Interview
Uzbekistan
With over two decades of global event and entertainment production experience, The IN-VISIBLE Team has curated unique projects for major brands like Hyundai, Bvlgari, Cartier, H&M, and more. They are driven by the belief that every brand and city holds unique stories, contributing to a more inclusive and compassionate world through their narrative sharing mission.
1 Please give us a brief bio of yourself and your creative background.
My name is Irina Shurkina, I am co-founder and general producer of International project IN-VISIBLE, here I am with my colleagues Alice Bulatova (co-founder and general producer of INVISIBLE) and Egor Matveev (Director of Invisible Samarkand). Me and my partner Alice we have more 20 years of of experience in global Event & Entertainment Production and produced unique projects for major international brands like Hyundai, Bvlgari, Cartier, H&M etc. Egor is more dedicated to theatre. For today we are International team of producers and creators, we launched our INVISIBLE project to focus on creating In-Live Experiences related to entertainment, tourism, art, culture, and brands combining movie sound design, theatre, storytelling and technologies.
2 What made you become/why did you choose to become a creative?
Well, I suppose it wasn
3 Tell us more about your business/company, job profile, and what you do.
So, with a combined experience of several decades worth of event management and show-producing experience, we joined forces to create and produce new-age products and marketing challenges using the power of art, design and technologies. We do believe that every brand and every city have a unique stories to tell, and that by sharing these stories, we can create a more inclusive and compassionate world. We launched IN-VISIBLE to specialize in experience marketing, creating transformative experiences that connect people with brands and world cities on a deeper level, allowing spectators to immerse in company's and city's cultural authenticity, values and vision. And to foster cross-cultural communications, empathy and understanding. We do: Immersive city tours, interactive exhibitions, backstage tours and creative production. For this moment we have 2 ongoing city tours, one of them is Invisible Samarkand Muse Silver Winner) and plan to bring this format to other world, including New York, LA SF and other US cities
4 What does “creativity” mean to you?
It means an extraordinary approach to the ordinary and vice versa, a simple outlook at things that seem extraordinary. At some point you start seeing the extraordinary in day-to-day life.
5 To you, what makes a “creative” idea and/or design?
When it feels like you
6 Tell us about your creative and/or design process.
Oh, It's ideal question for Director:), Egor says: I feel like a creative process has two parts. First, you apply all your expertise and skills and knowledge to the area of study, the object or the concept. And then comes the second stage when you receive knowledge, new ideas and experience that enriches your skillset. So, it
7 What's your favorite part of the creative process and why?
I think it
8 Describe your creative style and its main characteristics.
We would describe our style as edutainment. I mean the best examples of edutainment in cinematography and TV shows and musical events. That
9 Do you think your country and its cultural heritage has an impact on your creativity process?
Our cultural heritage represents both East and West, the blend of great civilizations Greek, Roman, Byzantine, at the same time Chinese and Ottoman. Samarkand project reflects fully these cultural interconnections.
10 Congratulations! As the winner of the 2023 MUSE Creative Awards, what does it mean to you and your company and team to receive this award distinction?
Winning the 2023 MUSE Creative Award is a tremendous honor for us, our company, and our entire team. It validates the hard work, creativity, and innovation that we have put into this project, and it serves as a testament to our dedication to pushing the boundaries of design and storytelling. This award distinction not only boosts our morale but also brings recognition to the important cultural heritage preservation work we are doing in Samarkand. It motivates us to continue striving for excellence and making a positive impact through our creative endeavors. We are truly grateful for this recognition and look forward to continuing to push the envelope in our future projects.
11 Can you explain a bit about the winning work you entered into the 2023 MUSE Creative Awards, and why you chose to enter this project?
I think it represents the recent trend like
12 What was the biggest challenge with this project?
The most challenging was to come up with a story that would involve and represent vastly different historical periods. It
13 How has winning an Award developed your practice/career?
It has been a game-changer for our career, I mean, It has brought our work to the attention of a wider audience and has opened up new opportunities for collaboration and partnerships. The recognition from this prestigious award has elevated our credibility in the industry and has allowed us to attract top talent to join our team. It has also given us a platform to showcase our innovative approach to cultural heritage preservation, which has led to increased interest and support for our projects. Overall, winning this award has helped us to further establish ourselves as leaders in the field and has propelled our practice and career to new heights.
14 What are your top three (3) favorite things about our industry?
Diversity of tools and means. For instance, you can espouse performance format with archeologic discoveries. Distance. A chance to contemplate and reflect on the current moment. Just like historians study the dinosaur era, you can do the same in a moment. Impact. It
15 What makes your country specifically, unique in the creative industry?
Two specific qualities have always differentiated Russian art and therefore creative industry. The first is an emphasis on psychological processes and the other is innovative spirit. Starting with literature, music and cinema, Kazimir Malevich, Alfred Schnittke etc. We want to see something new, something the world hasn
16 Where do you see the evolution of creative industry going over the next 5-10 years?
Some time ago I
17 If you were a student entering this industry or an aspiring MUSE Creative Awards submitter, what advice would you give them?
Do it. No matter what. Do it if you
18 What resources would you recommend to someone who wants to improve their skills in the creative industry?
Firstly, I would suggest seeking out mentorship and networking opportunities within the industry. Connecting with experienced professionals can provide valuable insights and guidance for advancing your career. Additionally, I would recommend investing in ongoing education and skill development. This could involve taking courses or workshops in areas such as design, technology, or project management to enhance your expertise and stay current with industry trends. Furthermore, staying informed and inspired by consuming creative content from various sources such as books, podcasts, and online platforms can help to fuel your creativity and keep you engaged with the latest developments in the field. Lastly, I would emphasize the importance of gaining practical experience through internships, freelance projects, or volunteer opportunities. Hands-on work can provide valuable learning experiences and help you build a strong portfolio to showcase your skills to potential employers or clients. Overall, a combination of mentorship, education, inspiration, and practical experience can greatly contribute to improving one's skills and success in the creative industry.
19 Tell us something you have never told anyone else.
We believe in UFO :)
20 Who has inspired you in your life and why?
Egor says: My grandma is still a strong example for me, even these days. People like her who were by our side, who encouraged us, believed in us, believed we could do more and get further, could achieve whatever we wanted. I also would like to add, our roots is a very huge power we can rely on to goal everything we want.
21 What is your key to success? Any parting words of wisdom?
One step at a time. You can do incredible things by setting realistic goals. It
22 Do you have anything else you would like to add to the interview?
Do you have anything else you would like to add to the interview? Thank you for your enthusiasm, support and contribution to the growth of event industry. The effort you make is so motivating and inspiring for many creatives.
Entrant Company
IN-VISIBLE
Category
Experiential & Immersive - Interactive Outdoor Event