CEO, Louis Berger Adria Proud of a Long and Rich Tradition
Account Executive Dell Technologies Technology as an Equalizer
Owner, Military Shop There’s No Mystique in Business
Proud Recipient of the National Đorđe Vajfert CSR Award
Executive Director, AmCham We Are an Active Community
Solution Director, AIGO
General
Senior
From investment and innovation to cultural dialogue and transatlantic trade, U.S.–Serbia relations continue to evolve through concrete results and forward-looking vision. This special edition captures the voices, values, and ideas shaping the future of this vital partnership
This special edition of CorD Magazine offers a panoramic view of the multifaceted partnership between the United States and Serbia—a relationship grounded in economic cooperation, shared democratic values, and a growing exchange of knowledge, culture, and innovation.
Through exclusive interviews with Stefan Lazarević and Vera Nikolić Dimić of AmCham Serbia, we highlight the role American companies play in building a modern, resilient Serbian economy. With more than 260 member companies employing over 119,000 people, AmCham represents a driving force behind digital transformation, sustainability,
and professional development. U.S. investors are not only injecting capital, but also introducing global standards, developing domestic talent, and actively shaping the business climate through dialogue and reform.
This issue also sheds light on key challenges and opportunities—from the implications of U.S. trade policy to the complexities of ESG reporting and the green transition. As Serbia navigates global economic shifts and aligns with EU standards, AmCham’s voice in supporting legal certainty, regulatory reform, and public-private cooperation has never been more vital.
We are especially grateful for the support of companies that have made this edition possi-
ble: McDonald’s, Coca-Cola, CBS International, Dell Technologies, Cummins, AIGO, A3 Architects, Louis Berger, and Military Shop—all of which embody the strength and diversity of the American business presence in Serbia. Beyond commerce, this edition highlights the enduring relevance of American culture and thought. We spotlight A Poem for Deep Thinkers, Rashid Johnson’s evocative solo exhibition at the Guggenheim Museum in New York; the Aspen Ideas Festival, a beacon of intellectual innovation; and the timeless wisdom of Henry David Thoreau, whose reflections on simplicity and freedom continue to inspire. These contributions remind us that diplomacy and development are not just economic—
This edition is an invitation to explore not just where we are, but where we’re headed—together
they are human, cultural, and philosophical.
As Serbia welcomes a new U.S. Ambassador in the coming period, we remain committed to fostering informed dialogue, regional cooperation, and mutual understanding between our countries.
This edition is an invitation to explore not just where we are, but where we’re headed—together.
American companies in Serbia continue to make a strong contribution to economic growth—not only through investments and job creation, but also by raising business standards. With over 260 members, AmCham companies employ more than 119,000 people and generate over €21 billion in annual revenue. They also make significant tax contributions and provide ongoing value through knowledge, technology, and innovation
Over the past year, the IT and digital services sector stood out. In 2024, Serbia’s IT and ICT exports exceeded €4.13 billion, up more than 20% year-over-year—a new record and further proof that Serbia is becoming a key player in the global digital and software space. “U.S. companies are instrumental in this,” says Stefan Lazarević, President of AmCham Serbia. “They not only invest but also actively help grow domestic IT talent and the ecosystem. We are also seeing rapid growth in fintech, where U.S. investors increasingly recognize Serbia’s potential for developing digital banking and data management platforms.”
Looking ahead, the most promising sectors are green energy and renewables, in line with the EU energy agenda and Serbia’s growing orientation toward sustainable development. “U.S. companies are not just investors,” says Lazarević, “they are standard-setters, innovation drivers, and builders of a modern, resilient, and competitive economy.”
How might recent U.S. tariff increases on steel and aluminum affect American companies operating in Serbia and the region?
— Changes in U.S. trade policy affect global companies, including those in Serbia. While the tariffs primarily target direct exports to the U.S., indirect effects may be felt through supply chains and increased input costs. Serbia mainly exports steel to the EU and China, with only limited quantities to the U.S., but that doesn’t mean there won’t be consequences. The EU, Serbia’s largest trading partner, is significantly impacted by the new measures. When combined with rising geopolitical tensions, it’s clear that the global economy will be under pressure in the coming months.
AmCham held a meeting to discuss the implications of the new U.S. trade policy. What were the key takeaways, and how will AmCham support its members going forward?
— The meeting helped clarify the impact of reciprocal U.S. tariffs on Serbian exporters and companies engaged in transatlantic trade. A special value was added by Mr. Ian Sandford, a leading expert in international trade law, who offered actionable strategies, including contract renegotiation and legal adaptation. Discussions also addressed how governments can respond using diplomatic, legal, and political tools.
The final session looked at next steps, including potential EU responses, U.S. political developments, and broader implications for global trade dynamics. The event brought together a wide group: AmCham member companies, representatives from Serbia’s ministries of finance, trade,
and foreign affairs, the Chamber of Commerce, and several major exporters impacted by the tariffs—even if not AmCham members.
Your mid-year survey shows that AmCham members remain optimistic about investment prospects but point to the need for improved legal certainty and administrative efficiency. What are the most important steps for improving the business environment?
Green energy and renewables are seen as the most promising sectors for future growth
Our goal is to create a competitive and attractive environment for young professionals
Serbia’s IT and ICT exports surpassed €4.13 billion in 2024, marking a 20% increase over the previous year
— AmCham’s annual survey shows consistent priorities over the past six years: institutional reforms that strengthen the rule of law, judicial efficiency, and anti-corruption—all of which are also key to advancing Serbia’s EU integration.
Judicial reform is the top priority, with a focus on digitizing the court system. E-courts would ensure faster and more predictable dispute resolution, reduce opportunities for corruption, and improve legal certainty—key conditions for building investor confidence.
The second priority is continued digitalization of public administration. Businesses stress the need for broader acceptance of electronic documentation in employment law, which would reduce the administrative burden on both firms and institutions. Additionally, digital tools like electronic health records could enhance service delivery and efficiency.
The third pillar is green reform, especially regulatory frameworks that support investment in renewables. Amendments to Serbia’s Energy Law allow companies to become active energy buyers, contributing to a more stable and sustainable energy system. Equally important is consistent enforcement of the “polluter pays” principle, ensuring that environmental obligations are fair and encourage compliance.
