Kulmilta kulmille 8.9.2021Kulttuuriympäristöt ja arkkitehtuuri osana Uudenmaan kulttuurimatkailua

Alvar Aalto Route -kulttuurireitti:miten uutta yleisöä pieniin arkkitehtuurikohteisiin?

• FM, ICT- ja informaatiotieteet, l’Université Paris VIII

• 15 vuotta liiketoiminta- ja aluekehittäjänä• pk-yritysten tuotekehitys ja myynnin

edistäminen• digitaaliset palvelut ja markkinointi• luovat alat, museot ja matkailu• tekijänoikeudet ja sopimukset

• rahoitus• Kream Helsinki osk. perustajajäsen,

aineettomien oikeuksien kaupallistaminen• 4. vuosi: Alvar Aalto -säätiössä

Alvar Aalto Route -kulttuurimatkailureittiEuroopan neuvoston sertifikaatti 2021

Tuottaja Noora Kiili

sivustoon

1. Arkkitehtuuri ostettavaan muotoon

-> Mitä arkkitehtuuri on? Paikka, tunnelma, tila? -> Kohderyhmät? Tuotteistaminen?-> miten aineetonta pistetään pakettiin?

-> luotamme aidon sisällön kiinnostavuuteen-> kerromme merkityksistä ennen ja nyt-> paljon sisältöä, ei ainoastaan lyhyitä markkinointitekstejä-> oppaat ovat tulkki

2. Yksin ei kukaan onnistu

-> laaja joukko mukaan alusta pitäen-> aito osaamisen arvostus-> luodaan ja ylläpidetään olosuhteita toimijoiden väliselle luottamukselle ja innovoinnille-> riittävästi aikaa keskusteluille, 2 pv työpajat, paljon viestintää…-> paikat ja ihmiset tutuiksi – jokainen toimija osaa suositella muidenkin kohteita ja palveluja-> aito yhteistyön henki ja suunnittelu yhdessä

-> käännetään katseet lähelle, ja maakuntiin?

3. Äidinkieli

-> suomalaisen ja eurooppalaisen sivistystyön peruspilari-> englanti yksin ei riitä-> paras markkinointisatsaus on tarjota sisällöt kunkin maan omilla kielillä

Kiitos

-> kiitos OKM rahoituksen ja tahotilan-> kiitos Alvar Aalto -kaupunkien rahoituksen ja työn-> kiitos Alvar Aalto -säätiön asiantuntijoiden

2021 perustettu Alvar Aalto –kulttuurireittiyhdistys toivottaa uudet jäsenet tervetulleiksi!

Kiitos tilaisuuden järjestäjille!

https://www.coe.int/en/web/cultural-routes

https://www.alvaraalto.fi/en/news/the-alvar-aalto-route-has-been-chosen-as-one-of-the-council-of-europes-cultural-routes-the-first-in-finland/

https://www.coe.int/en/web/cultural-routes/-/the-council-of-europe-certifies-5-new-cultural-rout-1

kulttuurireiteistä

• The production of Alvar Aalto’s architectural office from 1920’ to 1970’ changed the conceptions of • Town planning• Standards and innovations in housing, in furniture• Functional living spaces and public buildings• Furniture, light ware and glass ware design

• The top 5 most important cultural heritage of modern architecture in the world

• Over 200 buildings from Riola, Italy to Rovaniemi, Finland, and from Vyborg Library, Russia to Reykjavik in Iceland

• Well known and appreciated also in US and Japan

Philosophy:

• Enhancing the living conditions of “the little man” – with humane, modern architecture and designing beauty in everyday objects

• Designing better life for communities

• More than a Finn, Alvar Aalto saw himself as an international operator – especially a Nordic and European one

Cultural Route themeWhy Alvar Aalto’s architecture?

