Some may refer to her as Croatia’s Joan of Arc of Design. Ira Payer is undoubtedly a known figure in art and design circles where she has worked relentlessly to promote Croatian design. As president of the Croatian Designers Society (2005-2012) she initiated and developed numerous projects of design advocacy in Croatia, many of which are still active today. From editor in chief across various portals and magazines to directing international festivals, Ira has been recognised with numerous awards in acknowledgement of her efforts. Only months ago, she launched alongside economist Suzana Košćak an ambitious project called the ‘Croatian Design Superstore’, and we at IYP were keen to take up the opportunity to interview this Croatian design diva!

ZIYP: Ira, you can tell us the actual reasons for the long stagnation of Croatian product design, and what has changed in the past few years?
Ira: Croatia was left without its industry and the economy has long been stagnant. Design is a logical collateral victim of a country in crisis, impoverished by war and with no real economic strategy. In saying that, over the last ten years designers have become more entrepreneurial and have not wait on clients to begin developing self-initiated projects, and therefore without waiting for investors and producers, they independently began to indulge in production. The current design scene in Croatia has, thanks to the agility of designers themselves and the new younger generation, become very interesting and lively. When one considers how it has risen in such a short time and practically from ashes, we could talk about the phenomenon of Croatian design.

ZIYP: Does Croatia possess a design scene that can bring us to the surface and open up an entire new chapter from which we can create new values?
Ira: In this respect, Croatia has good prospects because it has a large number of extremely talented designers and now a critical mass of products, but so far it still lacks the necessary entrepreneurial projects that give design a major boost and make it relevant marketwise. There are still very little investors in design, and the authors are very often they themselves getting into grips with production, which in many cases is an insurmountable and great effort which is demanding in every sense, especially financially. Hence, that is why I was thinking about the platform that would be of benefit to us all, because for any production in the market, there is a prerequisite for retail, without which nothing can work. In our country, an established functional chain has not been established which links the design project, its production, marketing and distribution, and which gives it market relevance. Sales are the key prerequisite for profitability in investment production. The Croatian Design Superstore is therefore important because it will affect the development of the creative economy, and not only for increase in demand and thus production of domestic design, but also for its involvement in business processes, its recognition in the context of product development and the overall growth of the culture of design in the country.

ZIYP: How long did it take for the idea of the Croatian Design Superstore to be realised? And now beyond its establishment, what can you offer to tourism and so on? How do you see yourself and how will you connect design and tourism together?
Ira: I’ve been thinking about the platform for years and I initially thought that it could run in some form within the HDD, however, I decided that whatever the shape of the project, it simply does not fall within the scope of an organisation which is overloaded, trying to close other holes, such as those that have emerged due to the lack of a national design centre or any institution that deals with the implementation of design in the economy. And also of course, it completes the lack of entrepreneurial projects and initiatives based on the design. The Croatian Design Superstore is conceived as an original product that affirms Croatian design as an important segment of local, cultural and creative industries, and offers tourists top quality and attractive items; whilst it is also relevant to the local community because it gives a comprehensive overview and specific market selections of the best contemporary Croatian design in one place. The backbone of the platform, a representative exhibition of Croatian design, or rather a unique hybrid of a design shop and design exhibition, is made up of a relevant selection of the best examples of high quality products, designed and manufactured in Croatia, whether they be a small series, crafts, artisanal or industrial products. The choice is made according to a criterion of excellence in design and the quality of the product as a whole. The current selection of products, including many winners of distinguished international design awards, makes 130 products and product series, which are represented through more than 150 authors and copyright collectives. I feel there is no question that the Croatian Design Superstore is an attractive tourist facility that enhances the overall offer Zagreb and Croatia have as a destination. Tourists who visit us are delighted, through the selection of best Croatian designs they gain insight into the creative class of Croatia, that really offers a quality and prosperous image of our capital city and Croatia as a country. Each item and souvenir they choose to buy and take home really is a valuable and useful memory, and we have worked very hard to ensure that a visit to the superstore is a complete experience. We have created a special gastronomic offer based on local and seasonal ingredients and beverages, we have prepared information materials in foreign languages, our vendors are also the guides from whom a lot can be learned. With the announcement of major tourist groups arriving, we can prepare special guidance in the desired language.