As part of the marketing strategy and CSR implementation, Prospekt shopping mall initiated a long-term campaign of thematic events in order to preserve and promote cultural heritage as the basis of the national culture of the Ukrainian people and unite the shopping mall brand community around a common spiritual heritage.

On March 12, Prospekt shopping mall in partnership with the Taras Shevchenko National Museum presented a special project "Women's senses in the work of Taras Shevchenko" — an important event within the framework of the long-term campaign "NATIONAL CULTURE. Cultural Initiatives". 

In his works, Shevchenko often turned to the image of a woman, who symbolized strength, inspiration and spiritual beauty. It was these motifs that became the basis of the exposition. The exhibition brings together nine paintings, each of which reveals different facets of the female image in the poet's work: "Kateryna", "Portrait of Varvara Riepnina", "Portrait of Hanna Zakrevska", "Portrait of Kateryna Keikuatova", "Portrait of Ahata Uskova", "Portrait of Kateryna Piunova", "Portrait of Mariia Maksymovych", "Portrait of Likera Polusmak", "Woman in Bed" ("Portrait of Mariia Yevropeus").

Students and teachers of Mariupol State University, Taras Shevchenko National University of Kyiv, National University of Physical Education and Sports of Ukraine, Kyiv National University of Construction and Architecture, as well as numerous visitors of the shopping mall visited the grand opening of the interactive exhibition. Among the guests of the event were: Iryna Melnychuk, Dean of the Faculty of Philology and Mass Communications of Mariupol State University, Liudmyla Bilous, Head of the Department of Physical Geography and Geoecology of the Faculty of Geography of Taras Shevchenko National University of Kyiv, Tetiana Kharchuk, Head of the Department of Management and Economics of Sports of the Faculty of Sports and Management of the National University of Physical Education and Sports of Ukraine.

One of the components of the opening of the exhibition was the traditional flashmob "Shevchenko Spring", which the Arricano group of companies holds annually in 4 of its shopping malls in Kyiv, Zaporizhzhia and Kryvyi Rih. Everyone had the opportunity to read or sing their favorite work or its excerpt (poetry, prose) written by Taras Shevchenko or about Taras Shevchenko. A special memorable symbol of the participant of this year's readings was a unique pin, which Arricano developed for 4 of its shopping malls specially for the 211th anniversary of the birthday of the Great Kobzar. This is a series of exclusive pop art pins "Shevchenko: the trend is timeless" with his image, which is not only a stylish attribute, but also a reminder of the trendiness of the artist and the relevance of his thoughts at all times.

The emotional moment of the event in Prospekt shopping mall was the apex performance of the work "Dumy moi, dumy moi" by one of the visitors to the shopping complex, which fascinated those present. During the event, the guests recited the works of the artist, talked a lot, took pictures and enjoyed the authentic performance of the bandura player. 

"Taras Shevchenko left an invaluable cultural heritage, and his ideas remain relevant today. With this exhibition, we sought not only to honor the memory of the poet, but also to create a space for visitors to inspire, reflect and dialogue with art. Thanks to the project, everyone can rediscover the artist's creativity, touch his world through interactive elements of the exposition,”says Inna Morozova, Marketing Director of the Arricano Group of Companies.

To provide guests with an opportunity to better understand the history of each work, Prospekt shopping mall created special video tours with Vira Litovchuk, a Shevchenko researcher and representative of the Taras Shevchenko National Museum. By scanning QR codes, visitors can be transported into the atmosphere of museum halls and truly admire the unique little-known facts of Shevchenko's life and the women depicted in the paintings.

Particular attention is drawn to the interactive location with the collection "Try lita". The touch-sensitive touch panel provides an opportunity to flip through the pages of Taras Shevchenko's manuscripts, plunging into his poetic world,  and also to try to disassemble his handwriting, which is considered quite difficult to read.

"This exhibition is not just an art project, but a modern way of understanding Shevchenko. It allows not only to see his works, but also to interact with them, which is especially important for the younger generation ,  Inna Morozova emphasizes.

The exhibition will be open until March 30 on the second floor of the Prospekt shopping mall.
Partners: Taras Shevchenko National Museum, Mariupol State University, Taras Shevchenko National University of Kyiv, National University of Physical Education and Sports of Ukraine, Kyiv National University of Construction and Architecture.