La Štruk and Cravat Museum in Zagreb blending authenticity with innovation

Igor Mladinović (Photo: Cravaticum –Boutique Museum of the Cravat)

In a conversation with Igor Mladinović, founder of Cravaticum –Boutique Museum of the Cravat and the La Štruk restaurant, we uncover how these two unique projects bridge Croatian tradition with contemporary trends.

Mladinović shares insights on how the tie, a symbol of social status and the fight for women’s rights, and štrukli, an authentic Zagreb dish, embody the identity and cultural heritage of Zagreb.

His passion for preserving authenticity in both gastronomy and culture creates not only a recognisable destination for local and international visitors but also inspires a new generation by combining tradition with modern innovations.

Through this interview, we explore how love for tradition can be seamlessly blended with modern trends, crafting a unique experience for all visitors.

Interviewed by: Paulina Mlinarić for HoReCa PRO

Your career path is quite diverse, from mechanical engineering to founding a restaurant and museum. How did these experiences come together to create the Museum of the Cravat and La Štruk?

My path has been rather unplanned, but somehow meaningful. I graduated in mechanical engineering, but quickly realised that it wasn’t the direction I wanted for my career.

I’ve always had an interest in marketing and entrepreneurship, which led me into a completely different field. The idea of La Štruk was something I’d had in mind for years, but I didn’t have the time to make it happen due to other commitments.

When my brother Sven, a physical education teacher and skipper, joined the project, we were finally able to realise the plan. He took over the operational side, while I was responsible for marketing and promotion.

Our third partner, Alen, a friend and also a teacher, contributed his own skills and expertise. The Museum of the Cravat arose from a desire to offer something authentic to Zagreb and its visitors. We felt that we could present the tie not only as a fashion accessory but as a piece of cultural heritage, much like we have with štrukli.

The Museum of the Cravat is unique in the world and promotes Croatian cultural heritage. How did the idea of making the tie the museum’s central theme come about?

The tie and štrukli have much in common – both are authentic Croatian products and are important for tourism. Štrukli is a local delicacy, while the tie has roots in Croatia. The museum was a natural way to promote the tie as part of our cultural heritage and to help establish Zagreb’s identity as a destination.

Our goal was to create a place that would attract tourists, just as štrukli has become a must-try. Through interactive exhibits and various activities, we hope the Museum of the Cravat will become a focal point for visitors, showcasing the importance of this fashion accessory through history and culture.

(Photo: Cravaticum –Boutique Museum of the Cravat)

The story of the tie began in the 17th century, and today it’s a global symbol. How important is Croatia’s role in promoting the tie as part of world heritage and tourism?

Croatia’s role in promoting the tie is significant, but I believe it could be even stronger. Academia Cravatica has done a great deal in preserving and promoting the tie, but often that promotion has remained at an elitist level that hasn’t reached the wider public.

Our aim is to bring the tie closer to everyone so that it becomes an unmistakable symbol of Croatia, akin to the croissant in France or the Eiffel Tower. We want every tourist visiting Zagreb to know about the tie, ideally even taking one home as a souvenir, further promoting our cultural heritage.

Endless tie tunnel (Photo: Cravaticum –Boutique Museum of the Cravat)

Cravaticum offers an interactive experience for visitors. Which innovative elements are most appreciated by visitors, and how do they contribute to their experience?

Visitors particularly enjoy the interactive elements, like the “infinite tie tunnel,” where mirrors create the illusion of an endless tunnel filled with ties, and the digital display where they can design their own tie.

These features appeal not only to children but to adults as well, enabling active participation in the exhibit. Additionally, we have an educational section, but the interactivity is what truly enhances the experience and leaves a lasting impression. In today’s world, where information is easily found online, it’s essential to offer visitors a different, engaging way to experience an exhibit.

Many museums around the world have traditional displays, but Cravaticum stands out with its modern, multimedia approach. What inspired you to make the museum so interactive and suited to today’s audience?