Innovation and digital transformation are reshaping the future. How is AmCham supporting its members in adopting new technologies? — Digital transformation is no longer optional— it’s the foundation of competitiveness. Through its Digital Economy Committee, AmCham helps members adopt digital tools, share knowledge, and address regulatory hurdles. We organise themed forums, workshops, and roundtables where local and global companies exchange best practices in AI, cybersecurity, e-commerce, and IoT.
We also advocate for the development of public digital services—such as e-government, e-courts, and e-health—because a modern public sector will drive wider private-sector digitalisation.
ESG principles are becoming the standard for modern business. How is AmCham helping members implement sustainability strategies, and what should be the focus going forward?
— Like digitalisation, ESG is now a regulatory requirement. Our latest research shows that 70% of members have ESG strategies in place, and that number is growing. Main challenges include the lack of standardised reporting guidelines, complex international regulations, and limited capacity in terms of staff and budget for implementation. This is especially true for compliance with EU standards, such as the CSRD.
To support members, we launched the “Responsible Business Dialogue” initiative, which brings together experts from business, government, NGOs, and academia for practical education and exchange. We also offer ESG-focused training and roundtables to help members understand new EU standards and apply best practices in sustainable finance and circular economy.
Areas requiring greater attention include ESG reporting standardisation, carbon emission reduction, and engaging local communities in sustainability strategies—factors that drive long-term reputational and market value.
Considering global market instability and rising geopolitical tensions, it’s clear that the global economy will face significant pressure in the months ahead
Talent development and retention are strategic challenges. How does AmCham help bridge business and academia to support young professionals?
— For years, AmCham has invested in talent through our AmChamps program, which pairs students and young professionals with business leaders. It is widely recognized as one of the most effective mechanisms for identifying and empowering future leaders. Last month, we proudly awarded diplomas to the 11th generation and named four finalist pairs—our largest group yet.
We also foster collaboration between business and academia through internships, mentoring, and entrepreneurship support. We believe success lies in combining theory with real-world experience, and aligning education with market needs.
Retaining young talent depends on quality jobs, opportunities for professional growth, and inclusive workplace cultures—all of which AmCham members are deeply committed to. Our goal is to create a competitive and attractive environment for young professionals.
Climate change is the existential crisis of our time, and we must act today to solve it.
DestinationZero™, is our strategy to reach zero emissions and the core of our PLANET 2050 sustainability strategy. It fulfills our mission of powering a more prosperous world.
Cummins is working to transition customers to products that eliminate carbon emission.
Cummins has already significantly reduced carbon through innovation of its current powertrain products. We all play an important role in ensuring our strategy is successful. We have innovated for over 100 years, and we won’t stop now.
Major investors running sustainable businesses play a key role in the development of local communities. They expand production, optimize processes, create jobs directly, support employment across the value chain, and engage local suppliers—clearly demonstrating a strong commitment to economic development
oca-Cola HBC Serbia and Montenegro embraces this role. As part of the Coca-Cola System, together with Bambi, it presented findings from the 2023 SocioEconomic Impact Study, showing €633 million in added value—equivalent to 0.9% of Serbia’s GDP. The recently published Sustainability Report also outlines clear goals for reaching Net Zero emissions by 2040. In this interview for CorD, General Manager Saša Marković emphasizes that transparent reporting and a strong ESG focus add value to the company’s operations in Serbia.
CThe Socio-Economic Impact Study highlights how your operations support others in the market. What forms does this support take?
— The study quantifies our impact through key metrics and specific actions that support growth for other players in the value chain. Our influence is most visible in retail and hospitality, which together generated €166 million in added value in 2023. Coca-Cola HBC Serbia now works with around 37,000 customers—not just through volume but also through shared experiences and continuous improvement.
We’re especially proud to provide professional development opportunities for our people. Talent development is a top
priority and a key reason we’ve consistently been ranked as one of Serbia’s most attractive employers across generations. In 2023, the study shows we supported 22,600 jobs throughout the value chain. As leaders in the non-alcoholic beverages sector, we are committed to delivering added value—through innovation and market investment. The study is published biennially, so in 2025 we expect new insights and further results to be proud of.
In 2024, your operations were marked by an investment cycle worth approximately €36 million. What were the key focus areas?
— Our investments targeted infrastructure and process optimization, as well
In 2023, the study shows we supported 22,600 jobs throughout the value chain
as digital integration. Following major upgrades in our bottling plants in Surdulica and Neresnica, we expanded our Belgrade facilities—enhancing storage and production capabilities. We introduced “SmartCan,” a new can production line that increases capacity and enables more localized production.
We also began building an automated warehouse in late 2024. This will increase our storage space by 70% and significantly enhance operational flexibility and efficiency—transforming the landscape of our Belgrade bottling plant.
In the 2024 Sustainability Report, Coca-Cola HBC Serbia and Bambi highlighted major progress in reducing CO₂ emissions and preserving water resources. How do you balance sustainability with growth?
— While we continue to achieve strong production and market results, transparency and encouraging sustainability throughout the value chain remain central to our strategy. We’ve reduced Scope 1 and Scope 2 direct CO₂ emissions by 76.2% compared to our 2017 baseline. But since a large share of emissions comes indirectly, we’re working closely with suppliers to explore greener solutions together.
From 2007 to 2024, we reduced water consumption per litre of beverage by 55%, and all electricity used in our plants now comes from renewable sources. These achievements are driven by the commitment of our people, as well as the support of our partners, customers, and suppliers—because only through joint effort can we advance sustainable business practices.
Dell Technologies is positioned as one of the world’s leading technology innovators, actively contributing to the digital transformation of both the private and public sectors
Our solutions enable the shift from outdated systems to flexible, scalable platforms that integrate hyperconverged infrastructure, edge computing, and hybrid cloud – says Mr. Vladimir Spasić, emphasizing that the focus is on data security through advanced backup systems, Zero Trust architecture, and end-to-end protection.
