koska viimeks oot spontaanisti heittäny kädet ilmaan

LÖFBERGS CRESCENDO 4EVER

During its 32 nights in 2017–2018, LYNX LYNX LYNX – a lounge club created by Ui ui – hosted DJs such as: Pykäri, Jurek, Sasu Kauppi, Litku Klemetti, Chisu, Jaakko Eino Kalevi, Saara Turunen, Paola Suhonen, Jori Sjöroos, Li Andersson, Kerkko Koskinen, Anna Paavilainen, Ronja Salmi, Artturi Taira, SOFA, The Hearing, Teemu Tanner, Pesso, Kasmir, Oskari Onninen, Kalifornia-Keke, RPK, Olavi Uusivirta, MELO, M. A. Numminen, Jaakko Yli-Juonikas, Antti Nylén, Linda Fredriksson, F, Vilunki3000, Joel Melasniemi, Susani Mahadura, Yagmur Özberkan, Esko Valtaoja Jenni Rotonen, Pauliina Kokkonen, Jonna Tervomaa, Joose Keskitalo, Draama-Helmi, Tuure Kilpeläinen, Tatu Rönkkö, Samae Koskinen, Akse Pettersson, TIPPA, Cledos, Eevil Stöö, Samuli Putro, Elias Gould, Matti Mikkola, Elsa Tölli, Maiju Voutilainen, Rotsi & Jyrä, Ex Tuuttiz, IBE, Mimosa Willamo, Kaarle Hurtig, Kasper Strömman, Sami Yaffa, Eva + Manu and more.

vaughn spann, alvaro barrington, robert nava, kat olshbaur

AN IDEA ATELIER
A CULTURAL CATALYST

EDITOR-IN-CHIEF
CULTURAL PLATFORM Oui oui visit instagram

CREATIVE DIRECTOR, ARTIST MANAGER
KARINA (2017—)
YONA (2019—2023)
VIITASEN PIIA (2023—2024)
HUSKY RESCUE (2024—)

CREATIVE DIRECTOR AND EXECUTIVE PRODUCER OF CLUBS AND FESTIVALS SUCH AS
OLOHUONEKLUBI (2016, 2019) ✧ TAVASTIAN SUNNUNTAIT (2017) ✧ LYNX LYNX LYNX (2017–2018) ✧ SUPERWOOD FESTIVAL (2017) ✧ EI MIKÄÄN KLUBI (2020) ✧ TOIVOLA-FESTIVAALI (2024)

SERVICES
STRATEGY • IDENTITY • FORESIGHT • NARRATIVE • EXPERIENCE • 360° CREATIVE DIRECTION • CULTURAL CURATION & ACTIVATION

CLIENTELE
AALTO UNIVERSITY ✧ ARPPA ✧ ATENEUM ✧ CITY OF HELSINKI ✧ EL CAMINO HELSINKI ✧ EXTINCTION REBELLION ✧ HUSKY RESCUE ✧ IVANA HELSINKI ✧ JANI TOIVOLA ✧ LAURA MOISIO ✧ LYYTI ✧ MARKO NYBERG ✧ MATRIARKAATTI ✧ MAUSTETYTÖT ✧ NELMA U ✧ OLAVI UUSIVIRTA ✧ PEKKA NISU ✧ PESSO ✧ RADIO HELSINKI ✧ RAVINTOLA ILVES ✧ SAMULI PUTRO ✧ SEPIKKA ✧ SOFIA FUTURE FARM ✧ SUOMEN MUSIIKINTEKIJÄT RY ✧ TAVASTIA-KLUBI ✧ TERO AHONEN ✧ YONA ✧ AND MORE

A strategic creative studio. ✧ Ui ui is a strategic creative studio. ✧ A strategic creative studio. ✧ Ui ui is a strategic creative studio. ✧ A strategic creative studio. ✧

Ui ui is a strategic creative studio based in Helsinki, founded in 2017 by the multidisciplinary creative powerhouse Pietari Pyykönen. We specialize in brand strategy, narrative, identity, and creative direction.

Pyykönen is the driving force behind culturally impactful projects, transforming brands, artists, and experiences into singular, award-winning entities. Over the past decade, we have orchestrated complex, high-impact campaigns across music, culture, and lifestyle – from album launches and immersive events to founding newsletters and guiding multi-year artist careers.

We're known to build brands, businesses, projects, and experiences from the ground up, combining strategy, 360° creative direction, production, marketing, and operations into one seamless, full-spectrum vision.

More than a studio, Ui ui is a cultural catalyst — providing bespoke perspective and vision-driven leadership to make your brand look exceptional and resonate in today’s ever-changing cultural landscape.

Our flagship offering is ongoing strategic creative direction: the continuous process of guiding, shaping, and evolving a brand’s visual, verbal, and experiential identity. This approach strengthens brand recognition, builds trust and emotional connection with audiences, and positions brands to adapt and thrive in a constantly evolving cultural landscape, creating lasting strategic, cultural, and commercial value.

Pyykönen is also the Editor-in-Chief at Oui oui, one of Finland’s leading cultural platforms, known for its critical thinking on contemporary culture and fluid, future-facing insights. Oui oui has partnered with brands and institutions including Artek, Amos Rex, 3 Kaveria, Espoon teatteri, and Way Bakery.

Get in touch:
pietari@uiui.fi

✧

Credits

Visual Identity and Graphic Design by Lars Högström / Tsto
Web Development by Viiksimaisteri
'Waterlily' Portrait Photography by Sergei Pavlov
Portrait by Aura Savolainen
Creative Direction and Concept by Pietari Pyykönen
Drawings, Photos, Screenshots by Pietari Pyykönen