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2/2012

AUTUMN ISSUETHEME:

OFF TO THE WOODS

NO. 2/201202

For many of us the autumn season is all about transitions. We shift our patterns of behaviour from spending time outdoors to indoors and from a mindset of vacation to productivity at work or school. As the temperatures and colours change, so too does our emotional state of mind. Thats why we dedicated this issue of the Marimekko newspaper to Off to the woods. Its a place that we feel we can enjoy the best parts of the autumn season.

In this issue we talk to Hanna Snellman, Professor of Ethnology at Helsinki University, about how woodlands are the perfect place to experience peace of mind. We then explore the many things Marimekko is doing this autumn season. From indoors to outdoors with clothing or interior items and everything in between including a glimpse into the people behind the Marimekko factory and the vibrant colours that make up the prints and patterns of Marimekko.

To read and see more, you can follow Marimekko online at www.marimekko.com and see a collection of new videos, photos and stories of what weve been up to at the Marimekko Village www.marimekko.com/marimekkovillage.

Wishing you all the best in the comfort of your own little piece of forest this season, whether that be a national park, city park, or garden grown wild.

The Marimekko team

Off to thewoods!

Marimekko CorporationPuusepnkatu 4 00880 HelsinkiFinland

Tel. +358 9 75 871Fax +358 9 755 3051

info@marimekko.fiwww.marimekko.com

www.marimekko.com/marimekkovillagewww.facebook.com/marimekkoglobalwww.twitter.com/marimekkousawww.youtube.com/marimekkovideowww.weibo.com/marimekkoof cial

Sign up for our monthly newsletter at www.marimekko.com.

A forest withno address

Intr

od

ucti

on

04

28

36

44

Greetings from the autumn collection

Marimekko Villagespring events

The art of print making

AUTUMN ISSUE 03C

on

ten

ts

Autumn collectionpremires in Helsinki

Marimekko InsideOut

Off to the woods

06 08 10

32 34 35

38 40 42

58 60 & 61 62 & 63

With Thought. Enjoying autumn On the Socks

Welcome toMarimekko Village!

Wrapped in thought

Marimekko PROTO

Dancing indowntown Helsinki

My Finland.Positively different.

Store openings & Pop-up

Future events & Friendly visit

NO. 2/201204

EVERGREEN EVERYWHERE. Every country has its own signature colour. There is the shamrock green of Ireland or the burnt sienna of Italy. But what colour is Finland? It would de nitely have to be the forest green of Scot pines and Norwegian spruce, the two most iconic species of tree in Finland. Even in the coldest winter, these two evergreens stand de ant and never lose their colour a bit like Finns themselves.

Finland is forest and forest is Finland. To many Finns, this may sound like the worst kind of clich. But it is based on fact: Finland is the most forested country in Europe. Fly to Helsinki and you cant but notice the forest. It seems to go on in all directions, with houses and elds barely holding their ground in a sea of green, says Hanna Snellman, who has been studying the impact of forests and forestry professions on Finnish identity for more than twenty years.

Woodlands also have no address in Finland. There is no Sherwood Forest or Black Forest in Finnish mythology only a collective sense that if you step outside and walk for a while, youll

end up in a forest. In Europe, Swedes and Norwegians are probably the only other people with a similar experience of forests.

PEACE OF MIND. If most Finns live next to wooded areas, its not surprising that they put forests to good use. Finns have always made use of forests both as a source of food and livelihood. It is not uncommon that entire families go picking wild berries and mushrooms in the forest, says Hanna. Interestingly enough, you dont have to get the landowners permission, because everyone is entitled to enjoy the bounty of forests in moderation. Littering and loud noises are absolute noes.

Besides rich pickings, Finns also head off to the woods as a way to reduce stress and nd welcome solitude. The story goes that Finns are their true selves in the forest. No urban pretence. No keeping up with the neighbours. Just Mari and Mother Nature.

For Hanna, this romantic tale has a grain of truth. When I studied Finns who had immigrated to the west coast of Sweden in the 1960s, I noticed something interesting. Unlike the local Swedes, who took to the sea on their holidays, the Finns would head inland to the forest. They wanted to get away from other people and nd their own peace of mind. I think thats something everyone can relate to.

A FOREST OF YOUR OWN. But what if you live in London or New York, where the closest forest is a manicured park? Is there a way to plant the Finnish experience of forests into big-city life? Probably not, but you can still pick up a few things that affect emotional quality of life. One is our need to cope with urban stress. Central Park might not have wild blueberries, but it is still a wonderful place to escape to with friends or alone, says Hanna. The best part is that visiting a park or wooded area is free and sustainable.

Forests can be also incredibly inspirational just look at Finnish art and design. Even if you live in Tokyo, you can still have a forest of your own a personal place of inspiration and creativity.

