Ilze Pīlēna. We meet in her cultural space, “Ola”. A place where you can truly feel as if you are in paradise. It could be described as a paradise of architecture, art and a good atmosphere. Ilze does not drive here; she walks, because she lives just nearby, close to her “Ola”. It is early morning, but she is beautiful, as always. And this conversation takes shape just as Ilze is - beautiful.
My first “prepared question” will be about beauty, and about beauty in a broader sense. About beautiful surroundings and beautiful journeys. After all - do you wake up as beautiful as we always see you?
Beauty is not a luxury to me. It is a necessity. And it is not about something expensive and exclusive. Beauty can be very simple - good lighting, music, a flower, a conversation, a beautifully set table. The environment we live in affects us much more than we sometimes realize. I try to create an environment around myself where I feel good - both at home and here, as well as wherever else I go.
What will you take with you when traveling to help you maintain your balance? Perhaps some perfume? Or maybe you travel with your own pillow?
Not a pillow, but perfume, yes. Scent is very important to me because it can instantly create a mood and feeling. It is one of the strongest memory triggers - sometimes a single note of fragrance is enough to instantly return you to a moment in childhood or to a place where you once felt happy. We think about that at “Ola” too. I want people, when they walk through the door, to sense not only the space but also “Ola’s” atmosphere, because atmosphere is created not only by what we see, but also by what we feel.
What does “Ola” smell like?
“Ola” has its own scent, and we create it intentionally. I combine two types of fragrances. I always bring one from Paris, and we order the other online: Dr Vranjes Firenze- Arancio Uva Rossa. Hotel Costes is a place very dear to me. It is one of those rare places where everything - the interior, music, light and scent - creates a unified mood. Every time I am in Paris, I also bring a little of that feeling back to “Ola”.
And what does your home smell like?
It is similar at home. “Ola” is a very natural continuation of how we live ourselves. That is why, when creating it, it was important to me to show that culture, art and aesthetics are not festive events, but part of everyday life. We often even joke that many interior details first undergo a “test” in our home. If they create the right feeling there and fit organically into our daily lives, they also find their place at “Ola”.
Do you come to “Ola” as if you were going to work? Do you come every day when you are in Latvia, or is it a workday for you?
Yes, that is my workday. But I never feel like I am going to work. The boundary between work and personal life is very blurred for me, because everything that happens at “Ola” - exhibitions, concerts, seminars, “Ola Talks” - is also something I am genuinely interested in myself. If Uldis created “Ola’s” architecture, then I created its life. And I continue to shape it. Of course, I discuss a lot with my colleagues and Uldis, and listen to experts and different opinions.
Is it important to you that the concerts held here sell out? There are 90 seats for concertgoers. That is not very many. Has it ever happened that a seat was left empty?
No, that has not been the case. And it has not been the case since the first concert. That, of course, makes us very happy. Over four years, a very loyal community has formed around Ola, whose core consists of Gold Card holders. They are the first to learn about the program and can buy tickets before public sales begin. Very often, concerts sell out during this period. To me, this means much more than a sold-out concert - it is the feeling that people trust us and want to be part of Ola.
Do you and Uldis already have another project in mind?
We often talk about it and have realized that we are project people - people who constantly need to develop something creatively. When a project becomes self-sustaining, falls into a routine, and our daily presence is no longer as necessary, the next ideas naturally begin to emerge, and we grow together with each project. “Ola” did not emerge as a ready-made format either. Of course, the building had an architectural project, but the creative scenario for the idea of “Ola” itself was not fully developed. We knew the feeling we wanted to create, but what Ola has become today took shape in the process.
Can you reveal any future projects yet?
We are currently actively working on our “Ola” rural residence in Vecpiebalga. Years ago, we bought the Kaudzīši brothers’ school, which Reinis and Matīss Kaudzīši designed and built themselves back in the day. The school burned down 30 years ago, and we bought all its ruins and the surrounding property. We are now developing our rural residence there. We are currently working actively on landscaping. The idea is that we could create an open-air art space there. In September, there will be the first sculpture, made from seven mirrors. Why seven? It is a kind of magical number. Joy can enter a person through seven gates... (laughs) There is also a seven-year cycle, when something in our lives changes every seven years. There will also be a new art object in the Olas garden. The visualizations are ready now, and work is underway. I really like that these places continue to grow and change - they do not emerge in a single day but take shape gradually.
Will anything of their architecture remain during the restoration of the Kaudzīši house?