Noora Kiili, Route ManagerAlvar Aalto Route - 20th Century Architecture and Design+358 44 9767810noora.kiili@alvaraalto.fi

President of the Cultural Route: Heli Leinonkoski, administrative director, City of Jyväskylä, Finland+358 14 266 1503heli.leinonkoski@jyvaskyla.fi

Tommi Lindh, CEOAlvar Aalto Foundation+358 44 5621 625tommi.lindh@alvaraalto.fi

Table of matters:

1. Cultural route theme2. Enhancement of the memory, history and European heritage3. Network and countries4. Research and development5. Cultural and educational exchanges6. Cultural and artistic practices7. Tourism and sustainable development8. Brand strategy and communication tools

• Alvar Aalto Route represents the 20th century European narrative of how the post-war movement of humanistic architecture and design reflected democratic values against the rise of totalitarism

” Home, work and beauty for all”

• Younger European history and Nordic influences through architecture and design heritage, well known all over the world

• Strongly connects to the European values of democracy and human rights as Aalto designed for ”the little man”: communities, citizens and workers in many industrial sites and housing areas

• In France, the Maison Louis Carré was commanded by a liberal art dealer from a not well-known young architect, as Le Corbusière represented too strict of a view. Jean Monnet –Centre is just next doors.

• Paris World Exposition in 1937: launch of the modernist glassware”The Eskimo woman’s leather trousers” to fight against the rise of the totalitarism in Europe

• Dialogue between the older and younger history:

Tours from pre-history to the present days at the Kauttua Works in Eura or the tour at the River Kymi, where industrial history extends from the 17th century to present days.

• Wolfsburg Cultural Centre – industrial city of Volkswagen

Enhancement of the memory, history and European heritage

Present network of Alvar Aalto Route and potential extensions

Members can be:• Alvar Aalto Cities, municipalities

city-owned companies• Schools, Universities, Academies• Aalto site owners,

Real Estate companies• Entrepreneurs and guides,

site operators • Travel agencies and Tour operators• Regional Travel Brands • National Travel Organisations • National Cultural Route –associations• Organisations fostering architecture and

design heritage

IPR rights & brands owned by:Alvar Aalto Foundation Aino and Alvar Aalto family companyArtek / Vitra design companyIittala / Fiskars design company

• Finland: Alvar Aalto Foundation, Alvar Aalto Cities of Jyväskylä, Kotka, Varkaus, Raasepori, Pori, Kouvola, Seinäjoki, Alajärvi, Eura

• Villa Mairea Foundation, Magni Mundi Ltd., Lahti Region Ltd. Aalto Inkeroinen asc.

NOTE! Cities run schools and finance regional travel organisations, too.

• France: Association Alvar Aalto en France: Maison Louis Carré

• Germany: Ticket-B travel agency in Berlin and the Alvar Aalto Gesellschaft, operating in three European German speaking country, Germany, Austria and Switzerland

• Estonia: Villa Tammekan, The Granö Centre is an independent operational unit running the only Aalto design building in the country. Even though the walls are owned by the Turku University in Finland, the operational finances are from many sources.

• A.Ahlström Real Estates Ltd. internationally operating Private company

The Route association was founded in 2020, after careful consideration of all the options to meet up with the criteria, due to the quit complex Intellectual property rights situation related to the Alvar Aalto’s heritage.

Network members and countries

FAMILY of Alvar Aalto and modern architecture and design -related networks:

Alvar Aalto Route Association,Alvar Aalto Foundation,Alvar Aalto Cities Network,Alvar Aalto Researchers’ network, Symposium,Conservation CoursesInternational Exhibitions,Alvar Aalto Schools.

Alvar Aalto RouteAssociation worksin close collaborationwith existingorganisations andinternationally recognizednetworks in modern architecture, education, research, tourism and design companies.

työskenteleviä tahoja

• Alvar Aalto researchers’ network and Symposium by the Alvar Aalto Foundation

• Universities Cambridge / MIT, Aalto Univ., Tampere and Jyväskylä Universities

• ICOMOS conservation of the world's monuments and sites

• UIA The International Union of Architects • ACE The Architects' Council of Europe• ICAM international confederation of

architectural museums• UNESCO tentative list of Finland 2020• International Design Companies

Vitra/Artek, Fiskars/Iittala• Takenaka Corporation Japan• Playce.org international association of

architecture education• Alvar Aalto Schools / Alvar Aalto Cities

Alvar Aalto Foundation’s international networks benefit fully to the activities and development of the Alvar Aalto Route association:

• The scientific committee is complemented with international members

• The extensive quantity of existing research on Alvar Aalto’s architecture and design has been used in all the phases of planning of the activities and the route concept itself

