"Nonchalance" is the name of the work that found its place as one of the suggestions at the open competition for the ideal sollution for the postcards of Belgrade in the scope of the last year's project "Postcards" (authors Aleksandra Mirčić and Una Popović), initiated for the purpose of exploring the state of cultural tourism in our country, but also in other countries in the region, as well as to see to what extent are used the capacities of the modern artistic production in the self representation of these areas. By calling to the myth (or maybe due to the experience of older generations a justified generalization?) about the "casual way of life here", the author plays in a funny way with the one of the most stubborn local positive stereotypes that is being kept and transferred by the citizens of the Serbian capital themselves, that has outlived the periods characterized by everything but "casual" way of life. The "Belgrade Casualness", presented in the form that is stylistically typical for the tourist manuals meant for foreigners, invites those who come to this city for the first time, but also those who live in it to question themselves what it means and how appropriate it is to talk about the "casualness" in the context of what has been happening these days. Will the nonchalance outlive the market economy?

Svetlana Ćopić

Born in 1976 in Serbia. After graduation from sociological studies at the Faculty of Philosophy, she chose advertising instead of emigration. Today she has the position of assistant creative director at the New Moment agency. She was awarded the prestiguous European awards in the area of communications like Golden Bra Award & Silver Bra Award at the International Festival for Young Creative People "Magdalena", several Bronze Awards at the International Festival for Advertising in Moscow and numerous finalist awards. In Belgrade, beside the professional awards, she was awarded the Audience Award at the Festival of Short Electronic Form and within the scope of the "Postcards" project (authored by art historians Una Popović and Aleksandra Mirčić).