A forest withno address

In conversation with professor Hanna Snellman

Forests bring out the storyteller in all of us. We can effortlessly conjure up dark wooded places with mighty bears and sly foxes. But how many of us have ventured into a forest? Picked berries or enjoyed peacefulness at its most natural? Forests for their part may be one way to unwind from the hustle and bustle of urban life without the added stress of travelling around the world for a strip of sand. For Hanna Snellman, Professor of Ethnology at Helsinki University, woodlands are the perfect place to experience peace of mind.

Photos Marimekko

AUTUMN ISSUE 05

NO. 2/201206

Autumncollectionpremiresin Helsinki

INTERIOR DECORATION

A mossy forest a safe nest in the shade of strong trees. On the edge of the forest, a pine cabin faces the open sea, and far on the horizon you can see an island where the autumn wind blusters. Here I am, surrounded by nature. Listening to the sounds of the forest and the sea. On a piece of paper, I write this memory down.

Photos Joanna Moorhouse & Leena Aro

AUTUMN ISSUE 07

FASHION SHOW

Goodbye, scorching summer. Autumn is on its way and says: Off to the woods! Its time to enjoy the crisp mornings and go picking wild berries and mushrooms. Just put on something warm, and the autumnal nature with all its surprises is yours. A soft drizzle makes the perfect background for all the colours. The ripe oranges and yellows, the countless shades of forest green... In the evening inside, candles are lit and you proudly admire the days pickings. You feel strong, easy and comfortable. Just like Marimekko.

Watch a video of the fashion show at www.youtube.com/marimekkovideo.

NO. 2/201208

AUTUMN ISSUE 09

Our autumn interior collection was showcased at the Stockholm Furniture Fair in February in an exhibition entitled Marimekko InsideOut. The exhibition was inspired by how people live their lives during the autumn season in a transition from an unbuilt to a built environment, from outdoors to indoors. The installation featured highlights of the collection of printed fabrics and products for the entire home: the kitchen, living room, bath and bedroom. The range of prints on show included designs created by the young generation of Marimekko designers such as Aino-Maija Metsola, Erja Hirvi, Teresa Moorhouse and Jenni Rope as well as well-known masters Maija Isola and Annika Rimala.

When we worked with the designers to envision our autumn collection, we found ourselves plunging into the topic of the relationship between the built and the unbuilt environment. We investigated this connection on many levels: people meeting the environment, construction meeting nature, and indoors meeting outdoors. This exploration led to the designers interpreting the theme from their own point of view based on their relationship with the environment whether with plants, construction or landscapes. As a result, the autumn collection appears as a true drama of nature inside out, says Minna Kemell-Kutvonen, Creative Director of Marimekko.

MarimekkoInsideOut

Photos Marimekko

At th

e S

tock

ho

lmFurn

iture Fair

NO. 2/201210

OFF TO

THE WOODS

Photos Kaapo Kamu

Locations Studio Karin Widns,

fields and forestsof Finland

Aut

umn

20

12

AUTUMN ISSUE 11

NO. 2/201212

AUTUMN ISSUE 13

NO. 2/201214

Light & pattern. Always timeless. Always Marimekko.

AUTUMN ISSUE 15

NO. 2/201216

AUTUMN ISSUE 17

NO. 2/201218

AUTUMN ISSUE 19

NO. 2/201220

Cups and mugs. Blankets and scarves. Away with autumns chill.

AUTUMN ISSUE 21

NO. 2/201222

AUTUMN ISSUE 23

NO. 2/201224

Autumn outdoors. A garden indoors.

AUTUMN ISSUE 25

NO. 2/201226

AUTUMN ISSUE 27

NO. 2/201228

Greetings from the autumn collection

Photos Mikko Ryhnen & Paavo Lehtonen

TAXI jacket

AUTUMN ISSUE 29

LEI dress

MAGIC dressPITKHIHA T-shirt

HERMANNI tunic

OIVA/KAUNIS KAURIS mug

KUUKUNA apron

KAUNIS KAURIS bed linen

MARJAINEN dress

CALLUNA dress

NO. 2/201230

HUPPELUS coat

PIIRRIN T-shirtSAKSI trousersKORKKI hat

MIA dress

KUUKUNA oven mitt

HIPPIINEN cushion cover

ARONIA dress

ATSALEA dress

CONVERSE MARIMEKKOCHUCK TAYLOR ALL STAR HI / PIRPUT PARPUT

AUTUMN ISSUE 31

PIKKUPOJANPAITA shirt

TUHKA dress

HYMY dress

KIKI dress

A-NORAK jacket

REBA bag

JURMO bed linen

IKKUNAPRINSSI tea towels

MAISA scarf

SARVI bag

OIVA/SIIRTOLAPUUTARHA espresso cup & saucer NIISI cardigan

KOTILO coat

HUPPELUS 2 coat

MAJA cushion cover

SDE bracelet

CONVERSE MARIMEKKOCHUCK TAYLOR ALL STAR HI / KIPPIS

NO. 2/201232

Ive always been a big fan of traditional stationery products. I would even say they are foundation for my design work, says Sami. With practicality foremost in his mind when he designed the new collection, Sami went the extra page guring out what stationery lovers want. Some of his design details are so clever that you need to try out the product to see the point. He also realized that you can still do so much with paper in this digital age.

