Creative Academy – a place where ideas come to life

December 17, 2025 - As soon as you step into the room, you immediately sense this creative energy. It’s as if the very air is crackling with ideas. The Kreativ Akademie is not a traditional classroom—it is a vibrant hub for art, theater, film, workshops, and events. Juliana and Marcel Beck have created a place here where art is not merely taught, but created, and where creativity is fostered, lived, and celebrated, day after day, project after project. “We wanted to create a place that pulsates, inspires, and where every idea comes to life,” says Marcel Beck. “But the real beginning lies much further back.”

From Dubai to Liechtenstein: Bridging Cultures

Marcel Beck grew up in Dubai. His father worked there for many years for a Liechtenstein-based company, and so the desert metropolis became his second home. Juliana Beck also spent ten years of her life there, likewise because her father works in Dubai.

“We met in a creative environment,” says Juliana Beck. “I was working in improvisational theater—teaching classes, acting, and organizing productions. Marcel had set up his own film studio. Suddenly, we were working on projects together—and realized we shared the same way of seeing the world: imaginative, enthusiastic, and open to anything worth trying.”

He adds with a smile: “We got married in 2019. And with the wedding came the question: What’s next, and where do we go from here? It was clear to us that life as expats in Dubai wasn’t going to last forever. We wanted to return to Europe and find a place where we could further develop our shared vision. Liechtenstein very quickly became the answer. I have my roots here, and at the same time, we immediately connected with a vibrant, international community; it suddenly felt as though all the threads from Dubai and Europe were converging here. We wanted to create a cultural hub that brings people together: children, teens, adults, professionals, beginners—everyone who loves theater, film, stories, and shared experiences. The region is home to many international companies and people who are also looking for offerings in English, which is why we offer our improv groups in both German and English.”

“The academy has two improv troupes, one performing in German and one in English,” explains Juliana Beck. “The groups rehearse every week, and once a month they put on shows that actively involve the audience. The audience gives us words, places, and names, and we develop a story live on stage. Every scene, every twist is created in the moment. The audience is part of the creative process. It’s exciting to see how every performance turns out differently because the audience reacts differently. For us, that’s a magical moment.”

“Improv theater is like a muscle you train. It teaches mindfulness, quick thinking, and creativity. And it’s incredible how much it brings people together. We’ve noticed that this freedom to experiment with ideas in a playful way also carries over into everyday life offstage,” Marcel Beck continues.

Film Projects: Creative Learning, Hands-On Experience

“Film production is something I’m truly passionate about. I knew as early as age twelve that I wanted to make movies. In Dubai, I learned early on how to tell stories and how to do absolutely everything myself. As a one-man operation, I was the screenwriter, cinematographer, sound technician, editor, and producer all rolled into one. It was an intense but incredibly formative time.”

When I returned to Liechtenstein, I quickly realized just how much potential there is here. There are so many talented young people—curious, creative, and eager to try new things. That’s exactly what we wanted to make possible: not just watching movies, but making them ourselves. Step by step.

That’s how our first projects with local schools came about. For example, we’re shooting a crime thriller with the Vaduz Secondary School; the students wrote the entire screenplay themselves. We were recently at a small cabin in Planken—the perfect filming location. The students were behind the camera, directing, recording sound, and later did the editing as well.

Another project is underway with the elementary school: their own TV station, TV-Energy. There, the children interview a wide variety of people, produce short reports, and create their own show. It’s impressive how seriously they take it. You can really see how they’re growing into these roles.

"Hands-on experience, real-world learning, and a sense of responsibility—these projects are so valuable. The children learn about camera work, editing, and sound—but above all, they learn teamwork, concentration, and how to tell a story."

International Stage: 2024 European Improvisation Championships

They also performed internationally with their improv theater group. In 2024, they had the opportunity to represent Liechtenstein at the European Improv Championships in Munich. Eighteen teams from all over Europe competed in high-caliber shows. Juliana Beck: “It was incredibly exciting to be part of the European scene. We were able to showcase Liechtenstein abroad while also seeing how improv theater is practiced in other countries.”

