Investing in creativity
Milica Begenišić, Yettel Fondation Manager
In March 2007, Company Yettel, the largest foreign investor in Serbia, founded the Yettel Foundation through which it continues to invest in Serbia and assist the development of its social potential. It’s Telenor’s wish to render a long-term contribution and assistance to the resolution of the hardships of the Serbian society so that the Foundation’s activities and projects have been conceived in line with social needs. They are oriented towards the young, their education and professional specialisation, to socially vulnerable groups, as well as the development of cultural creativity and the art market.
Soon after its establishment, the Foundation launched the formation of an artwork collection. Over 150 pieces, which is the current number of works in the collection, are a representative overview of modern Serbian art and decorate our workspace. We will present some of the most important works of art from this collection to the public all over Serbia and abroad.
We have also supported three major art projects. In April 2007 we opened a prize contest on the subject ”Challenge the Wall” for the best wallpaper design to be used for interior decoration of Company premises in Novi Beograd. Thanks to the project „Art2sitOn“ Belgrade got unique street furniture at the busiest city locations, according to the design of five renowned artists. Painting of 19 murals in 19 towns of Serbia is underway within the project ”Start Up City”, which we are implemented in cooperation with Modern Arts Platform “Kiosk“ and local authorities.
We think that art is a field that has greatly suffered during hard years of economic and social crises, because generations of artists remained outside world trends and market practices. We hope that with our activity we are contributing to the development of cultural and art production and artistic market, thus stimulating artists, especially the young ones, to stay in Serbia and continue creating.