Lifestyle Ltd., a culture and arts project management agency, was founded in Umag, Croatia, in 1993 by Vedrana Koceić. The seat of the agency was moved from Umag (Istrian County) to Zaprešić (Zagreb County) in 2008.
Since the foundation of the agency, its key services have been oriented towards the enrichment and advancement of the cultural production and offer in the local and regional surrounding (Umag area and neighbouring cities and municipalities, Istrian County), which resulted in the development of longterm projects of national significance as well as cross-border and international cooperations and exchanges a couple of years later.
During the first decade of its existence, Lifestyle organized highly recognized cycles of cultural and entertainment programmes (nine seasons of Umag Concert Summer, three seasons of cultural entertainment cycle Meetings With a Cause, as well as numerous theatre and musical events)
With respect to production services, the agency focussed on educational artistic and musical performances with elementary and high school students within the project of Lifestyle’s Artistic Workshops, the Carlotta Grisi Ballet School as well as various marketing and PR activities for the national Novigrad Spring School of Creativityaimed at artistic education for life, motivation of creativity, behavioral disorder prevention and quality free time for sensitive population groups. Parallelly, the agency produced weekly radio shows and other projects on the local radio station Eurostar.
From 1994 to 1998, the agency was intensely engaged in sports marketing by friendship and cooperation with the Croatian ultra-marathon runner Slađan Dragojević (great national and international projects in the framework of which the agency realized additional cultural events).
In 1998, Lifestyle founded Organum Histriae, a long-term project aimed at the protection, reconstruction and revitalization of the Istrian organ heritage (eleven editions of the International Organum Histriae Festival, numerous scientific conventions and adherent programmes and the first three editions of the bi-annual International Organ Competition A. Antico da Montona).
The project was declared the best Cultural Event Marketing Project at the 3rd International Marketing Competition EVENTUM in the framework of the 11th Advertising Festival FESTO 2003. The cultural and touristic branding of the project was given special attention. Thanks to the project, Umag has become member of the prestigeous association ECHO – European Cities of Historical Organs, and enjoys the confidence and support of numerous public and private as well as media patrons and partners.
Through the cooperation in the International Percussion Ensemble Week in Bjelovar Lifestyle enrichedits experience in the executive production of music projects in 2006 and 2007.
As opposed to communication projects for cultural and music events, 2007 and 2008 were marked by a new intensive engagement in the field of business communication. The cooperation with the Zagreb public relations agency Pleon Dialog included client account management, media relations, annual PR planning, budgeting and reporting, preparation and realization of PR activities, demanding events and integrated campaigns, product and brand PR, media monitoring, analysis and evaluation, preparation of advertorial campaigns, coordination of media placements. In the beginning of 2009 Lifestyle drafts and presents the Strategic Communication Plan for the software production company Laser line from Umag.
Since 2001, Lifestyle has exclusively represented the world-famous violinist Stefan Milenkovich and realized numerous tours and guest appearances on distinguished music festivals in Croatia and the region for him. Thanks to the charisma of this great artist, guest appearances were organized in numerous smaller cities and hamlets, thus bringing prime music programmes to an audience usually deprived of the possibility to experience and enjoy prime artists in concert.
Beside Milenkovich, Lifestyle as a concert management agency occasionally or continually cooperates with numerous other respected foreign and domestic musicians and ensembles, so that the business segment of artistic management has significantly increased.
And finally, Lifestyle’s rich experience in project management in culture and tourism has resulted in a new service subgroup for clients – consulting and project management in culture and tourism.