Oleg Litvinsky has been organizing holiday and entertainment events of various formats for over 20 years.  In his portfolio, there are items like Image Coordinator of McDonalds Ukraine, organization of various events for Coca-Cola Beverages Ukraine and creation of Marko Shvydko brand for 21^st Century.Everybody laugh at his events – children and adults. Fun and festive atmosphere is a good cause for visiting the shopping mall once more, for shopping and emotions. Now, little visitors of Prospekt shopping mall, RayOn shopping mall, City Mall shopping complex, Sun Gallery shopping mall and South Gallery shopping centre ask their moms and dads to take them to some holiday events and free master classes at their favourite shopping mall to meet friends and see something uncommon. At Arricano, people understand that children form their emotional fund from early age; that’s why they carefully plan the topics and concepts of events for children. Of course, it also depends on parents what sort of persons their children will become in their adult life – positive optimists or persons having some other attitude. Oleg Litvinsky recommends attending different events: puppet shows, various shows and mime master class taking place at Arricano shopping malls at weekends. The company carries out over 300 events for children annually. 40% of them are in Kyiv.

Oleg, tell us, why have you chosen a creative profession influencing people’s mood?

I still remember how I went to the circus for the first time and fell in love with it at once. I did not understand then that I was going to stand up in a circus ring speaking off the cuff. As soon as I made my first step I knew it was my thing. I enjoy when the children are laughing, moms are looking at their happy kids and the dads - at the melted moms. Then, I understand they are a team family, one for all and all for mom. Even when I am on the stage, I see how the people’s mood changes, how laughter draws them to one another. That’s why I remain devoted to my profession and keep trying to bring joy, good things and holiday time to people throughout my conscious experience. And this is so cool that Arricano keeps investing into events for children and emotional development of its little visitors.

What do you like best in your job?

For any manager, result is the most important thing. However, in my case, this is a moment. Maybe, this moment will never come again, but it will remain with the person forever. This kind of emotion is the result of my work.

Oleg, what principles do you employ when choosing the topic of event for kids to be carried out at the shopping mall?

The topic is inspiration. Moreover, it’s a metamorphose and individual approach. I want the child to say to mom and dad, “I liked it. I want more.” Certainly, we create a series of educative events. Now it is very popular to carry out chemical experiments, gingerbread master classes, quests, performances and shows – we have it all. Just follow the announcements. Our partners in this area are professional agencies having the experience, pedagogical education and other emotional quality ‘certificates’.

What do children like at masterclasses? What are the preferences of generation Z?

For me, young ladies and gentlemen are a parallel universe. They think in a totally different way, they are more at ease, easily accept information, and they are easy to get in touch with. Today, it is difficult to surprise a modern child. It is easier to make the father laugh. However, as they say, perseverance overcomes all things. Children love to make things with their own hands. Even boys are delighted to bead and make ikebana. And the girls are dreaming of making friends with the spider-man. So, everything’s all right with equality. But, at the same time, with our events I want to open the door to the world of art for children with a single piece of paper and a pencil. It has its own magic to be presented to the young spectators in a right way discovering their talents.

At Prospekt shopping mall, there are a lot of children fashion shows. What is your opinion of the place of aesthetic education in developing the child’s personality?

Aesthetic sense is a lifestyle. Aesthetic sensitivity will enable the child not only to make right decisions from the moral and life philosophy point of view, but also will help in achieving the goals set in life. Children fashion shows at our shopping malls are aimed at shaping the style, taste and even the image. We support talented children in all of our host cities. We have a large-scale project of Mini Miss and Mini Mister City Mall in Zaporizhia, we carried out the first children’s art-show of Desnyanskiy District of Kyiv at RayOn shopping mall and got incredibly positive feedback. The parents are happy when their children are performing on stage presenting their talents. And we have a perfect communications support for our projects.

Have the approaches to holiday making changed in 2016 if compared to 2015?

Indeed. We are always looking for extraordinary solutions in order to amaze, educate and be the first to implement the new interactives. By the way, we often give some incentives to kids like presents and surprises. The entire families visit our shows. We are filling the holiday with emotions and a special atmosphere. Everybody is happy, moms, dads and kids.

What kind of changes are going to take place in terms of entertainments at the shopping malls in the nearest future?

I think we are going to have new holograms soon; the customers will get divided into segments according to their needs and preferences. The shopping mall potentially is capable of becoming a place where people are appointing meetings and romantic dates, meet people, go looking for friends with similar interests and even fall in love. The most important thing is that such values as humanity, respect and pursuit of beauty should never go out of style. These are the ideas that we promote at our events for children. Life is sometimes complicated and each person, even the smallest one, should get their own immunity acting in accordance to his or her own stable and noble life philosophy.

Do you think it proper to take a child to go shopping?

Yes, it is. As well as to go window-shopping, stand in a line to the dressing room together, communicate and feel joy of every moment spent together with the child. And if the mom prefers to go shopping alone, dad can have some coffee at food-court and the kids are going to have a perfect time with any children show. Although, experience has proven that dads also like children shows and after that, they go to have some ice cream with their kids.

If choosing between entertainments and shopping, which one is a better choice?

I think there are different answers to this question. A girl goes shopping to have rest and for a man, shopping is a goal-oriented action. At our shopping malls, you will find no less than 5 ways to have a good time – these are going to the cinema, drinking a cup of coffee, visiting a children show, playing a quest, taking part in a master class. As the saying is, to combine the useful and pleasant things and not to stay at home watching TV, to see and be seen, to meet an old friend.

What advice would you like to give to the parents?

Spend more time with your children. Play with them, make jokes, fool around, feel like a kid when you are with a child. You can see artists from far away – they are always in the air. Good parents never hide behind the mask of seriousness; they remain kids to the utmost.