The inspiration wasn’t just from social media trends but from understanding that visitors today seek active participation. Classic museums, with exhibits on walls and strict rules, are no longer as appealing.

We wanted to create a space where visitors can touch, try on, and interact with the exhibits, forming an emotional connection with the theme. We realised that the tie, an item familiar to everyone, could tell its story in a new and engaging way, and we wanted to convey this through innovative approaches and technology.

How did the tie, historically associated with military uniforms, transform into a fashion accessory? Are there any special exhibits in the museum that show this evolution?

The tie initially served as a military accessory worn by Croatian soldiers in the 17th century, symbolising loyalty and fidelity. The French took note of this and popularised it under the term “à la Croate,” which led to the word “cravat.”

Over time, the tie evolved from a soldier’s scarf to a fashion accessory, introduced by Louis XIII and later by Louis XIV. This transformation, from military to civilian fashion, is showcased through special exhibits in the museum.

We have pieces from various historical periods that demonstrate how the tie has changed and adapted to fashion trends.

(Photo: Cravaticum –Boutique Museum of the Cravat)

You’ve branded Zagreb as the “capital of the tie.” How does this concept contribute to Zagreb’s appeal to tourists?

For a long time, Zagreb has been searching for an authentic souvenir to represent the city. While landmarks like the Cathedral are beautiful, they don’t match the recognisability of the Eiffel Tower or Notre-Dame.

The tie presents an exceptional opportunity to brand Zagreb as the home of this fashion accessory. Through art installations, events, and tie-themed souvenirs, we aim to create a unique identity for the city that will attract tourists.

In this sense, we want the tie to become a symbol of Zagreb, and the museum concept of the “capital of the tie” reinforces this.

(Photo: Cravaticum –Boutique Museum of the Cravat)

Your restaurant La Štruk is located in a historic house with views of the Cathedral, intersected by the old Kaptol wall. How important is this historical context to the authenticity of the restaurant?

The historical context is extremely important for our restaurant. The setting, including the old Kaptol wall and the site’s heritage, enhances our brand’s authenticity. People come not only for the food but for the story we tell.

It’s also worth noting that this house was connected to Marija Jurić Zagorka, who often visited our area. This allows us to create a link between history and the modern dining experience, enriching the experience for our guests.

Our unique atmosphere is something that can’t easily be replicated, which is what makes us special.

(Photo: La Štruk)

Štrukli is one of the most authentic dishes of Zagreb’s cuisine. What led you to open a restaurant offering only this dish in various styles?

We decided to open a restaurant focused solely on štrukli because we wanted to highlight this authentic dish of Croatian cuisine. Limiting the menu to one dish was not only a bold choice but also a way to showcase the best of our tradition.

Our goal wasn’t just to open another restaurant but to create a place specialising in and celebrating the culture of štrukli. By consistently maintaining quality and offering variations, we attract a diverse audience, and people recognise our passion for this dish.

Štrukli represents a key part of Zagreb’s culinary identity. How does your campaign reflect that identity?

La Štruk represents the “real Zagreb,” open, welcoming, and eager to be a good host. We’ve connected with the city’s identity through štrukli, creating a strong link with local culture.

Our campaign reflects this spirit in every aspect – from music choices to guest interactions. People associate štrukli with our atmosphere and philosophy, and we want them to remember Zagreb as a city that nurtures tradition and authenticity. Through this approach, we aim to highlight the values that make us unique.

Finally, what are your future plans – will La Štruk and Cravaticum expand their offerings or perhaps introduce something entirely new for tourists visiting Zagreb?

Our plan is to maintain the current level of quality and interest. Although we’re open to innovation, we’re not planning drastic changes. The challenge is to replicate success year after year, which requires constant improvement and creativity.

While we don’t view ourselves as having competition, our goal is to be better than the previous year.

So, we’ll continue with innovations, creating seasonal specials and new variations of štrukli.

This autumn, expect more creative combinations, such as pumpkin, porcini mushroom, and chestnut štrukli, which will enrich our offering and captivate visitors even further.