The full story will unfold in 2026, so for now I can only share a glimpse — out of respect for the ongoing work. (I’ll share more immediately when I can.)

The Brief
Oulu was chosen as the European Capital of Culture 2026 — a year meant to bring culture into streets, homes, and everyday life. My role is linked to one of its projects: the Cultural Kaleidoscopes Street Festival, part of the Irish Festival of Oulu. The task was to design how this event could resonate widely, while staying rooted in the local community.

The Challenge
The festival needed to carry both local meaning and international visibility. How do you create something that feels true to Oulu, yet speaks to audiences across Europe?

The Approach
I work on concept design, audience engagement, branding, storytelling, and the design of both digital and real-life experiences. Together, we shaped a living ecosystem where art and everyday life meet — in the street, online, and in shared cultural spaces.

Aims

• Engage communities across Europe and beyond

• Amplify international cultural visibility

• Create shared experiences that strengthen identity and pride

The Impact (so far)
The full impact will unfold in 2026. Already, the work is creating new ways for Oulu to connect with Europe — and for Europe to connect with Oulu. The project is building pride locally and sparking curiosity internationally.

Why it matters beyond events?
This project is about more than events. It’s about giving voice to communities, arts and culture, showcasing Northern creativity to Europe as well as bringing culture from Europe to Oulu – and creating experiences that leave lasting memories.

I’m thrilled to be part of this journey.
For more information, check also www.irish.fi.
Also, Oulu2026.