Finlandia: Cabinets of Wisdom
Bulgarian proverbs reimagined by Finnish artists
To create an experiential marketing campaign in line with Finlandia’s latest platform “1000 Years of Less Ordinary Wisdom”, and to generate a lot of PR and word of mouth.
The Bulgarian audience reacts very passionately to topics concerning national identity and the way foreigners see our culture.
Bulgaria already has its own wisdom — collected in numerous peculiar proverbs.
But how would a foreigner understand these proverbs without any local context?
With the help of Studio Komplekt we selected six Finnish creatives and gave them the task to interpret a popular Bulgarian proverb as a work of art.
Each artist had to display their interpretation as the contents of a Cabinet of Wisdom — exposition design, inspired by the Renaissance period Cabinets of Curiosities. The Cabinets were created by stage designer Eva Ventova, using vintage Bulgarian furniture.
The final works were displayed in a pop-up exhibition in the centre of Sofia.
You get to Constantinople by asking questions
by Kirsi Enkovaara
A hurried job is shame for the craftsman
by Saana ja Olli
Not every tree can a whistle make
by Marjukka Takala
Drop by drop — a pond forms
by Eero Lampinen
If you pretend to be a lamb, the wolf shall eat you
by Iina Vuorivirta
The tongue has no bones, but bones it can break
by Antti Kalevi
The exhibition was recreated as an abstract online experience further encouraging the exploration of Bulgarian wisdoms and their artistic interpretations.
A limited-edition zine was designed for visitors to keep after the event.
Video from the event
Studio Komplekt on the exhibition launch
Saana (from Saana ja Olli) resting on their cabinet
The website was showcased during the opening night
Eero Lampinen and Marjukka Takala trying out the special Finlandia cocktails.
Awards & recognition
FARA 2017Gold, Events
FARA 2016Bronze, Art Direction