Find the strongest version of the idea.
Built and lead one of Finland's most influential
independent cultural publications.
Through essays, interviews, live events and editorial projects, Oui oui explores the people and ideas shaping the present moment.
2024—
Conceived, edited, produced, and launched the second installment of the Oui oui anthology series – a 300-page book featuring Emma Sarpaniemi, Ruusut, OLGA, Asla Jo, Mia Wennerstrand, Kozeen Shiwan, and many others.
Creative direction & editorial by Pietari Pyykönen.
Graphic design & layout by Sieka & Eklig.
2026
Developed the visual and conceptual world of TÄYDET's debut album KATEKISMUS, from the initial idea to the final artwork and release materials.
2026
Helped TÄYDET define its position, public identity and launch strategy from the ground up – shaping how the duo would be understood and introduced to the world.
Photography by Toivo Heinimäki.
2025–2026
Conceived, edited, produced and launched a sold-out 200-page anthology collecting the first year of Oui oui, bringing together more than 50 artists, writers and cultural figures.
Featuring Pehmoaino, Mr. Lordi, Teo Ala-Ruona, Luigi Vitali, Iiu Susiraja, Jimi Särmö, Eric Timothy Carlson, Anna Eriksson, Elisa Gabbert, and many more.
Creative direction & editorial by Pietari Pyykönen.
Graphic design & layout by Sieka & Eklig.
2025
POST BAR, HELSINKI
Oui oui LIVE is a live essay — an evening of conversation in which five writer-thinkers reflect on the ideas, tensions and cultural shifts shaping the present moment. Both events were fully booked.
2025
Ui ui helped the renowned audio design company articulate its value, redefine its role, and set a long-term creative and business direction.
2025–2026
NE EI LÖYDÄ MUA
PUOLI-Q, HELSINKI
Developed a new performance format for Viitasen Piia, combining music, spoken word and theatre into a more intimate, narrative-driven live experience.
Original concept, dramaturgy and creative direction. Cancelled before premiere.
2025–2026
Long-term strategic and creative direction culminating in Artist of the Year recognition and an award-winning album. Photography by Tekla Valy.
Won Artist of the Year at Indie Awards 2025.
2023–2025
Shaped the creative direction for an album campaign that became one of the most critically acclaimed Finnish releases of the year.
Photography by Tekla Valy.
Graphic design & layout by Jussi Karjalainen.
Won Critics’ Choice Emma Award 2025.
Won Album of the Year at Indie Awards 2025.
Won Song of the Year at Indie Awards 2025.
2023–2024
Remix Album
Created the concept, title and creative direction for Karina: ½ – a reimagining of the duo’s existing catalogue through new interpretations and artist collaborations.
2021
Helped define the artistic identity, direction and long-term trajectory of one of Finland's most acclaimed independent acts. Photo by Tero Ahonen.
Nominated for Nordic Music Prize 2019.
Nominated for Artist of the Year at Indie Awards 2021.
2017–2022
Long-term strategic and creative direction during one of the most successful periods of Yona’s career, culminating in major awards and national recognition.
Won the Teosto Prize 2022.
Won the Critics’ Choice Emma Award 2022.
Musiikkitalo album release show awarded Event of the Year at Industry Awards 2022.
Participated in the TV show Vain elämää in 2022.
Photography by Aki Roukala.
Graphic design & layout by Tino Nyman.
2019–2023
Co-founded an independent music publication that challenged traditional music journalism, recognized as Music Media of the Year at Industry Awards in 2018.
2016–2018
Creative direction for Karina’s second album, shaping the visual and conceptual world of the dream pop duo’s next chapter. Nominated for Album of the Year at Indie Awards 2021.
Photography, graphic design & layout by Tero Ahonen.
2020
Brought Ada Aik’s 5 Hours of Light to Flow Festival Helsinki, where the immersive concert was expanded from an initial proposal into a performance presented across all three festival days, accompanied by a 60-piece choir.
