city within a city

It has already become customary for June to be the month when the Avenue is “happening”; the month during which many companies celebrate their anniversaries or mark their successes. It was on the last day of June in 2006 that we officially opened ACB’s first buil-ding and at the same time placed a Megillah, with signatures and good wishes for the prosperity of Airport City, in the foundations of the next phase. This June we are launching the fourth phase of construction and will step beyond the 75,000m2 mark, which has been the limit here for some time, and look ahead to the future appearance of this part of the project towards Tošin bunar and the busy atmosphere of the construction site which, regardless of how noisy it may be, represents a sign that there’s something new on the horizon – cranes are a symbol of new beginnings.

Već je postalo uobičajeno da jun bude mesec kada se “dešava” Avenija, mesec u kome mnoge kompanije slave godišnjice ili obeležavaju svoje uspehe. Prvu zgradu ACB-a smo svečano otvorili poslednjeg dana juna 2006 i tada smo u temelje sledeće faze položili Megilu s potpisima i dobrim željama za prosperitet Airport City-ja. Ovog juna započinjemo četvrtu fazu izgradnje, zakoračićemo preko oznake 75.000m2 koliko je bilo ovde već izvesno vreme i radujemo se i budućem izgledu ovog dela projekta pre-ma Tošinom bunaru, užurbanoj atmosferi gradilišta koja bez obzira koliko nosi sa sobom žamor ili buku predstav-lja znak da je nešto novo na pomolu - kranovi su uvek simbol novih početaka.

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 SOUTHEASTERN EUROPE

June / 2015 n ° 17

“

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EXPANDING TOwards

morrow

02 Airport City Belgrade newsletter

Editor’ s wordIn such an atmosphere, I remembered a fairytale about

warm fluff balls (A warm fuzzy tale, by Claude M. Steiner).

Without a desire to get into serious analysis, compari-

sons, etc., my inspiration in the context of ACB was the

atmosphere of this working area in relation to others

that I have had the opportunity to experience. I do not

know precisely which or exactly when, but this place be-

gan to emit a good atmosphere of smiles, as though

people in the Avenue gave each other warm balls of fluff

and sent smiles while receiving good energy ... and, don’t

worry, it seems to me it will remain like that.

Marina Deleon Communication Advisor

Rec urednikaU takvoj atmosferi setila sam se bajke o toplim pufnama

(A warm fuzzy tale , Claude M. Steiner).

Bez ambicije da ulazim u ozbiljniju analizu, poredjenja itd

inspiracija u kontekstu ACBa mi je bila atmosfera ovog

radnog prostora u odnosu na ostale u kojima sam imala

prilike da budem. Ne znam tačno čime i ne znam tačno

kada, ali ovo mesto je počelo da emituje jednu dobru

atmosferu punu osmeha i kao da ljudi u Aveniji daju tople

pufne jedni drugima i osmehuju se šaljući i primajući do-

bru energiju... I ne brinem, meni se čini da će tako i ostati.

Marina Deleon Communication Advisor

V

> Airport City - a place w

ith a soul

AIRPORT CITY - a place with a soulWith Marina DeLeon, ACBs Communication Advisor, we tried to define the spirit or special atmosphere of this place.

Airport City is unique to Belgrade and Serbia in terms of real estate developments, but what sets it apart from other Class A business parks elsewhere in the world?

From my perspective, as someone’s whose field of exper-tise is ACB’s image, I would say that what makes our business park unique among the many I’ve seen is the atmosphere it has developed over the last years. And that image is one of a “city within a city”, which began as a slogan but has grown into a reality. We have an image of a small urban entity; a whole unto itself, while we’re also integrated with the neighbouring community.You can maybe find Class A office space, with ample par-king, energy efficiency and attractive landscaping elsewhe-re in the world, but what makes Airport City Belgrade totally unique, in my personal opinion, is that little additi-on of a warm and happy atmosphere; with 7,000 people entering our little city every day, the place has a soul – and that soul is happy, open and inviting.

Would you say that ACB has its own persona?Over the years Airport City has developed its own cha-racter, its own personality. And I really see people on our Avenue who look happier than they do in other places, enjoying every little corner and every view. So, we have created very pretty and very green and floral environment, while at the same time practical and professional and pe-ople working here genuinely seem to enjoy it.The tenant mix is also important to our appeal and our collective identity. As we know, like attracts like and success attracts success, so many of the different people who come here are naturally compatible, even if they are

engaged in completely different sectors.Airport City is not showy and grand, which can be burde-ning in itself. Rather, it is “normal” and has that touch of sophisticated flavour of success that is recognisable.

The central ACB Avenue is undoubtedly the heart and soul of the business park. Was that intentional or inevitable?