Through your digital solutions, products, and services, you are continuously improving the business operations of your clients. Over the years, your contribution to the digitalization and advancement of the public sector has also grown?
Dell promotes sustainability by offering energy-efficient solutions and software tools for consumption monitoring, helping the public sector reduce its environmental footprint and operational costs. In this way, Dell Technologies empowers the public sector to be more efficient, secure, and prepared for future challenges.
Dell stands out as a pioneer across various technology domains... including the development and production of computers and servers, hybrid and cloud-based solutions, data storage, cybersecurity, artificial intelligence...? — In an era where more organizations are adopting hybrid and multicloud architectures, Dell Technologies offers solutions that enable flexible IT resource management. Through Dell APEX, the company
Dell Technologies leverages AI to create smarter IT infrastructures that autonomously manage resources and improve system security
— Dell Technologies is a key partner in the digital transformation of the public sector, helping government institutions modernize IT infrastructure and improve citizen services. In addition to technological modernization, Dell supports the automation of administrative processes and the development of electronic services, which increases the efficiency and transparency of institutional work. Furthermore, through partnerships with educational and research institutions, Dell contributes to the development of digital skills and advanced research.
delivers an “IT as a Service” (ITaaS) model, allowing organizations to use infrastructure as needed, whether on-premises or in the cloud.
Dell recognizes the transformative potential of artificial intelligence (AI) and machine learning (ML). Dell’s infrastructure solutions are optimized for AI workloads – including GPU-accelerated servers and advanced analytics systems – and are used across multiple sectors. This enables organizations to make better use of their data, automate processes, and make faster, more accurate decisions.
How is Dell using artificial intelligence to improve the world and change the way we live, work, and do business? What can we expect from AI?
— Our company actively employs AI to enhance the way we live, work, and do business. AI will bring about numerous changes that will shape the future on multiple levels. Artificial intelligence will significantly increase the efficiency of business processes. Automating routine tasks and analyzing large volumes of data will enable companies and institutions to make faster and higher-quality decisions. Dell Technologies leverages AI to create smarter IT infrastructures that manage resources autonomously and improve system security.
AI will also enhance the user experience. Smart assistants, personalized services, and systems for anticipating user needs are becoming the norm. In the public sector and industry, this means more accurate and timely services, directly impacting citizen and client satisfaction.
AI is driving revolutionary change in areas such as healthcare, education, and research. Analyzing large data sets, identifying patterns, and developing predictive models enable faster disease detection, better-tailored educational programs, and more effective scientific innovation. Dell Technologies supports these efforts through high-performance computing systems and AI platforms.
Dell is fully committed to developing technologies and services that make business easier for users. The idea of inclusivity and equal access to innovation has been their driving force – a principle that has made them a global leader
NWe advocate for innovations not to remain a privilege of large and technologically advanced systems, but to become accessible to all – small and medium-sized enterprises, educational institutions, the public sector, and individuals — says Uroš Đorđević, emphasizing that this is particularly relevant in sensitive areas such as healthcare, education, and the digital economy.
Your company is known for its constantly expanding portfolio, high-quality sales and service network... You are entirely focused on technological innovation and staying up to date with trends?
— Our company is fully dedicated to the development of technologies and services that facilitate and improve our clients’ business operations. This includes the continuous expansion of our product and solution portfolio, building a strong and reliable sales and service network, and complete focus on technological innovation. We monitor current trends and adapt to the dynamic changes in the market in order to provide users with maximum efficiency, competitiveness, and long-term value.
You’ve become a global leader, among other things, thanks to the belief that advanced technology should be available to everyone. Why is this so important to you? Do you believe that progress is impossible without advanced technologies?
— We firmly believe that without advanced technologies, there can be no essential and sustainable progress – neither in business nor in society as a whole. Our belief is that technology only makes
sense if it delivers real value and benefits to a wide user base. It is precisely this idea of inclusivity and equal access to innovation that has been the driving force behind our growth and one of the key reasons why we are a global leader today.
Which technologies do you believe have the greatest potential to transform your clients’ businesses over the next few years, considering the digital transformation and increasingly hybrid environment?
— In the coming years, within the context of digital transformation and a growing hybrid work environment, several key technologies will stand out as the most transformative for our clients’ businesses. Among the most significant are artificial intelligence and machine learning, which include the automation of routine processes (e.g., customer support, data analysis, predictive logistics), personalization of user experience, AI assistants for decision-making based on large data sets, and digital assistants in sales, HR, and support functions.
There’s also cloud computing and edge technologies, which provide flexible access to data and applications from any location, scalability (the ability to rapidly expand resources without large initial investments), while edge comput-
We monitor current trends and adapt to dynamic market changes in order to provide users with maximum efficiency, competitiveness, and long-term value
When technology becomes available to everyone, it opens doors to new solutions, faster development, reduced disparities, and the creation of a society in which everyone has the opportunity to thrive. That is why we are not only developing products – we are shaping a future that belongs to everyone. All of this in no way diminishes the importance and impact of people and their knowledge, which is embedded in every piece of technology and its application.
ing enables data processing closer to the source (e.g., IoT devices), reducing latency and increasing security.
One of the most impactful technologies is Generative AI (GenAI), which allows for automated content creation (text, code, design, marketing materials), accelerating creative and technical processes, and introducing AI’s new role as a “copilot” for employees. Generative AI is changing the way companies communicate, develop products, and make decisions.
For over two decades, McDonald’s Serbia has been a committed partner of the Creative Educational Center, supporting the inclusion of young people with intellectual disabilities through joint activities, food donations, and financial aid. The partnership is set to grow further, with plans to expand employment opportunities for young people facing intellectual challenges
This prestigious award, presented by the Serbian Chamber of Commerce, was granted to McDonald’s for the project “Integration of Young People with Intellectual Disabilities into the Social Environment,” which the company has been implementing in partnership with the Creative Educational Center for over 20 years. McDonald’s was the first company in Serbia to offer employment opportunities to young people with intellectual disabilities, allowing them to lead active and engaged lives within their communities. Over time, this collaboration has resulted in more than 250 individuals working in McDonald’s restaurants across the country.
