For more than 20 years, Serbian-based rental company Chameleon has been helping its extensive client base with the supply of unique support structures and production services that have wowed audiences across Serbia and the surrounding region.
In the following interview, Chameleon owner Ivan Krsev provides an inside look at the company, its evolution over the years, how it approaches live event production, why TAF has been its trusted partner for more than 20 years, and its plans for the future.
Can you tell us a little about Chameleon and its approach to live event production?
We specialize in creating a unique stage and support structure design for live events. This is done with the design, supply, and installation of stages, support structures, lighting, sound reinforcement, and all related materials live events require.
Since the start of our activities until today, Chameleon’s approach has remained the same – Feel the project. Make a special connection with it. Become one with it. Live it. Find that special something you can highlight and build upon. And as a result, create a unique event that excites and astounds visitors. A memorable event that lives on in the minds of all attendees long after the last note has played.
Your projects often stand out with a strong visual identity. What’s your creative philosophy when designing a space or stage?
Even though our creations are temporary, our philosophy is to build structures that make a strong and lasting impression. Events are expected to be big and bold these days, but you don’t always have the time, space, and budget for colossal productions. That’s why we always strive to do more with less. It’s during these times when the idea for the event is the most important part of the puzzle. I can therefore say our creative philosophy is to come with the idea that makes the event special and stand out!
Ivan Krsev, Chameleon´s CEO
How has your company evolved over the years, and what milestones are you particularly proud of?
Our company started with a budget of 3000 German marks, which came from selling an Ibanez guitar and Marshall amp. This sale amounted to the exchange of one teenager’s dream of being a rock star with the more mature dream of making events come to life. Since many things are more difficult in the Balkans compared to other parts of the world, you become stronger and better equipped to overcome challenges.
Regarding milestones, we are particularly proud of the EXIT Festival. We were an integral part of this festival from the start and provided dozens of ideas for stages and support structures that helped the EXIT Festival to win two “Best Major European Festival” awards.
Can you walk us through your typical process - from concept to execution?
The ideal situation is when the client gives you the freedom to come with ideas, which is more and more common for us these days. The reason for this is our clients understand we know what we are doing and have full trust in our company. It doesn’t matter if we are creating a concept from scratch or fulfill the vision of an existing concept. We put ourselves in the place of the audience and see the event through their eyes. We gather all information from the client, venue, and everyone else involved in the process. With all info in hand, our mission starts.
We then get our team together and play some music in the office, preferably something related to the event, and assemble the initial truss segments in the software we use for building structures. It’s hard to explain the magic arises during those moments. It sometimes looks like the truss is building the structure itself. But sometimes it’s a little more difficult and you have to make multiple versions of the same thing, or other variants.
During the course of this process, we have to take every aspect of project into account. How truss elements would be transported, how much time we have for installation, loading capacities, and many other things. If other companies are involved in the project, we have to understand their roles and priorities, so we can make a precise timeline.
Sounds complicated? It is. But if you love what you do, it comes together like a poem.
You’ve relied on TAF truss for many of your important projects. What drew you to TAF and its products in the first place, and why have you stayed with them for so long?
When first start a business, one of the most important aspects is to find a partner that can provide advice, listen to your needs, and help clarify any ambiguous areas. TAF provided us with all of these things right away and has continued to be a reliable partner we can rely on.
Do you have a favourite event where everything came together perfectly – the design, the build, the experience?
One of the events that clearly stands out is the design we created for the Hungarian SZIN Festival. Most of the stages for this event are under big tents, which is a major limiting factor. Each tent was white and measured 20 x 40 m. There were no hanging points and nothing interesting inside of it.
We decided to build full truss support structure beneath the tent that would have all the functions that were missing. It would have hanging points for lights and LED screens, but the truss would also serve as a visual element. Our first year at the festival was in 2015. Since then, we have created 11 versions of the support structure design, with changes to the design carried out from year to year.
Can you highlight any unexpected challenges where having the right truss system made a crucial difference in the success of the event?
Of course, unexpected challenges will arise when you are doing projects on a daily basis, such as when something is changed at the last minute or incorrect information was provided for the project.
Fortunately, our warehouse is full of different types and shapes of truss, along with other special elements. TAF products cover every possible scenario we face. That’s why we never encountered a problem we couldn’t solve. If there’s no space for TAF’s big truss, they have smaller truss that can still bear high loading. If space is not a problem, but weight distribution across truss segments or spans is problematic, TAF has a new truss line with a central beam that allows for hanging points along its entire length, etc.
It is also good to know that if we need something that is not in TAF’s standard product portfolio, they can make it for you with their custom design and engineering service. We have come to rely on TAF’s extensive know how, experience, static calculations, and the advice they provide regarding crucial changes in our requested drawings. We are always saying: “You can trust in TAF truss!”
What kind of support do you look for in a partner like TAF?
We value a partner that understands our needs and is able to stand in our shoes. In business, we all have to be as flexible as possible, and as partners, honesty is extremely important.
Where do you see Chameleon heading in the next few years? Are there any goals or dreams you’re currently chasing?
We see the next few years as a period of strategic growth and bold expansion. One of our key goals is to enter new international markets, bringing our unique blend of creativity, precision, and top-tier service to a wider audience. We are constantly evolving, both creatively and technically, to stay ahead of industry trends and we plan to continue doing so.
We are deeply committed to maintaining and boosting the quality of our services, while exploring innovative ways to enhance the event experience. We are also investing in the future with the construction of our own production studio on a newly acquired site. This space will allow us to expand our in-house capabilities for video production and creative content, making us an even more versatile partner for all types of events.
If you had to define Chameleon’s mission in one sentence, what would it be?
Actually, we are already using the Latin phrase “SUI GENERIS” which, like a Chameleon’s uncanny ability to blend with its surroundings, means matching unique designs and experiences with our clients’ events. But unlike a real-life Chameleon, the match of our design to the event doesn’t serve to go unnoticed, but to stand out!
