Collaboration and Synthesis of Ideas: How the Conference 'CIBA' at the New Stage of Alexandrinsky Theatre Went
The New Stage of the Alexandrinsky Theatre hosted the sixth annual conference 'CIBA: Creative Industries. Business. Art'. It was organised by professors and students of the Master's programme 'Arts and Culture Management' at HSE University-St Petersburg. The event united more than 200 participants representing business, educational and museum spheres.
The main topic of 'CIBA 2026' was the synthesis of ideas for developing creative industries. Creating innovative products requires exchanging resources and experience between representatives of business, art, state and universities. It is the synergy of competencies from various areas that becomes a significant factor in project success.
Anna Tyshetskaya
Director of HSE University-St Petersburg
'In the modern world, there are not so many institutions responsible for shaping new senses. Theatres and universities are among them. So, it is not surprising that today, theatre and university are uniting to create a conference, which aims to find and shape new ideas to develop creative industries', highlighted Anna Tyshetskaya, director of HSE University-St Petersburg.
Alexandr Malich
Director of the Alexandrinsky Theatre
'We are very happy that 'CIBA' takes place on the New Stage of the Alexandrinsky Theatre. When we collaborated with HSE University-St Petersburg to conceive this conference, creative industries weren't yet a vital aspect of our lives. By 2030, their share of the economy is expected to increase to 6% of GDP. I am sure that today's discussion will be a great basis for joint projects and up-to-date trends', underscored Alexandr Malich, director of the Alexandrinsky Theatre.
According to Elena Zelenskaya, academic supervisor of the Master's programme 'Arts and Culture Management', the value of the event in the professional art and business communities is growing. 'CIBA' has become a full-fledged brand.
'Our mission hasn't changed over the years. We created a platform for dialogue between novice creative specialists and experienced colleagues. Communication with the youth helps experts to look at the usual things from unexpected angles, and students can get invaluable experience. Over six years, the conference covered almost all the areas of creative industries: from galleries and museums to game design and fashion, from gastronomy and advertising business to theatre and festivals. The seriousness is proven by the participation of representatives of large businesses: top managers of the companies 'Magnit', 'Gazprom Neft', HeadHunter, VK, and 'Geropharm' shared how art and creativity were integrated into business processes and brand DNA', explained Elena Zelenskaya.
The sixth conference started with a lecture 'How Projects at the Intersection of Business and Care Appear' delivered by Julia Zubtsova, director for social entrepreneurship at the fund 'Anton's Right Here'. The expert talked about how non-profit organisations and entrepreneurs could find common interests. At the panel discussion 'Chemistry of Creativity', employees of museums, the film industry, the gallery business, and gastronomy shared the stories of their collaborations: from the first meetings to a unique product. Together with Ivan Toropov, AI creator and specialist at the agency 'ENDY', the conference participants learnt to write correct prompts for neural networks.
For master's students at HSE University-St Petersburg, 'CIBA' is an opportunity to hone their knowledge on project management. Supervised by curators, they develop the conference concept and go through all the stages of the event organisation. This year, the preparation involved 16 students.
Svetlana Supranovich, visiting lecturer at the Department of Management at HSE University-St Petersburg, project curator and development manager at the State Hermitage Museum, is sure that the conference has strategic importance for both the School of Economics and Management and the whole university.
'We are actively communicating with plenty of representatives from the creative sphere—theatres, museums, business, designers and musicians. When theatre meets new music, galleries—with gastronomy, and a large fund—with a small project, there appears not just a product but a shared history which warms everyone who sets their hand to it. For the university, the conference serves two main functions: students experience the whole process of real-life project management and integrate into a professional environment, where they can meet leaders of creative industries and future employers', said Svetlana Supranovich.
Julia Zubtsova, director for social entrepreneurship at the fund 'Anton's Right Here', underscored that the organisers managed to create a comfortable space for both speakers and guests of the event.
'It is the first time I have participated in the conference. I really liked it! The interest of the audience was obvious; the attendees asked me deep questions. I would like to highlight the professional level of the event organisation. 'CIBA' allows different industries to exchange experience and learn more about how various projects work and appear, and how new ideas are implemented’, shared Julia Zubtsova.
Yaroslav Kindsvater, 1st-year student of the Master's programme 'Arts and Culture Management', worked on the design and website of the event. 'CIBA' gave him an opportunity to immerse himself in the technical issues of organising an event.
'This is a great joy for me to feel as a part of such a significant cultural event. It is an incredible experience to participate in preparing such an event, be in a control booth of the New Stage and control the visual elements demonstrated on the screen for guests and speakers', shared the student.
His groupmate Margarita Belova and other master's students worked on the conference programme and served as a lecture moderator.
'In creative industries, templates don't work. Each project requires an individual approach. I already have some experience in organising events. This sphere attracts me with a chance to see how a written concept turns into happy moments of our guests' lives. Such moments make me want to work even harder', summed up the student.
