PEFC Wood Works

Concept + branding + event production + PR

PEFC Wood Works is a design concept, which I created with Sugar Helsinki for PEFC Finland. Helsinki-based Laser Cut Studio had a central role in launching and implementing the project in 2014. I continue working with PEFC Finland and we are currently planning the 2016 event.

The first event took place during the 2014 Helsinki Design Week. We planned a fun three-day event that was open to public and took place in the middle of Helsinki at Espan lava; a glass box traditionally used as a stage for music events. The centerpiece was an installation designed and produced by Laser Cut Studio using nearly 3 000 individual wooden triangles made of certified Finnish birch.

People took part in the event by sharing their own storied and memories that related to forest by tweeting or visiting the campaign website and by coming to the event. Selected messages were then laser engraved on the spot. As people sent in their messages, the installation grew in size and the final shape became apparent. By night the stage was lit using colored LED lights and the installation was on display for passers by.

When the event reached the end, the installation was extracted and all the engraved individual wood triangles were given away to visitors. The concept continued at home when people used the wooden pieces to create different objects and shared them in social media.

Photography by me.

Watch the event videos here and here.