NOTEBOOKS AND NOTEPADS

Marimekkos classic fabric-covered notebooks have recorded the thoughts, drawings and intimate scribbling of countless generations. The redesigned notebooks feature a new paper grade that is smoother to write on, while a striped bookmark keeps you on the right page. Sami designed the new single colour notebook covered in sturdy canvas fabric to go along with Marimekkos classic bags. The new notebooks and notepads with cartonboard covers are full of little surprises: hidden pockets, crafty stitching, accent colours and patterns. Every detail from line length to page margins has been designed with the pencils interests in mind.

Sami loves to work with a clean page of paper no lines or squares, just the freedom of white space. And he uses several

notepads simultaneously. His notes ow in an unexpected direction: he begins with re ned ideas and works towards un ltered stream of consciousness. Samis apartment is packed with new notebooks, each patiently waiting for him to draw the rst line.

CARDS AND LETTERS

Sami is especially pleased with the collections letter writing paper and envelopes. A hand-written letter mailed in an envelope can be a wonderful surprise in an age of email and instant messaging. Happy postcards and folded gift cards are also an invitation to grab a pencil and write a heartfelt message.

In the summer, Sami is always sending hand-written letters. And when hes travelling, he takes the time to send postcards. He says that he has a hard time remembering birthdays and name days, but knows that his friends enjoy his unexpected postcards more than typical greetings. Sami also loves making his own Christmas cards.

Sami hopes the new stationery will inspire people to write letters. Just opening a letter can be exciting, and when you see page after page of someones familiar handwriting, you feel like that person is sitting next to you. You also experience that same feeling of closeness when you read letters written by grandmothers and grandfathers. And some letters beg to be written by hand just think of warm thank-you notes and cherished love letters.

CALENDARS

A good calendar is useful if managing time is more important than being managed by time. Its even better if you have more than one calendar: one on the wall, one on your of ce table, one in your bag. Sami Ruotsalainens new calendar designs also feature time-keeping illustrations by Aino-Maija Metsola. At the same time removable covers made from durable canvas fabric are the perfect cover for your calendar and A5-size notepad.

Time management is not just for management. It gives us time to slow down, think, draw, and write letters to loved ones.

With Thought.

Hold a pencil in your hand. Draw. Write a letter. Jot down a note. Just like Sami Ruotsalainen, who recently renewed Marimekkos classic fabric-covered notebooks and designed a completely new collection of notepads, books, cards and calendars for Marimekko. The name of the new stationery collection is With Thought.

Photos Marimekko

AUTUMN ISSUE 33

NO. 2/201234

The recipe for the cosiest get-togethers of the autumn is simple: combine your nearest friends, good music and a laid-back atmosphere. Then hang out or let your dance shoes do the talking. Except, youre not wearing any: youre On the Socks.

On the Socks is a new playful sock and tights line by Mai Ohta that includes styles with Ohtas own patterns as well as iconic Marimekko designs. The whimsical collaboration of colours and patterns has produced a range of delightfully distinctive socks for women, men and children.

Enjoying autumn On the Socks

Photo Kaapo Kamu

AUTUMN ISSUE 35

The Marimekko Village is a place where we tell stories, meet people and do all sorts of things together. The Village is always there where something is going on: in our stores, factories, fairs and markets. Around Finland and across the globe. All the events and encounters are brought together in the virtual Marimekko Village at www.marimekko.com/marimekkovillage.

Join in and explore.

Welcome toMarimekkoVillage!

Photo Marimekko

NO. 2/201236

MarimekkoVillagespringevents

FebruaryLAUNCH OF THE MARIMEKKO MAPOF HELSINKI

The 3rd of February saw the launch of the Marimekko Map of Helsinki at the Marikiska shop in the heart of the citys thriving Design District. The map opens up the special personalities of the main Marimekko locations in Helsinki and their cultural heritage. Illustrated by Marimekko designer Aino-Maija Metsola, the map also presents places in Helsinki that have a strong emotional meaning for our designers. At the launch, people were invited to add their emotional memories of Helsinki to the map. It was an inclusive event encouraging people to look for beauty in the everyday moments of life.

FebruaryMOMENTS OF LIFE IN HELSINKI A FUNFAMILY DAY IN MARIMEKKO STORES

Despite the dense snowfall on the rst Saturday of February, spring was in full bloom in Marimekko stores around Finland. The stores were staged as a market place where people could meet and greet each other in an atmosphere of colourful stalls and fresh coffee. The village troubadour led a playful spring parade around the market place, and the kids corner got creative with writing cards to the Laivakoira sailor dog. The doors kept on opening so frequently that in the afternoon the temperature in the shops dropped quite a bit, reminding people that although spring was in our minds, the winter was not yet over.

