Interview: Amir Berbic, Dean, Virginia Commonwealth University School of the Arts in Qatar, on identifying collaborative opportunities and investment priorities within creative fields
How are arts and design programmes adapting in pedagogy and infrastructure to ensure increased access leads to high-value creative employment?
BERBIC: Institutions in the sector are under pressure to remain agile, as the creative industries are changing rapidly. Curricula are being updated more frequently, faculty are upskilling and infrastructure is being adapted to support new forms of practice alongside traditional studio work. A major driver of relevance is ongoing collaboration with industry and cultural partners. Students engage in real-world projects with external stakeholders, giving them early exposure to employment expectations. These partnerships also serve as feedback loops, signalling to universities where emerging demand is heading. Programmes are expanding to cover areas like digital media, immersive environments, animation, interaction design, creative coding and game development. This not only reflects workforce shifts but also attracts students who combine technical fluency with creative interest.
What considerations should guide investment within creative arts infrastructure and its facilities?
BERBIC: Three broad considerations are shaping investment priorities in the sector. First, alignment with areas linked to economic diversification, such as digital content, immersive media, cultural heritage, product design and communication technologies. Infrastructure is being developed to support these fields rather than focusing exclusively on traditional formats. Second, experimentation is important. Higher education is uniquely positioned to prototype ideas in ways industry often cannot, so makerspaces, digital labs and research studios are being designed to support exploratory work that can later translate into commercial or policy applications. Lastly, there are physical and economic integration factors. Rather than isolating activity on campus, some institutions are locating facilities near innovation districts, design hubs or media clusters.
Which policy incentives are most effectively promoting collaboration between international branch campuses and local creative industries?
BERBIC: Collaboration tends to work where structures make it an expectation rather than an exception. Models that allow students to cross-register across institutions, pursue joint minors or engage in shared teaching helps break down silos between fields like communication, technology, business and design. Partnerships with business schools, innovation hubs, developers and cultural organisations have facilitated the connection of academic talent with industry ecosystems. These relationships are sustained not only through policy but also through embedded practices, such as shared programmes, co-taught courses and joint project structures. Government policies that facilitate the establishment of creative enterprises, attract external partners or recruit international practitioners further support these institutional efforts.
How do you assess higher education areas that present the highest impact opportunities in contributing to growth within the creative economy?
BERBIC: The most direct contribution that higher education makes to the creative economy is through talent development. In smaller markets, in particular, even a relatively modest number of graduates can significantly influence the direction and maturity of the creative industries. Collaboration with cultural institutions, developers, media platforms and technology firms gives students and faculty opportunities to contribute to projects that shape the ecosystem. Research output in areas such as digital media, design innovation and product development also support sector growth. While universities do not create industries on their own, they supply the talent, ideas and collaboration on which industries rely. Additionally, the broader ecosystem of policy, infrastructure and market access determines whether assets will translate into enterprise creation.
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