The war changed our lives forever.
It has affected habits, values and even the way we look at everyday things. Shopping and entertainment centres, which until recently were perceived only as a place for shopping and recreation, have become much more than that. They have become an important element of urban infrastructure not only economically, but also socially and culturally. Their role in the war has gone far beyond commercial.
When every organisation in Ukraine is looking for a way to contribute to victory, shopping malls are also transforming. And this is not just our internal choice - it is a response to people's needs. Ukrainians have consciously started to change their preferences: choosing domestic brands, wearing clothes in patriotic colours, looking for symbols that reflect identity and resilience. We are have already written in 2022 that Ukrainian fashion has changed under the influence of the war: blue and yellow accents, military style, embroidered shirts and items with Ukrainian ornaments dominate the collections. And it was not just about fashion. It was a way to say "we are together", a way to support Ukrainian producers and at the same time show the world that we have our own cultural language.
That is why it was important for Roksolana shopping mall and Spartak shopping centre to become carriers of this new culture. Shopping malls are spaces with great power of influence, because they form an environment where thousands of people come every day. We have consciously made a choice: our spaces should not just be a place of commerce, but an environment that conveys common values - memory, gratitude, unity, and mutual support. This means changing together with society, supporting Ukrainian brands, opening spaces for veterans and volunteers, and creating inclusive conditions for everyone.
In the Roksolana shopping centre we have joined to the all-Ukrainian campaign "Table of Memory". This is not just a symbolic gesture, but a space for awareness. Hundreds of visitors see it every day, and everyone can stop for a moment to think about those who paid the ultimate price for our freedom.
At the same time, a shopping mall is a living environment. People come to us not only for shopping, but also for socialising, relaxation, and the opportunity to feel part of the city. It is especially important for veterans to gradually return to the city rhythm. That is why cooperation with the Spartak call centre With the UNBROKEN Ukraine centre, it is not just a project, but a way to create a space where recovery and adaptation are natural and dignified. From the outside, it may seem that taking the escalator or going shopping is a routine, but for a person with a prosthesis, it is a serious challenge. Step by step, veterans learn to overcome it, and we strive to make this journey as comfortable as possible for them.
SECs have also become a platform for volunteering. They host meetings, exhibitions, screenings, and events. It's not just about events - it's a new form of communication with the community. This is how we build an environment where the culture of memory is combined with the culture of action. And this is an extraordinary power: a person who comes to the mall to shop can join in supporting the army, can get information, can become part of a common cause.
We deliberately refuse to spend part of our marketing expenses and allocate funds to donations. Today, business performance is measured not only by profit, but also by the extent to which it helps bring victory closer. And this contribution can be tangible - in the form of support for the army or humanitarian projects, or it can be intangible - in the form of creating an environment that gives people a sense of security and community.
We consider accessibility for all visitors not an optional extra, but a mandatory standard. Ramps, tactile strips, lifts, Braille tables - all this creates a sense of freedom and confidence. This is especially important now, when many people face new daily challenges after the frontline or being wounded. The experience of other countries proves that a barrier-free environment helps veterans to restore social ties and feel more confident.
International experience confirms that a barrier-free environment significantly speeds up the socialisation of veterans. Research. in the United States showed that more than 50 % military personnel have difficulties with reintegration after returning, and the key among them are problems with accessibility in public places. European programmes also show that veterans who have the opportunity to visit inclusive public spaces restore social ties much faster and show better results of psychological adaptation.
For us at Roksolana and Spartak, this contribution is no less important than donations or volunteer events. It is about the dignity of those who have given their strength and health for the country.
Safety in times of war is another important part of our work. We inform visitors about the location of the nearest shelters and open underground car parks for free during air raids. At the same time, we help IDPs and entrepreneurs from the affected regions by providing loyal terms of cooperation. After all, the economy recovers when people have the opportunity to work and provide for their families, even in difficult conditions.
Today, shopping malls in Ukraine are spaces that change along with society. For us, it is important to remain a place not only for service, but also for remembrance, support and cooperation. We are open to volunteers, support veterans, create a barrier-free environment and help to restore business.
We preserve the memory, help with reconstruction and hold the rear. This is our daily contribution to the common victory.
Roksolana Pirtko,
CEO of Roksolana shopping mall and Spartak shopping centre
