There’s been an explosion of multi-national chain stores in Zagreb throughout the last decade. With them come billboards, neon signs, and sprawling parking lots. Read More
The nationalist project in Croatia mirrors and complements the transition to neoliberal market orthodoxy. Consumer activity is marked as progressive, modern and European…such readings intersected with hegemonic aspects constituting Croatian national identity in particularly resonant ways, especially in contrast to Serbs, who were represented as primitive, retrograde, and Balkan.
The international grocery chain Billa, which has built 190 stores in Eastern Europe in just the past five years, serves as a reminder of just how rapid this transition has been from a socialist Yugoslavia to a deindustrialized and consumer-based Croatia. For more on Billa and its place in the urban landscape, watch High Voltage.