Roksolana Pyrtko on the Role of Retail and Entertainment Complexes During Wartime: Spaces That Evolve Together With People

 

War has permanently changed our lives.
It has reshaped habits, values, and even the way we look at everyday things. Retail and entertainment complexes, once seen mainly as places for purchases and leisure, have taken on a greater meaning. Today, they are an essential part of urban infrastructure — not only economically, but also socially and culturally. In wartime, their role extends far beyond commerce.

Like every organization in Ukraine, retail and entertainment complexes are seeking ways to contribute to victory. This is not simply an internal decision — it is a direct response to people’s needs. Ukrainians have consciously shifted their preferences: choosing domestic brands, wearing patriotic colors, and embracing symbols that reflect identity and resilience. Already in 2022 we observed how Ukrainian fashion changed under the impact of war: collections became dominated by blue and yellow, military-inspired styles, traditional embroidery, and designs with national ornaments. It was never just about fashion. It was a way of saying “we are together,” a way of supporting local producers and showing the world that we speak our own cultural language.

That is why for Roksolana Mall and Spartak Retail and Entertainment Complex, it was important to become carriers of this new culture. These complexes are powerful public spaces where thousands of people gather every day. We made a deliberate choice: our spaces must not only serve commerce, but also embody shared values — memory, gratitude, unity, and mutual support. This means transforming together with society, supporting Ukrainian brands, opening doors to veterans and volunteers, and creating inclusive conditions for everyone.

At Roksolana, we joined the nationwide initiative “Table of Memory.” This is not just a symbolic gesture but a space for reflection. Every day, hundreds of visitors encounter it, and each has the chance to pause and honor those who paid the highest price for our freedom.

 At the same time, retail and entertainment complexes remain environments of daily life. People come not only to shop, but to connect, to relax, and to feel part of the city. For veterans, it is particularly important to gradually return to the rhythms of urban life. That is why the partnership between Spartak and the UNBROKEN Ukraine rehabilitation center is not just a project, but a way of creating spaces where recovery and adaptation happen naturally and with dignity. From the outside, taking an escalator or shopping may seem routine. But for a person with a prosthetic, it is a serious challenge. Step by step, veterans learn to overcome it — and we aim to make that path as comfortable as possible.

Retail and entertainment complexes have also become platforms for volunteerism. Collections, exhibitions, shows, and campaigns are held here. These are not only events, but a new way of engaging with the community. In this way, we build an environment where a culture of remembrance meets a culture of action. A visitor who comes for shopping can also contribute to the army, access important information, and become part of a common cause.

We have consciously redirected part of our marketing budgets to donations. Because today, business effectiveness is measured not only in profit, but also in how much it contributes to bringing victory closer. That contribution can be material — supporting the army or humanitarian projects — or intangible — creating an environment that gives people a sense of safety and belonging.

Accessibility for all visitors is not an optional feature for us, but a mandatory standard. Ramps, tactile paving, elevators, Braille signage — all of these create a sense of freedom and confidence. This is particularly important now, when many people returning from the front or recovering from injuries face new daily challenges. International experience proves that barrier-free environments accelerate veterans’ social reintegration. Research in the United States shows that over 50% of returning service members struggle with reintegration, with accessibility in public spaces being a key factor. European programs confirm: veterans who have access to inclusive public environments recover social connections more quickly and demonstrate better psychological adaptation.

For us at Roksolana and Spartak, this contribution is as meaningful as donations or volunteer campaigns. It is about respecting the dignity of those who sacrificed their strength and health for the country.

Safety during wartime is another key priority. We inform visitors about the nearest shelters and open our underground parking lots for free use during air raids. At the same time, we support displaced people and entrepreneurs from affected regions by offering flexible partnership terms. Economic recovery begins when people have the chance to work and support their families, even under difficult circumstances.

Today in Ukraine, retail and entertainment complexes are spaces that evolve together with society. For us, it is crucial to remain not only places of service, but also of memory, support, and cooperation. We welcome volunteers, support veterans, create barrier-free environments, and help businesses recover.

We preserve memory, foster recovery, and hold the home front. This is our daily contribution to our common victory.

 

Roksolana Pyrtko
CEO of Roksolana Mall and Spartak Retail and Entertainment Complex