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 CONCEPT DESIGN ✧ CREATIVE DIRECTION ✧ CULTURAL CURATION ✧ ART DIRECTION ✧ BRAND STRATEGY ✧ BRAND DEVELOPMENT ✧ EVENT DESIGN ✧ CREATIVE PRODUCTION ✧ MARKETING & COMMUNICATIONS ✧ COPYWRITING ✧ PUBLIC RELATIONS ✧ CONCEPT & CAMPAIGN EXECUTION
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
UI UI ✧ CULTURAL AGITATOR. ✧ UI UI ✧ CULTURAL AGITATOR. ✧ UI UI ✧ CULTURAL AGITATOR. ✧ UI UI ✧ CULTURAL AGITATOR. ✧ UI UI ✧ CULTURAL AGITATOR. ✧ UI UI ✧ CULTURAL AGITATOR. ✧
Ui ui — an avant-garde idea atelier and creative agency led by the multidisciplinary creative director Pietari Pyykönen. We specialize in assisting companies and brands in enhancing their cultural impact — differentiation, relevance, significance, and influence – through creative direction & brand strategy. We value honesty, interdisciplinary thinking, preciseness, audacity, intimate spectacles, and stretching conventions.
Closely monitoring what's bubbling around the globe, we are dedicated to uniting people, propelling local culture forward, stirring up the scene, and actively engaging in dialogue with the present moment. Renowned for pioneering unconventional event concepts and playing a pivotal role in propelling Finnish indie acts from obscurity to widespread acclaim, Ui ui's primary offerings include creative strategy, creative direction, concept design, and cultural curation.
We've designed, branded, and directed acclaimed event concepts, such as Olohuoneklubi with surprise headliners, Tavastian Sunnuntait combining vegan Sunday brunch and pop matinee, the non-DJ lounge club LYNX LYNX LYNX, and Superwood Festival co-created with the fashion house Ivana Helsinki. We've also partnered with the artist Jani Toivola to create a 2-week interdisciplinary art festival to the Finnish National Theatre. In the summer of 2024, we launched the rapidly growing cultural newsletter Oui oui, which focuses on the daily lives of Finland's most fascinating minds and the spirit of the times.
Additionally, Ui ui has managed artists, guiding the dream pop duo Karina to becoming one of the most critically acclaimed Finnish indie acts, and singer Yona — with Yona, we created an album with a symphony orchestra, won Teosto and Emma awards, sold out Musiikkitalo in Helsinki, and participated in Nelonen's Vain elämää TV program. We've also come up with presidential candidate Pekka Haavisto's DJ gigs, brought Elokapina’s radio show to Radio Helsinki, co-founded the now-defunct music media Nälkä, which was awarded Music Media of the Year at Industry Awards 2018, and received a nomination for the Critics' Choice Award at the Emma Gala for the pop album Pyykönen wrote and produced.
Get in touch: pietari@uiui.fi
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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