One year ago, McDonald’s Serbia launched a platform titled “Small Steps Toward Big Changes,” which brings together all of the company’s initiatives focused on environmental protection, the transition to sustainable packaging, and community engagement. In just one year, significant progress has
been made. The company continues to reduce its carbon footprint by minimizing restaurant emissions, collaborating with suppliers who also prioritize lower CO₂ output across their supply
scheduled equipment usage and proactive maintenance plans. Waste recycling efforts include used cooking oil and cardboard packaging, further demonstrating McDonald’s commitment to sustainable operations.
Daily support for the local community comes in many forms: meal donations, funds collected through in-store donation boxes, student scholarships in collaboration with the Ana and Vlade Divac Foundation, and continued empowerment of young people with intellectual disabilities through long-standing cooperation with the Creative Educational Center.
McDonald’s employee volunteers remain deeply engaged, offering their time and energy to help those in need while also contributing to environ -
McDonald’s continues to support the local community every day through meal and financial donations, student scholarships with the Ana and Vlade Divac Foundation, and the empowerment of young people with intellectual disabilities in cooperation with the Creative Educational Center
chains, and inspiring other businesses to join in the fight against climate change. Last year, McDonald’s Serbia also replaced plastic spoons and forks with wooden ones and swapped plastic ice cream cups for eco-friendly cardboard alternatives.
The company is also working actively to reduce energy consumption through
mental initiatives such as tree planting and urban greening. In the past year, McDonald’s volunteers participated in revitalizing a sensory garden at the Radivoj Popović Primary School in Zemun. The company also donated educational tools and Montessori learning equipment to the Bubanj School in Niš.
The bald eagle symbolizes freedom, strength, and resilience. Native to North America, it was chosen as the national bird of the United States for its majestic appearance and fierce independence. Today, it remains a powerful emblem of the American spirit.
Digitalization is no longer a competitive edge – it’s a prerequisite for sound business operations. By combining process automation and digitalization with advanced analytics and artificial intelligence, companies can anticipate trends, optimize resources and personalize their offerings – Nebojša Garić
n this exclusive interview for CorD, Nebojša Garić discusses how companies can build the future of business and how AIGO, through its expertise, supports business transformation based on cutting-edge digital technologies. The company provides solutions that enable process digitalization, improved data integration and systematization, and data-driven decision-making.
IWhat do users expect from digital services today, and how is technology shaping those expectations?
— Users today expect speed, personalization, and intuitiveness from digital services. Technologies like AI enable companies to tailor services to individual users, anticipate their needs, and deliver a seamless digital experience. Keeping up with technological trends and improving customer satisfaction has become a necessity for any company aiming to remain competitive. That’s why the use of advanced analytics and AI is key to fulfilling a core customer expectation – the continuous enhancement of digital services.
Can a poorly designed digital strategy undermine a company’s reputation and competitiveness?
— Absolutely. Digital transformation without a clear strategy can lead to fragmented and siloed processes, lacking proper coordination. This inevitably results in poor service performance, a neg-
ative user experience, and, ultimately, the loss of clients. It is therefore essential to rely on robust digital platforms and solutions that support business goals and enable companies to adapt continuously to market changes.
When we talk about the next phase of digital transformation, AI is a central topic. How is AIGO addressing this challenge and helping companies lay the foundations for efficient AI adoption? — The key prerequisite for effective use of AI technologies lies in the quality and structure of data. Companies today use a wide range of applications that store vast amounts of diverse data. These sources are often disconnected and unsynchronized, leading to inconsistent and unstructured information. Without a clear data management strategy, AI can cause more harm than good. Our company helps clients establish solid process and
technology foundations to fully unlock the benefits that AI can offer.
How do you see digital ecosystems evolving alongside AI advancements? Is AI more of a tool for process optimization or a driver of entirely new business paradigms?
— Going forward, digital ecosystems will evolve toward greater autonomy, with fewer human interventions in routine tasks and stronger collaboration between “machines” and people. The integration of AI into business ecosystems is fostering innovation through adaptive models and self-learning systems that support opportunity identification and resource optimization. Additionally, AI will play a crucial role in advancing sustainability –optimizing energy use, reducing operational costs, and improving long-term viability through precise planning and the automation of key processes.
If you had to offer one key piece of advice to companies seeking to remain competitive in the AI era, what would it be? Is it more important to invest in technology, shift the mindset, or develop talent?
—All three elements are equally important – but if I had to highlight one, it would be the mindset shift. Companies that fail to embrace a culture of innovation and continuous adaptation will be unable to leverage the full potential of digital transformation. AI is not just a tool – it’s a new way of thinking about business, data, and customers. Our mission is to use our expertise and advanced technological solutions to support our clients in achieving their goals.
perating from its offices in Belgrade and Prague and with a presence in London, A3 Architects – led by Aleksandar Mitić, Mladen Nastasijević and Mladen Vulević – stands as a rare example of a professional practice that not only works on the global stage, but also actively shapes its standards.
OWhat sets your architectural expression apart, and how has that shaped your global image and positioning?
— Our approach to architecture is rooted in a deep commitment to space as an intellectual construct. We’re not driven by formalism, but by strategy. Every project is treated as an opportunity to create a spatial narrative that is intelligent, culturally aware and functionally sustainable. This allows each design to be unique yet recognisable for its conceptual depth, spatial logic, and technical excellence. On the global stage, this has positioned us as authors who do not impose a signature style, but create architecture that communicates essence – enduring, intelligent, and universal. Our portfolio is not a collection of isolated projects but a network of ideas that reinforce our position internationally. Our global image is not the result of marketing, but of trust, carefully built with clients over time.
What draws leading multinationals, fintech giants and startup innovators to A3 Architects?
With a reputation as a trusted partner in the fields of architecture, interior design and technical consulting, A3 Architects is a contemporary voice of Serbia at the highest level of international architectural practice
— We have a deep understanding of rapidly evolving industries: digital platforms, artificial intelligence, decentralised systems of business... but we don’t stylise these phenomena – we articulate them architecturally. At the core of everything we do lies understanding. We listen closely to our clients, not only in terms of their programme or requirements, but also through the lens of their broader context: market position, internal structure, cultural values.
