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This interview takes us on an extraordinary journey filled with intersections, special encounters, and delicate balances. We'll explore how Alexandra Jugović has seamlessly woven her personal life with her professional career, always staying true to her core values. Her works, both innovative and intimate, offer new perspectives and evoke deep emotions, inviting us to reflect on the relationship between art, technology, and humanity.
With the passion and vision that have guided her entire career, Alexandra shares her story in a conversation that moves, challenges certainties, and inspires new connections.
Who is Alexandra Jugović?
I am a creative explorer, a storyteller, and a bridge between worlds. From co-founding Hi-ReS! to leading Yūgen Studio, my journey has always been about transforming the intangible into meaningful experiences and creating connections that resonate more deeply within myself and the world around me. I have embraced many roles: as an entrepreneur, designer, artistic director, mother, spiritual seeker and yoga teacher - all of which have inspired and influenced each other. I see myself as someone still evolving, still asking questions, constantly curious and seeking ways to merge art, technology, and the human experience in a meaningful way that goes beyond the screen.
"Merging art, technology, and humanity means transforming cold data into something warm and alive"
You've shared your vision of uniting art, technology, and humanity. It's an ambitious and extraordinarily beautiful aspiration. How did this vision come to life, and what does it mean to you to intertwine these three worlds?
My previous work at Hi-ReS! always aimed to create immersive worlds that extended beyond traditional storytelling - places where people could feel, explore, and reflect.
At Yūgen Studio, my vision is to create experiences that feel deeply resonant - experiences that are not just digital but genuinely connect with people. To bridge the gap between the digital and physical world and offer a space for experimentation, exploration, and discovery. For me, merging art, technology, and humanity means transforming cold data into something warm and alive, taking the mechanical and breathing a sense of wonder into it.
You mentioned how the various roles in your life have intertwined and influenced each other. Could you share the key moments and questions that guided you toward the creation of Yūgen Studio, marking the beginning of this new adventure?
After 17 years of pouring myself into Hi-ReS!, stepping away was both challenging and transformative. It felt like standing at a decisive crossroads, a moment that demanded deep reflection about what I wanted to build next. Initially, I joined a large digital agency, spending another four years there, but I felt a persistent question: "What am I really building?"
During the lockdown, the world sent all of us into our own version of a Yogi Cave, giving me the time and space to explore. I dove deeply into Eastern philosophies, yoga, and meditation - practices that had always been part of my life but now took centre stage. This was an opportunity to recalibrate and ask myself what truly mattered: not just digital experiences for their own sake, but something that connected us to ourselves, each other, and something larger. This exploration brought me to create Yūgen Studio - a culmination of my spiritual journey and creative experience.
Yūgen Studio merges art, technology, and human experience in a way that feels meaningful and healing. It is a space that invites connection and discovery, where every aspect of my journey has found a home, focused on the beauty of the intangible and the power of genuine human connection.
"I joined a large digital agency, spending another four years there, but I felt a persistent question: What am I really building?"
Yūgen Studio is a fascinating name. Could you tell us what it symbolizes?
Yūgen' is a Japanese aesthetic concept that captures a profound, subtle beauty - something that is felt rather than seen. It is about evoking deep emotions and the mysterious aspects of life that are often intangible. To me, it encapsulates the kind of work I want to do now. At Yūgen Studio, we create experiences that invite people to pause, connect more deeply with their emotions, and find beauty in those subtle moments.
What new perspectives do you aim to bring with Yūgen Studio, compared to your previous projects?
My previous work at Hi-ReS! wasn't about creating websites; we were building worlds pushing the boundaries of digital experiences. We created immersive stories, like the websites for the Films 'Requiem for a Dream' and 'Donnie Darko'. These weren't just digital marketing websites for films - they pulled people in and made them feel something. These websites are still considered cult classics, not because of the technology, but because they let people explore narratives that touched them deeply.
Yūgen Studio has a different Focus: it is about inviting reflection and wonder - bringing a sense of serenity and introspection into the noise and chaos of our hyper-connected world.
How would you define your leadership style? What values do you consider fundamental for leading a creative team and inspiring those you work with?
My leadership style is compassionate and curious. To me, it has always been about people. My role is to inspire and nurture the unique talents within my team and create an environment where individuals feel safe to explore and experiment and are allowed to occasionally fail - because that is often where the most innovative ideas come from. Values like honesty, openness, and a sense of shared purpose are fundamental to how I approach leadership.
"Balancing my leadership role with motherhood was incredibly difficult, as I was torn between my dedication to my family and my commitment to our work."
During your time at Hi-ReS! and now at Yūgen Studio, what have been the biggest challenges you've faced as a leader? How did you overcome them, and how has your approach to leadership changed?