AprilTABLEWARE EXHIBITION BY MARIISOPAHKALA AND SAMI RUOTSALAINEN

From 13 to 30 April, the Marikiska shop in Helsinki was taken over by a tableware exhibition combining crystal by Mari Isopahkala with ceramics by Sami Ruotsalainen. The idea of a joint exhibition emerged from the admiration the designers had for each others work and a wish to create material combinations that had almost been forgotten. All the pieces in the exhibition were independent and unique, yet they formed a harmonious series of dishes that were beautiful and functional, with nothing super uous.

Photos Marimekko & Tuukka Koski

AUTUMN ISSUE 37

MayJOY OF FLOWERS AND PATTERNS IN THEHELSINKI FLAGSHIP STORE

Horticultural business Biolan and Marimekko joined forces to conjure up a display of owers and patterns in Marimekkos agship store in Helsinki. On Saturday 12 May, visitors to the store received gardening advice from Biolan and were invited to dress their plant pots in colourful Marimekko fabric. The main focus of the event was how to grow things in an urban home environment how to plant a bit of joy in our daily lives.

MayFACTORY TOURS

In May, the Marimekko house in Helsinki opened its doors to the public. Twice a week guided tours took visitors around the house: the of ces, the stores, and the textile printing factory. The tours attracted people of all ages and from all parts of the world, including groups of schoolchildren and hobbyists, tourists, students, and former staff members. The next factory tours will take place in October.

MarchBKARS REVIVAL PHOTO EXHIBITION

From 9 to 24 March, designer Erja Hirvis photos from Marimekkos 60th anniversary party were on show in the Marikiska shop in Helsinki. The exhibition, entitled Bkars Revival, originated from Erjas idea in 2011 to create a photo exhibition of the 60-year-old Marimekko for the agship store on New Yorks Fifth Avenue. From the Big Apple, the exhibition, consisting of 15 photos, travelled straight to Marikiska.

Bkars, the manor house where Marimekkos founder Armi Ratia used to have parties for guests and the Marimekko staff, turned out to play a bigger role in the exhibition than anticipated. The idea was to shoot the production process in the textile printing factory in Helsinki, but I also had the camera with me at Marimekkos 60th anniversary party. Almost by accident, the exhibition turned into a celebration of Bkars and parties, and Im happy about that, says Erja Hirvi.

NO. 2/201238

Walking through the snow on a clear sunny winter day. Snow crunching under my feet. Birds singing and water trickling down. That was my weekend.

The

mag

ical

mo

men

t w

hen

som

ethi

ng y

ou

have

cre

ated

exp

ress

es

the

pas

sio

n in

yo

ur

hear

t.

The heart of a person is as beautiful as anything in nature.

My

hom

e is

my

sanc

tuar

y. M

y ey

es

dic

tate

my

styl

e. L

ight

, co

lour

and

tex

ture

d

eter

min

e m

y p

eace

of

min

d.

...nature, sun, water... my moment of happiness!

Happiness is when youve nally cleaned up and everything is in cute order!

Having breakfast outside.

Kin

dne

ss is

no

t ju

st

all a

bo

ut g

ener

osi

ty in

g

ivin

g a

way

mat

eria

l th

ing

s b

ut a

lso

ab

out

ho

w w

e tr

eat

oth

ers

and

to

get

hern

ess.

C

lose

fam

ily t

ies,

m

akin

g n

ew f

rien

ds,

ch

eris

hed

fri

end

ship

s.

Watching a moment go by. Meeting friends. Feeling safe.

My little daughter brings me joy. The love and respect my husband and I have for each other.

Taking the tim

e to lo

ok

at your w

orld

throug

h a d

ifferent lens every o

nce in a while.

Asking for a favour and hearing a gracious offer to help: Speak no more of it.

To greet each day with a thank you. To count the stars amidst the blackness.To make compassion our daily rhythm.To look beyond surface and pretence.To live simply.

Hap

pin

ess

is t

he

free

do

m t

o t

hink

alo

ud,

mo

w t

he la

wn,

sha

re

a m

eal

to

leav

e an

im

pri

nt.

the house spider has arrivedlook at what the light did now...the tulips popped uplook at what the light did now...the smell of us is in the wallslook at what the light did now...its pouring all over the roomand you are singing togetherwe are all giggling

Wild

cra

nes

dan

cing

on

a p

eat

bo

g, a

win

ter

sto

rm, a

mo

rnin

g s

wim

, an

eve

ning

sw

im, a

fo

rest

ca

rpet

ed in

ling

onb

erri

es.

Gre

en, o

rang

e, d

rift

wo

od

gre

y. B

oo

ks, a

rmch

air,

g

ing

er t

ea. Yo

ga,

ski

ing

and

sno

w m

oun

ds,

ka

yaki

ng a

t ni

ght

. To

le

arn

som

ethi

ng n

ew.

