If spring symbolizes the blossoming of new life and energy, then this year the warm season began with loud cultural premieres. The romantic fantasy “Mavka. A True Myth” was released in Ukrainian cinemas, which fascinates with the symbiosis of folk myths and modernity, visual effects and the magic of Ukrainian nature. It was on the latter that Flowerpot focused – inspired by sacred plants in Ukrainian culture, the brand presented a special series of bouquets of three original compositions, the central elements of which were glass flowers from the artist Olena Gavrylova, founder of the Helenga Art Glass art glass brand. We talked more about the meanings of floristry and the inspiration for the artistic code of the film “Mavka. A True Myth” with Flowerpot CEO Anna Grigorieva and the brand's chief marketing officer Olga Studzinska, and the main actors of the film Arina Bocharova and Ivan Dovzhenko told us about the magic of Ukrainian fantasy.
Arina Bocharova and Ivan Dovzhenko
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Between art, Ukrainian legends and modernity
“It was important for us to demonstrate the synergy of two worlds: how floristry can reveal new facets of cinema. Collaboration with folk artists and inspiration from the visual aesthetics of the film allowed us to go beyond the usual forms and create special compositions that breathe magic and tradition,” says Flowerpot marketing specialist Olga Studzinska.
Arina Bocharova
The Ukrainian fantasy “Mavka. A True Myth”, which started its release on big screens on March 1, tells us the mystical love story of Mavka and Lukyan, whose meeting marks not only a special bond between the heroes, but also reveals the amazingness of the relationship between the forces of nature and the modern world. This was the impetus for the creation of objects that convey the atmosphere of the film. “We felt that we could complement this universe through material form. This cinematic story touches on the themes of mythology, nature and magical worldview. The film works with Ukrainian classics, but not literally, but transformed in a new way. In floristry, we try to explore the same questions in a modern manner,” says Anna Grigor'yeva, CEO of Flowerpot.
Ivan Dovzhenko
The main roles in the film “Mavka. A Real Myth” were played by Arina Bocharova and Ivan Dovzhenko – and each took something special from the project for herself. Arina, who played Mavka, notes for herself the moment in the film when her heroine leaves the Dark Lake for Mermaid Week: “The symbolism of the water lily became special for me. In the film, it is the mystery of a mystical reservoir, a portal between worlds that hides its secrets, and Mavka's nature is about the inner strength that awakens with spring.”
Arina Bocharova and Ivan Dovzhenko
In honor of the release of the film Flowerpot, three compositions were created, each reminiscent of one of the plants that has a key importance in Ukrainian culture: hazel grouse, willow, and fern. As Anna notes, “the fern, for example, is one of the most mystical plants in our culture. It symbolizes the search for truth, hidden knowledge, happiness, and protection from dark forces. It is almost an archetype.”
Actor Ivan Dovzhenko, who played biology student Lukyan, supports Anna: “For us, one of the key things in the film was the symbolism of the fern. In bouquets, the fern adds the same primitiveness and wild energy that reigns in our mythical forest.”
A special addition to the bouquets were glass flowers that will live forever, created by artist Olena Gavrylova. “It's very unusual and visually hypnotic. Glass is a material of transition. It is created from sand, invented by nature and transformed by man. It's like a portal between the elements,” Olga explains the idea of the project.
Glass flower created by artist Olena Gavrylova
Glass flowers created by artist Olena Gavrylova
Glass flower created by artist Olena Gavrylova
Flowerpot regularly collaborates with Ukrainian masters of traditional techniques. Olena Gavrylova's glass objects were the perfect complement to the bouquet series, as her works combine craftsmanship and modern art – and this is exactly the symbiosis that allowed us to feel the aesthetics of the film and translate it into the language of floristry.
Arina Bocharova
The heroes of the thematic shooting were Mavka and Lukyan – Arina Bocharova and Ivan Dovzhenko. For their heroes, nature is not just a background, but a whole world that they discover for each other. In the photo campaign, the actors shared a piece of mysticism that everyone can touch.
Arina Bocharova and Ivan Dovzhenko
Flowerpot's mission is to be part of modern culture
“Flowerpot was born out of a desire to change the perception of floristry. We have never seen bouquets as just beautiful compositions. For us, it is an art form, a way to talk about culture, mood, emotions, and identity,” emphasizes Anna Grigorieva.
Anna Grigorieva, CEO Flowerpot
Since its inception in 2023, the brand has positioned itself as a business that finds special meanings in forms, symbols, and traditions and translates them into the modern language of plants and flowers. Flowerpot marketer Olga Studzinska notes that people are now asking for something much more interesting and deeper, “so we work with floristry as a cultural medium,” she says.
Olga Studzinska, Chief Marketing Officer, Flowerpot
Cultural projects do not necessarily have to be related to plants, but they should have a bright visual code or association. In the current project with bouquets inspired by the Ukrainian fantasy “Mavka. A True Myth”, the connection between the brand and the story was established instantly, because in the DNA of the flower, according to Anna, there is a combination of nature, art and Ukrainian culture. In contrast, the past collaboration of Flowerpot with NAMU was inspired by the paintings of Ukrainian modernists – each bouquet was a visual symbol of the artists' works.
“By supporting such cultural projects, we are investing in the future of the country. And business today should be part of this process,” emphasizes Olga.