel structure is installed in the tunnel like a tunnel inside the tunnel, the surface of which is partially empty, with an idea to take up the content of precisely those individual stories in time. The remaining surface is filled up with reproductions of historical artefacts, selected by Prof. Božo Skoko, Ph.D.
The digital part of the exhibition allowing the visitors to exhibit fragments of their own histories was conceived by Bruketa&Žinić&Grey Agency. After posting their old photograph on social networks using hashtag #povijestpisemosami, their photograph will find its place in Grič Tunnel during the exhibition period.
All exhibits will substantially span 13 decades characterized by interesting events, people and artefacts, but also by a completely different atmosphere the exhibition is to evoke. To make this happen, Brigada integrated the elements of multimedia and scenic design into the chief exhibition content to intensify the experiential aspect of the exhibition.
The passageways have thus been turned into interactive spaces featuring the specificities of the period they happen to be in. As a consequence, one passageway is dedicated to Nikola Tesla, whose inventions are shown with the help from students of the Faculty of Electrical Engineering and Computing. The other passageway has become a war bunker, whereas the third is a tavern from the 1960’s in which the visitors can dance to the music of the time.
Brigada has transformed the central part of the exhibition, the widest section of the tunnel for that matter, into a multisensory experience. In order to see the rest of the exhibition, the visitors have to walk through a dimmed, rainy section of the tunnel representing a sort of cleansing and a break for personal reflexion, as well as a safe passage into a new more optimistic period of the 1950’s after the grave period of the World War II history.
In the end, when exiting the tunnel to enter into the future, everyone can send their own digital text message that will also become a part of the exhibition.
Adris grupa / Predrag Grubić (Corporate Communications Director and Exhibition Co-Author), Kristina Miljavac (Corporate Communications)
Croatia osiguranje / Maja Weber (Director of Corporate Communications Sector), Zrinka Jugec (Head of Marketing Communications), Paola Poljak (Deputy Director of Corporate Communications Sector)
Turistička zajednica grada Zagreba (Co-Organizer)
Bruketa&Žinić&Grey (Exhibition Concept, Graphic Design and Advertising) / Davor Bruketa (Creative Director), Maša Ivanov (Client Service Director), Svjetlana Vukić (Account direktorica), Zrinka Požar (Account Executive), Nikola Vukalović (Senior Designer), Vesna Đurašin (Production Manager), Ivan Kovačević (Digital Director), Iva Bolta (Digital Media Strategist), Dubravka Srkulj (PPC Specialist), Valentino Dujić (PPC Specialist), Bernarda Amidžić (Community Manager), Radovan Radičević (Head of DTP), Saša Rehtaček, Danko Đurašin, Željka Tročak, Vedran Firkelj (Head of Digital Production), Andrej Gagić (Case Film Associate)
Dragan Lakičević (Creative Director)
Andrea Knapić (Art Director)
Millenium promocija / Prof. Božo Skoko, Ph.D. (Author of the Content behind the Exhibition Concept), Martina Pandžić Skoko, Ivan Pakozdi, Tamara Begić, Ružica Herceg, Maja Zrnčić, Ana Šimić, Maja Samardžić Gašpar
prof. dr. sc. Feđa Vukić (Exhibition Reviewer)
Andreja Smetko i Filip Turković (Curators)
Brigada (prostorni dizajn) / Damjan Geber (Creative Director, Author of the Spatial Design Concept), Dominik Cergna (Exhibition Layout Designer), Marina Brletić (Architectural Manager), Marija Lukić (Project Manager), Ivana Lišnjić (Associate)
Ivan Marušić Klif (Video Projections)
Ivan Kožar (Reproduction of Nikola Tesla’s Invention)
Morana Stinčić i Igor Lenard (Scenic Designers)
Jurica Sinković (Architect)
Iva Hrvatin (Catalogue Design and Layout)
Cerovski Print Boutique (Print)
Domagoj Kunić (Exhibits Photographer)
Brojka Produkcija (TV Production)
Relja Ivanić i Pixell/Petar Glebov (Exhibition Photography)