Companies from the US and the UK aren’t looking for a “nice building” –they need infrastructural architecture that reflects their ambitions, from safe-
How do you maintain relevance in such a competitive global landscape? — Reputation takes years to build – and only days to lose if focus slips. We maintain that focus through architectural discipline, interdisciplinary thinking and technical precision. Every project is approached with the same standards, whether it’s a national pavilion at EXPO, a corporate campus for a global brand, workspace for leading fintech companies, general aviation terminals, or private residences. In a highly competitive global environment, relevance stems from the ability to design with clarity – but also to ensure that architecture reads across mul-
In a competitive global environment, relevance stems from the ability to design with clarity – but also to ensure that architecture reads across multiple layers
ty and environmental standards to ESG strategies and spatial flexibility in the era of hybrid work. Our response is always rooted in architectural thinking: we create spaces that anticipate, that are technologically aligned, functionally intelligent and aesthetically discreet yet impactful. That’s why clients who are shaping the future choose us – because they understand that architecture, in our case, is an extension of their strategic vision.
tiple layers. Our practice is founded on a robust methodology: interdisciplinary analysis, conceptual clarity, and uncompromising technical execution. What keeps us at the forefront is not form, but architectural precision – space as a matrix of thought. Our clients recognise this, as does the wider professional community, exemplified by the prestigious Visionary Leadership Award recently presented to me by New York’s Global Excellence Assembly.
Louis Berger Adria has been a synonym for engineering excellence in Serbia and the region for decades, thanks to some of the most significant infrastructure projects implemented here over the past 20 years
In an era of rapid construction and even faster technological advancement, having a strategic approach to change is essential for both growth and maintaining business stability – says Marko Andrijašević, CEO of Louis Berger Adria, with whom we spoke about what it takes to endure in such a demanding industry.
Judging by your company’s track record, success and longevity stem from adaptability and a responsible approach to every project.
— Louis Berger has had a presence in the Balkans since the 1970s, and in the past 20 years alone, more than 120 successful public and private sector projects have been
most important bridges, railways, roads, and highways of key local and regional significance.
In the field of transportation and infrastructure, our teams are focused on design and construction supervision. The key lies in the successful implementation of complex engineering projects—whether they involve large infrastructure systems or support for local communities. We are proud to contribute to development and improved quality of life in Serbia and the wider region, as well as to our long-standing tradition.
None of that would be possible without a professional, diverse, proactive and stable team like yours.
A team that has worked and evolved over decades develops not only its operating system but also a parallel system for adapting to various changes—including the possibilities brought by modern technology
completed. Today, Louis Berger Adria is focused on proactive leadership that brings together knowledge of local needs and challenges, experience in large-scale infrastructure projects across the region, and expertise accumulated through 70 years of international partnership on strategic projects in over 50 countries worldwide.
LB Adria takes pride in dozens of successfully completed transport and infrastructure projects, including some of the
— Our team has grown over the years, consistently supporting us and actively contributing to the creation of innovative solutions—transforming our company toward innovation and sustainability. In our case, long-standing business tradition plays a key role in adapting to the changes brought by modernization. A team that has existed, worked, and evolved over decades develops its operational system in parallel with its ability to adjust to dif-
ferent types of change—including the opportunities modern technology brings.
A long tradition in business is not only proof of successfully completed projects and a capable team, but also a testament to strategic flexibility in planning and organization—something essential for longterm sustainability in a world that is constantly changing.
In an era of fast-paced construction, rapid innovation, and ever-shifting conditions, there are many factors to consider when planning.
— The global landscape is marked by ongoing shifts in societal priorities and access to investment, which demands a serious strategic approach and the ability to adapt. We believe the industry will undergo significant transformation in the coming years, with new technologies— including artificial intelligence—playing a prominent role. That shift must be accompanied by operational resilience and sustainability.
Despite the challenges AI presents— regulatory, ethical, and data privacy concerns—it also offers significant advantages, especially in processing large volumes of data.
In addition to the conventional software tools we’ve already implemented, we are preparing to integrate AI solutions that we believe will help us make better decisions, work more efficiently, and free up time to develop creative strategies.
Military Shop, through lean operations and unwavering professionalism, has expanded across the Balkans—and now it’s setting its sights on the vast US e- commerce market
espite an already impressive career, the public knows him as the owner of Military Shop, an educator, a speaker, the author of a book on motivation… He’s Nemanja Antić. We spoke about shifting from managing logistics to crafting mindset, about business, influence, and the real mechanics behind online sales.
DYour story is one of success, building a sound business model, keeping a long-term vision… right?
— The next phase for me isn’t about bigger profits—it’s about greater impact. Yes, people know me in many roles, but at my core, I’m a builder. Whether I’m launching a company, writing a book, or speaking on stage, my goal is always the same: to do things well, with meaning and longevity. Success isn’t speed—it’s stability. That’s why Military Shop, nurtured over 10+ years, is what it is today. I don’t see business as a sprint, but as a structure where each part must support the next. My model has been simple: operational excellence, rapid inventory sourcing, even quicker sales, a clear brand, customer trust, and honest communication.
Over time, Military Shop outgrew itself and became a platform. And I transitioned from someone who manages logistics to someone who’s shaping mindset. That shift—from selling products to imparting knowledge and values—happened naturally.
In the end, everything I do leads to one destination: ensuring my work leaves a mark, not just a result. That’s my vision— not to be famous, but to be useful. And Military Shop is my partner in that.
You’re focused on enhancing your e-commerce platform, scaling in the region, and potentially in the US. Do you enjoy challenging boundaries?
plexity lies opportunity for growth—for those who see it. And that kind of challenge energizes me—it’s not a burden.
The US market is the next level—not a whim, but a deliberate strategic curiosity. With strong investments and partners in our corner, everything’s possible. I’m not going there to prove anything—I’m going to learn new frameworks and test our capacity in one of the most competitive environments out there.
I don’t believe in the “impossible.” I believe in stages, in planning, and doing your best at every stage. Boundaries don’t shift through force—they shift through clarity. Significant funding from investment funds gives us momentum, energy, and confidence.
