Hi, my name is Alexandra Jugović

In 2023, Alexandra Jugović, with her rich background as a fine artist, digital creative leader, co-founder of the renowned studio Hi-ReS!, martial arts practitioner, and certified Yoga teacher, founded Yūgen Studio. This creative endeavour was born out of a desire to weave her multifaceted experiences into a cohesive vision that bridges the tangible with the intangible through the fusion of Art, Design, and Technology.

At Yūgen Studio, the wisdom of Eastern and Western philosophies enriches these disciplines, fostering experiences that transcend mere interaction to touch the soul.

Driven by an insatiable curiosity, Alexandra explores how digital realms can evoke deep emotional responses of awe, wonder, compassion and connection. She aspires to craft experiences that resonate profoundly with individuals, contributing to a cultural narrative that leans towards optimism and inclusivity.

Yūgen Studio embodies this ethos, championing values of flow, joy, awe, wonder, compassion, and interconnectedness.

Here, Alexandra's expertise in art, design, branding, storytelling, creative direction, and culture-building converge.

Yūgen Studio is a melting pot of ideas and innovations where diverse philosophies and practices come together to redefine the essence of human connection in our digital age.

Alexandra has been frequently recognised in the past 20+ years and listed as one of the world's most interesting creative leaders. She is a voting BAFTA member, and attended award competitions as a judge, including D&AD, Art Directors Club, ADC Young Guns and One Show. I co-authored 'Amantes Sunt Amentes', chronicling Hi-ReS! history (192 pages and DVD).

She won numerous awards for her thinking and her work – BAFTA, Webby Awards, D&AD Pencils, Cannes Cyber Lions, Clios, One Shows, Prix Ars Electronica, LIAA Grand Prix, LIAAs, Art Directors Club, EPICA, ECHO, and 30+ FWAs. Alexandra's work was featured in more than 70 books, countless magazines, and has been exhibited at Tate Britain, the V&A, the Barbican Galleries, a touring exhibition 'Digital-Archaeology' and the Centre Pompidou.

Discover more about Alexandra's work at: alexandrajugovic.com