Modern business in Ukraine is forced to rethink its approaches, and the commercial real estate sector is no exception. Retail spaces are increasingly taking on social functions. Roksolana Pyrtko, CEO of Lviv's Spartak STRC and Roksolana shopping centre, explains why her team systematically integrates Ukrainian traditions and children's initiatives into the work of the shopping malls. About this reports the publication Details.
According to her, this is not just entertainment, but a conscious step aimed at making culture accessible and the centres themselves useful to city residents in everyday life.
Culture as part of the urban rhythm
Commercial space management today requires flexibility and an understanding of public demands. Roksolana shopping centre and Spartak SEC regularly become venues for cultural events that are organically integrated into the usual rhythm of the city. For example, after the Malanka festival, carol singers walked through the galleries of Spartak SEC, which was atypical for a shopping centre, but a completely natural expression of tradition. Such a combination was a conscious decision by management to ensure that Ukrainian culture remains part of daily urban life, rather than just an element of official celebrations.
A similar, community-oriented approach was also applied in the Roksolana shopping mall on the eve of Easter. Instead of standard promotional campaigns for festive shopping, the space offered visitors *vytynanka* workshops by renowned artist Daria Alyoshkina and children's modelling masterclasses.
Explaining this vector of work, Roksolana Pyrtko states:
«We want Roxolana shopping centre to be a space that inspires. Ahead of Easter, it was important for us to give the townspeople the opportunity to slow down a little, feel the magic of the holiday and connect with our native roots.
A safe space for childhood
A separate major area of work, centered in the Spartak STRC, relates to the support of children and families. Throughout the year, open events without the need for prior registration take place here: masterclasses, interactive games, and charity exhibitions. During the winter holidays, the Residence of St Nicholas operated in the centre and a traditional nativity scene was organised.
The aim of these initiatives is to give children consistent positive emotions and to provide parents with a safe environment for spending time together.
«We are intentionally developing our children's segment, because today children especially need spaces where they can socialise, create and feel supported. Spartak is not just a place for shopping, but also an environment where families can spend time together and regain a sense of a normal, active childhood,» emphasises the centre's CEO.
In addition, STRC Spartak also acts as a partner for external educational and cultural projects, such as the Classical Ballet Residence at the Lviv Opera. In this way, the brand expands its reach by associating itself with systematic support for the new generation of Ukrainian talent.