The space was created for the Avenue to become the li-veliest part of Airport City. When R.Wimmer the architect gave his first interview I remember he said that Avenue is this projects backbone which with its square would fulfil a function of Ancient Greek Agora – The meeting place in future. And, as we are recognisable by this walkway, in a visual image sense and in terms of promotional activities – we are also very protective of this areas image.We have lots of promotions and events on the ACB Ave-nue, both for our clients and for others promoting good causes. They are always approved by Airport City and are subjected to a very meticulous selection process, in order to determine that a suggested promotion is up to our standards and will not disrupt or disturb the harmony of the Avenue.This summer’s activities will begin with the Phase 4 La-unch Event, but after that we hope to host several exhi-bitions, a number of our clients are interested in staging big events, and we will have other cultural and arts events throughout the warmer months.We have been promoting the Avenue as a place for those who work here to spend their summer break having a

kind of happy hour with live music and we will continue with that popular activity.

What have been the happiest and most beautiful times on the Avenue?

There was the kids’ carnival and red nose comic relief event, which was wonderful and probably showed the Avenue at its most beautiful – with laughing children and clowns and stilt walkers and jugglers and lots of colour – and also raised donations for a very good cause, Dr Clowns who were visiting sick kids in Belgrade hospitals. We have had project aimed at improving quality of life and raising public awareness of green issues. We had the “Vi-zila – vehicles of imagination” art project that raised public awareness of recycling in a unique and attractive way.At that time there were several small promotions on issue of relating to recycling, energy efficiency and waste management. All that was six years ago, and it is satis-fying to see that those ideas that we pioneered are now more popular among others.Airport City was beautiful when we hosted the Kids Eco-Patrol project from New Belgrade kindergartens, when we had the “Green Day”, and managed to persuade them to try healthy drinks and healthy food fruits and vegies on skewers. It was beautiful when we opened the last building – a project that represented a milestone in terms of the speed of construction, taking less than a year to comple-te, and the ribbon wrapped around the building itself was a beautiful creation. >>>> continue on page 6

03Airport City Belgrade newsletter

“I would like to thank all of our clients and partners, because it is thanks to their support that we have also been able to develop successfully all these years. We have just started construction works on the new part of the business park, which will see Airport City almost double in size,” says Airport City CEO Adir El Al, speak-ing at the beginning of this interview for Whats up.

Providing the occasion for this interview is the official la-unch of the fourth phase of construction of Airport City, which has left everyone a little excited. After a long break, the construction site is again in overdrive, with cranes again visible as a sure sign of a new beginning and preparations underway for a celebration to thank all those who have con-tributed to the success achieved to date by our City within the City, including clients and many friends and associates.This provides good opportunity to look back on the previous period…

You have been in Belgrade for thirteen years already. When you look back on this period, do you feel like your experience in Serbia has changed and enriched you?

It has certainly enriched and changed me. It has brought me a lot of experience, knowledge and intercultural experi-ence. And perhaps it finally brought me understanding for the bureaucracy or at least conciliation with a definite lack of understanding for bureaucracy... it is tough to decide! It brought me a different perspective, a different way of thinking and insight into relations than the one I grew up with. All my professional and personal experience in Belgrade environment has brought me new confidence – confidence that is based on success. It is important to understand how much you can do, all the kinds of obstacles and complicated tasks you are able to overcome, and all this in combination falls under the kind of success that enriches your professio-nal framework and makes you a more capable businessman. My experience in Serbia brought me all of this. And, not to forget – a love for “kafanas”!

When you consider the economic situation in Serbia – and you certainly do that often, considering how much it impacts on your business – is it possible to be an optimist?

I honestly believe it is possible for the Serbian economy to recover. I believe you have the opportunity. The situation is certainly very complicated, but I believe people should never give up the fight and that, with perseverance, you will even-tually succeed. And I do not say this out of courtesy or as an empty phrase. As a foreign investor in real estate, I hear every day about many investment opportunities. Not all of them will be realised, and not even most of them will be realised, but some of them certainly will, with perseverance and a little luck. Foreign investors are coming and, as I meet

them in my field, they must surely exist in other areas. And there are certainly people among them who have perseve-rance and vision. At the end of the day, what remains and provides the possibility of success of an economy is not great leaps or even overnight success, but rather a persistent path to success and daily progress. This is true for both the co-untry and for individuals. Even though today’s dream is one of gaining success and wealth overnight and without effort, I do not believe in that, and I certainly do not believe that a society can base its economic future on such foundations.

Does this mean that it is possible to place the success of Airport City in the above-mentioned context?

Certainly, because the success of such a project is only po-ssible with a great concept. Without that we would not have achieved recognition of the product that we call our City within the City, nor would we have managed to rema-in, even in the time of crisis, a space with extremely high occupancy rates. The image of this place, and recognition of the exceptional offer that ACB represents, is something we built through persistence on a daily basis from the beginning. And, in the end, investors believed all the time in the success of such a project right here and on this market.

