Branimir Žugić, co-founder and programme director of the CIM Forum in Kotor and executive director of the NGO Art365
Our forums and festivals are laboratories of ideas and friendships
Branimir Žugić, co-founder and programme director of the CIM Forum in Kotor and executive director of the NGO Art365, has for more than a decade been actively shaping Montenegro’s cultural landscape through festivals, international partnerships, and ground-breaking projects. Žugić speaks about the role of creative initiatives in strengthening international dialogue, the most significant projects of Art365, the importance of the CIM Forum, and Montenegro’s potential to become recognised as a destination for the creative industries.
Art365 is recognised as an organisation that connects art and society. How do you define the role of art in strengthening cultural diplomacy and international dialogue?
Art is a language we all understand – regardless of where we were born. It has the power to transcend political and linguistic barriers and to open up space for dialogue where words sometimes fail. When an audience in Podgorica or Kotor watches a film by a young author from Iceland, or when an artist from Montenegro stages a performance in a museum in Riga, what is being created is not only a cultural programme, but also a bridge between societies. That is why I believe art is the most effective tool of cultural diplomacy – because it conveys universal messages that awaken emotions and build trust. BRANIMIR ŽUGIĆ co-founder and programme director of the CIM Forum in Kotor and executive director of the NGO Art365
At Art365 we always endeavour to connect the local with the global. The CIM Forum in Kotor brings European and regional experts from the creative industries and connects them with our young artists and organisations. On the other hand, the Catch the Film Kotor festival demonstrates how powerfully the stories of people with disabilities can unite communities – because they are genuine, humane, and universal.
Which Art365 project do you consider the most significant for the promotion of Montenegro on the regional and European level?
Every one of our festivals and projects plays a significant role in presenting Montenegro, but I would single out the CIM Forum in particular. It places Kotor on the map of Europe as a place where leaders of the creative industries, media, and the arts come together. Last year’s edition brought participants from more than ten countries – from Serbia, Croatia, Austria, and the United Kingdom, all the way to the United States. That is a clear indicator that Montenegro can be a centre for dialogue on the creative sector.
I am also proud that Art365 has been involved in a number of European, regional, and national projects, and that we have twice received support through the Creative Europe programme. These projects opened doors to partnerships across Europe and enabled us to present Montenegro as a country that has something to say and something to offer on the international stage.
What does participation in the CIM Forum mean to you, and how much does it contribute to the networking of cultural stakeholders?
The CIM Forum is much more than a festival – it is a laboratory of ideas, but also a space where smiles and love are shared, and where human values are always at the forefront. The distinctive quality of the Forum is that it brings together, around the same table, artists, producers, IT experts, representatives of institutions, and international organisations. When such energies converge, what is created are not only professional collaborations, but also friendships, trust, and a general sense of togetherness. The CIM Forum constantly demonstrates that culture is not only the production of events, but the building of bridges among people. Networking here is not seen as formal – it does not end with the exchange of business cards, but grows into long-term initiatives, projects, and even life stories that continue to unfold long after the festival lights have gone out.
Do you see scope for Montenegro to become recognised as a destination for cultural and creative industries?
I believe Montenegro has enormous potential. Apart from its natural beauty and cultural heritage, what makes us special is our authenticity and openness. We need to invest more in the creative sector and connect our initiatives with European partners. There are many examples. Our MOD Fest in Podgorica creates space for minority narratives and stories that are rarely heard. The new art festival Two Suns in Šavnik, set in the magical locations of the mountainous north, shows how nature and creative expression can together create a unique experience. And the project Muzetea Adriatic, within which we will stage theatre performances in Montenegrin museums, combines contemporary performance with heritage in an innovative way. These are the models through which Montenegro can become recognised.
In what way can Art365 contribute to creating Montenegro’s image as a country of innovation and creativity?
Art365 has been building Montenegro’s image for eleven years through projects that intertwine innovation with social responsibility. Our festivals are not just events – they are laboratories of ideas in which creative expression, new technologies, ecology, and inclusion all come together. Through participation in international networks and European projects, particularly the Creative Europe programmes which we have implemented twice, we are showing that Montenegro has the capacity to be an active part of contemporary creative and innovative currents.
What we always strive for is continuity. We have organised the Catch the Film festival in Kotor for six years, we are preparing the fifth jubilee edition of the CIM Forum, the third MOD Fest, the second edition of the Two Suns festival, and the first Muzetea Adriatic. Art365 is not a large organisation, but it is heartfelt and dedicated. I am proud of everything we have achieved so far, and I am certain that the best is yet to come.
What are the key messages from the CIM Forum that you plan to implement in the work of Art365?
The need for greater regional cooperation, openness to new technologies, and the inclusion of young people in the creative sector. We want to be a partner to institutions in the development of creative hubs. We already have experience – through the programme at the Creative Hub Kuća Pekića in Šavnik, as well as through our work in Kotor, where during the CIM Forum we demonstrated that public spaces can and should be used for creative and socially significant programmes. Our vision is for such spaces to become engines of development in Montenegro. This is the experience we want to continue to enhance and multiply.
On a personal level – what inspires and motivates you to lead such an organisation?
I am most inspired when I see that what we do has a direct impact on people. When a young author at our film camp completes their first film and presents it to the audience, or when a person with a disability at the festival says they feel equal and that their voice is finally being heard – then I know that it all makes sense. I am not someone who simply “does the job”. I dedicate myself completely to each idea, because I believe that creativity can change society. I strive for everything I do to carry the stamp of what is good, beautiful, and valuable – to remind us of what is essentially important and to point out the transience of that which holds us back.
Everything I do, I do with love and with my utmost commitment. Even the name of our organisation speaks to that – Art365 means living creativity all 365 days of the year. And that is what has driven me from the very beginning.