2025
Strategy and creative direction for the band's final chapter and 20th anniversary. Graphic design & motion by Tsto.
2023–2025
Creative direction for Husky Rescue’s final show at Kulttuuritalo, Helsinki on 24th of October, 2025.
Graphic design by Iisa Pappi.
Merch design by Veera Kortelainen.
2025
Developed the campaign concept and creative direction for Marko Nyberg's debut solo LP Solveig, creating a series of portrait films that brought a human presence to its cinematic instrumental world.
Direction, DOP and production by Mari Mäntynen. Styling and production assistance by Lumi Björn.
2024
IHMISEN AIKA TOUR FINALE
ALEXANDER THEATRE, HELSINKI
Developed the concept and visual direction for the final performance of Viitasen Piia's Ihmisen aika tour, staged at Alexander Theatre in Helsinki.
Set design by Pinja Koskelin. Lighting design by Siri Haapanen. Photography by Miikka Varila.
2024
Co-artistic direction and talent curation for the inaugural edition of artist and former MP Jani Toivola’s namesake performance festival.
Ui ui also conceived and named CIRCLE, a moderator-free discussion format in which each participant receives a sealed prompt that can be introduced at any point during the conversation, creating a structure that was both guided and unpredictable.
2024
We help people understand what
they're building.
Featuring: ELSA TÖLLI | MAX MALKA | IIU SUSIRAJA | LYYTI | JOEL SLOTTE | ELISA GABBERT | RIINA TANSKANEN | MIKKO KAUPPILA | SAMULI PUTRO | JYRKI POUTANEN | VEIKKA LAHTINEN | SAARA TURUNEN | JIMI SÄRMÖ | LANDYS ROIMOLA | SONIA KOSKELA | RONJA SALMI | NATALIA KALLIO | AMANDA PALO | TAIKA MANNILA | GRANDE MAHOGANY | KOKO HUBARA | PIETU WIKSTRÖM | ANNA BROTKIN | AINO FRILANDER | MR. LORDI | ORVOKKI | ERVIN LATIMER | ELLEN JÄRNEFELT | TEO ALA-RUONA | SINI SILVERI | TONI FERI | LUIGI VITALI | JOHANNES EKHOLM | LILI ASLO | SILVIA HOSSEINI | JAAKKO KESO | ERIC TIMOTHY CARLSON | TUOMAS SOPPELA | CLAUDIA CIFU | JAAKKO KULTA | SAARA TUOMINEN | AINO MORKO | EERO KARJALAINEN | ANNA ERIKSSON | ISA HUKKA | ARTTU SEPPÄNEN | MIA WENNERSTRAND | TAIJA ROIHA | HILLA KÖRKKÖ | PIETARI PYYKÖNEN
I called the singer-songwriter Samuli Putro and asked him the secrets to grappling with age in pop. Putro, currently 55, has had two successful careers: from mid-90s to mid-00s in the band Zen Café, and from late-00s onwards as a solo artist.
Photo courtesy of Sieka & Eklig
Limited edition anthology collecting the first year of the cult-favorite newsletter.
200 pages, 300 hand-numbered copies, featuring 40+ letters, columns, essays, interviews, and a live discussion, with contributions from Elsa Tölli, Pehmoaino, Iiu Susiraja, Mr. Lordi, Luigi Vitali, Riina Tanskanen, and more.
Creative Direction / Editorial Leadership / Partnerships by Pietari Pyykönen
Graphic Design / Layout by Sieka & Eklig
300 numbered copies (sold out)
Video courtesy of Sieka & Eklig
I had the honor of speaking with the national treasure Mr. Lordi for 3 hours. He remembered me from my childhood. The interview turned out sharp and hilarious.
Photo courtesy of Sieka & Eklig
With the gracious support of the ice cream company 3 kaveria and the bakery Way, I was able to comission two essays from Finland’s sharpest writers. Silvia Hosseini wrote a piece on language and metamodernism, and Veikka Lahtinen on the legacy of mid-2010s wave of feminism.