Building Hi-ReS! with Florian Schmitt was never about creating an agency - yet it happened. We were artists who wanted to create meaningful, immersive experiences and collaborate with talented individuals. It started as just the two of us - experimenting, creating, and finding joy in every moment. Those first years felt like a small family, a shared dream, and not working at all. We worked 24/7 because we were so passionate about the projects and possibilities! But as our success grew, so did the responsibilities: more projects, people, and overheads. Suddenly, we were no longer just artistic directors but also leaders running a growing business. This shift introduced complexities and challenges, especially when I became a mother. Balancing my leadership role with motherhood was incredibly difficult, as I was torn between my dedication to my family and my commitment to our work. Eventually, we decided to sell Hi-ReS! as a way to move forward and create space for both personal and professional growth in a way that aligned with my values.
Now, at Yūgen Studio, things are different. My children are older, and I have evolved both professionally and spiritually. I work on my terms, using the experience I've gained to create a balanced and meaningful practice. The focus is no longer on trying to balance everything perfectly but on being present and leading with a sense of calm and centredness, ensuring that our work brings the human element to the forefront in everything we do.
Balancing personal life and work is undeniably a pressing topic today. Given the many roles you juggle - entrepreneur, mother of two, yoga teacher, and creative - are there any strategies you employ to create harmony among these responsibilities?
Balancing the many aspects of my life has always been a dynamic challenge. It's not about achieving some perfect equilibrium but about maintaining an inner anchor, an ability to be present and grounded regardless of what role I'm inhabiting. Each role enriches the others, making me more empathetic and perceptive in all aspects of my life. It's all interconnected, and the key is to embrace the fluidity of it all.
I have also learned to be selective because there is only so much time we have in a day. Often, I ask myself how much time I might have left in this body, in this lifetime, which helps me make more meaningful choices.
"It's not about achieving some perfect equilibrium but about maintaining an inner anchor"
Have you ever felt barriers or different expectations as a female leader in the creative and tech industries? If so, how have you handled those situations?
As a female leader in the creative and tech industries, I've experienced supportive and challenging environments. At Hi-ReS!, Florian and I hired talent organically, growing slowly, and we built a studio that felt like a family: everyone here belonged to our tribe, sharing the same passion and purpose. We were a diverse group of creatives with a balanced gender ratio and individuals from various backgrounds who all lived in Shoreditch/ London with a shared sense of belonging. Gender was never an issue internally.
However, challenges surfaced when interacting with some external agencies and client stakeholders. We had a global client base, so we encountered different cultures, too, where a female (pregnant) leader was a rarity. I often felt like a bit of a unicorn - sometimes the only female leader in a room full of men.
Despite those challenges, my team at Hi-ReS! supported me - I remained true to my values, leaned into my authenticity, and used these experiences to shape how I lead today - with compassion, resilience, and a solid commitment to breaking down barriers.
"I often felt like a bit of a unicorn - sometimes the only female leader in a room full of men"
Was there ever a moment when you thought you wouldn't make it? If so, what helped you regain your motivation and get back up?
Of course, I had doubts when I reached a crossroads and faced a significant decision. But as with everything, it depends on how you frame this in your mind. In those moments, I ask myself a few guiding questions: why am I taking this step? Will this bring me closer to my goals, and will it serve my loved ones and the greater good? Every choice has to be anchored in my values. If it resonates deeply on that level, I am on the right path. This is when intuition comes through, and I choose to follow it despite my rational mind trying to convince me to stay in my comfort zone.
Here is how I see it: each crossroad represents the following question: should I stay with what I know or leap into the unknown?' It's a powerful moment - standing between what's familiar and what's possible. But I see uncertainty not as a burden but as an invitation - a chance to re-orient, to ask: What's the real meaning behind this next step? What's guiding me forward?
The path isn't always clear, but clarity isn't the goal - forward motion is. And each step, no matter where it leads, brings me closer to my own story of meaning.
"The path isn't always clear, but clarity isn't the goal - forward motion is. And each step, no matter where it leads, brings me closer to my own story of meaning."
Over more than 20 years of your career, you've collaborated with international brands such as Paramount, Dolce & Gabbana, BMW, The Economist, SONY Playstation, Diesel, and MTV, as well as artists like Rihanna and Goldfrapp. Among the many projects, are there any you consider turning points? What made them so significant, and what impact did they have on your creative journey?
One of the projects that truly embodies what we were aiming for at Hi-ReS! was the website we created for the film Requiem for a Dream in 2000. The film's theme was addiction and its consequences, and our goal was to extend that emotional journey into the digital space. The site wasn't your typical film website; it was an extension of the film that could be experienced before, after, or even without watching it.
