On 17 October 2025, Vasilka Dimitrovska, founder of Kreaktiva – The Storytelling and Experience Design Studio, and certified heritage interpretation trainer, delivered a lecture at the museum and historic House of Jevrem Grujić in Belgrade, Serbia, on behalf of CREACTIVA – Storytelling and Experience Design Studio.
The event gathered museum professionals, cultural heritage practitioners, educators, and cultural managers interested in advancing contemporary, audience-centered interpretation approaches.
Interpretation of Heritage and Museums – From Preservation to Experience
During the lecture, we presented the key principles of interpretive practice, aligned with international standards of Interpret Europe and UNESCO. The session explored how interpretation transforms cultural heritage from something preserved and protected into something alive, meaningful, and engaging for diverse audiences.
Participants were introduced to:
- foundations of modern heritage interpretation
- values-based storytelling frameworks
- methods that foster emotional and intellectual connection with heritage
- models of live interpretation and inspiring examples from the region
Our aim was to encourage institutions to move beyond static presentation and toward creating experiences that spark curiosity, understanding, and dialogue.
A Historic Setting that Tells Its Own Story
The elegant atmosphere of the House of Jevrem Grujić—one of Belgrade’s finest architectural landmarks—provided the perfect environment for demonstrating how space, narrative, and experience design work together to bring heritage to life.
Engaged Audience and Inspiring Exchange
We were delighted by the active engagement of all participants. Their questions, reflections, and insights enriched the discussion and reaffirmed the growing relevance of interpretive approaches across the region.
Together, we explored:
- designing visitor-centered experiences
- crafting values-based interpretive narratives
- strengthening communication between heritage and the public
Celebrating the World Day of Intangible Cultural Heritage
We also marked a special occasion: the World Day of Intangible Cultural Heritage. And we celebrated it in the best possible way—by learning together! 🤓
Our dear colleague Vasilka Dimitrovska guided us through the principles and “secrets” of heritage interpretation, making the day especially inspiring and educational. 🙏
Initiated by UNESCO, the International Day of Intangible Cultural Heritage has been celebrated since last year 🌍
We were delighted to be part of the celebration again this year!
Thank You
We extend our sincere gratitude to the team of the House of Jevrem Grujić for their warm hospitality and excellent organization.
A heartfelt thank-you goes to all colleagues who joined us—we look forward to future collaborations and shared efforts to make heritage more accessible, engaging, and alive.
KREAKTIVA remains committed to supporting museums, heritage sites, and cultural institutions in developing storytelling-driven, meaningful, and memorable visitor experiences.