Yes. Uldis has already developed the project, and it preserves the building’s exterior appearance as it was originally created by Reinis and Matīss Kaudzīši. The interior, of course, will be adapted to its new function, but it was very important to us to preserve the place’s historical character. The project is ready, but for now we are not rushing. Right now, all our attention is focused on shaping the landscape, and the building’s restoration will have its own time.
We are talking at “Ola,” in a space with an image of Princess Diana on the wall. Why Diana?
It is a very special story. After my exhibition at Ola, American photographer David Burnett, one of the most acclaimed photographers in the world, offered me the chance to choose one work as a gift. Of all the photographs, I chose Princess Diana. Her personality has always resonated with me deeply. It seems to me that she possessed both great strength and vulnerability at the same time, and that is precisely what made her so human.
How do you live with your image? Are you ready, have you accepted yourself?
I would never want to say, “Now I am ready.” That would mean there is nowhere left to grow. I am still very interested in life. I am still learning, making mistakes, and changing my mind. Perhaps that is exactly what keeps a person alive. Aging is like everything else in life - you gain some things and lose others. Life is always about balance. Of course, I think it is not easy for any woman to accept the changes that come with age. But in return come much greater peace, greater inner freedom, and less need to prove something to someone. You become freer in relation to yourself, and perhaps to others as well. I value that very much.
What is the best thing that has come with getting older?
I think it is that inner freedom I mentioned. As the years go by, there is less desire to prove something to someone and a much greater desire to listen to yourself. I used to feel that I had to keep running forward, achieve more and more, and do something else to feel worthy. That certainly helps you grow, but at the same time it creates enormous tension. With the years come experience and greater peace as well. You become gentler with yourself and understand that not everything always has to be done perfectly.
What days or events in your life do you look forward to most?
I have realized that an ideal situation in life, when absolutely everything is perfectly in order, will probably never exist. In life, joy will always be accompanied by worries and anxiety. Just look at everything that is happening in the world. That is why I think it is important not to miss the small moments of happiness in everyday life.
There are many such moments at Ola. Seeing people who feel good here, experience art or music, and leave a little different from how they arrived is a great gift. Very recently, one of my colleagues came up to me and anxiously said that a woman was walking around Ola crying. It turned out they were tears of emotion. At that moment, I realized that this is one of the most beautiful affirmations of why we do all this.
But when we talk about the events I look forward to most, they are always the moments when our whole family is together. Christmas, my birthday, or simply an evening together around the same table.
For many years, we have had a tradition that my children, wherever they may be, celebrate my birthday together with me - whether in Latvia or somewhere else. We choose to be together in Venice, London, Berlin… Now that grandchildren have come along, travelling together is more difficult for everyone. Now it could be Vecpiebalga. We are already planning where the next birthday might be.
How many grandchildren do you and Uldis have together?
Seven, and the eighth is on the way. It is, of course, a wonderful feeling. When we are young parents, we look at a child differently. I was a very young mother when Agate and Klāvs were born. Back then, everything was different. You live with a great sense of responsibility, constantly wondering whether you are doing everything right. With grandchildren, it is a completely different feeling. You can simply be together and enjoy it.
I now look at those little ones and marvel at how different each of them is. And, of course, it is wonderful to cuddle them, pamper them, and then give them back to their parents.
How long are you willing to look after them?
The longest has been a week, and that is already a challenge. Afterwards, of course, the difficulties are forgotten and the nicest moments remain in your memory. How else will you become close to that little child - only if you have spent some time with them. You cannot meet a child for an hour and immediately become their beloved grandmother.
Remembering that woman who cried from emotion in “Ola”. Have you yourself had similar experiences?
Yes, I am very emotional. I am deeply moved by moments when I encounter genuine talent and authenticity. It can be an outstanding performance, concert, opera, or work of art. For example, when listening to Pēteris Vasks's music, I often get tears in my eyes. There is so much truth in it that it reaches very deep. It seems to me that in those moments, a person touches something much greater than everyday life.
How do you feel in “Ola” yourself - like a queen, one of “Ola's” people, or the hostess?
Definitely not a queen. We love calling ourselves the “servants” of “Ola”. And this is not by chance. Ilmārs Blumbergs's "Servant" is one of Ola's central figures, and there is a very special story behind it.
