Not For Sale

BICKERSTAFF.734 Founder & Creative Director: Illia Anufriienko CGO: Veronika Seleha Creative Director: Dmytro Liutyi Head of Strategy: Maria Kochurenko Strategist: Anastasiia Filenkova Senior Creative: Vlad Minchev Multidisciplinary Designer: Elizabeth Bilohub All-in-one Designer: Dmytro Kifuliak Designer: Yana Mamaieva Motion Designer: Oleh Shava Programmer: Nikita Bortnichuk Webflow Developer: Yevhen Voloschuk  Operations Director: Anna Tsiurko Senior Project Manager: Hlib Rodchenkov, Karyna Koreiba Project Manager: Anna Diachenko Production Manager: Olha Kushpitovska Head of PR: Maryna Shchepiienko PR manager: Daria Pedchenko SMM Manager: Elina Alibaeva ‍ SMM Manager: Alyona Ryzhuk GOVERNMENT OF UKRAINE Prime Minister of Ukraine: Yuliia Svyrydenko Acting Minister of Culture and Strategic Communications and Commissioner-General for Ukraine at Expo: Tetyana Berezhna Strategic Communications Specialist, Project Manager: Yuliia Mischuk Сommunications Officer: Nina Agafonova Communications Specialist: Yuliia Pliuta ‍ UKRAINIAN PAVILION ON-SITE TEAM Pavilion Director: Inna Illina Coordinators: Ihor Panasenko, Iryna Uhnichenko, Maryna Stavniichuk, Oleksandr Hulyanych ‍ BEST FRIENDS FILM PRODUCTION Director: Eugene Andrushchenko  DOP: Kirill Shliamin  Executive producer: Dzen Yevstygneyki  1AD: Dzen Yevstygneyki   Creative producer: Alina Vinnichenko  Line producer: Victoria Khmelnytska  Set Designer: Danil Dubrovsky  Casting: Sasha Pylypenko, Tanya  PM: Alexey Yemelyanov Style: Lena Ihnatenko  MUA: Yuliia Smirnova  Gaffer: Olexandr Vetchanin Focuspuller: Andriy Karpets  Playback: Vlad Shadurskyi, Oleg Monzatog 1st AC: Volodymyr Tonkonogov Location: Kolya Ivanov, Viktor Shevchenko Post Production Producer: Victoria Khmelnytska  Editor: Natasha Vdovychenko  Color Grading: Kirill Shliamin  VFX: Andrii Malyhin Sounddesigner: Pavel Drach  Rental: Patriot  HYPHEN DASH Mykhailo Birchenko  Yevhen Puhachov  Daniil Zubkov

At EXPO 2025 in Osaka, Ukraine had only 52 m² and 90 days to build a national pavilion among countries with far larger spaces, budgets and production timelines. Instead of trying to compete through scale, Ukraine used the language of the Expo itself: trade, products, investment and national showcases. We created **The Not For Sale Store** — a pavilion designed as a modern store where nothing could be bought. Inside, 18 ordinary objects represented values Ukrainians defend every day: freedom, dignity, education, life, humanity. Each object had a barcode, but scanning it did not reveal a price. It revealed a story from Ukraine, showing the human cost behind the value. The pavilion turned a commercial format into a public and political statement: some things have no price, because they are not for sale. Despite extreme time and resource limits, the pavilion became one of the most visible Ukrainian statements at the Expo. It attracted 3.2 million visitors in person, generated 115 million impressions worldwide, received 216 media mentions, hosted 140+ high-level political visits, helped secure 29 international agreements and brought 20 countries into collaborative partnerships.