Shushan Harutyunyan, founder of the communications firm AxelMondrian, together with her team, delivered a masterclass for the 2025 fellows of the Student Home programme. Student Home is a residence and educational hub for students from Armenia’s regions who are admitted to universities in Yerevan and live there on a community basis. At the event, dedicated to the start of the academic year, the founder of AxelMondrian spoke to students about the importance of communications, as well as the future of professions and skills.
“There is no need either to be overly excited or fearful of the changes brought by artificial intelligence to the labour market and the demands placed on education. Your enemy is not AI, but mediocrity. Merely possessing one skill or profession is not enough; what will set you apart is your identity and critical thinking. Do not attempt to retell the world with memorised texts. Question worn-out truths and offer your own, drawing on Armenian identity and rich culture. That is how you will discover just how rich you really are,” said Shushan Harutyunyan, founder of AxelMondrian.
During the discussion, students shared their dreams, motivation, courage, and ideas of happiness. Also present was Mher Mkrtchyan, founder of Student Home, who spoke to the newly admitted fellows about the successes of alumni and the importance of community projects. AxelMondrian contributed to the Student Home library by donating a collection of 100 classic works of international literature to support students’ self-education and the development of critical thinking.
AxelMondrian is a qualified member of a European consulting network, which began its projects in Armenia in 2022. With the opening of its Yerevan office, AxelMondrian & Partners brought to the region the classical school of communications and reputation management, along with institutional expertise. Key areas of the company’s activity include brand and marketing campaigns, film production, and the publication of corporate reports.
Student Home is a civic initiative founded in 2021 by Mher Mkrtchyan. To date, more than 100 students have lived there, all of whom study at universities in Yerevan and come from residences located more than 60 km away from the capital. As a form of contribution, students implement socially significant projects in their home communities, engaging local youth as well. With support from corporate sector partners, Student House also offers scholarships and welcomes collaboration through the provision of computers, equipment, and project support.
