Zagreb, February 26, 2026 – The strategic partnership between Croatian National Theatre in Zagreb and its main sponsor BOSQAR INVEST has entered its fourth year, marking the continuation of a long-term collaboration centered on digital transformation, customer experience (CX) development, and sustainable audience growth. Over the past three years, the partnership has stood out as a compelling example of effective synergy between a cultural institution and a technology leader. Last year, with BOSQAR’s support, the Theatre became the first in the region to implement an AI-powered concierge.
In the next phase of the partnership, the Zagreb National Theatre and BOSQAR INVEST will concentrate on further advancing the audience customer experience (CX), enhancing the existing AI Concierge, and continuing the Theatre’s digital transformation.
“Our collaboration with BOSQAR INVEST over the past three years has enabled us to bring together art and digital innovation in a way that meaningfully elevates the quality of our audience’s experience. The introduction and ongoing development of the AI Concierge demonstrate how technology can serve as a creative partner to culture, facilitating access to our programs and supporting audiences at every stage of their interaction with the Theatre. We are confident that this partnership will continue to push boundaries in customer experience and audience development,” said Iva Hraste Sočo, General Manager of the Zagreb National Theatre.
In addition to providing significant direct financial support, BOSQAR INVEST has designed and implemented for the Theatre a unique digital tool, the region’s first theatre AI Concierge, enabling audiences to access information more quickly and easily about performances, programs, ticket prices, subscriptions, and practical details such as box office hours and nearby parking. Further upgrades and expanded functionalities of the AI Concierge are planned for 2026, with the goal of delivering an even more personalized user experience.
“As we enter the fourth year of this successful partnership, it reaffirms the importance of long-term collaborations in advancing culture and community development. We are proud that the Zagreb National Theatre, supported by BOSQAR INVEST and technological solutions such as AI innovations developed by our companies Mplus and GRAIA, is becoming a model of a cultural institution that leverages digital tools to expand its reach and enhance audience experience. This collaboration demonstrates how digital transformation in culture can create tangible value for people and foster deeper audience engagement,” said Darko Horvat, President of the Management Board of BOSQAR d.d., the holding company of the BOSQAR INVEST group.
The partnership between the Zagreb National Theatre and BOSQAR has also gained international recognition and was presented last year at the International Forum on Audience Development, where models of digital audience engagement and the integration of artificial intelligence in cultural institutions generated strong interest among industry professionals. In addition, the role and potential of artificial intelligence in culture were showcased last year to the broader public at the Weekend Media Festival in Rovinj.
Thanks to the strategic direction of its repertoire policy, the Zagreb National Theatre achieved outstanding results over the past year, placing 2025 among the most successful years in its recent history: more than 140,000 visitors attended over 300 programs across drama, opera, and ballet, with an average occupancy rate of nearly 98 percent, the highest since systematic tracking began. In 2025, the Theatre received more than twenty national and international awards and recognitions and inaugurated its new stage, HNK2, marking an important milestone in the institution’s development. Audience development programs, educational initiatives, and collaborations with partners such as BOSQAR INVEST have further strengthened connections with diverse generations and audience profiles.