Co

nver

sati

ons

, pre

tty

wo

rds,

a s

mile

, a lo

ok

of

app

rova

l, to

lera

nce.

And

ca

ring

e

spec

ially

car

ing

.

Look at the world topsy-turvy:Remarkable! The ducks are feeding bread to children.Unbelievable! The adorable cocker spaniel is taking her owner out for a walk.Wonderful! The kites are twisting backwards.Incredible! The hot air balloons are ying away together.

A feeling

of o

ptim

ism

even on a rainy d

ay. T

here is no such thing

as bad

weather just

bad

ly dressed

peo

ple.

Heading into the sun with a positive and colourful attitude. Head up high even if it takes a safety pin.

In celebration of Armi Ratia.

Marimekko is about passionate people: designers, printmakers, loyal friends and customers. Together we make Marimekko great.

But Marimekko would not be Marimekko without Armi Ratia, the companys founder and visionary. On July 13th 2012, Armi would have celebrated her 100th birthday. To honour her passion for writing and design, we created this wrapping paper.

The thoughts printed here represent the harvest of our online campaign

where we invited people to think about what emotional quality of life meant to them. We received thousands of stories, poems, and thoughts from around the world, from people of various ages and backgrounds.

A huge thank-you to each and every one of those who participated. We hope to continue Armis legacy for years to come together with passionate people like you.

To nd out more, please visit www.marimekko.com/marimekkovillage.

Wrappedin thought

Emotional quality of life is doing the things I love to do.

My rst-born.

Life

is a

ic

ker

of

cand

lelig

ht. A

win

k fr

om

a

re

y.

A p

ebb

le

on

the

bea

ch

the

one

yo

u fo

und

tha

t yo

u w

ill

hold

on

to f

ore

ver.

Tho

se m

orn

ing

s w

hen

we

had

all

the

tim

e in

th

e w

orl

d. W

e w

oul

d sp

end

the

who

le d

ay

in o

ur p

yjam

as a

nd

pic

k b

lueb

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es in

the

fo

rest

and

dri

nk o

ur

rs

t cu

p o

f co

ffee

by

the

el

d, w

hile

our

kid

s w

ere

com

ing

up

wit

h ne

w g

ames

. A

nd w

hen

I was

litt

le, m

y p

aren

ts

and

I ha

d p

lent

y o

f fu

n w

eari

ng t

he s

ame

kind

o

f p

yjam

as a

ll d

ay lo

ng.

AUTUMN ISSUE 39

Bui

ldin

g a

sno

w

cast

le t

og

ethe

r w

ith

the

who

le

fam

ily.

*happiness is* a crisp winter afternoon. Lilac-tinted light and glimmering weightless snow. The silence broken only by the wind. The bare birch trees like wisps of opalescent ligree and a doe cantering across a forest path.

I miss those carefree years when everything seemed magical and nothing could ever go wrong. Moments of innocence and imaginary games. I miss my childhood.

The simple glow of snow against a midnight backdrop.

It c

om

es f

rom

wit

hin

and

oft

en u

nann

oun

ced

. W

hen

you

see

a p

aint

ing

in m

useu

m o

r b

eaut

iful

land

scap

e.

You

rem

emb

er t

he

mo

men

t.

A tea party is always welcome!

A g

oo

d nig

hts sleep is a sure thing

to b

ring hap

piness!

Seeing beautiful things in daily life.

Ro

ugh

land

ben

eath

my

feet

.R

eal l

and

.N

ot

som

e ci

ty

pav

emen

t,no

t so

me

atte

mp

t at

cr

eati

ng e

arth

.A

nd s

o I

smile

.S

imp

ly.

For

the

air

that

hu

gs

my

sho

uld

ers

calm

s al

l fea

r.T

he e

arth

and

th

e ai

r an

d a

sm

ile.

Thi

s m

ust

be

all I

nee

d.

And

so

I lis

ten

to t

hose

who

sing

and

rej

oic

e an

d d

ance

in

the

lig

htw

ith

love

fo

r th

e ea

rth

and

the

air

.A

nd I

smile

.

Let go, tune in, have fun! When I discovered the power in these words, my creativity blossomed.

To la

ugh

and

to

sm

ile.

Hap

pin

ess

is s

imp

le

and

sp

ecia

l y

et e

asily

fo

rgo

tten

in t

he b

ustl

e o

f m

od

ern

soci

ety.

I live in Tokyo. He lives in Helsinki. We are separated by a time difference of seven hours. So I usually fall asleep before he gets off from work. But on Valentines Day, we defy time and talk early into the Tokyo morning.

Its

ab

out

bei

ng f

rien

dly

w

ith

peo

ple

. C

reat

ing

rela

tio

nshi

ps

bas

ed o

n tr

ust

and

sin

ceri

ty.

Picking up a book that draws you into the story. Looking at art that cascades a wave of awe over you.

Whats the secret to a good life?I put on a new morning, a rainbows seven colour shirts,the rising suns golden trousers, the happy socks made from my childs morning chores,and you and the colourful pattern of fabric woven from our shared years.

