Curiosity and Surprises the Best Ideas of Lithuanian Creative Industries
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CURIOSITY AND SURPRISES The Best Ideas of Lithuanian Creative Industries National Association of Creative and Cultural Industries in Lithuania National Association of Creative and Cultural Industries in Lithuania Advertising ........................... 10 Architecture ........................... 24 Cinema ........................... 36 Computer Games ........................... 48 Design ........................... 58 Literature ........................... 70 Theatre ........................... 82 Visual Arts ........................... 94 Creative and Cultural Industries in Lithuania: Emerging from the Gray Zone Does Lithuania boast enormous creative potential? Does it show creative self- expression? Does it have rich cultural production? Is life in Lithuania becoming faster and also more dynamic? Is a new generation of Lithuanians becoming increasingly interested in new technologies? I believe all these questions can be answered with a definite “yes”. However, another question arises: does the ability to answer these questions provide us with a firm confidence in the well-being of creative and cultural industries and the flourishing of what has been dubbed the “creative economy”? I would not be so quick to state this. If I had to highlight one essential precondition for the prosperity of the Dr. ArūnAs GelūnAs creative and culture industries, it would be cooperation and networking. Even Minister of Culture of the though one has to accept the classical truth Republic of Lithuania that in most cases creative talent resides in the soul of an individual, there is also rich evidence to support the opinion that it usually takes more than one individual for a creative idea to become a part of the creative economy. It should be mentioned that due to different historical, economical, and social factors, the managerial and entrepreneurial skills of a number of creative people in Lithuania were lacking, which also applies to their willingness to cooperate with National Association of Creative and Cultural Industries in Lithuania managers and entrepreneurs. However, create networks in order to ensure the However, even against this rather grim the attitude of politicians has been no development of the creative and cultural background of coping with the effects of different: they considered the creation of industries are changing their long-standing economic recession, the last few years have culture to be a part of citizens’ “leisure prejudices and opinions. been marked by cooperation initiatives. activities”, characterized by the free play Cooperation between the International of imagination and spiritual nature that A survey of the economical impact of the Cultural Programme Centre (under the possesses no economic value. There is a creative and cultural industries carried out Ministry of Culture) and the Enterprise prevalent idea that these kinds of activities by the National Association of Creative and Lithuania Company (under the Ministry should be supported by state funding with Cultural Industries in 2008 reported that of Economy) in presenting Lithuanian no hope that they can ever pay it back, Lithuanian industries earned more than 1 cinema, book publishing and creative and that creators of culture will apply for billion euros in 2006. Most of this revenue work to a foreign audience can be called a state support indefinitely. I think this is the came from such sectors as architecture and completely new step in this process. picture that has dominated the cultural and engineering, advertising, travel agencies economical landscape of many European and sight-seeing, the press, radio and The current economic situation around the countries up until quite recently. Thus television, and book publishing. world demands new strategic approaches. the situation most creative and cultural The Ministry of Culture is contributing industries operators find themselves in is The above-mentioned analyses led to to the discussion in a national policy that of a “gray zone” – an in-between space the launching of the National complex paper entitled “Lithuania 2030”, which between culture and the economy. This is program “Lithuanian Cultural and Creative strongly supports the creative and cultural best shown by an example of a group of Industries”, which is a cooperation industries as an inseparable part of the young fashion designers that is looking for platform between the arts, sciences, higher future economy of our country. financial support for their project, and upon education and business in 2009. The same turning to the Ministry of Culture, they are year a creative incubator development The publication of this catalogue, which told their project is “too profit-orientated” program was launched by the Ministry is an attempt at providing an introduction to support, but when turning to the of Economy of Lithuania, which led to 10 to the most outstanding examples Ministry of Economy, their project is treated projects receiving financial support of more of Lithuanian creative and cultural as “too artistic” and thus is outside the than 17 million euros. Of course it should industries, comes as yet another account scope of economic and business activities. be noted that the expectations for the long- of this intricate but exciting project-in- awaited positive results of these initiatives progress – the project of emerging from However, there are clear signs that this were somewhat obscured by the financial the Gray Zone of narrow-mindedness situation is gradually improving and that crisis of 2009 that according to international into the Green Zone of cooperation and all the parties that need to cooperate and experts “hit us all and hit us hard”. networking. Creativity is one of the key components to success in any field. It gives vitality to solutions that are to be implemented into our everyday life – from new businesses and advanced technologies to decisions applied to social or economical issues. Apart from creativity, I would like to mention the only other word that I know that gives us an exact direction we should all move toward, a daily guide for the things we do. That word is perfection. Perfection implies that all the things we do should be beautiful, aesthetically pleasing and include complex decisions. It also includes a perfectionist’s ability to pay particular attention to detail. Moreover, it is a different way of thinking, which encourages a search for creative solutions in every single task we are responsible for. And I believe that you, the people working in creative industries, are driven by a passion that inspires your creativity. You are here to move forward toward perfect changes. The perfection I am talking about is the one described by famous French writer Antoine de Saint-Exupéry: “Perfection is achieved not when there is nothing more to add, but when there is nothing left to take away.” As creativity has no limits, I wish you the best in pursuing perfect ideas and never losing your aspirations to make our world a better place. Artūras Zuokas Mayor of the City of Vilnius National Association of Creative and Cultural Industries in Lithuania Since time immemorial, every human has had a desire to express themselves encoded in their very being. The history of the world bears witness to the fact that we, as a distinct life form, have set ourselves apart throughout all the periods of our existence with one particular characteristic, which is the goal of not only existing but also of creating something that would outlive us in the centuries to come. This relentless desire to make our mark in society, which then in turn becomes an energetic and relentless ambition, drives us forward. Thanks to this we are able to shine and amaze those around us, giving them the gift of something original, valuable and beautiful. Enveloped with a spirit that harbor cities possess, Klaipėda is very much like this catalogue – full of diverse cultural and architectural monuments possessing great artistic value. Such a result would be unimaginable without creative people who love their city, the understanding, devotion and trust of whom remind us that we would not be the people we are now without our dreams and imagination. Creativity is not a concept bearing a single meaning, thus each person understands and utilizes it in one’s own individual way. For some it is sincere communication and the ability to provide positive emotions to others, whereas others see it as fantasy that gives meaning on canvas, or an emotional state expressed by subtle improvisation. Every initiative that strives to present the works of our artists is welcome. I am very happy that our readers will have the wonderful opportunity to get acquainted with the classic works that represent not only the artists themselves but also Lithuania in a cultural context. This publication is a testimony to the hard work and an acknowledgement and assessment of your immeasurable creativity. It is the presentation of professionalism, resolute ambition and vibrant desire to a broader audience. On behalf of all citizens of Klaipėda, I would like to congratulate you on your successful contribution in implementing this project. I believe that you will find inspiration while admiring the works of art presented in this catalogue, which just may encourage and spark the fire of the creative and inspired artist within yourself. Sincerely, Vytautas Grubliauskas Mayor of Klaipėda 8 National Association of Creative and Cultural Industries in Lithuania ithuania was rather late in joining in all advertising fields right here in the advertising club. It’s a club Lithuania. where everyone tries to attract the attention of the public so money After all, the creation of an can be earned in advertising a advertisement takes great teamwork. brand. The first advertising agencies If you want to make a precise, sprung up when the country effective and entertaining ad, you regained its independence in 1991. need the brain of a group of strategy L Today it is difficult to imagine the experts generating ideas, the deadpan landscape of Lithuania without wit of a copywriter and the strong billboards advertising something. and original vision of an art director.