People admire that you avoid mystifying business—explaining its workings plainly. Is that intentional? — People today crave meaning, not just success. They’re tired of coded messages, fuzzy jargon, and ‘motivational wizards.’ In
Whether I’m launching a company, writing a book or delivering a speech, the focus is always the same: doing it well, meaningfully and for the long haul
— I see boundaries not as barriers but as temporary lines to be pushed. E-commerce has always been more than just sales for me—it’s a proving ground for efficiency, human insight, and attention management. I’m currently upgrading our digital infrastructure because scaling without a solid system is impossible. The Balkan market is complex and fragmented; Military Shop has already maximized its potential here. But within that com-
a world of increasing complexity, simplicity is the most precious commodity. I don’t mystify business—because there’s no mystique in it. There are products, people, emotions, costs, and markets. I think I’ve been accepted because I speak a language that both CEOs and newcomers understand. And because I don’t pretend perfection—I talk about mistakes, lessons, the mechanics of success—not secret tricks. That’s what Military Shop has taught me over time.
The greatest value of membership lies in the ability to influence. It’s not just about being informed — it’s about truly being part of change. Through AmCham, our members have the opportunity to engage in dialogue with decisionmakers, propose solutions, and help shape regulations that directly affect their businesses. – Vera Nikolić Dimić
In an exclusive interview for CorD, Vera Nikolić Dimić, Executive Director of AmCham Serbia, outlines the key activities aimed at strengthening member competitiveness in the past period:
“Our goal is very clear — to provide our members with concrete tools and knowledge to become more competitive, more innovative, and better prepared for the challenges of the modern market. We do this through a variety of channels — workshops, seminars, lectures — where we don’t only focus on regulations and market trends, but also enable direct exchange of experiences among companies. That often proves to be the most valuable part.”
She adds that she especially wants to highlight the activities of the Digital Economy Committee:
“Through this committee, we help companies navigate the process of digital transformation. We work on topics related to e-government, digital solutions in healthcare, judiciary, commerce... I’m especially pleased that we launched a workshop series called AInsights, focused on the application of artificial intelligence in business — a topic rapidly moving from theory into practice.
The green transition is another important direction — and we’re seeing great enthusiasm among our members. ESG standards are no longer optional, they’re a ne-
cessity. Companies are increasingly investing in renewable energy, developing their own carbon-reduction strategies, and we support them through education and access to relevant resources and experts. For example, through our ResponsibleBusiness Dialogue, we organize events focused on new EU regulations and energy policy — direct support for businesses in this important transitional period.
I must also mention our HR Forum — a space where HR professionals from diverse industries gather. We exchange best practices and design educational programs not only for companies but also for young people entering the job market.
And of course — AmChamps. This is something we’re especially proud of. For eleven years now, we’ve been connecting young talents with experienced leaders through an intensive mentoring program. We follow their growth, development, and leadership journeys... And by supporting individual development, we also help companies identify their future leaders.”
Connecting small and medium-sized enterprises to global value chains is becoming increasingly important. How is AmCham helping build the capacity of local companies for international markets?
—Today, more than ever, companies must be ready for changes coming from Brussels, Berlin, or any market where they wish to sell their products or services. One key challenge right now is aligning with CBAM — the EU’s Carbon Border Adjustment Mechanism, designed to tax imports of carbon-intensive products.
This is not something that’s coming “one day” — it’s already here. And many of our companies need to start thinking about decarbonization, even if they still lack the tools or support to fully implement it.
That’s why, at AmCham, we work to open space for dialogue — to involve the business community in consultations, seek realistic solutions, identify regulatory obstacles, and propose ways to overcome them. AmCham’s role is to connect — information, people, and experiences.
I’d also like to add that we participate in various events organized by the European AmCham network, such as the recent AmCham Regional Economic Summit (ARES), held in mid-June by AmChams in Greece, Turkey, and Bulgaria. This second summit was a fantastic opportunity to connect not only with colleagues from other American Chambers but also with company representatives and development and investment agencies from Southeast Europe, the Middle East, and Central Asia. I believe that this type of gathering will yield even greater results in the future, helping our companies access new markets and attracting more investment to our economy.
Gender equality and women’s empowerment have become priorities in today’s business environment. How is AmCham supporting these initiatives,
especially considering the results of your latest research on the position of women in business?
— For me personally, this is not just an important issue — it’s a matter of healthy, long-term business development. Inclusion isn’t a trend — it’s the essence of modern leadership.
At AmCham, we’ve been working for years to empower women through concrete programs, mentoring initiatives, and leadership training. And we’re not just talking about this on panels — our members invest in developing female potential within their teams, and we strongly support them in that.
Our most recent 2024 survey — part of the “She Knows” project — clearly showed
companies’ social and environmental impact. AmCham recognized the need for systemic support in this area.
Through our Responsible Business Dialogue, we’ve created a platform for experience sharing — organizing events with companies that are already well into their ESG strategies, helping others take their first steps.
We also hold workshops and roundtables to introduce companies to new EU standards — including sustainability reporting, green finance, and the circular economy.
Our goal is for ESG not to be seen as a burden, but as an opportunity — because what today is a smart move for reputation and responsibility will tomorrow become
where the challenges lie: balancing work and private life, pay gaps, and cultural pressures. The role of men is also critical — without equal distribution of family responsibilities, women cannot participate equally in business processes.
Investing in gender equality isn’t just a “nice gesture” — it’s an investment in profitability and competitiveness, and we prove this with both data and practice.
Sustainability and corporate responsibility are playing an increasingly important role in shaping business strategies. How is AmCham encouraging its members to improve transparency and ESG reporting?
— Sustainability has become a business imperative, and ESG reporting is an increasingly important tool for measuring
a key to accessing capital, investment, and markets.
AmCham membership offers many benefits to companies of all sizes and profiles. What would you highlight as the greatest value of membership today?
— To me, the greatest value lies in the ability to influence. It’s not just about being informed — it’s about being part of real change. Through AmCham, members can engage in dialogue with policymakers, propose solutions, and help shape the regulations that affect their business.