The

peo

ple

yo

u lo

ve.

The

thi

ngs

that

are

w

ort

h d

oin

g. T

he

bea

uty

in u

sele

ssne

ss.

A c

rack

ling

cam

p

re

in t

he d

ark.

The

w

heez

e o

f a

bir

ch

whi

sk in

a s

auna

. W

ild

stra

wb

erri

es s

trun

g o

n a

stra

w. Fo

xes

pla

ying

on

a fr

oze

n se

a. A

bo

uque

t o

f w

oo

d an

emo

nes

and

my

frie

nd n

ext

to m

e.

A b

ig h

ug a

nd k

iss

fro

m

your

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My daughter is 10 years old. She has written a letter to me for her coming-of-age ceremony at school.

Thank you for taking care of me until now.Good luck for your work. Please keep making yummy meals for me. Be with me forever. Live longer.

I almost cry as she reads the letter aloud in front of her classmates and teacher. Break the mould.

Routines make life safe, but they can also make us feel bored. Yet you nd beauty and grandeur in the most unexpected places. Take the bus to work instead of your car. Travel the long road instead of taking a shortcut. Forget the couch and lie on a rug. Dance while cooking. Roll around in the snow. Little changes with surprising consequences: you will notice a world youve never seen before. Beauty in beauty. Beauty in ugliness. Open your eyes and see the moment outside the box.

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n night. I am

at m

y summ

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I feel peaceful.

Everything in moderation.

The perfect balance between change and stability.

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PROTO was born when Marimekko wanted to give young fashion designers a chance to create something surprising and exceptional. Noora Niinikoski, Head of Fashion Design of Marimekko, also wanted to see what exciting things could be made from the companys leftover fabrics. The young talents Riikka Buri, Yonna Moriya, Elina Mttnen and Emmakaisa Soisalo were free to design their own collections which turned out to be very different from each other. Amazing and captivating, the collections displayed playfulness, inspirations drawn from a variety of periods and bold combinations of different materials.

The starting point for this project was to experiment with the Marimekko fabrics that had been left over from production. I chose four young designers and gave them an open brief. The designers managed their projects very independently from choosing the fabrics to sketching and pattern making. They worked closely with Marimekkos sewing professionals who in the end made the products. We also made a very nice video about the project. The models and the set were styled by the designers themselves. Most of all, PROTO challenged our young talents to design their own Marimekko. Boldly, out of the box, says Noora Niinikoski.

The PROTO video directed by Miikka Lommi is available at www.youtube.com/marimekkovideo.

Four young designers.Leftover fabrics.Unique design for Marimekko.

Marimekko PROTO

Unused materials were transformed into four original collections re ecting a love for stripes, chocolate liquorice and peach sweets, a balance between psychedelia and harmony, the 70s classic Great Gatsby lm and 90s rap music, as well as lines and silhouettes drawn with a black marker.

Photos Miikka Lommi & Tuomas Jrvel

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Marimekkoand the FinnishNational Balletget dancing indowntownHelsinki

Music and song. Colour and motion. Joy and warm sunlight. Marimekko and the Finnish National Ballet staged an open-air dance in the Esplanadi Park in downtown Helsinki. Dancers and young ballet students swirled and twirled in Marimekkos new summer dresses.

The event was Marimekkos 21st consecutive fashion show in the park. The show is open to the general public.

.

Photos Marek Sabogal

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Whats unique about Marimekkos use of colour? Its the chemistry between our designers and production. Lots of listening. Lots of learning. Even the occasional social drink together after a hard day of printing. In other words plenty of dyed-in-Marimekko spirit.

THE ART OF PRINT MAKING SINCE 1951

Photos Tuukka Koski

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Colours change with light. And every eye sees shades differently.

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How does it work? The designer chooses the right colours for the pattern, after which the printing team prepares colour recipes and printing screens. There is no room for error as the dye must x rmly to the cotton bre. A test sample is then printed and tested repeatedly depending on the pattern and colour selection. When all the colours are right, nal printing can begin.

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we talk about our problems and want to deal with them head-on. Sweeping them under the rug is not an option.

MIKA: I think the world would really bene t from the positive side of being Finnish our sense of trust and belonging together. In my opinion, one reason why there is so much political and religious disagreement in the world is that people dont trust one another. And this is because there is no sense of belonging together.

TEAM SPIRIT WITH A FINNISH GOAL

MIKA: Youve played in a number of European countries on different teams. How do you think Finns understand team spirit?

AKI: When it comes to football elsewhere in Europe, the competition among players can be erce. In Finland, everyone is playing toward a common goal no pun intended. You can also trust your fellow players without having to make a fuss about it or worrying somebody will play solo. Anyway, there are so few of us I mean Finns that we get more done working together than alone.

MIKA: Finns have an easy time cooperating because we dont have a tradition of inequality. I feel that every morning when I eat breakfast at our factory canteen together with our printmakers, of ce staff and designers. You experience an incredible sense of cohesion a feeling that were here to work together.

