Art and business: Collaboration between MAKHNO Studio and ARCHOTEL AVENUE

Interest in art is growing in Ukraine, and this is becoming a key factor influencing business. A striking example is the new ARCHOTEL AVENUE hotel, located in the heart of Odessa — Arcadia.

It is a 21st-century sanatorium with five-star hotel service, developed by PROSTRANSTVO DEVELOPMENT. Among the hotel’s advantages are high-quality accessories, spacious rooms, and a future medical clinic. The combination of different functions in one business is particularly valuable. Such places are the future and offer opportunities for treatment and rest for our defenders.

Especially for ARCHOTEL AVENUE, we created themed DIDO sculptures in the hotel’s corporate colours. They have become not only part of the space but also art objects that can be purchased. Thanks to this collaboration, we can show that art is an integral part of modern life and that the Ukrainian audience is ready to accept it and integrate it into their space. According to hotel representatives, the DIDO sculptures at the reception desk attract guests from the street like a magnet.

The hotel’s opening ceremony took place in an unusual but inspiring atmosphere, combining elements of a construction site — drills and plaster — with symbols of celebration — champagne and a red carpet. Guests were not bothered by these contrasts. The event was organised by the marketing agency SACRE BUREAU.   They created their own cultural programme, where guests could meet contemporary artists, designers and brands working at the intersection of aesthetics and philosophy. 

The studio’s CEO, Tetiana Ivanochko, shared her expert vision, revealing the theme ‘The Power of Art for Personal Branding and Business’. Tetyana emphasised how investing in cultural projects and collaborations not only increases aesthetic appeal but also forms deeper connections with customers who value uniqueness and cultural value, adding:

‘The Medici supported Michelangelo and Da Vinci, created a cultural capital, and shaped Florentine culture.’