July 3, 2025 | 5:30 PM
06/25
Nenad Vukušić
/ Copywriter /
Architecture and storytelling share essential structural and emotional functions: they shape space and time, create atmosphere, define identity, and carry meaning. Just as a narrative structures the chapters of a novel or sequences in a film, so too does an architectural concept articulate the logic of space.
And yet, what architects rarely learn – but often need – is how to clearly and convincingly tell their spatial story to investors, users, and the public. A great project without a compelling story often remains unrealized.
At the upcoming edition of Creative Hour: Spatial Stories, Nenad Vukušić, a copywriter with 25 years of experience, will reveal how to translate architectural ideas into words that resonate. His expertise lies in naming, slogans, branding, and conceptual storytelling – particularly within architecture, tourism, and design.
In practice, this means: how to name a hotel, how to craft the identity of a hostel, how to pitch a project to a client, and how to tell a story that adds meaning to volume, shape, and material. From Hostel Goli+Bosi and Hotel Amarin (Grand Prix HDD 2018), to the recent rebranding of Hotel Stellar for Maistra, Vukušić’s experience bridges architecture and narrative.
Through a lecture and conversation at Urania – space of creation, on July 3rd at 5:30 PM, participants will gain concrete tools to develop the narrative of their project: how to think like a screenwriter, structure a story like a brand strategist, and write like a copywriter.
The story of a building begins long before the first sketch and continues well after move-in. This talk doesn’t separate words from space – it shows how deeply interwoven they truly are.
Ana Batinica
Iva Ledenko
Eva Fritz
Bogdan Bikicki
Petar Kšenek
11/25
Urikač
10/25
Milan Stefanović
10/25
ZvUQ (Zagreb Unlimited Quintet)
10/25
Ana Šverko, PhD
Damir Gamulin
10/25
Anita Krmek
Jelena Babić
Marja Mia Kolendić
09/25
Mate Picukarić - Maali
07/25
Ansambl Synchronos
06/25
Joanna Swiderska
Renata Zorić
Jeffrey Huyghe
06/25
Dean Franić
Anja Filipec
Tana Gerenčer
05/25
Edin Karamazov
Melita Ivković
04/25
Jure Živković
Aljoša Kotnjek
03/25
Ansambl Synchronos
03/25
Vanja Žanko
Marko Tadić
Saša Begović
02/25
Zagreb Klezmer Trio
02/25
02/25
Jelena Bando
Tea Ujević
01/25
Stanislav Habjan
Dubravka Zima
Branko Čegec
Katarina Mažuran
Jagna Pogačnik
Sven Popović
Nenad Rizvanović
12/24
Klapa Dišpet
09/24
07/24
07/24
Space is limited, so please reserve your spot here. Admission is free!