Business and National Identity

The full-scale invasion revealed to us – as it did to most Ukrainians – how many of our artists have been “appropriated” by the enemy, and how little we actually know about our own cultural heritage. For a long time, we were persistently fed an interest in foreign artists and cultural figures.

As a responsible business, we cannot stand aside and not contribute to reviving our forgotten heritage in people’s consciousness. Given Aurora’s scale, we are able to create products that are affordable for everyone – and that carry meaning, reflecting the depth of our cultural legacy. A tangible reminder of our identity, beauty, and the uniqueness of Ukrainian culture.

Together with our partners, we involved six Ukrainian manufacturers in creating products inspired by the work of Mariia Prymachenko.

“Aurora’s mission in this project is to revive, preserve, and pass on the unique art of Prymachenko – as part of Ukraine’s spiritual heritage. To show that authentic Ukrainian art can be found in every home.”
– Polina Lendel, Global Brand Director Aurora.

The biggest challenge we faced was the intense nationwide attacks during the design and production phase. For example, mugs from the Mariia Prymachenko collection were produced in Sloviansk, a city under constant shelling, and painted in Lviv. Production timelines were often delayed due to attacks on the cities.

In total, preparing the full product line took us two months. Together with our partners, we developed 37 product types inspired by Prymachenko’s art, producing over 47,000 units.

Ukrainians are seeking a connection to culture – especially in times of national hardship.
People don’t just want to “buy a pillow” – they want to feel connected to art, to Ukrainian genius, to a living culture.

All profits from the sale of the Mariia Prymachenko collection will be donated to support and develop Ukrainian museums.