Many years ago, when I was still leading UPB's marketing, we created a catalogue of the company's art collection. While preparing it, we mistakenly attributed a graphic work by the Estonian artist and architect Leonhard Lapin, which had been given to us as a gift, to Ilmārs Blumbergs. When I sent him the catalogue layout to look over, Ilmārs replied: "Everything is beautiful, but this is not my work." It was clear that the mistake had to be corrected immediately. We went to see him intending to buy one work to replace it in the catalogue. But the meeting turned out quite differently. We got to know Ilmārs himself, and he absolutely fascinated us. Instead of one work, we bought an entire series of "Servants" graphics, thereby shifting the main focus of our entire art collection.
Several years later, Ilmārs called Uldis and said that he wanted to show him something else special. They were the seven “Servants” sculptures. It was important to him that they remain together in the same hands, and that is how they came to us. Today, they are one of Ola’s symbols.
I really like thinking that everything came together beautifully long before Ola even came into existence.
I really like the word “to serve” itself. Not in the sense that one person is higher or lower than another, but in the sense that we serve an idea. We take care to ensure that art and people come first. People enter Ola and see peace, beauty, and harmony, but that does not happen by itself. Behind it stand our work and love.
We could talk at length about your outward beauty, your clothes, and your jewelry. But I think you yourself place greater emphasis on what is inside. What has influenced and shaped you.
Empty outward beauty is not interesting to anyone for long, nor is it to me. This applies not only to people, but also to architecture, interiors, and art. If beauty has no substance, feeling, or soul behind it, it is cold. In interiors, I am much more interested in atmosphere than perfection. I want people to feel welcome, to be able to pause, find inspiration, and feel good. I think the same applies to people. Elegance begins not in the wardrobe, but in one’s attitude. A great deal about a person is revealed by how they treat a stranger, a salesperson, a colleague, or someone whose opinion differs from their own. The way people relate to one another reveals their inner nature. I try to live by a very simple principle - not doing to others what I do not want done to me. You do not need clever books; you simply need to put yourself in someone else’s shoes for a moment. Whether that person is a colleague, a salesperson, a friend, or a complete stranger. I think that is exactly where humanity begins.
How easy or difficult was it for you to select the team?
Ola is created by people. That is why a good team is very important to me. We want to create an environment where people want to grow with Ola and find it interesting to do so. Our team is not large, and perhaps that is precisely why Uldis and I see it as our extended family. We grow together with every new exhibition, concert, and project. I am convinced that a leader must first earn the team’s respect. It cannot be achieved through a position. It is earned through one’s attitude, honesty, and example. You cannot ask another person to do something you are not willing to do yourself.
I have also learned a lot from Uldis. He once said that the greatest compliment to him is when a construction worker approaches him at a building site and says, “Uldi, come, there’s something we need to discuss.” At that moment, titles and hierarchies disappear. What remains are people working together on the same task. I think that is exactly how a real team is formed. No one plays at being kings and queens.
I’ll admit that I don’t actually know the order in which your career unfolded.
Looking back now, I realize that the same thing has always interested me in all my work - creating. Creating brands, environments, ideas, and places.
I started working at “EUROSKOR Latvija,” where I took part in selecting collections. Later, I was one of the people who created the “top!” store chain, and my task, together with a wonderful team, was to create and develop the brand. After that, I worked for many years as the marketing manager at UPB holding. It was during that time that Uldis came up with the idea for Vīna Studija, initially as a place for himself and his business partners. Gradually, one location turned into five, and alongside managing the holding’s marketing, I enthusiastically built and developed this project. Over time, it became clear that the two could no longer be combined, and I devoted myself fully to developing Vīna Studija. In a way, Ola is also a natural continuation of this journey.
Are you a calm or an anxious person?
Probably both. People often describe me as calm, harmonious, and composed. Apparently, that is what I radiate. But no one sees the storms that sometimes take place inside me. And perhaps that is for the best. I think it goes back to childhood and my school years. I don’t want to delve into it too deeply, but I learned quite early on to keep my emotions to myself. At the time, I suppose it seemed easier that way. That people would accept you more. Over the years, I have realized that constantly trying to be right is very exhausting. Today, it is much more important to me to be genuine. And, honestly, that gives me much greater inner peace.
Weren’t you sad to leave “Vīna Studija”?
Of course, in a way, I was sad. “Vīna Studija” was a very beautiful chapter of my life. But I have never left a project impulsively. It has always been a conscious decision with an eye to the future. Looking back now, I realize that I am a project person. I love creating. When I feel that a project has begun to live its own life and my role in it is no longer so important, the next idea starts to take shape within me. Every new beginning, of course, comes with uncertainty and fear as well. But at the same time, that is exactly what excites me so much. I think you need to know how to part ways and say goodbye, because otherwise we can become a hamster on a wheel. If I had stayed with “Vīna Studija,” there would probably be ten “Vīna Studija” locations today. But there would be no “Olas.” And I am very grateful for that. I think everyone has their own path. There are people who spend their whole lives creating and perfecting one thing, and I have great respect for that. I am different. What drives me forward is the desire to create something new. If I truly believe in an idea, it is very difficult to stop me. Sometimes Uldis says, “You simply can’t be stopped.” He really can’t stop me when I have the inner feeling that yes, this is my path.