Is it easy to recognise the right moment for construction?One of the most important things in the real estate sector is to recognise trends. One who is capable of that has the advantage.Many years of experience in Serbia enables us to more ea-sily recognise the characteristics of the moment, the men-tality, to properly assess the reaction of customers, who are very specific here and differ greatly from those in other places where we have built. I can say freely that we have the knowhow and experience and we are very familiar with the situation on the ground. On the other hand, we have carefully monitored the market and we try to identify the specific moment in which a need arises on the real estate market for a particular product. Today I believe that I can say for myself that I understand this market in various areas of the real estate field.You will have noticed that we undergone a very active period in the last few years. Much more time has passed from the

third stage than was the case, for instance, between the second and third phases. This was due to the lack of demand for new office space. Today we believe that need is present and that is why we have launched phase four, which will al-most double the capacity of Airport City. And this is a direct response to the question of what we predict will happen in Belgrade. And we’re not in this alone. Recently, more and more companies from completely different areas have disco-vered this market, where they have a relatively educated la-bour force under more favourable conditions than elsewhere in Europe. Such companies are interested in several thousand square metres of highly equipped space.Our new buildings will, I hope, provide the right response to that need.

What will be new in this area, compared to the exi-sting park?

In phase four we will build four new office buildings that will be similar to the existing structures only in terms of appe-arance. In reality, they are completely different in terms of structure and standards of construction. In building Airport City we have learned many lessons about the introduction of new standards to construction in the early stages and we have now applied all this additional value in the construction of new buildings. They will be the best combination of expe-rience gained here and novelties introduced on the basis of our international experience and knowhow.

What is the construction plan for the new section of the business park?

The new office buildings will be significantly larger than the existing ones, and one of them will have 12 to 16 floors. The buildings will be surrounded by an attractive environment, a large parking zone and green areas, integrated into the existing landscape design. Each building will also have under-ground garages and all of these innovations will fit naturally into what already comprises Airport City. These will be smart buildings with systems that enable the better functioning of life and activities within them. This applies, for example, to the speed lifts, energy efficiency which is important now, reduced consumption of oil, gas and electricity, etc. We will also introduce installations and control systems that will ena-ble much greater flexibility in relation to the external envi-ronment. As for the concept, the idea is for contents and fa-cilities, primarily those from the service sector on the ground floor, to serve those who use the space on the upper floors, which is a far more cost-effective solution for occupants.

What is the timing for phase 4?The first building will be completed by April 2016, when new tenants will move in, then they will be built one af-ter another. There is already significant interest in this office space. We are currently in serious negotiations with several

> InterviewPersistence of a Marathon Runner

Adir El AlAirport City Belgrade CEO

Phase 4

Phase 4 means another 63.000 sqm of high quality A space and expanding of Airport city towards Toshin bunar.It means another 4 building as addition to exi-sting 7 and existing 87.000 sqm GLA.It means that present family of 90 companies in Airport City Belgrade would enlarge as well.


> Interview

potential clients. We are open to all their needs and requ-irements, in terms of the functionality of the space, and I believe they will be the tenants of building 1200.This is certainly the most sophisticated office space in Belgra-de. There are several similar developments in the region, one of which is the business park that we (AFI Europe) are bu-ilding in Romania, in Bucharest, which also adheres to the highest European standards.

When will construction of the other buildings begin?We are now developing projects and designing the second building, which from the top will offer views of whole city,

including the rivers Sava and Danube. We will start construc-tion when we get a sign from the market, but what is certain is that the market is increasingly opening up.

Finally, let’s discuss a different topic that is relevant to us locally. I’d like to hear your opinion, as someone who is a foreigner but also like one of us, about the requirements of our younger generation of educated people, who you come in contact with on a daily ba-sis and who are trying to apply their knowledge at this very demanding juncture?

I believe in the persistence of long-distance runners. I would tell them to think and plan for the long run. Better to be a marathon runner that one who runs quickly over short distances, burning out quickly. The ability to achieve business goals lies in knowledge, good planning, focusing on the goal, but also in faith in yourself and belief that you will succeed. They must try to see the whole picture, to take an over-view of their opportunities beyond this present moment and short-term goals. And they should never forget who they are and where they come from. And they should be proud of that and, ultimately, the land and country of very nice people that they hail from.

Besides your work, have you managed to learn so-mething about Belgrade leisure and socialising in a relaxed atmosphere?

Oh yes, Serbia is an exceptionally hospitable country. People readily accept foreigners and people here have a tendency to seek the highest possible quality of life and enjoyment, which is not so common elsewhere. That’s why foreigners enjoy the time they spend here so much. And if that were not so and there weren’t so many wonderful people, I would not have stayed here for so long with my family.

M.D. & Lj.L.

“Želeo bih da se zahvalim svim našim klijentima i partne-rima, jer smo zahvaljujući njihovoj podršci i mi mogli da se ovako uspešno razvijamo sve ove godine. Upravo smo započeli izgradnju novog dela biznis parka kojim će se Air-

port City skoro duplirati” izjavio je na početku razgovora za Whats up, generalni direktor Airport City-ja, Adir El Al.

