Helsinki fresh

A cultural exchange project between Helsinki and Berlin, celebrating Helsinki World Design Capital 2012.

Role: Co-Founder, Produder

Scope: Brand storytelling, media relations, cross-cultural event production

Fashion Illustrator Ilja Karsikas (far left) and team setting up his installation at Helsinki FRESH exhibition at Direktorenhaus, Berlin, Germany.

Curated and produced a month-long exhibition of 25 Finnish designers at Direktorenhaus Berlin, alongside satellite events, pop-ups, workshops, and a design book. Delivered brand storytelling, media outreach, and cross-cultural event production that positioned Finnish design in front of an international audience during Berlin’s busiest design season.

Notable outcomes:

25 Finnish designers showcased in Berlin

Book: Helsinki FRESH: 25 Young Creatives (co-authored and produced)

Showroom sales event in Helsinki with Finnish and Berlin designers

Press coverage in Finnish & German design media

Partnerships with A21 cocktail bar, Aalto Arts Books, Marimekko, Iittala, Kaiku Studios, Finnish Embassy and Culture Insititute in Berlin, and Finland’s Ambassador to Germany

Press Brunch and Showroom sales at Design Forum Shop, Helsinki.

Helsinki FRESH photographs by Heidi Uutela (unless mentioned otherwise).

Helsinki FRESH Book launch at Design Forum Shop.

Helsinki FRESH: 25 Young Designers Book launch at Design Forum Shop. Photographer: Timo Idänheimo

Helsinki FRESH: 25 Young Creatives book

WannaBe Ballerinas presenting fashion design outfits.

The 25 designers presented in the book and the exhibition: Jenni Ahtiainen, Jenni Alava, Antti Asplund, Federico Cabrera, Nina Jatuli, Laura Järveläinen, Marita Huurinainen, Salla Kangasniemi, Ilja Karsikas, Piia Keto, Marjo Kuusinen, Iina Kettunen, Milla Kettunen, Diana Luganski, Jasmin Mishima, Naoto Niidome, Nithikul Nimkulrat, Katri Niskanen, Miia Pöytälaakso, Hanna Sarén, Emilia Tapprest, Jenni Tuominen, Marjut Uotila, Aino Vainio, and Minttu Wikberg.

Fashion Designer Antti Asplund setting up his fashion design work at Direktorenhaus, Berlin, Germany

Hanna Sarén setting up her fashion at Direktorenhaus, Berlin.

Jenni Tuominen's tekstile design at Direktorenhaus, Berlin.

Setting up the Helsinki FRESH exhibition at Direktorenhaus, Berlin.

Helsinki FRESH exhibition opening.

HElsinki Fresh Programme

Press brunch, 23.3.2012, Design Forum Finland, Helsinki

Finnish media were invited to a brunch to learn about the Helsinki FRESH culture export and book project.

Showroom sales, Design Forum Finland, Helsinki

Designs and collections from Helsinki FRESH designers, as well as selected Berlin-based fashion designers, were showcased and sold at a pop-up event at the Design Forum Shop in Helsinki.

Book launch, 16.5.2012, Design Forum Finland, Helsinki

The event featured a cocktail bar sponsored by A21. Radio host Ivan Puopolo served as the MC for the launch, which included a DJ and musical performances, with the Wannabe Ballerinas modeling in a choreographed show.

Helsinki Fresh Grand Opening, 14.6.2012, Direktorenhaus, Berlin

The Helsinki Fresh opening began at 9 PM with musical performances organized by Kaiku Studios, along with opportunities to meet the designers and organizers of the event. Finnish top chef Oona Bondestam served traditional Finnish delights to the guests, and the Pretty Bruises Squad performed. Finland's ambassador to Germany was the patron of the opening event.

Marimekko Designer's picnic in collaboration Helsinki FRESH and Jenni Tuominen, 16.6.2012, Berlin

Finnish Midsummer, 22.6.2012, Direktorenhaus, Berlin

Midsummer, or the summer solstice, is celebrated in Finland on a Saturday between June 20th and 26th. Traditionally, bonfires were lit to ward off evil spirits believed to roam freely as the sun turned southward again. Today, celebrations typically include bonfires, cookouts, saunas, and time spent with friends and family, often accompanied by heavy drinking. The midsummer celebration at the Direktorenhaus took place in honor of this tradition, featuring music, drinks, food, and a sauna truck. It served as a perfect way to recover from the previous day’s Fête de la Musique in Berlin. The Marimekko store in Berlin contributed to making this event possible.

CD6 Workshop, 28.6.2012, Direktorenhaus, Berlin

CD6 (Conceptual Design in 6 Hours) is a new workshop aimed at bringing artists and designers together for brainstorming and producing new work, as well as kick-starting new projects. The workshop was designed for participants ranging from experienced designers and artists to those who may not have any background in creation but are familiar with specific tools or crafts used in design.

Showroom Sales Event, 6.-7.7.2012, Direktorenhaus, Berlin

To conclude the Helsinki Fresh Exhibition, a showroom and sales event was organized at the Direktorenhaus in collaboration with Design Forum Finland. In addition to the exhibition designers, a selection of other Finnish brands was also featured.

Closing weekend, Direktorenhaus, Berlin

During the closing weekend, festivities were held in conjunction with Berlin Fashion Week, featuring musical performances by Finnish artists and a dance performance by the Wannabe Ballerinas.

Marimekko Designer's picnic in collaboration Helsinki FRESH and Jenni Tuominen. Photographer: Laura Vartio.

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