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Alvar Aalto Route? Producer Noora Kiili • Maîtrise de Sciences et de l’Informatique, l’Université Paris VIII • 15 years of SME’s business support and regional development projects • SME’s service and product development: • Brand development and business plans • Digital services and marketing, sale strategies • Intellectual property rights and licensing • Creative industries, museums and travel sector • Public & private funding • Since 1,5 years: Travel service producer at Alvar Aalto Foundation “The tradition that binds us all has a lot to do with climate, practical circumstances and the quality of the tragedies and comedies that we take part in. I do not produce emphatically “Finnish” architecture and cannot indeed see any particular contrast between the Finnish and the international. My home country is part of Europe.” - Alvar Aalto 1967- Why Alvar Aalto’s architecture? • The production of Alvar Aalto’s architectural office from 1920’ to 1970’ changed the conceptions of • town planning • Standards for example in housing • 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 • Well known and appreciated from US to Japan Why Alvar Aalto Route? • to uplift the valuation of Aalto’s architecture • fundamentally the aim is to protect the Aalto sites, with the help of generated travel business • 2017 – museums and exhibitions reached over 1 million visitors • heterogenic sites creation of the Aalto Tour Brand and services • organized Alvar Aalto tours in 20 cities, 10 travel agencies • serving better the traveller: marketing and info on Visit Alvar Aalto http://visit.alvaraalto.fi • reach new audiences What is the essence of an Aalto tour? • genuine interpretation of the art • tells a story bigger than ourselves • inspiration, delight and learning • mindfulness and wellbeing from architecture, woods, natural waters and the Finnish Sauna experience • each Aalto Site is the highlight of the tour, but the visitor is also offered a set of interesting and vivifying culture, promenades and activities • eat, drink and sleep well on an Aalto tour • yearn for another site By whom? • Entrepreneurs and guides in Aalto destinations • Alvar Aalto Cities • Regional Travel Brands • Visit Finland • Sellers, travel agencies and tour operators • Alvar Aalto Foundation: researchers’ expertise, coordination and IPR & brand owner www.alvaraalto.fi Visit Alvar Aalto so far is • Over 20 tours with 10 sellers • 100 pages, over 300 quality photos • First 6 months 36 000 views, 10 000 visitors • + 20 press hits after the launch in the Biennale di Venice • network of professionals, friends and enthusiasts Current and future partners • 20 Alvar Aalto Cities and Travel brands in Finland • 10 Travel agencies and tour operators • Xamk The South-East University of Applied Sciences We hope to have joining by the fall: • Alvar Aalto City Wolfsburg, Germany • Alvar Aalto City Aalborg, Denmark • Alvar Aalto City Tarto, Visit Estonia • Maison Louis Carré, France • Nordic House, Island • Vyborg Library, Russia Funding and resources 2017-2020 • Ministry of Education and Culture 165 000€ • Alvar Aalto Cities 40 000€ • Time and resources from all 50 000€ • Alvar Aalto Foundation, money, coordination and expertise The Aalto House, Riihitie Helsinki Finlandia Hall, Helsinki Helsinki House of Culture Savoy Restaurant Academic Book Store Rautatalo Office Building National Pensions Institute Stora Enso Head Office Espoo Otaniemi Aalto University Campus Helsinki East, Kotka Katariina Seapark Helsinki East, Kotka, Sunilan sellutehtaan asuinalue Inkeroinen Kouvola, Ankkapurhan kulttuuripuisto Helsinki itään, Kymijoki Inkeroinen Kouvola Sunila Kotka Aallon harjalla Saimaalla Varkaus Arkea Aallon kattojen alla Paimio, Noormarkku Pori, Kauttua Eura Paimio Sanatorium Villa Mairea, Noormarkku Pori Terassitalo, Kauttua Eura Jokisauna Eura Kauttua The early and the later works of architect Alvar Aalto Seinäjoki, Alajärvi, Jyväskylä Seinäjoki Aalto-keskus Seinäjoki, Uppala Manor Alajärvi, Villa Väinölä, Kulttuuri- ja hallintokeskus, sukuhauta Järvenpää Villa Kokkonen Turku, Turun sanomien toimitalo Lounais-Suomen Maalaistentalo Standardivuokratalo Thank you! Noora Kiili, producer, Alvar Aalto Route Nina Heikkonen, Program Manager, Alvar Aalto Academy.
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