Povod za razgovor je zvanično lansiranje četvrte faze iz-gradnje Airport City-ja, zbog koje su svi pomalo uzbudjeni. Posle duže pauze gradilište je ponovo užurbano; vide se kranovi koji su uvek znak novog početka; priprema se pro-slava za sve koji su zaslužni za dosadašnji uspeh “GRADA U GRADU”, za klijente i mnogobrojne prijatelje i saradnike. Dobar momenat da se osvrnemo na proteklo razdoblje.

U Beogradu ste već trinaest godina. Kada se osvrne-te na taj period iza vas, da li vas je iskustvo u Srbiji promenilo, obogatilo?

Svakako me je obogatilo i promenilo. Donelo mi je mno-go poslovnog iskustva, znanja, interkulturalno iskustvo. Pa možda razumevanje birokratije napokon ili pak mirenje s definitivnim nerazumevanjem birokratije…teško mi je da odlučim! Donelo je jednu drugačiju perspektivu, drugačiji način razmišljanja i sagledavanja odnosa nego onaj u kome

sam odrastao. Svo profesionalno i lično iskustvo beograd-skog okruženja donelo mi je jedno novo samopouzdanje, ono koje se bazira na uspehu. Jako je važno da shvatite koliko možete, kakve sve prepreke i komplikovane zadatke ste u stanju da ostvarite i sve to zajedno spada u uspeh

Phase 4

Četvrta faza gradnje donosi novih 63.000 kvm prostora klase A i širenje Airport City-ja prema Tošinom bunaru.U pitanju su 4 nove zgrade kao dodatak na 7 već postojećih i na postojećih 87.000 mkv GLA.Ovo će sigurno učiniti da se postojeća porodica od 90 kompanija u Airport City-ju uveća.

3.2.2015 15.3.2015


koji obogaćuje profesionalni okvir i čini vas sposobnijim poslovnim čovekom. To mi je sve donelo iskustvo u Srbiji. I da ne zaboravim - ljubav prema kafanama!

Kada razmišljate o srpskoj ekonomskoj situaciji, a činte to sigurno često obzirom na to koliko utiče na vaše poslovanje, da li je moguće biti optimista?

Ja iskreno verujem da je moguće da se srpska privreda opo-ravi. Verujem da imate šansu. Situacija je sigurno veoma komlikovana ali ja verujem da ljudi nikada ne treba da odu-stanu od borbe i da uz upornost na kraju će se to ostvaritiI. I ovo ne kažem iz kurtoazije i nije fraza. Kao strani inve-stitor u oblasti nekretnina svakodnevno čujem za ne tako mali broj mogućnosti za ulaganje. Neće se svaka ostvariti, neće se verovatno ni većina ostvariti, ali neke hoće sigurno, uz upornost i malo sreće. Strani investitori dolaze i kao što ih ja srećem u svojoj oblasti sigurno ih ima u drugim delatnostima. I sigurno medju njima ima ljudi s upornošću i vizijom. Na kraju dana ono što ostaje i čini mogućnost us-

peha jedne privrede nisu veliki skokovi ni uspeh preko noći nego uporan put ka uspehu i svakodnevno napredovanje. To važi i za zemlju i za pojedinca. Iako je danas san uspeh i bogatstvo preko noći i bez truda ja u to ne verujem, a pogotovo ne verujem da jedno društvo može da zasniva svoju ekonomsku budućnost na takvoj osnovi.

Da li to znači da je uspeh Airport City-ja moguće sta-viti u opisani kontekst?

Svakako, zato što je uspeh ovakvog projekta bio moguć samo uz odličan koncept. Bez toga ne bismo postigli pre-poznatljivost proizvoda koji zovemo Grad u gradu, niti bismo uspeli da ostanemo i u krizno vreme prostor sa izu-zetno visokom stopom popunjenosti. Image ovog mesta i prepoznatljivost izuzetne ponude koju ACB predstavlja gradili smo uporno i svakodnevno od početka. I na kraju, investitori su verovali sve vreme u uspeh takvog projekta baš ovde i na ovom tržištu.

Da li je lako prepoznati pravi momenat za gradnju?U oblasti nekretnina jedna od najvažnijih stvari je prepo-znati trend. Onaj ko je to u stanju ima prednost. Dugogodišnje iskustvo u Srbiji omogućava nam da lakše prepoznamo osobenosti trenutka, mentalitet, da pravilno procenimo reakciju kupaca koji su ovde specifični i mnogo drugačiji nego na drugim mestima gde smo gradili. Slo-bodno mogu da kažem da imamo know how i iskustvo i poznajemo odlično teren. S druge strane pažljivo smo pratili tržište i trudimo se da identifikujemo taj specifičan momenat u kome nastaje potreba na tržištu nekretnina za odredjenim proizvodom. Danas verujem da mogu za sebe da kažem da razumem ovo tržište u svim različitim oblastima real estate-a. Primetili ste da nismo imali vrlo aktivan period poslednjih par godina. Od treće faze prošlo je daleko više vremena nego izmedju npr druge i treće. To je bila posledica nedo-statka potrebe za novim offis prostorom. Danas verujemo da je ta potreba prisutna i zato smo započeli četvrtu fazu koja će skoro duplirati kapacitet Airport City-ja. I to je posredno odgovor na pitanje šta predvidjamo da će se de-šavati u Beogradu. I nismo u tome usamljeni. U poslednje vreme sve više firmi iz sasvim različitih oblasti otkriva ovo tržište na kome nlaze relativno obrazovanu radnu snagu pod povoljnijim uslovima nego na drugim mestima u Evro-pi. Takve kompanije su se interesovale za iznajmljivanje velikih prostora od par hiljada kvadratnih metara klase A opremljenog prostora.Naše nove zgrade biće nadamo se pravi odgovor na to.