• For example, the tour packages are based on the themes and concepts of light, air, health, pine trees and the human scale – all essential elements of the Alvar Aalto heritage

Co-operation in research and development

• The Alvar Aalto schools network: design competition for children

• Playce.org international association of architecture education

• Student residences in several Aalto sites, for example at the SäynätsaloTown Hall, Villa Väinölä and soon also in Paimio Sanatorium, Finland

• Cultural activities also at the Wolfsburg Cultural Centre

• Maison Louis Carré: artist residencies

• School group visits, events, concerts, exhibitions in most of the Alvar Aalto Route sites

Cultural and educational exchanges of young Europeans

• Alvar Aalto museum in Jyväskylä

• Wolfsburg Cultural Centre represents the Nordic democracy in a city of car industry Volkswagen, looking for a “facelift”

• Library, Concert hall, cultural and artistic activities for citizens… the building concept itself is all about culture and art

• The Maison Louis Carré art exibitions and residency for young artists

• Other potential ones later on: Reykjavik Nordic House in Island, Kunsten art museum in Denmark etc.

• Exhibitions held in Sunila Mill Managers’ House, Events, Concerts, Modern danse, seminars…

Contemporary cultural and artistic practice, examples:

www.alvaraaltoroute.eu // https://visit.alvaraalto.fi

- 30 Alvar Aalto tours in 20 cities

- 60 destinations in 5 countries

- 10 travel agencies

- 25 tourism regions

Languages FIN, ENG, RU, JP

2021 publishing in German

FB Visit Alvar Aalto, IG visitalvaraalto

campaigns and marketing

Workshops since 2017 in 3 countries, sustainable tourism choices

Route association founded in 2020

Intellectual property rights mainly owned by the Alvar Aalto Foundation, but also by Artek/Vitra and the Aalto family company -> contracts, collaboration

Cultural tourism and sustainabledevelopment

www.alvaraaltoroute.eu

https://visitalvaraalto.fi

• PR-strategy: network-based model, where all the partner use their own channels to communicate about the route, according to a common plan

• Each member has own websites, and digital and print media channels and campaign

• The written and visual content is carefully chosen and curated by the Alvar Aalto Foundation experts, to meet up with the highest standards of distribution of right knowledge on Aalto’s heritage, as well as the brand strategy and the values and choices in the content work

• Common logos, tour products online, social media campaigns etc. since 2017

• Online service 05 - 2018

• Facebook, Instagram 2020

Current state of communicationtools developed by the network

Thank you!

President of the Cultural Route: Heli Leinonkoski, administrative director, City of Jyväskylä

+358 14 266 1503heli.leinonkoski@jyvaskyla.fi

Tommi Lindh, CEOAlvar Aalto Foundation+358 44 5621 625tommi.lindh@alvaraalto.fi

Noora Kiili, ProducerRoute on Alvar Aalto’s architecture and design heritage+358 44 9767810noora.kiili@alvaraalto.fi

Kiitos ajastanne! Lisätietoja

• 1. Verkoston osaaminen ja resurssit ovat A ja O

• 2. Luo olosuhteet toimijoiden väliselle luottamukselle ja innovoinnille = riittävästi aikaa keskusteluille ja 2 pv työpajat

• 3. paikat ja ihmiset tutuiksi – jokainen toimija osaa suositella muidenkin kohteita ja palveluja

• 4. Aito yhteistyö ja suunnittelu yhdessä

• 5. Hakemus itsessään on iso työ – varaa aikaa ja pyydä apua

• 6. Apua mm. Visit Finlandin Akatemia-valmentajilta

Marit Hohtokari ja Kati Repo, KREAM Helsinki osk.• verkoston luominen ja sitouttaminen

• aineettoman kulttuuriperinnön tuotteistaminen

• IPR oikeuksien hyödyntäminen ja suojaaminen

• kulttuurireittien rakentaminen

https://www.businessfinland.fi/suomalaisille-asiakkaille/palvelut/matkailun-edistaminen/toiminta-suomessa/akatemia/valmennusaiheet/hohtokari-marit

Kokemuksia ja suosituksia Euroopan neuvoston kulttuurireitin kokoamiseen