| Title | SUMMER LOVE |
| Brand | ARTEK AND LOKAL |
| Product/Service | FINNISH FURNITURE AND LIFESTYLE BRAND / DESIGN GALLERY |
| Category |
C01. RETAIL |
|
Entrant Company
|
KUUDES KERROS Helsinki, FINLAND
|
|
Advertising Agency
|
KUUDES KERROS Helsinki, FINLAND
|
Credits
| Katja Hagelstam |
Lokal |
Photographer/Curator |
| Eeva Musacchia |
Independant |
Stylist/Curator |
| Mikko Mäkinen |
Kuudes Kerros Oy |
Copywriter |
| Piëtke Visser |
Kuudes Kerros Oy |
Designer/Creative Director |
Brief Explanation
The challenge was to create an identity that would do justice to both Artek, an established and a household name Finland and the relatively new concept gallery Lokal. The visual identity had to represent both parties in equal measure, and express their mutual affinity for all things related to Finnish design.
The other challenge was money. As it was a seasonal exhibition all materials need to be produced on a shoestring budget.
The Brief
Our task was to create a visual identity for the first collaborative seasonal sales exhibition of Artek and Lokal Helsinki.
Artek is an iconic Finnish furniture company founded in 1935 by four young idealists: Alvar and Aino Aalto, Maire Gullichsen and Nils-Gustav Hahl. A sales exhibition was planned together with Lokal, a new concept gallery in Helsinki. This exhibition would be a journey to the roots of Finnish design, closer to nature, natural materials and traditional craftsmanship. The exhibition would an ode to the midnight sun, verdant fields and sweet summer.
How the final design was conceived
We found out that the roots of Artek lie in an international community of architects, designers, theorists, artists and connoisseurs. Artek has always believed in the synthesis of the arts. In ideas and inspiration that is born when art encounters architecture and design. When old encounters new. When people encounter people. That’s what it’s still about.
We chose "Summer love" as the concept name for this exhibition. In mutual appreciation of Finnish esthetics, we have the encounter of two hearts that form together a shape of a butterfly, something that also communicates the equality of Artek and Lokal.
Indication of how successful the outcome was in the market
The exhibition was a great success. The value of traditional craftsmanship, natural materials and timeless quality of Finnish design was celebrated by locals and tourist alike.
Located in a very good spot in the central Helsinki, our work was introduced to hundreds of thousands of people.