Šta je novo u tom prostoru u poredjenju s postojećim?U četvrtoj fazi biće izgrađene četiri nove poslovne zgra-de, slične postojećim samo po izgledu. U stvari su pot-puno različite po strukturi i standardu građenja. Gradeći Airport City naučili smo mnoge lekcije uvođenjem novih standarda u gradnju u ranijim fazama i sada smo sve te dodatne vrednosti primenili na nove zgrade. One će biti najbolja kombinacija svog iskustva stečenog ovde i novina koje uvodimo na bazi naših internacionalnih iskustava i know-how-a.

Kakav je tajming izgradnje novog dela biznis parka?Nove poslovne zgrade biće znatno veće od postojećih i jedna od njih imaće 12 do 16 spratova. Zgrade će biti okružene atraktivnom okolinom, velikom parking zonom i zelenilom, ukopljenim u postojeći pejzažni dizajn. Svaka zgrada imaće i podzemne garaže i sve te novine će se prirodno uklapati u ono što već jeste Airport City. Biće to pametne zgrade sa sistemima koji omogućavaju bolje fiunkcionisanje života i aktivnosti u njima. To se odnosi, na primer, na brzinu liftova, na energetsku efikasnost koja je danas jako važan aspect modern gradnje, na smanjenje utroška nafte, gasa i električne energije, itd. Postavićemo instalacije i sofisticirane kontrolne sisteme što će omogu-ćiti mnogo veću fleksibilnost u odnosu na spoljnu sredinu. Što se tiče koncepta, ideja je da sadržaji i objekti, pre svega oni sa uslužnim delatnostima u prizemlju, služe oni-ma koji koriste prostor na višim spratovima što je daleko rentabilnije rešenje za sve.

Prva zgrada biće završena do aprila 2016. godine kada će se u nju useliti novi stanari, a potom će se graditi jed-na za drugom. Već postoji značajno interesovanje za ovaj poslovni prostor. Trenutno smo u ozbiljnim pregovorima sa nekoliko potencijalnih klijenata . Otvoreni smo za sve njihove želje i zahteve što se tiče funkcionalnosti prostora i verujem da će baš oni biti stanari objekta 1200.

Ovo je svakako najsofisticiraniji poslovni prostor u Beo-gradu. U regionu ima nekoliko sličnih, a jedan od njih je poslovni park koji mi (AFI Europe) gradimo u Rumuniji, u Bukureštu, takođe po najvišim evropskim standardima.

Kada počinje izgradnja druge zgrade? Sada projektujemo i dizajniramo drugu zgradu sa čijeg vrha će se videti ceo grad, i Sava i Dunav. Počećemo grad-nju onda kada dobijemo znak sa tržišta, a ono što je si-gurno jeste da se tržište sve više otvara.

I na kraju jedna drugačija tema značajna za nas lokal-no. Volela bih da čujem vaše mišljenje, kao nekoga ko je stranac a već pomalo naš, o tome čime treba da se naoruža mlada generacija naših školovanih ljudi s koji-ma svakoga dana dolazite u kontakt i koji pokušavaju da se plasiraju svojim znanjem u ovom vrlo zahtevnom trenutku?Ja verujem u upornost trkača na duge staze. Mogućnost da ostvariš poslovne ciljeve leži u znanju, dobrom plani-ranju, fokusiranosti na cilj, ali i u veri u sebe i verI da ćeš uspeti. Treba da pokušaju da vide celu sliku, da sagledaju koje su njihove mogućnosti dalje od ovog današnjeg tre-nutka i cilja na kratke staze. I da nikad ne zaborave ko su i odakle dolaze i da budu ponosni na to i na kraju krajeva podneblje i zemlju veoma dragih ljudi iz koje potiču.

Da li je ste pored posla uspeli da naučite ponešto o beogradskoj dokolici i opuštenom druženju ?

O da, Srbija je izuzetno gostoljubiva zemlja. Ljudi lako prihvataju strance i ljudi ovde imaju naviku da traže što viši kvalitet života i uživanja, što nije tako često na drugim mestima. Zato stranci toliko uživaju u vremenu koje pro-vedu ovde. I da nije toga i divnih ljudi ni ja ne bih ostao sa porodicom tako dugo. M.D. & Lj.L.

