“Between Necessity and Leisure”: Commerce in New Zagreb

On this new walk through Novi Zagreb, we trace events, experiences, and stories connected with various forms of trade in the area. The occasion is the 70th anniversary of the opening of the first exhibition and fair at the Zagreb Fair south of the Sava River, on 7 September 1956—a date that, because of its political and economic significance, was for decades also celebrated as Novi Zagreb Municipality Day.

Alongside the Zagreb Fair’s exhibition and trade concept, which connected parts of the world divided by political and ideological boundaries, various other forms of local, informal, and alternative trade were developing in Novi Zagreb. Where and how did people buy fresh milk, cheese, and eggs before the market in Utrina was built? Why is the NAMA department store in Trnsko important? How does Hrelić, the second-hand goods market, live on today? How did Chinese and other Asian shops, snack bars, and restaurants come to Novi Zagreb? What was originally planned for the site now occupied by the Avenue Mall shopping centre?

Trading “between necessity and leisure”—a phrase coined by ethnologist Aleksandra Muraj—offers a concise description of our everyday practices, ranging from the formal economy to alternative forms of exchange. It also captures the essence of this walk, which follows different patterns of trade and consumption that have existed in Novi Zagreb over time, shaped its everyday life, and strongly influenced both its physical space and its character.

The walk will make a loop through the western part of Novi Zagreb, starting on the plaza in front of the Museum of Contemporary Art (MSU).