Are those long working hours?
Yes, long working hours too, but they don’t count at all. What matters more to me is living an interesting life rather than counting working hours. If you have a boring job, of course you count the hours and watch the clock. But if your work and the idea excite you, those hours don’t matter.
We, the readers, got to know you when you started working with Uldis and the two of you began a relationship. What were you like before that? Can we, in a sense, divide your life into before Uldis and now, as a couple?
I think so. Uldis has given me a great deal of creative freedom. He is someone who inspires, encourages, and allows me to believe in my abilities. By his side, my horizons have broadened, and so has my courage to bring my ideas to life greater. Of course, life experience plays a part too. We are both constantly changing, and it would be difficult to say where one person’s influence ends and the other’s begins. But one thing is absolutely clear - Uldis has brought a great deal of love into my life. And I’m increasingly realizing that only when you yourself feel fulfilled can you truly give something to others as well.
What were you like when you were young?
From a very young age, I understood that I could truly rely only on myself. What I achieve and do in life depends largely on me alone. That feeling hasn’t changed even today. And I’ve also realized something interesting. We often underestimate how much we ourselves influence the people around us and, consequently, our own lives. Wake up in a good mood, smile at one person, then another, say something kind, and suddenly the whole day takes a different turn. But the opposite happens too - wake up on the wrong side of the bed, snap at someone, and you get exactly the same in return. I feel this very strongly at home too. Sometimes I come home happy, but Uldis has had a longer and more difficult day. Half an hour passes, I remain in a good mood, and he is already smiling. And it works the other way around too - if I come home upset and can’t switch gears, half an hour passes and he is already in my mood. Then I always think - how little it actually takes for me to turn the light on or off at home.
Are you more interested in the building or the garden? How much of a garden lover are you?
I’m not a gardener by nature, but I’m learning. We already have two greenhouses set up in Vecpiebalga, and I’m delighted by every green shoot. But I definitely can’t call myself a gardener. Though who knows - maybe I’m not ready yet!
Speaking of art and collections, do you have any collections?
I wouldn’t call us collectors in the classical sense. We don’t buy art to store it in warehouses or speculate on its increasing value. We live together with art. All the works we have bought are in our home, at Ola, or in Ulda’s company offices. It is important to us that art be part of everyday life. And we don’t buy them with the idea of selling them someday.
Which is your favorite work?
I definitely couldn’t name one favorite work. However, there are artists whose works are especially close to my heart - Ieva Iltnere, Helēna Heinrihsone, Sandra Krastiņa, Dace Lielā, Frančeska Kirke, and others. Their works live in our home and create that special atmosphere. I have always found it fascinating how much a single work of art can transform a space. We recently finished renovating, and all the works had to be arranged again. They moved from one wall to another until each found its place. Move just one work, and the entire mood of the room suddenly changes. Every work of art enters a space with its own story and energy. To me, that is precisely the difference between a work of art and simply a beautiful picture. There are many beautiful pictures. But there are works that communicate with you on an energetic level. They resonate with your mood and the stage of life you are in, and touch something inside you.
Do you allow yourself to grieve at all?
I think sadness is a very beautiful quality. It makes us human. But sadness comes in many forms. You have to learn to distinguish between sadness and the kind that tears you apart inside and drags you into depression. Of course, I grieve too. My mother is currently at that stage of life when you become increasingly aware of how fragile life is and that it has its own course, which we cannot stop. Of course, it hurts. And Ukraine. War is truly horrifying. But the question is, when do you have to say, “Stop, I can’t influence this,” because I can’t influence it. At some point, you have to switch on your rational mind and ask how you can actually help. Speaking of Ukraine, Ulda’s companies still regularly send aid shipments to Ukraine. Sometimes I feel that, with great indignation and loud emotions, we can also mask our own inaction. Then we get the feeling that we are already doing something meaningful, when in fact nothing has changed - all that has been stirred up is froth. Quiet, concrete action is much closer to my heart. I think that is precisely how compassion gains meaning.
All the artists you named as your favorites are women. Are you also friends with them in everyday life?