This is an active community — not just a networking club. It offers education, innovation support, sustainability resources, and knowledge sharing with top professionals from diverse sectors.
With over ninety works on view, Rashid Johnson’s largest solo exhibition to date transforms the Guggenheim rotunda into a living, breathing archive of memory, emotion, and cultural reckoning. The show is a journey through mediums and meanings—an artist’s search for connection, healing, and space to grow
Aleading voice in contemporary American art, Rashid Johnson has spent the past three decades crafting a body of work that defies categorisation and insists on emotional truth. Now, with Rashid Johnson: A Poem for Deep Thinkers, the Solomon R. Guggenheim Museum presents his most ambitious solo exhibition to date—an expansive, site-specific installation that merges sculpture, film, painting, and live performance across the museum’s iconic rotunda.
Johnson, born in Chicago in 1977, emerged in the late 1990s as part of a new generation of artists interrogating identity and cultural narratives. A graduate of Columbia College and later the School of the Art Institute of Chicago, he was among the youngest artists included in the landmark 2001 exhibition Freestyle at the Studio Museum in Harlem—a show that helped shape the concept of “post-Black” art. Over the years, Johnson has become known for his emotionally charged practice that blends personal history with broader sociopolitical themes.
In his Guggenheim debut, Johnson brings together more than ninety works from across his career, including iconic pieces like Anxious Men and Broken Men, as well as the monumental new installation Sanguine. These works, layered with materials such as black soap, shea butter, ceramic tiles, books, mirrors, and live plants, pulse with urgency and introspection. Johnson’s use of culturally coded materials and recurring motifs— grids, faces, mirrors—serves as a visual language through which he explores Black identity, mental health, fatherhood, and vulnerability.
The rotunda’s spiralling architecture, envisioned by Frank Lloyd Wright as a continuous space of discovery, is the perfect stage for Johnson’s nonlinear storytelling. Rather than organising the works chronologically, the artist opted for an emotional arrangement—inviting visitors to trace connections between past and present, process and product. His early piece Mudcloth (2001), for example, places chicken bones—symbolically loaded and deliberately chosen—on photosensitised paper to evoke both ancestral
memory and the formal qualities of 19th-century photography.
At the top of the rotunda stands Sanguine, a vast, immersive environment made of gridded steel structures, video works, literary texts by seminal Black authors, and towering potted plants suspended from the ceiling. A hidden piano at its centre becomes active during live performances, and a stage designed by Johnson will host a full programme of public events, including poetry readings and musical acts. It’s a nod to his belief that art is a communal act—that museums can, and should, serve as platforms for many voices.
“Art for me has always been emotional,” Johnson reflects. “There’s a catharsis in making, in revisiting these objects that represent your anxieties, your hopes.” That ethos infuses every inch of the exhibition. Even the show’s title, drawn from a poem by the late Amiri Baraka, speaks to Johnson’s reverence for Black intellectual thought and his ongoing dialogue with poets, philosophers, and musicians.
This exhibition is not just a retrospective. It’s a meditation on growth—how an artist evolves, how meaning shifts over time, and how the spaces we inhabit can inspire transformation. As Deputy Director Naomi Beckwith puts it, “Like Wright, Rashid believes that a museum is a living, breathing entity. His work doesn’t simply inhabit the building—it activates it.”
The show is on view in New York through January 18, 2026, before travelling to the Modern Art Museum of Fort Worth and then the Museum of Contemporary Art Chicago. For those seeking a deeper connection with art and with the world it reflects, Johnson offers a simple proposal: “Come twice,” he says. “The work’s there to meet you.”
Henry David Thoreau, the American essayist, philosopher and naturalist, left a legacy far greater than the pond he made famous. His reflections on freedom, simplicity and harmony with nature continue to echo in the era of climate crisis and digital distraction
In the grand sweep of American letters, few figures stand as quietly defiant, and yet as enduringly influential, as Henry David Thoreau. Born in 1817 in Concord, Massachusetts, Thoreau lived a relatively modest life by outward measure, but his intellectual reach continues to shape generations. A man of introspection and action, solitude and resistance, he gave the world not only timeless literature, but also a moral compass for those navigating the complexities of modern existence.
Thoreau was, at once, an essayist, poet, philosopher, and pioneering environmentalist. Best known for his book Walden; or, Life in the Woods (1854), he recounted his two-year experiment living in a self-built cabin near Walden Pond. There, he sought to “live deliberately,” reducing life to its essentials and observing the rhythms of nature with meticulous care. The result was more than a literary achievement; it was a manifesto for mindful living long before minimalism or sustainability became fashionable.
Yet Walden was only one part of a broader, radical vision. Thoreau’s 1849 essay Civil Disobedience, written after he refused to pay a poll tax in protest against slavery and the Mexican-American War, would go on to influence figures such as Mahatma Gandhi, Martin Luther King Jr., and countless others committed to non-violent resist-
ance. His belief that “the only obligation which I have a right to assume is to do at any time what I think right” remains a cornerstone of democratic thought.
Thoreau’s concern for nature was not merely poetic. He was a keen observer of ecosystems, maintaining detailed journals and conducting what might now be called proto-environmental science. Long before the term existed, he articulated the interconnectedness of all living things and the importance of preserving wilderness—not
Thoreau’s two years at Walden Pond were not an escape, but a deliberate experiment in self-reliance and spiritual clarity
as a backdrop to human progress, but as a living force deserving of respect and protection. His vision prefigures many of today’s environmental philosophies and aligns powerfully with the principles of sustainable development.
In an era defined by consumerism, environmental degradation and the tyranny of the algorithm, Thoreau’s writings challenge us to re-evaluate our relationship with time, material wealth,
Long before the concept of citizen science emerged, Henry David Thoreau was meticulously documenting the natural world around him. During his years in Concord, he kept detailed records of flowering times, bird migrations, the freezing and thawing of ponds, and the changing colours of the seasons. These daily observations, recorded with the precision of a naturalist and the soul of a poet, filled hundreds of pages of his journals.
Over a century later, scientists at institutions such as Harvard University have used Thoreau’s data to study the effects of climate change. By comparing his 19th-century notes with modern conditions, researchers have identified measurable shifts in plant blooming times and ecosystem behaviour in the Concord area — offering some of the earliest and most compelling evidence of environmental change over time.
