Modern construction is increasingly viewed primarily through numbers. How many square metres can we build? How many can we sell or lease? What revenue can each floor generate?

These are, of course, legitimate questions for any investment project. Nevertheless, we believe that the value of a building cannot be measured solely by the number of commercial square metres it contains.

We want to build StandardPlaza differently. Not merely as a modern office building, but as a place with its own identity, its own life, and amenities that will attract people who have neither an office nor a business meeting there.

That is precisely why we decided not to convert one entire floor of StandardPlaza into commercial space for sale or lease, but instead to dedicate it entirely to culture and the arts.

The floor will be managed by the Branislav and Vesna Stevanović Foundation, with the aim of creating, within a contemporary business complex, a meeting place for music, visual arts, education, creativity, and people.

Cvijeta Stevanović Concert Hall

The central feature of the cultural floor will be the Cvijeta Stevanović Concert Hall.

It will be an intimate concert hall, carefully designed both architecturally and acoustically, intended for classical music concerts, chamber music programmes, recitals, meetings with artists, and other carefully selected cultural events.

A special place in the hall will be reserved for the Steinway & Sons Model D Spirio | r concert grand piano — an instrument of the highest concert standard, created for outstanding performers and the world’s most demanding concert stages.

Our intention is not simply to create a beautiful concert hall. We want to create a space where music will have a home of its own.

Gallery at StandardPlaza

In addition to the concert hall, the same floor will feature a gallery space dedicated to exhibitions of paintings and other works of art. The name of the gallery will be determined at a later stage.

We envision the gallery as a dynamic space where exhibitions will change regularly, established artists will be presented, and young authors will also have the opportunity to introduce their work to the public.

We do not want art at StandardPlaza to be merely decoration for a business environment. We want it to become part of its identity.

Why Art in an Office Building?

Precisely because it is perhaps the last place where we would expect to find it.

We believe that the best business environments are not merely places where people work. They are places that encourage ideas, conversation, curiosity, and creativity. The opportunity to step out of an office and, just a few steps away, attend a concert, visit an exhibition, or meet an artist creates an entirely different atmosphere from one made up solely of offices, corridors, and meeting rooms.

Business creates value. Art gives that value identity, meaning, and permanence.

That is why, at StandardPlaza, we do not want to turn every available square metre into commercial space. We have consciously decided to dedicate one entire floor to something that may not generate the highest revenue per square metre, but which we believe can create far greater value for the building as a whole and for the community to which it belongs.

Buildings can last for decades. Yet only a few become places that people remember — places that, over time, become part of the identity of a city.

Our ambition is for StandardPlaza to become exactly such a place.

That is why, to us, art and business are not opposites. Quite the contrary.

Business gives us the ability to create. Art gives what we create life and permanence.