That is interesting too. The subject of art has always been close to my heart. When I was studying in Riga, Ieva Iltnere, Helēna Heinrihsone, Sandra Krastiņa, Dace Lielā, and other female artists were people I looked up to with immense admiration. They seemed almost out of reach to me. Life has taken a beautiful turn. Today we create exhibitions together and meet up. I cannot exactly call them friends, but I can call them dear acquaintances whom I respect greatly. It is the same with Asnate Smeltere. I once admired her work from afar, but today we have had the opportunity to create an exhibition together. Sometimes life really does come full circle in beautiful ways.
Could you already compete as an exhibition creator and curator?
I have been a co-author and co-creator of several exhibitions. Of course, my experience is not academic; it is life experience. I have really looked at a great many things. Museums, galleries, exhibitions all over the world. I am an excellent observer. It seems to me that observation is one of the best teachers. You look, compare, absorb, and gradually an inner library takes shape within you. When I create an exhibition, I do not try to repeat what I have seen. I rely more on my experience, intuition, and feeling. That is precisely where my perspective comes from.
Which of your exhibitions was the most difficult for you, or has remained most deeply etched in your memory because of how it came together and was created?
Probably Asnate Smeltere's exhibition. We worked on it for almost a year and a half, and it was one of the most challenging, but also most rewarding, projects. We really wanted not only to showcase Asnate's work, but also to bring an entire era to life. We invited people to share the preserved "Rīgas Modes" magazines, collaborated with the Latvian Television archive, and also created a multimedia story for the exhibition. Gradually, everything came together into a cohesive whole. It was important to show that even during the Soviet era, despite all the restrictions, an exceptionally strong creative spirit lived here. That elegance and beauty do not disappear simply because censorship prevails all around. When the exhibition was nominated for "Kilograms of Culture", it was a beautiful affirmation of all the work that had gone into it. But the greatest reward was the feedback from visitors. Many said that the exhibition awakened memories in them and made them proud of our culture. And, of course, working with Asnate. For me, it was not only a joint project, but also a very valuable learning experience.
Sorry for the silly question - but do you perhaps have another hobby as well?
I suppose my hobby has merged with my work and lifestyle. At the moment, everything that truly excites me is connected with Ola in one way or another. It reflects everything that interests me - art, music, architecture, design, and people. If I see something beautiful or inspiring anywhere in the world, I immediately start thinking about how I could bring that feeling to Ola. That is why it is sometimes difficult for me to say where work ends and a hobby begins. Ola currently takes up a very large part of my life. Exhibitions, the concert program, meetings with artists, searching for ideas - it all happens continuously. And then there is Vecpiebalga, where completely new ideas are currently taking shape. In fact, I feel that my greatest hobby is creating. And I am very fortunate that I can do it every day.
I can't not ask about travel. You and Uldis travel a great deal, but how do you choose your destinations?
Our travels almost always begin with culture. It may be an opera, an exhibition, architecture, or a special event we want to experience. Only then do we build the rest of the trip around it. One of the places we return to again and again is Paris. So many exhibitions take place there in autumn and spring that I always follow the program carefully. We like to travel not to see as much as possible, but to find inspiration. Sometimes a place enters your life for several years. That was the case with Marrakesh for us. We were fascinated by the interiors, colors, craftsmanship, and the entire environment. At some point, you realize that you have already come to know this world and want to move on. Right now, that place is Japan. We have been there six times already, and each time it feels as though we have discovered only a small part of it. After our last trip, we thought, surely that would be enough. But we will be going again in the spring. What interests us most is what people create - architecture, design, art, and interiors. Seeing how people in different cultures think, create, and live. That is what enriches us most.
Let me put the question in the form of a statement. You have a wonderful life and a wonderful job. Would you agree?
Yes. I really am grateful. And I thank life for it every day. But you have to shape your own life yourself. Of course, there are things we cannot influence, and I am very aware of how lucky I have been not to experience major tragedies in my life. I am truly grateful for that from the bottom of my heart. Yet so much depends on our own choices. What kind of mood we bring into our home. Which people we keep close to us. How we treat others. What kind of environment we create around ourselves. Life is, to a great extent, the result of our own choices. And I am increasingly realizing how important it is to fulfill your potential. When a person has fulfilled their potential and found their own path, they no longer need to compete with or envy others. They can genuinely rejoice in another person's success too. That is very beautiful. I feel happy that I have found my path. But I also know that it did not happen by chance.
Text: Ieva Broka
Photo: Karlīna Vītoliņa