ACTIVELY CREATIVE

MIKA: I may be going out on a limb, but I think Finland is one of the best functioning societies in the world. Of course, things work in other societies too. But Finns have been able to combine

Photos Kaapo Kamu

Marimekkos CEO Mika Ihamuotila and former top footballer and The Times columnist Aki Riihilahti got together at Marimekkos head of ce in Helsinki to talk about what it means to be a Finn. The two men had met for the rst time three years ago, when they took part in the Finnish national brand project. With years of experience working and studying abroad and ercely proud of their Finnish roots, Mika and Aki believe that Finland might have something to offer when it comes to making the world a better place. The conversation kicked off with, what is Finnishness?

STRAIGHT TALKING, STRAIGHT DOING AKI: I played football overseas for over ten years. Whats

interesting is that my feeling of being Finnish grew stronger during that time. A few years ago I returned to Finland, because I missed the company of other Finns that very Finnish way to be and do things.

MIKA: How would you describe an archetypical Finn?

AKI: A quiet, trustworthy doer who when the going gets tough gets the job done without any of the fuss and bellyaching you hear nowadays. If a Finn promises to do something, he or she will do it. Finland is not a football powerhouse like England or Spain, but Finnish footballers have made it on international pitches, because a lot of people feel that Finns have a positive morale and get along with others. You can trust a Finn, rain or shine. Id believe there is global demand for Finlands unique brand of trustworthiness.

MIKA: I agree. My experience is that Finns probably have the most trustworthy handshake in the world. I also admire how we never leave a friend behind. Were not prima ballerinas. If you look at Finnish identity from a historical perspective, its a success story against all odds. We have built one of the worlds wealthiest and best-educated nations literally from nothing. I think one explanation for our success is our attitude towards cooperation. Early on, you learn to respect the contribution of others and realize that sometimes the best way to deal with adversity is to work together.

AKI: We Finns can also be almost fanatical about our sense of fairness. Even if Finland is incredibly well off compared to many countries, we still have plenty of problems. Whats good is that

In conversation with Mika Ihamuotila and Aki Riihilahti

My Finland.Positivelydifferent.

AUTUMN ISSUE 59

their trustworthiness and desire to get the job done with a knack for coming up with odd and creative solutions. A great example of what I call everyday creativity is Finnish design especially how it merges beauty and the unexpected with functionality and timelessness. Thats modern sustainable development at its best. Its better to design something durable and functional something that will retain its beauty over generations than make things that serve no purpose and are obsolete in no time.

AKI: Finnish functionality also includes a talent for mixing things up. I combined playing football with writing neither of which I was particularly good at. Yet I was quick to adapt, learn new things and specialize in what I wanted to do. In the end, my football career overseas lasted over ten years, and I am still the longest running football columnist to write for The Times. And because the world is changing so rapidly, there is no one single career path or way to do things. In Finland as elsewhere, there is plenty of retooling, relearning and readapting. But I think were using only half of our full potential. I like how in Finland were starting to see lifelong learning as part of sustainable development. The best way to sell Finland is to share our positive experiences and our fresh approach to familiar problems.

MIKA: Its a shame that we cant always make the most of our talents. As a Finn, I dont think about what is trendy or what is not, but rather focus on nding my own sustainable answers. Marimekko has always had this atmosphere of exuberant creativity and fearlessness and I feel its something we need to believe in even more than ever.

AKI: When Im travelling, I sometimes feel annoyed that we Finns regardless of our expertise and great products have not been able to stand out from the global crowd.

UNCOMMONLY COMMON SENSE

AKI: There is a certain basic logic to how Finns think. You dont have to get overly complicated, which makes it easier for us to understand and trust each other.

MIKA: At Marimekko, one of our values is common sense. I cant say the world would be worse off if everybody tried a little old-fashioned Finnish common sense. You dont have to complicate matters to solve many of our problems. Some of the best answers more often than not are simple and straightforward like good

design. I once asked Annika Rimala, the designer of Marimekkos classic Tasaraita pattern, what she would like to design right now. She took her time before answering: I would design something that I would never have to design again. A joke or wise words? Isnt that very Finnish?

AKI: I learned something from my 7-year-old godchild. He wanted to sell me his schools annual spring magazine. I too had written in the same magazine as a schoolkid, so I had plenty of fond memories. I was prepared to buy three copies of the magazine. He looked at me and said that he would sell me only one copy. Aki, you need only one magazine. How true!

MIKA: I couldnt have said it better myself. We Finns take pride in being unassuming and down-to-earth. I cant think of any other people who dislike pretence and theatrics as much as Finns. This attitude might also be something the world needs more of. My impression is that people nowadays are willing to do almost anything to be admired or accepted and in the process lose their own sense of self. As a Finn, I am not afraid to be myself most of the time. (Smile)

AKI: Ive always thought the most interesting people carry themselves with dignity and are honest. For me, it speaks of warmth and beauty, even though modesty and simplicity may seem cold and bleak to some. I feel safer when I know the people I am with.