13.5.2015 20.5.2015

During the designing of Airport City’s office buildings an emphasis was placed on the formation of an open plan with the fewest possible structural elements and the greatest possible surface of façades, in order to enable the implementation of the most varied clients’ demands. When developing designs for each company, the starting point is the input we receive from clients. This input vari-es depending on the structure of a company, its number of departments and the ways in which working groups are conceived. Also of importance are requirements for technical spaces, conference and presentation halls, IT labs, equipment testing rooms, etc. The most interesting task in a creative sense is to translate a company’s corporate identity into its workspace. During this process we have great cooperation with the creative teams of the companies and architectural firms engaged by our clients, in order to best interpret the visual expression

of a company and implement its global spatial standards. During the designing of office space, great attention is paid to the flexibility of space, in order to ease any la-ter modifications due to the changing needs of the client. The development of IT technology brings rapid changes in spatial needs, specific contents disappear and others, like teleconference halls or small creative hubs, are formed. With information stored on servers and clouds, the fluidity of working spaces is much higher, which contributes to a more dynamic environment and less formal atmosphere.

Pri projektovanju poslovnih objekata Airport Citija akce-nat je bio na formiranju otvorenog plana sa što manjim brojem konstruktivnih elemenata i što većom površinom fasade, kako bi se omogućila implementacija narazličitijih zahteva klijenata. Prilikom izrade dizajna za svaku kom-

paniju, startna tačka su inputi koje dobijemo od klijena-ta. Ovi inputi zavise od same strukture kompanije, broja departmana, načina na koje su radne grupe koncipirane. Takodje bitni su zahtevi vezani za tehničke sadržaje, kon-ferens i prezentacione sale, IT laboratorije, prostorije za testiranje opreme i slično. Kreativno najinteresantniji za-datak je pretočiti korporativni identitet kompanije u radni prostor. Prilikom ovog procesa imamo sjajnu saradnju sa kreativnim timovima samih kompanija i arhitektonskim bi-roima sa kojima naši klijenti saradjuju, kako bi na najbolji način pretočili vizuelni izraz kompanije kao i prostorne standarde koje je potrebno implementirati. Prilikom projektovanja poslovnih prostora, puno se pažnje obraća na fleksibilnost prostora, kako bi se kasnije olakšale modifikacije zavisno od izmenjenih potreba klijenta. Ra-zvojem IT tehnologije dolazi do brzih promena u prostor-nim potrebama, odredjeni sadržaji nestaju, a drugi, poput

telekonferens sala ili manjih kreativnih hubova se formira-ju. Sa skladištenjem informacija na serverima i cloudima, fluidnost radnog prostora je mnogo veća, što dopinosi dinamičnijem radnom okruženju i neformalnijoj atmosferi.

Whats up`s new correspondant, Svetislav Kostić - Jeremić, ar-chitect, who would try to understand your needs and wishes, your habits and needs regarding business space. On this oc-casion he shared few shiny examples of beautiful and highy functional business premises, so thanks to courtesy of our clients we peeked behind the walls of their marvelous offices.


> ACB N

EWS

> Svetislav Kostić - Jeremić: You dream

we creat

You dream - we create

Price Waterhouse

Price Waterhouse

Telenor

Telenor Telenor

GlaxoSmithKline

SAP

The most interesting task in a creative sense is to translate a company’s corporate identity into its workspace - architect team lead by Svetislav Kostić Jeremić is at clients service in ACB.

Svetislav Kostić - Jeremić, architect, Client Coordination Manager


>>>>We are especially proud of our cooperation with arti-sts and the beautiful, original works they have brought to the Avenue. Marko Kratofil’s sculpture helped us to start enriching the space with a wonderful sculpture that was made for us following a contest, while Dragana Ognjenovic’s amazing calendar was also unique.From day one, Airport City has proved to be an inspiration for photographers and we have been recorded on pho-tographic images from every conceivable angle and per-spective. Marko Sovilj came with Dragana Ognjenovic and then Airport City became like the background scenery for a fashion designers. We realised that black and white pictu-res suited her fashion perfectly, because her work is very simple and minimalistic, just like the lines of Airport City.

Airport City Belgrade is a recognisable part of the landscape of Belgrade, but has it been sufficiently re-cognised and awarded in professional circles?

We haven’t received that many awards, basically because we haven’t chased recognition by joining the kinds of or-ganizations that present awards to their members. But I’m very happy that we have nonetheless received numerous awards – starting way back with the OECD Award for the biggest greenfield investment in the region 2006 and conti-nuing, most recently, with an unexpected Brand Award for the best brand in the real estate sector. Most significantly, and most pleasing, we discovered that this last award was decided by an anonymous public opinion survey.

Airport City je jedinstven u Beogradu, ali šta ga čini drugačijim od sličnih poslovnih parkova u svetu?

