make preferable
First Vice President of “Tashir” Group of Companies Tatevik Karapetyan speaks about what inspired her to create such an ambitious project, why global industry leaders call the new arena one of the best in the world, and how the lessons of recent years have shaped her unique approach to business and life.
You recently presented the new project - Tashir Arena. How will it fundamentally differ from the old Yerevan Circus?
The Yerevan Circus was loved by generations of locals, but it was designed in a completely different technological era, and modernizing it for our goals seemed impossible. It’s like trying to launch a rocket from a typewriter. Technology doesn’t tolerate delay, so my father decided that a completely new building would be constructed from scratch. He never compromises when it comes to quality — and this time was no exception.
The arena was envisioned as a borderless space: light, sound, multimedia — everything meets the highest global standards, and all of this is happening in Armenia for the first time. This is a stage where what once seemed like fantasy becomes reality. The future is already here — and that’s not just a beautiful metaphor.
In your previous interview, you said you wanted to create a space that meets global standards yet “does not lose the soul” of the old circus. To what extent have you succeeded, and in what way?
The circus doesn’t live in walls — it’s not about the building, it’s about emotions. Its soul is in children’s laughter, in the eyes of the audience, in applause, and in the silence of the hall as it holds its breath before a stunt.
As for the old building, it was constructed nearly a century ago, in 1930s, and reconstructed in 1962. Over the past fifty years, the world has entered a completely new technological era, and it was simply impossible to bring modern ideas to life in that space. When we acquired it, the building was already in critical condition. Experts unanimously agreed that reconstruction to meet today’s standards was impossible — which is why a completely new project was born.
Circus art itself has also evolved. If earlier it was all about stunts, clowning, and animals, today it’s a fully fledged technological spectacle — impressive shows combining acrobatics, choreography, multimedia, and light and sound effects. In the 1960s, such things were unimaginable.
Creating shows of this scale requires enormous effort and experience. How did you manage to bring the idea to life, and how long did it take?
Speaking of the Eternia show, its creation took about two and a half years — an incredibly intense journey with an international team where every detail and every spatial element was refined to perfection. We worked with full dedication, knowing we were creating not just a building, but a new symbol.
But the path to Tashir Arena and its premiere show Eternia began much earlier — with the search for a form where art and technology could speak the same language. This began with the Luminar project, which we launched in 2023 — an immersive art space combining interactivity, digital projection, and sound technologies, where the main performer is the viewer.
We created an adaptive environment that reacts to the audience in real time, turning them from observers into co-authors. We developed it together with leading international experts in interactive media, and that experience became decisive for me. That’s when I set the goal of applying this knowledge in Armenia — to create a space where genuine, powerful emotions are born. Luminar showed how strong the synthesis of interactivity and projection can be when the viewer is completely immersed in the experience. I hope the next immersive center we open will be in Armenia.
How does Eternia reflect the synthesis of circus, theater, and choreography, and how is it related to the architectural features of Tashir Arena?
Circus buildings around the world are designed according to the principle of the ancient arena — the very shape embodies the spirit of spectacle and 360-degree immersion. Architecturally, Tashir Arena preserves this continuity — it remains a circular, domed structure, as an arena should be.
The dome’s increased height and cutting-edge technology allow performers to execute the most daring aerial stunts and complex acrobatic sequences. Yet the most important thing isn’t outside — it’s inside. It’s the interior space, its design, and its innovative solutions that create the unique atmosphere and that special magic of live experience.
The arena’s multifunctionality is ensured by its transformable stage — a highly complex engineering system that allows flexible adaptation of the space to any director’s creative vision, forming a unique stage composition for each project.
Your colleagues have noted that Tashir Arena was built to meet international standards. Could you tell us more about this in practice? Who consulted you, and were foreign experts involved?
When we talk about technology, it’s important to understand that Tashir Arena is not just a modern complex — it’s a whole ecosystem, where every detail is meticulously designed and perfected. We collaborated with a long list of global industry leaders — from Las Vegas to Tokyo - the very people who define the standards of the future. Every key component — lighting, sound, multimedia, stage, and rigging systems — was created with top specialists from various countries. To give one example: the sound and audio effects were supervised by a sound engineer who works with Hans Zimmer — someone who knows how to make sound felt by every cell of the body, no matter where you sit in the hall. For engineering and multimedia systems, we worked with leading European and Western companies. According to global industry players such as Panasonic, who designed part of the technology for Tashir Arena, we managed to create one of the most advanced multimedia installations in the world today. That recognition is invaluable — and it sets a high bar for our future work. But for us, technology isn’t a showcase or a goal in itself — it’s a tool. A way to create emotion — from artist to audience — and to make that shared miracle happen that unites hearts.
What cultural and educational initiatives are planned at Tashir Arena to attract a broader audience?
We want Tashir Arena to be not only a place of spectacle, but also an educational platform — a space for nurturing the next generation of circus artists. We’re partnering with Armenian circus schools that train young performers — the future of Tashir Arena. It’s crucial to pass on experience and inspire future masters. This stage was built for them: a place to aspire to, to grow, to develop their skills and talents at the highest level. We’ll also host international troupes and world-famous performers. For our students, interacting with artists from other countries will be an incredible learning experience and motivation for professional growth.
Will Tashir Arena support the development of the Armenian circus school and young artists? How exactly?
Yes, that’s one of our priorities. We want young Armenian artists to feel that they have a world-class stage right here in their homeland. To make this possible there will be grant programs, educational initiatives, residencies, and collaborations with international circus schools. The Armenian circus tradition has deep roots — and we want to give it new life.
Recently, your family has faced many changes and challenges. Now you’re leading this large-scale project. What lessons have you learned from these experiences, and how do they shape your approach to work and life?
In a world that’s becoming increasingly turbulent, both as a family and as a company, we rely on our inner core — that point of balance that helps us move forward. For us, it’s family, our team, and like-minded people. In times of crisis, others tend to split apart — we unite to create. As my father says, that’s where true strength lies. And today, in an era of fragmentation, this strength is not just an advantage — it’s our most valuable asset.
Tatevik, your own professional path has involved implementing large-scale projects during challenging times. What drives you to act instead of waiting things out? Where does that confidence come from?
Creation is our way of resisting chaos. It’s always been that way — through crises, wars, pandemics, and upheavals. We built, created, acted with double the energy — often against all odds — following our own path.
And, as experience shows, this strategy has always led to success. In difficult times, we come together for the sake of creation. That’s our path — the approach that defines not only how we work and think, but how we live.
