A combination of the traditional and the modern – Makadam Concept Store bringing together old trades and modern designers

Makadam Concept Store opened in June 2015 in the historical heart of Belgrade, on the cobblestones of Kosancicev Venac Street. Milena Radenkovic, owner and founder, had wished to bring together the works of tradesmen, artists and designers from all over Serbia, and the search for such items itself presented a challenge, but also meant great pleasure.

Since she had already worked, as a student, in a family business with a long tradition of wine manufacture, she wished to become an entrepreneur and start her own business. Due to her love of arts, she decided to dedicate herself to preserving the old forgotten trades of Serbia, but also to give an opportunity to young designers.

— The idea is to present a different, modern Serbia. This is why there’s a store within Makadam with carefully selected items manufactured by tradesmen and young designers. This is a place that combines the traditional with the modern – Milena Radenkovic says in her interview for eKapija.

She mentions that the idea itself was born during her travels, because she had realized that local traditions were being honored throughout the world and that items made in tradesmen’s and artists’ workshops were valued highly and in great demand. The tradition of trades is being maintained, as they are a basis for the production of luxury items, whereas applied design has become an industry in itself.

— Accordingly, in various parts of Serbia, hidden away from the world, tradesmen work in their family workshops with many years of tradition, whereas young applied artist create contemporary objects in line with global trends. In Belgrade, for example, it’s very hard to find old trades, which are valued highly by foreigners, whereas most people in Serbia do have such items in their homes, but aren’t aware that these can be presented in a more modern way – our interviewee explains.

Ethno style as a global trend

According to her, Makadam caters to everyone – a foreigner looking for souvenirs from Serbia, but also for people in Serbia who opt for quality and local manufacture and who wish to delight themselves or someone dear to them with a special gift. By the way, all items in Makadam can be used for something, and Milena also reminds that going back to one’s roots through appreciating ethno styles is a global trend.

One section of Makadam Concept Store is a shop, whereas another section contains a bar offering local products exclusively – cheeses, wine, brandy – so that the two sections complement each other. eKapija’s interviewee says that, initially, they mostly invested in planning the interior, because it’s very important to her to be able to accommodate all items on sale in the right way, as it increases their value.

— The concept of the interior is such that the customers experience the work of tradesmen through a modern lens, but also realize that there’s a place for it next to modern items. The focus was placed on the interior from the very start, and as for the items themselves, we spent six months traveling the country looking for tradesmen and designers initially. Now they seek us instead, since they wish to get involved in the project.

The criterion for choosing items is simple – handcraft or small series manufacture, natural materials, top quality, design and usability. Each item is unique and contains, beneath its outward appearance, the story, passion and energy of the person who made it.

— Makadam combines different energies, the traditional and the modern, the new and the old, talent and work, all this to the end of contributing to the maintenance of the tradition and local product, as well as stimulating the development of entrepreneurship in Serbia – Milena Radenkovic points out.

An online shop to open soon

She promotes the store through social networks and the website exclusively.

Foreigners mostly learn about the store online before they come over, and as for local customers, the best kind of marketing is through word of mouth, so people most often come to the store on recommendation.

— I believe that the media should support this kind of initiative and contribute to the development of entrepreneurship and tradesmanship is Serbia, as this is a socially sustainable project, in which Makadam employs 40 suppliers from rural areas and cooperates with various women’s and youth associations – our interviewee notes.

Milena says that an online shop is planned to open soon, in order to make Makadam available anywhere, as there’s already substantial demand from abroad. Also, she wishes to expand her business and open similar shops in the region, also offering local products.

Marko Andrejic

Makadam Beograd

Makadam Concept Store

Milena Radenkovic

entrepreneurship

ethno style

souvenirs

old trades

cheeses

wine

brandy

tradition

bar