Iz moje perspektive kao nekoga kome je primaran image Airport City-ja mogu da kažem da je ono što naš park čini jedinstvenim i drugačijim od sličnih koje sam videla u svetu atmosfera koju smo uspeli da stvorimo za sve ove godine. Ono što je davno nastalo kao slogan GRAD U GRADU postalo je realnost. Stvorili smo jedan mali urbani poslovni entitet, celinu za sebe, ali takvu da je istovreme-no i integralni deo svog neposrednog okruženja.Sigurno možete naći na drugim mestima biznis parkove sa isto toliko dobrim procentom parking prostor, ili ener-getskom efikasnošću ili još atraktivnijom pejzažnom arhi-tekturom ali ono što, po mom ličnom mišljenju, čini ovo mesto toliko jedinstvenim je taj mali neizmerni dodatak, ta topla i srećna atmosfera. Sa 7.000 ljudi koliko ovde dnevno prodje, ovo mesto ima dušu, a ona je topla, otvo-rena i poziva vas da se pridružite.

Da li to znači da Airport City ima i svoj karakter?Tokom proteklih godina uspeli smo da izgradimo original-ni projekat i usudila bih se da kažem da danas ACB ima jednu vrstu osobenosti, svog karaktera. Videćete ljude na Aveniji koji nekako izgledaju srećnije i zadovoljnije nego na drugim mestima. I vidi se da uživaju u okruženju u kome su kao i gledajući sve male detalje i uglove koji čine sliku ACB-ja. Stvorili smo jedno lepo i skladno mesto, koje pored lepote kojom vas napaja zelena okolina i pogled na negovano cveće, ima i praktičnu stranu neophodnu za radni prostor u kome ljudi mogu i da uživaju. Sastav klijenata u Airport City-ju je takodje jedinstven i jako je važan za identitet ovog mesta. Kao što poslovica poznata na svim jezicima kaže slični privlače slične. Ovde se desio pozitivan fenomen da su uspešne firme privukle druge us-pešne, i nekako spontano ispostavilo se da su to ljudi koji su

slični po poslovnim vrednostima i navikama tako da se do-bro uklapaju u ovu okolinu i kompatibilni su jedni s drugima iako pripadaju različitim kulturama i oblastima poslovanja. S druge strane ACB nije pretenciozno mesto, ne odiše pokušajem da bude grandiozan i distanciran. Naprotiv, mislim da smo stvorili pravu meru prostora koji nije tu za sebe nego za klijente, koji je nenametljiv ali istovremeno lep, funkcionalan i prepoznatljiv kao prestižan.

Avenija je srce i duša Airport City-ja. Namerno ili je to bilo neizbežno?

Avenija je projektovana tako da bude najživlji deo Airport City-ja. Sećam se prvog intervjua koji je Rami Wimer arhi-tekta dao u Beogradu u kome je objašnjavao svoj koncept Avenije kao kičmenog stuba projekta i trgova sa fonta-nama koji ovde preuzimaju funkciju mesta okupljanja u okviru projekta. Avenija je na taj način i zaživela. Postali smo prepoznatljivi po centralnom šetalištu punom života, ali smo isto tako razvili veoma pažljiv odnos prema tom korporativnom simbolu i njegovom vizuelnom identitetu.Ovde se dogadja mnoštvo promotivnih aktivnosti, korporativ-nih dogadjanja-evenata, u našoj organizaciji, ili naših klijenata ali i firmi sa strane koje prepoznaju vrednost ovog prostora za promociju svojih pozitivnih ciljeva. Nastojimo da sve što se ovde dešava bude u skladu s našim visokim standardima i zato vrlo pažljivom selekcijom sadržaja koji se ovde prikazuju čuvamo visok renome mesta I trudimo se da ne narušimo sklad Avenije i atmosferu koju naši klijenti toliko vole i cene.Počinjemo leto na Aveniji velikom proslavom početka če-tvrte faze gradnje, posle čega imamo u planu nekoliko izložbi i najavljene različite promotivne sadržaje od strane klijenata. Pored toga organizovaćemo opet summer break, koji je već postao tradicija. Svi su zavoleli specifičnu let-nju pauzu uz živu muziku i taj sat-dva opuštenije letnje atmosfere, i nećemo ih razočarati ni ove godine.

Kada je Avenija najlepše izgledala?Čini mi se da je pre par godina za vreme uličnog karnevala crvenih noseva pokazala svoje najlepše lice: sa mnoštvom razdraganih dečijih osmeha, klovnovima, hodačima na štu-lama, žonglerima, u eksploziji boja, balona i crvenih no-seva… I uz sve to smo sakupili donaciju za organizovanje posete “DR. klovnova” deci u bolnicama, što je dalo celom živopisnom dogadjaju jedan dublji smisao.