MIKA: Thats us positively different.

The new Marimekko knits for men will hit the stores in October.

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GOTHENBURG

SOFO

Store openingsin Northern Europe,Asia, America...

In April/May, we opened two retail stores of our own in Sweden. One is a gallery-type special store located in the creative area of SoFo in Stockholm. The other store opened in the west coast of Sweden in Gothenburg in a charming 19th-century brick building in the city centre. This two-storey store carries a wide range of items from all our product lines.

On 3 May, we celebrated the opening of the rst Marimekko store in Hong Kong. The store is located in Causeway Bay and it showcases the whole colourful world of Marimekko at its best.

In the United States, we opened our third own store at the end of July. The new two-storey store is situated in Boston which is a very attractive location for Marimekko.

During the autumn, store openings are planned in Sydney and Melbourne, Tokyo, Palo Alto, and Helsinki.

SoFo, Sknegatan 71, Stockholm

Korsgatan 15 / Vallgatan 26, Gteborg

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HONG KONG

STOCKMANNPOP-UP

BOSTON

A factory in theheart of Helsinki

For the summer, we have brought the milieu of our textile printing factory to the middle of the city. Our pop-up shop in the Argos Hall of the Stockmann department store will be open until 24August.

140 Newbury Street, Boston

Ground Floor, 42 Leighton Road, Causeway Bay, Hong Kong

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Design Colours Life Contemporary FinnishDesign and Marimekkoexhibition at MOCAShanghai in autumn2012

Futu

reev

en

ts

Design Colours Life Contemporary Finnish Design and Marimekko, organized by the Radical Design Week, Marimekko and Museum of Contemporary Art (MOCA) Shanghai, is an exhibition that explores Finland, the Finnish design tradition and how design is manifested in the everyday lives of people literally colouring their lives. The exhibition taking place from 26 October until 9 December 2012 at the reputed MOCA Shanghai has two parts Marimekko and Contemporary Finnish Design together forming a holistic viewpoint of Finnish design today.

Marimekko opens the topic as a forerunner and example of the inclusive, democratic approach of Finnish design thinking. It shares the story on how its bold patterns and colours, timeless designs, play an important international role in increasing the emotional wellbeing of people.

In the heart of the Contemporary Finnish Design exhibition lies a display of the history and tradition of Finnish design; how nature is seen in the form language, where simplicity and functionality come from and how the success story of Finnish Design was born. From the tradition stems the breadth of todays design scene in Finland. The exhibited designers break up conventions, work with attitude, reach for the highest level and are part of the phenomena that make Finland an extraordinary country.

The exhibition at the worldwide renowned MOCA Shanghai is a unique opportunity for Finland to lift the lid on the insights and stories behind the Finnish design tradition and inspire people in Shanghai about our way of creating. We cannot wait to see what kinds of creative bridges between Finland and China the exhibition may open, says Minna Kemell-Kutvonen, Creative Director of Marimekko.

The exhibition will paint an exciting landscape of Finnish Design and portrays a set of insightful designers from the past to the present era. Visitors will experience how design is embedded in the daily life of people in Finland. The exhibition shows how the aesthetic language of Finnish Design increases beauty of the world around us. Good design is the luxury of everyday life, says Tuuli Sotamaa, Curator of the Contemporary Finnish Design part of the exhibition.

Design Colours Life Contemporary Finnish Design and Marimekko is curated by Tuuli Sotamaa, Jeremiah Tesolin and Sami Ruotsalainen. The Design Museum in Helsinki has supported the Marimekko part of the exhibition by opening up its extensive Marimekko archives for the use of this exhibition. Design Colours Life Contemporary Finnish Design and Marimekko is the spearhead event of the Radical Design Week 2012 taking place in Shanghai from 26October to 4 November 2012.

Photo MOCA Shanghai

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A pilgrimage tothe Marimekko factory

US Secretary of State Hillary Clinton visited the Marimekko house in Helsinki on 27 June 2012. She got to know Marimekko design and the textile printing factory, and afterwards she spent time shopping in our store. We are extremely happy and proud to have hosted such an important guest! When leaving the Finnish Minister for Foreign Affairs to come to our factory, Clinton said that she was going

Photos Kaapo Kamu

US Secretary of State Hillary Clinton, Marimekkos CEO Mika Ihamuotila, US Ambassador to Finland Bruce J. Oreck and his wife Cody Oreck greet the cheering Marimekko staff.

Madame Clinton is shown how Marimekkos fabrics are printed.

to make her long-awaited pilgrimage to Marimekko.Madame Clinton suggested a new slogan

for us: Marimekko Breathe Happiness. She totally charmed our personnel and the customers in our store by her intelligent sense of humor and approachable personality, says Mika Ihamuotila, CEO of Marimekko.

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