Instead of focusing on traditional elements like cast information or trailers, we designed something that allowed visitors to feel the narrative unravel in real time. As they explored the site, they became part of the story, gradually losing control, much like the characters in the film. It was about creating an emotional experience that mirrored the themes of the film itself - an experience that was visceral and immersive.
The bold concept of a website that 'rots, falls apart, and finally kicks you out' was entirely inspired by the film's raw and devastating portrayal of addiction. What made this project genuinely groundbreaking for us was that Florian and I were working on it - right at the beginning of what would become the iconic studio Hi-ReS! It was the first time we experimented with an interactive, non-linear narrative, as you had to find your way through the lead characters' crossing narrative strains - which then became a central element in our work.
Among the many works that caught our attention, "Databloom" stands out for the way it tackles a hot and complex topic like data. With this immersive art installation, you transformed data into a story, explicitly converting biometric data into "digital blooms." What is the deeper meaning behind this transformation, and what message do you want people to take away from this experience?
Databloom transforms something often perceived as cold and abstract - data - into something full of life and beauty that could be experienced in a playful and artistic way. In a world inundated with numbers and statistics, Databloom turns data into an art form that can be felt emotionally in a physical space using cutting-edge technology.
It's about showing how interconnected we are, taking data that shapes our lives and presenting it in a way that allows people to pause and feel a sense of wonder and connection. Through this project, we use technology to deepen our understanding of the world and ourselves to transform noise into meaning.
Another work we'd like to discuss is the Donnie Darko website, a groundbreaking project you created with your team at Hi-ReS! for Richard Kelly's cult film. Created in 2001, the site completely broke away from traditional web design: sprawling, narrative-driven, immersive, and brilliant, encouraging exploration rather than formal navigation. A pioneering example of digital storytelling that demonstrated the web's potential as a creative and narrative medium, leaving an indelible mark on digital design. The project won numerous prestigious awards and, more than 20 years later, remains a source of inspiration for contemporary creatives. What do you think makes this work still so relevant and inspiring today?
The Donnie Darko website is still significant today because it pioneered using the web as a narrative medium that left a mark, and people still remember it. We created a space where people could become part of the Donie Darko Universe. We provided the epilogue and prologue in collaboration with the director and screenwriter, Richard Kelly. It was about exploration, immersion, and extending the story beyond the film. We treated technology as a gateway to storytelling, allowing visitors to experience the universe of Donnie Darko in a fragmented, mysterious way that mirrored the film. Even today, this type of experience is rare, and it remains relevant because it prioritises the emotional journey of the user. It was an example of how technology, when used thoughtfully, can make storytelling more impactful.
Looking to the future, what challenges and opportunities do you see in continuing to merge art, technology, and humanity? How do you imagine the evolution of technologies like AI and the metaverse will influence how we tell stories and create connections?
Looking forward, I see both challenges and tremendous opportunities in continuing to merge art, technology, and humanity. One of the challenges is ensuring that technology remains a servant to the story, not the other way around. The rise of AI, virtual reality, and the metaverse presents new ways to tell stories, but it also comes with the risk of losing the human element. My vision for the future is to use these technologies to amplify our shared humanity and bring people together rather than isolate them. The opportunity lies in using these tools to create deeper, more immersive experiences that make us feel more connected, not less.
My premise has always been to use technology to empower your story. If the technology is the story, you are starting at the wrong point.
As we look to the future, AI will not only become more intelligent but also more creative. I have always loved science fiction novels, and I see this possibility as real - an evolution that will reshape both technology and creativity. AI's growth means it could become a collaborator, not just an assistant. It could evolve into a co-creator, helping us generate new forms of artistic expression and experiences that were previously unimaginable. This doesn't mean that the human element will be lost; instead, it means that creativity will take on new forms, where human intuition, experience and machine intelligence intersect to produce art that neither could create alone. The key is to harness AI in a way that aligns with our values and to guide it toward outcomes that elevate human creativity rather than replace it. In my view, this future is a thrilling prospect - a chance to explore the boundaries of what it means to be both human and creative, to see technology not as a competitor but as a companion in our artistic journeys.
Creativity often requires the courage to break boundaries. Was there a moment when you had to make a "courageous" choice for one of your projects?
Most Hi-ReS! projects were about breaking boundaries and pushing how we perceive art and digital narratives. In the early years, it was just Florian and myself - and the art led each decision we made and was about pursuing our vision and staying true to our values. So we had to take risks a lot, by challenging ourselves to create it as well as risking not landing the job because the concept was too 'crazy' and many of the concepts have actually not materialised because they were too innovative, too 'out there' and way before 'their time.'
It is very important to note that you need equally courageous clients to pull something groundbreaking off - as they carry the risk as well, if not more so. For example, on the film website for Requiem for a Dream, we collaborated with Darren on the concept 'to create a website that rots, falls apart and finally kicks you out'. Artisan Entertainment, the film studio in LA, believed in him, so they gave us two unknown individuals called Hi-ReS! in London the job of creating the film website, which was their marketing tool for the launch of the film.