Juliana and Marcel Beck have lived abroad for many years. “Dubai is bustling 24 hours a day; you can get anything in the middle of the night. Here, they appreciate nature, the changing seasons, and a good night’s sleep. But Dubai has shaped them: quick decision-making, diversity, and openness. They bring these experiences to their work.”

Experience art, nurture talent

"The academy also thrives on projects outside the studio: open-air shows, interactive exhibitions, escape rooms, stage design, and workshops for adults and children. We want to create platforms where young people can explore their talents."

“During the summer break, we put on plays with the kids. It’s a place where they can learn new skills and also get a chance to perform,” says Juliana Beck. “In the summer, we host our open-air festival, where emerging artists gain their first performance experience. The youngest participants were 16 years old, and their enthusiasm was immense. Although there are no admission fees, they receive small fees that show our appreciation: talent is a profession and is taken seriously.”

Events, workshops, film, and theater productions come together to form a vibrant hub of creativity. In 2023, for example, we had the opportunity to bring a temporary port city to life with improvisational art behind the government building during the IBK Artists’ Encounter in Vaduz. I took on the project management there together with Fabian Reuteler, and since then, several co-productions have emerged between the Kreativ Akademie and Rocket Science.

Other projects include an interactive exhibition marking the VBW’s 35th anniversary on the topic of mental health at the Gasometer in Triesen, game design for the escape room in Schaan for the Hilti Family Foundation, and, currently, an exhibition in a construction trailer.” Stage construction, the Erlebnisfabrik, design, and curation are also part of everyday life at the Kreativ Akademie. Marcel Beck: “We build, design, and produce—with passion—for art and cultural events. Here, there is room for talent and creativity. An idea can be transformed from concept into reality. Process-oriented work and dynamic creativity are what make our center so unique.”

A love of acting and team spirit: Theater that comes to life

Juliana Beck: “I’m from northern Germany, almost on the border with Denmark. When I was 12, I landed my first role in a small theater and knew right away: I want to work in the theater or cultural sector in some way. The first person to join us in our improv theater was Julia von Stein, the bookseller. She’s been involved in youth theater for years. After that, more and more people joined us, most of them without any acting background. It’s the joy of performing that counts. You have to let go of your inhibitions and embrace the unknown. By now, we’re a well-rehearsed ensemble with some really great people.”

There are two show formats: short-form shows, in which scenes are created spontaneously based on ideas from the audience—such as an object, a location, or a source of inspiration—and long-form shows like *Tatörtli*, our popular improv crime drama. For this show, audience members write down locations in Liechtenstein on slips of paper before the show begins, such as the Art Museum, TAK, Town Hall Square, and Grossaubündt. We also ask for first names, last names, and a weapon. These prompts serve as inspiration, and the actors improvise live on stage, without costumes or prepared scenes.

Every character comes to life: the lifeguard, the kiosk attendant, the bathers, the cleaning staff—the audience keeps a close eye on them all. The goal is to appear as suspicious as possible without giving away one’s own guilt. In the end, the audience decides who the murderer was through their applause. This is followed by the classic chase and a confession. All the sequences and connections unfold in the moment on stage.” Marcel Beck: “That’s magic. Sometimes we step off the stage and ask ourselves: What just happened? It’s addictive and fascinates the audience.”

"In workshops with adults, you feel the same sense of freedom: paying attention, active listening, completing tasks, and developing stories together—all of this trains the brain, the body, and team spirit. We work with children ages 9 and up, in schools, in private settings, or for companies. The exercises teach letting go, trust, and shifting perspectives—sometimes like yoga for the brain."

Philosophy: Creativity, Community, Future

For Juliana and Marcel Beck, the Kreativ Akademie is much more than just a place of learning. It is a platform for cultural networking, international collaboration, and sharing inspiration. “We want to share Liechtenstein’s stories, culture, and talents with the world. Film, theater, events—anything is possible if you dare to try. With the support of Liechtenstein Marketing’s expertise, we can present projects professionally and raise the country’s cultural profile internationally.”

Five Years of the Creative Academy: The Journey Continues

Both are convinced: “The journey has been intense, exciting, and incredibly enriching. We’ve achieved many of our goals: creating a place where creativity, learning, and community go hand in hand. And we know this is just the beginning.”