Cannes Lions
MILTTON, Helsinki / ARTEK / 2017
Overview
Entries
Credits
Description
Artek products and Nordic design are in the mothers milk of every Finn. We wanted people to become reacquainted with classics old and new and regain interest in Artek and the Artek store. We recruited the help of world renowned Finnish percussionist Samuli Kosminen to help see furniture in a new light. We challenged Samuli to create a unique piece of music for Artek. There was only one condition, the music had to be performed using nothing but Artek pieces.
Execution
Samuli Kosminen was allowed to freely choose whatever and as many Artek products as he wanted. He then locked himself into his studio and experimented with the different materials and elements found on the products. After a few days of experimenting “Sound of Artek” was born. An original piece of music, designed for Artek played using nothing but Artek furniture. The music could be heard in promotional material for the store and live performances of the piece were performed during the opening weekend.
Outcome
The opening of the store was record breaking. The original piece of music was a hit and gathered interest for both the store and for the products used to play the music. The piece and store garnered interest both in Finnish and international media and was mentioned by i.e. Wallpaper magazine.
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