Avenija je bila lepa i kada smo organizovali veoma pikto-reskne projekte koji su bili usmereni na podizanje kvaliteta životne sredine i podizanja svesti na zelene teme. Imali smo i meni naročito drag projekat Vizila - vozila iz mašte; umetnički projekat koji je imao za cilj usmeravanje pažnje javnosti na temu recikliranja, na jedan zaista jedin-stven i drugačiji način. Tom prilikom je Avenija bila zaista veoma lepa sa vizilima u prostoru…Tada smo imali seriju dogadjanja na tu i srodne teme o energetskoj efikasnosti, upravljanju otpadom itd. Zaista mi je milo kada vidim da su to danas mnogo popularnije teme u široj populaciji nego u vreme kada smo ih ovde promovisali.Zeleni dan za decu iz novobeogradskih vrtića i poseta nji-hovih eko-patrola je bila još jedan gotovo karnevalski i veoma živopisan dan. Čak smo uspeli da ih nagovorimo da probaju zelene voćne koktele i zdravu hranu serviranu u obliku popularnih ražnjića.I naravno bilo je prelepo kada smo završili poslednju zgra-du koja je bila ujedno i rekord u brzini gradnje sa manje od godinu dana. Tom prilikom smo obukli zgradu u mašnu i otpakovali je…to je bio vrlo lep prizor i lep event.Posebno smo ponosni na saradnju s umetnicima i na nji-hove originalne kreacije koje krase Aveniju. Skulptura Mrka Kratohvila “Uzlet” pobedila je na konkursu koji smo raspisali i danas krasi Aveniju svojom elegantnom linijom . Kalendar koji je uradila Dragana Ognjenović je još jedan veoma ori-ginalan umetnički pogled na Aveniju. Zaista, od prvog dana Airport City je bio inspirativan za fotografe i zabeležen je iz gotovo svih mogućih uglova. Ali Marko Sovilj , modni foto-graf koji saradjuje s Draganom Ognjenović, pokazao nam je jedno drugo lice Avenije koja je postala najlepša kulisa za njegov modni senzibilitet. Njegove divne i iznenadjujuće crno bele fotografije ACBa savršeno su se poklopile s mini-malističkom, jednostavnom elegancijom Draganine mode.

Airport City je prepoznatljiv simbol Novog Beogra-da, ali da li je i adekvatno prepoznat i nagradjen u profesionalnim krugovima?

Nismo dobili najveći broj nagrada koje postoje ovde, ali mislim i da se nismo naročito trudili da postanemo čla-novi svih foruma koji nagrade dodeljuju. S druge strane veoma smo srećni I ponosni što smo i pored toga osvoji-li značajan broj priznanja, od prvog, OECD-ove nagrade za najveću greenfield investiciju u regionu 2006 godine, preko nekoliko domaćih i inostranih priznanja za kvalitet prostora, završno sa poslednjim: najbolji brand u oblasti nekretnina. Nagrada je bila sasvim neočekivana i time vrlo prijatno iznenadjenje, jer je dodeljena na bazi anonimne ankete čitalaca. To je priznanje nepristrasne publike i kao takvo nam je posebno dragoceno.

Awards/Nagrade1. OECD – South East Europe Investment Forum – Interna-

tional Investor of the Year 2006, Regional Award in the Category of The Largest Greenfield Investment in SEE Nagrada Oecd-a za najveci greenfield projekat u regionu, 2006

2. BelRe – Belgrade Real Estate Expo 2006 – The Best Project Award in the Category of the Office Building BelRe - Belgrade Real Estate Expo 2006 – Nagrada za najbolji projekat u kategoriji Izgradnja poslovnog prostora

3. Europaproperty.com – Southeastern Europe Real Estate Awards – Southeastern European OFFICE DEVELOPMENT OF THE YEAR 2007 Europproperty, nagrada za najbolji projekat poslovnog prostora u jugoistocnoj EVROPI, 2007 god.

4. Mass Media International – The Winner of the Award BUSSINES PARTNER 2009 in the field of real estate development Mass Media International – Dobitnik nagrade BUSSI-NES PARTNER 2009 u oblasti razvoja nekretnina

5. Magazine Biznis – Award for cooperation to PR and Marketing Sector, 2007 Časopis Biznis – nagrada PR i Marketing sektoru za uspešnu saradnju i uspostavljanje dobrih odnosa u poslovnom partnerstvu

6. Serbian Red Cross – Recognition of exceptional achievements in the popularization of voluntary blood donation in 2006 Crveni Krst Srbije – Plaketa u znak priznanja za izuzet-ne rezultate na omasovljavanju dobrovoljnog davalaš-tva krvi u 2006. godini

7. Top Serbian Brands – The Winner for 2014 of the Award in the Category Corporate Brand – Real Estate Top Serbian Brands – Pobednik za 2014. u kategoriji Korporativni brend – Nekretnine

> Airport City - a place w

ith a soul


Koncept i urednik / Editor in Chief: Marina Deleon Novinari saradnici / Journalist contribution: Ljiljana Lukić, Mark Pullen Prevod / Translation: Mark Pullen Foto / Photo: M&L Trajković Dizajn / Design: Avantguarde

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