Can you feel it? Hel Yes!
I need to find an excuse to visit the ‘Finnish’ HEL YES! pop-up restaurant that’s opening in London next month. Described as a magical forest with a hefty dose of Nordic cool, I guess there is my excuse.
We have the privilege to work with brands in Finland and there is something magical about that country up north. But as ever it is not always easy to put your finger on a particular culture or people. Since I have my own interpretation, it is always fascinating to hear others. So how will they translate Finnish or ‘brand Finland’ into a space? What is their ‘Feelosophy’? (see earlier blog post).
As one magazine describes it, in a land covered in woods and lakes, fairytale creatures are part of the creative scene. Furthermore, the look and feel of the food avoids decorative elements and instead focuses on substance. Drinks served in Harri Koskinen goblets, appealing to the Moomin in every one of us. The taste will come from some key Finnish ingredients such as fish roe, game and preserved plants, with daily ingredients sourced by a team of hunters and gatherers from around London. Will the background noise consist of comforting quietness or perhaps mad rock? Equally Finnish. And there’s something about the power of scent. What memories will it evoke? This feelosophy approach is fascinating for any brand in my opinion. How would you translate your brand into a space?
While I am off to a magical dinner, you should find your excuse to visit the city Helsinki, 2012′s World Design Capital.
Hel Yes! is open from 15 September – 3 October at 1-3 Wenlock Road, London N1 (just up the road from our London office) as part of the London Design Festival.
In: Brand Experience, Food and Drink, Ooh that's nice · Tags: Feelosophy, Finland, London Design Festival