Thoreau could not have foreseen the global climate crisis we face today, but his devotion to attentive observation has become an unexpected gift to modern science. In his quiet walks and handwritten notes, he captured a baseline for the natural world — one that continues to speak with urgency and relevance.
and the natural world. His insistence on simplicity was never simplistic; it was, instead, a call to clarity. “Our life is frittered away by detail,” he warned. “Simplify, simplify.”
Importantly, Thoreau never advocated for isolation. His retreat to Walden was not an abandonment of society but a vantage point from which to better critique it. He remained engaged in public life, speaking out against injustice and maintaining friendships with prominent thinkers of the time, including Ralph Waldo Emerson. His life exemplifies the possibility of a principled individual engaging meaningfully with the world— without surrendering to it.
Today, as we confront climate collapse, political polarisation and social fragmentation, Thoreau’s words feel prophetic. He offers no easy answers, but he models a way of being in the world that prizes integrity over popularity, presence over productivity, and conscience over comfort.
Henry David Thoreau died of tuberculosis in 1862, at the age of just 44. Yet his ideas have proven ageless. From environmentalists and civil rights leaders to philosophers and poets, Thoreau’s spirit lives on in all who seek a life grounded in principle, inspired by nature, and attuned to the quiet truths that lie beneath the noise of the everyday.
He laid the foundations for environmental thought, civil disobedience, and a life led by conscience rather than convention
Each summer, the Aspen Ideas Festival gathers the brightest minds in a setting of pristine beauty and understated luxury. This is where policy meets philosophy, technology meets ethics, and ideas are given space to grow — away from the noise of the world
Nestled in the heart of the Colorado Rockies, Aspen is known to most for its powdery slopes, discreet luxury and A-list allure. Yet for over two decades, it has also been home to one of the world’s most compelling gatherings of thinkers, doers and visionaries — the Aspen Ideas Festival. Held each summer under the canopy of clear mountain skies and amid the serenity of alpine forests, this event stands apart from the crowded calendar of global conferences. It offers not just dialogue, but perspective. Not just networking, but nourishment.
Founded by the Aspen Institute in 2005, the Festival was envisioned as a space where complex global issues could be examined with nuance and imagination — far from the pressure of daily headlines and political performance.
Over the years, it has hosted everyone from former US Presidents and Nobel laureates to scientists, artists, entrepreneurs, activists, and teenage innovators. What binds them is not status, but substance.
The Festival takes place on the leafy campus of the Aspen Institute and the nearby grounds of the Aspen Meadows Resort, a Bauhaus-inspired enclave designed to support contemplation and collaboration. Attendees stroll between sessions along pine-shaded paths, exchange ideas over coffee beneath Chihuly sculptures, and listen to keynote speakers as hummingbirds flicker overhead. The pace is human. The setting, sublime.
Topics span the spectrum of contemporary thought: artificial intelligence and its moral dimensions, global health, climate resilience, democratic fragility, the future of capitalism, mental wellness, urban design, and the philosophy
of happiness. There is room for hard policy and soft wisdom, for the data-driven and the poetic. A session on brain plasticity might be followed by a conversation between a poet and a neuroscientist. A mayor from rural America might share a panel with a tech executive from Silicon Valley. The guiding principle: no hierarchy of ideas, only curiosity.
This intellectual openness is what gives Aspen its quiet power. It is not about prescribing solutions, but about asking better questions. In an age of polarisation and performative debate, the Festival encourages active listening — and thoughtful contradiction. Disagreement is welcomed, but dogma is not. The objective is not consensus, but clarity.
There is, of course, a certain luxury inherent in this — not merely in the immaculate setting or carefully curated meals, but in the deeper sense: the luxury of time to think, of access to diverse minds, of space to consider complexity without urgency. In that sense, the Aspen Ideas Festival mirrors the highest tradition of American intellectual ambition — rooted not in institutions, but in bold, decentralised discourse. A kind of Thoreauvian retreat, elevated to policy level.
For international observers, Aspen provides a rare window into the United States’ better angels: a place where civic responsibility still matters, where technology is questioned, not worshipped, and where culture and science are seen as allies, not adversaries. It reminds the world that the American dream, in its most noble form, is not about acquisition, but contribution.
Beyond the mainstage, Aspen offers workshops, off-the-record roundtables, immersive tours into local conservation projects, and sa-
The 2025 edition of the Aspen Ideas Festival, taking place from 25th June to 1st July, will feature over 300 speakers and more than 100 sessions exploring the most pressing topics of our time. From the ethics of artificial intelligence and the future of democracy, to mental health, climate adaptation, and the intersection of art and technology, the programme brings together leading global voices and emerging changemakers. Evening talks, curated musical performances, and outdoor art installations enrich the experience, reinforcing Aspen’s unique blend of intellectual rigour and cultural sophistication.
lon-style dinners where leaders and listeners share a table. The distinction between speaker and audience blurs — a deliberate gesture toward equality of intellect. You may find yourself seated next to a Pulitzer Prize-winning journalist, a climate activist from Ghana, or a 17-year-old robotics student from Arizona. Status is secondary; engagement is everything.
The city of Aspen itself adds an ineffable layer of charm. A former silver mining town re-
The Aspen Ideas Festival was launched in 2005 by the Aspen Institute and The Atlantic as a response to the growing need for thoughtful public dialogue
born as a cultural sanctuary, it balances natural splendour with thoughtful design. Galleries, bookstores, yoga studios and organic cafés line its quiet streets, all against the dramatic backdrop of the Elk Mountains. Even in its affluence, Aspen seems to breathe differently — slower, more consciously. It’s not just a retreat; it’s a reminder.
As the world grows louder, faster and more fragmented, the Aspen Ideas Festival offers something increasingly rare: an environment built not for performance, but for presence. Here, ideas are not shouted across digital voids, but spoken in the shade, shaped in real time, and sometimes — if the moment is right — allowed to change someone’s mind.
In that sense, Aspen is not just a place. It’s a possibility.
