The jury says the decision wasn't easy and that the winner of this year's Magdalena was agreed upon only after more than an hour of debating. But finally, it was the fresh concept and the fact that it has been realised that convinced them, together with the above-mentioned critical approach towards the commercialisation of society and public space today.

The winning entry (registered to the experimental category) was a project of two design students from Zagreb who dressed up their school into a shopping centre as a reaction to the growing number of shops and stores in the immediate neighbourhood.

Here is how Dora and Maja introduced and explained their work:

"During the last two years, various fashion shops such as Calvin Klein and High Club were built in the part of the building of School of Design in Zagreb. The shops have blocked entrance to the school so the whole surroundings looked more like a shopping mall than a school. Also, the program of the school became more and more based on commercial advertising, leaving little space for non-profit, culture-based and innovative work. Therefore, we decided to take a critical stand towards the current situation and make an installation which included our entire school, turning it into a dysfunctional supermarket.

We started our project from an observation that design in the service of advertising industry is based on the wrong principles of creating fake desires, new needs, envy and discontent, all having solely one goal – to make people buy, without any duties and responsibilities towards the buyer. In our advertising of "products" we used universal means and meanings in language that global brands usually use, to show that practically anything can be sold and made interesting to a potential “buyer”, no matter was it old doors, tiles in the bathroom or the cable sticking out of the wall."