Finimalism raises the profile of Finnish design expertise

Globally, the concept of design also includes architecture and fashion. Finnish Design's internationally best-known names also represent these three design fields. In expert circles, design is recognised as Finland's strength, but there is still work to be done to deepen our expertise - and to present it to an international audience.

Based on the collaborative model previously created by the three organisations, the new concept, Finimalism, focuses on the renewal of the Finnish Design brand. The campaign aims to raise the profile of architecture, design and fashion, particularly as a provider and influencer of sustainable development solutions. The project will strengthen Finland's position as a bold innovator in the green transition and as a frontrunner in design.

The initiative will create a new digital platform and publication series, produce events and carry out targeted communication work, especially for an international audience. Finimalism will bring together existing networks in architecture, fashion and design and develop a sustainable model of cooperation between communication players in the sector.

Working together, the three cooperation partners will build on each other's strengths and open pathways to new audiences. The organisations will also reach new audiences for all by creating events and collaborations that focus on the sustainable values that Finimalism stands for.

Finimalism is inspired by solutions that create a better life with less waste of natural resources. The core message is also reflected in the concrete implementation of the campaign, through, for example, the use of the green code and transparent monitoring of the carbon footprint of communication and events.

At the heart of Finimalism is the challenge posed to all fields by sustainable development: how to create value and growth with radically fewer resources – not only "less is more" but "more with less".

"Finnish Design has an immeasurable contribution to make to a world in the midst of the green transition. At the same time, solving the climate crisis and biodiversity loss is a huge opportunity for architects, designers, fashion designers and various actors in the design industry working here. This is a once-in-a-generation opportunity for us to showcase our skills, strengthen our visibility and at the same time invite everyone to work together to solve a global challenge," says Project Manager Katja Lindroos, from Finnish Design Info.

In addition to the project manager, the core team consists of two project coordinators, media producer Ilona Vuori from Fashion Finland and creative producer Anna Rusi from Archinfo.

The Finimalism campaign was preceded in 2022 by a joint initiative between Archinfo, Fashion Finland and Finnish Design Info, funded by the Ministry of Education and Culture, which built the basis for a model of cooperation between the information centres. The planning of the collaboration started in summer 2021 at the initiative of Fashion Finland.