What, How & for Whom/WHW is a curatorial collective formed in 1999 and based in Zagreb, Croatia. Its members are Ivet Ćurlin, Ana Dević, Nataša Ilić, and Sabina Sabolović, and designer and publicist Dejan Kršić. WHW organizes a range of production, exhibition, and publishing projects and since 2003 has been directing city-owned Gallery Nova in Zagreb. “What?,” “How?,” and “For whom?” are the three basic questions of every economic organization, and are fundamental to the planning, conception, and realization of exhibitions and the production and distribution of artworks and the artist’s position in the labor market. These questions formed the title of WHW’s first project, in 2000 in Zagreb, dedicated to the 152nd anniversary of the Communist Manifesto, and became the motto of WHW’s work and the name of their collective. Other exhibitions they have curated include Broadcasting Project, dedicated to Nikola Tesla at the Technical Museum, Zagreb (2002), Looking Awry at Apexart, New York (2003), Side-effects at the Museum of Contemporary Art, Belgrade (2004), Normalization at Gallery Nova, Zagreb (2004), Collective Creativity at Kunsthalle Fridericianum, Kassel (2005), Final Exhibition at Galerija Nova, Zagreb (2006), and the 11th Istanbul Biennial (2009).
Project 35 is a program of single-channel videos selected by 35 international curators who have each chosen one work by an artist that they think is important for audiences around the world to experience today. The resulting compendium is released in four installments and is presented simultaneously in an ever-expanding number of venues.