Photo courtesy of Sieka & Eklig
All of the 300 copies were hand numbered. The legendary design house Artek was one of the brands supporting the 1st issue.
Photo courtesy of Sieka & Eklig
I came across a letter from the editor in the German-Italian Dust Magazine, where
the editor-in-chief Luigi Vitali wrote about uncancelling the future. So happy he let me rerelease it in Oui oui.
Photo courtesy of Sieka & Eklig
Artist, illustrator, and DJ Taika Mannila.
Photo courtesy of Sieka & Eklig
Artist, illustrator, DJ Taika Mannila’s 10 favorite things right now (9 September, 2024).
Photo courtesy of Sieka & Eklig
Artist-producer Orvokki.
Photo courtesy of Sieka & Eklig
Actor-author Mikko Kauppila.
Photo courtesy of Sieka & Eklig
Limited edition anthology collecting the first year of the cult-favorite newsletter.
200 pages, 300 hand-numbered copies, featuring 40+ letters, columns, essays, interviews, and a live discussion, with contributions from Elsa Tölli, Pehmoaino, Iiu Susiraja, Mr. Lordi, Luigi Vitali, Riina Tanskanen, and more.
Creative Direction & Editorial Leadership by Pietari Pyykönen
Graphic Design & Layout by Sieka & Eklig
300 numbered copies (sold out)
Photo courtesy of Sieka & Eklig
Cozy acoustic club in a historic cinema,
with surprise headliners such as Icelandic Múm.
Concept, creative direction, curation,
branding, naming and executive production.
Logo design by Viola Virtamo.
2016, 2019
TAVASTIAN SUNNUNTAIT
A vegan Sunday brunch meets pop matinee.
Concept, creative direction, curation,
branding, naming and executive production.
Logo design by Helmi Korhonen.
2017–2018
by IVANA HELSINKI
Helped launch the inaugural edition of Superwood Festival, a Twin Peaks-inspired sleepover festival by Ivana Helsinki. Ui ui co-developed the concept and co-curated the music programme.
2017
This non-DJ lounge club — commissioned by Juhani Merimaa — was built around a simple premise: inviting politicians, pop stars, fashion designers, journalists and astronomers who weren't DJs to play the music they loved.
Concept, creative direction, curation,
branding, naming and executive production.
Graphic design by Tsto.
2017—2018
Inviting presidential candidate Pekka Haavisto to the cultural club concept LYNX LYNX LYNX unexpectedly sparked a new public persona that would become part of both his 2018 and 2024 presidential campaigns.
During the campaign period, Ui ui booked Haavisto to perform alongside artists, including a support slot before Antti Tuisku, and later co-produced the support concert at TAVASTIA with Paula Vesala and Teja Kotilainen.
2017–2018
Artistic Direction for Olohuoneklubi Stage
at Sideways Festival.
2017
Curated Ateneum-klubi for Finland's national gallery, connecting one of the country's oldest cultural institutions with artists who would soon become some of the most influential voices in Finnish music.
Featuring: Ibe, Vesta, Cledos, Pesso, M and Onni Boi.
2018
Wrote, produced and released the debut album MAAILMA LOPU, nominated for the Critics' Choice Emma Award in 2023. Co-produced with Artturi Taira.
2023
and brand development to help founders, cultural institutions, artists, hospitality brands and ambitious organizations create culturally relevant brands, places and experiences.
Founded by creative director Pietari Pyykönen, Ui ui helps organizations define who they are, what they stand for and how they exist in the world.
Ui ui on helsinkiläinen kulttuuristrategiaan erikoistunut strategiatoimisto. Yhdistämme kulttuuristrategian, luovan johtamisen,
positioinnin ja brändikehityksen auttaaksemme organisaatioita rakentamaan kulttuurisesti merkityksellisiä brändejä, paikkoja ja kokemuksia.