We poured all our heart and soul into the creation to do justice to this profound and artistic film, which dealt with such a heavy subject matter.
"It is very important to note that you need equally courageous clients to pull something groundbreaking off - as they carry the risk as well, if not more so."
The backstory is quite remarkable also: Darren Aronofsky, the director, contacted us directly after seeing our first website, soulbath.com, which had been created with a 30-day trial of Flash —a technology that allowed creatives to explore new possibilities with graphics, animation, and sound. A person sitting next to Darren on a plane mentioned soulbath.com, which led him to reach out to us. This connection felt almost fated, especially since we were already admirers of his directorial debut, Pi. We couldn't believe our eyes when we received the email.
Artisan Entertainment shipped us the original print of Requiem for a Dream, and we had to hire a film studio in one of London's post-production houses just to watch the film at 9 am. Have you seen the film? If so, you can imagine how hard it was to watch it at 9 am. We took notes like never before because we had only had the opportunity to see the film once before sending this precious film roll back to L.A. It was an incredible experience in itself.
The project marked the beginning of a long collaboration with Darren, which extended beyond websites and into creating art books for his films. The Requiem for a Dream website was groundbreaking not just for what it accomplished but for what it meant to us - breaking into the world of digital art and storytelling at a pivotal time after the dot-com crash, establishing our place as innovators, and pushing the boundaries of what could be done at the intersection of film, technology, and emotional storytelling.
Name two people you consider "heroes" in your field or your work in general. How do they inspire you?
It's challenging to narrow it down to two, as there are many outstanding humans I consider my heroes, and they influenced me at different stages of my life. I draw inspiration from figures across various disciplines, each embodying creativity, courage, and spiritual depth.
But my number one hero has to be Bill Viola, who has had a significant influence on my work, particularly now at Yūgen Studio. I first saw his large video work as a teenager in Frankfurt, where I grew up, and since then, I've encountered his installations again and again in different countries and exhibitions. His work resonated powerfully with me - his compassion for the human condition and the depth with which he portrays people, as well as the cycle of life, struck a chord that has never left me. His profound exploration of spirituality, human emotion, and the passage of time inspired me to look at how art can make these complex experiences felt and understood beyond words.
At Yūgen Studio, the influence of Viola's work is evident in our approach to creating experiences that invite the audience into a contemplative space. Just as Viola uses the power of video to slow down time and make viewers observe and reflect on the subtleties of existence, we aim to use technology to offer similar opportunities for deep reflection and connection. His ability to make the intangible aspects of the human journey visible continues to be a guiding force as we create immersive installations and digital experiences that explore the mystery and beauty of our shared humanity.
Philip K. Dick has also been a significant influence on my work, especially during my time at HFG (University of Fine Arts and Visual Communication) and then at Hi-ReS!. His explorations of altered realities, the essence of identity, and the impact of technology on society have always intrigued me. When we created projects like the Donnie Darko website, we were tapping into some of the very themes that Dick so compellingly explored - those blurred lines between reality and illusion and the complex questions about what makes us human. His work challenged us to think beyond traditional storytelling and to create experiences that left the audience questioning their perceptions, much like the worlds he constructed in his novels.
Blade Runner, based on his book 'Do Androids Dream of Electric Sheep?', has always been particularly inspirational for me - not just in terms of its aesthetic, but its deep philosophical questions about technology and humanity, which have found their way into much of what we did at Hi-ReS! and what we continue to explore at Yūgen Studio.
"I want to create opportunities for experimentation, exploration, and discovery that remind us of what it means to be human"
Can you tell us something about your future projects?
Looking ahead, I am excited about evolving some of our current projects at Yūgen Studio. One that stands out is the development of YūgenBloom —a virtual garden of digital collectables that blends augmented reality and physical installations. The idea is to create experiences that invite people to see the world through a lens of beauty and connection, where technology serves to enhance their engagement with both the digital and physical worlds.
Is there anything we haven't asked about that you'd like to discuss?
In everything I do, my focus has always been on creating genuine connections - whether through storytelling, beauty, or shared human experiences. At Yūgen Studio, my goal is to use art and technology to bring people together in ways that feel profound and meaningful. I want to create opportunities for experimentation, exploration, and discovery that remind us of what it means to be human and encourage us to see the world —and each other —with greater depth and empathy.
Thank you so much, Alexandra, for this profound conversation, which allowed us to explore how seemingly distant worlds can be united. Your insights and creativity have been truly inspiring!
Grazie Mille, Cristina, for making this interview such a meaningful and memorable experience. And to everyone reading, I hope you find something valuable in these words.
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