Interview with The IN-VISIBLE Team from Uzbekistan

Well, we believe that being creative is not a choice; it's always a destiny. As Jacques Cousteau said once, “When one man, for whatever reason, has the opportunity to lead an extraordinary life, he has no right to keep it to himself."

With a combined experience of several decades worth of event management and show-producing experience, we joined forces to create and produce new-age products and marketing challenges using the power of art, design and technologies.

We do believe that every brand and every city have it’s unique stories to tell, and that by sharing these stories, we can create a more inclusive and compassionate world.

We launched IN-VISIBLE to create transformative experiences that connect people with brands and cities on a deeper level, allowing spectators to immerse in company's and city's cultural authenticity, values, and vision. And to foster cross-cultural communications, empathy and understanding.

We create immersive city tours, interactive exhibitions, backstage tours, and creative productions. Currently, we have two ongoing city tours, one of which is the Invisible Samarkand Muse Silver Winner. We intend to expand this format to other parts of the world, including cities such as New York, Los Angeles, San Francisco, and other locations in the United States.

Creativity to us means an extraordinary approach to the ordinary and vice versa. A simple outlook at common things that seem extraordinary. At some point, you start seeing the unusual in day-to-day life.

It's that moment when you sense you've stumbled upon an undiscovered corner of the Earth, and the revelation is so profound, almost unsettling. It's akin to uncovering a clandestine town or a concealed island, a discovery that truly astonishes and leaves you in awe.

Egor Matveev: I feel that creative process has two parts. Initially, you apply all your expertise and skills and knowledge to the area of study, to the object or to the concept. Afterwards, you receive new information, new ideas and experience, and all these things enriches your skillset. So, it’s more like a chemical reaction that converts our efforts to different unknown creations.

For us, it marks the inception, a time when the imagined realm begins to materialize, and you witness the initial grains falling into place like the foundation of a structure. It's the realization that everything conceived in your mind becomes tangible, akin to the initial draft of a script, the inaugural lines of a text, and the first associative passages taking shape.

Specializing in the site-specific format, our content is intricately linked with the location we explore. Our process begins with immersing ourselves in the city's vibe, delving into its essence. As we craft the tour route, we listen to our initial thoughts, evolving them into a narrative that beautifully intertwines the past and future of the location, unveiling its distinctiveness to our guests. This, to us, is the pinnacle moment of our work.

We would describe our style as edutainment. We try to match the best examples of educational and entertainment content in cinema, TV shows and music events. That's why we try to make it as fun as possible. We want people to learn and explore the world through positive emotions and laughter, not through the serious study of imposed facts.

Storytelling is a fundamental element of our craft. We believe in weaving a narrative that engages all five senses: what you hear, see, and even smell at that particular moment, creating a profound immersion into the story. Moreover, a compelling story should evoke emotional resonance, offering a connection that transcends language and nationality. Without these components, a story is essentially lifeless, lacking the soul that makes it truly impactful.

Sure, our cultural heritage represents both East and West, the blend of great civilizations Greek, Roman, Byzantine, at the same time Chinese and Ottoman. Samarkand project fully reflects all these cultural interconnections.

It is a tremendous honor for us, our company, and our entire team. It validates the hard work, creativity, and innovation that we have put into Invisible Samarkand project, and it serves as a testament to our dedication to pushing the boundaries of design and storytelling.

This award distinction not only boosts our morale but also brings recognition to the important cultural heritage preservation work we are doing in Samarkand. It motivates us to continue striving for excellence and making a positive impact through our creative endeavors. We are truly grateful for this recognition and looking forward to continuing to push the envelope in our future projects.

We believe it embodies the contemporary trend of "try walking in my shoes." This concept encourages an immersion into unfamiliar cultures, fostering tolerance in a gentle and profound manner. It serves as a catalyst for a broader understanding among individuals with diverse backgrounds and heritage, contributing another meaningful layer to the process of building cultural bridges.

The most challenging was to come up with a story that would involve and represent vastly different historical periods. It’s not easy to keep it within one single story as a whole, not a series of interrelated episodes.

This victory marked a pivotal moment for us. It catapulted our work into the spotlight, reaching a broader audience and unlocking doors to exciting collaborations and partnerships. The prestige associated with this award elevated our standing in the industry, making it easier to attract top-tier talent to our team.

Beyond that, it provided a platform to spotlight our innovative approach to cultural heritage preservation, sparking heightened interest and support for our projects. In essence, winning this award has solidified our position as industry leaders, propelling our practice and careers to unprecedented heights.

Variety of tools and formats. For instance, you can espouse performance format with archeologic discoveries. You can mix any genres and fields you want.

Variety of tools and formats. For instance, you can espouse performance format with archeologic discoveries. You can mix any genres and fields you want.

Observation. A chance to contemplate and reflect on the current moment through the art.

Impact. It’s the most magical way to change the world, to contribute to a better future through creativity.

We once asserted that everything was heading towards globalization. However, today, we observe the emergence of local cultural authenticity. Our belief is anchored in the idea that authenticity is poised to gain recognition on a global scale. It's a journey oscillating between the global and the local, forming a dynamic interplay.

Take the leap. Regardless of doubt or fear, just do it. Give yourself the chance you deserve. Whether you're uncertain or scared, do it anyway. The power to grant yourself opportunities lies within you, so take as many chances as you require. It's in your hands, no one else's.

Firstly, we would suggest seeking out mentorship and networking opportunities within the industry. Connecting with experienced professionals can provide valuable insights and guidance for advancing your career.

Additionally, we would recommend investing in ongoing education and skill development. This involves taking courses or workshops in related fields such as design, technology, or project management to enhance your expertise and stay current with industry trends.

Furthermore, staying informed and inspired by consuming creative content from various sources such as books, podcasts, and online platforms can help to fuel your creativity and keep you engaged with the latest developments in the field.

Lastly, we want to emphasize the importance of gaining practical experience through internships, freelance projects, or volunteer opportunities. Hands-on work can provide valuable learning experiences and help you build a strong portfolio to showcase your skills to potential employers or clients.

Overall, a combination of mentorship, education, inspiration, and practical experience can greatly contribute to improving one's skills and success in the creative industry.

We believe in UFOs!

Egor Matveev: Even to this day, my grandmother remains a formidable role model for me. Her resilience is unwavering, and she consistently stands by my side, offering encouragement and unwavering belief. Having individuals who harbor no doubts about our abilities and personal potential fortifies our self-belief, empowering us to aspire for more, reach greater heights, and accomplish whatever we set our minds to..

Our roots represent a significant source of strength, providing a reliable foundation to lean on.

We stick to the rule: one step at a time. You can do incredible things by setting realistic goals. Everything is possible, even the craziest idea is doable if you approach it gradually. Do you want to read the huge book of War and Peace? – 15-20 pages a day and soon you’ll get to the final pages!

We sincerely thank you for MUSE's enthusiasm, support and contribution to the growth of the event industry. The effort you make is so motivating and inspiring for us creatives.