Although he graduated from the Faculty of Mechanical Engineering and Naval Architecture in Zagreb, engineering is one of the few things he has never pursued in life.

With a 20-year career in the advertising industry as Chief Creative Director, Igor has conceived and, together with partners, launched two projects that have become must-visit spots for every tourist in Zagreb.

The restaurant La Štruk has, over 11 years of operation, become a world-renowned venue included in the itineraries of almost every travel agency organizing trips to Croatia. It has been featured in The New York Times, Lonely Planet, American Vogue, CNN, Daily Mail… and has been listed in the Michelin guide for Air France travellers, Gault&Millau, TasteAtlas, Restaurant Guru, and more. The Cravaticum Tie Museum was only recently launched but has already sparked great interest among tourism boards, agencies, and media.

Although entirely different in expression, these two projects share the same core idea – how to present something locally authentic to the world in an engaging way and turn it into an essential tourist destination.

Igor will reveal where the idea and motivation come from, what the problems, obstacles, and challenges are, and the ways to solve them in projects like these.