INDUSTRY:
ART & CULTURE
CLIENT:
Oulu2026 | European Capital of Culture
YEAR:
2026
ROLE:
Concept Lead
European Capital of Culture
about.
In 2026, Oulu is the European Capital of Culture – an EU flagship initiative celebrating Europe’s cultural richness, diversity and common heritage.
Oulu 2026, a €50M programme includes a year-long celebration featuring events like the Irish Festival of Oulu’s Cultural Kaleidoscopes.
Project Snapshot
Client: European Capital of Culture / Oulu 2026 / Cultural Kaleidoscopes (The Irish Festival of Oulu)
Role: Narrative strategy, concept design, audience engagement, copywriting
Scope: From street performance to cultural system — working directly with the artistic director and multidisciplinary team
Status: Public launch Sept 2025, full unveiling in 2026
the brief.
Oulu’s European Capital of Culture year 2026 brings Northern Finnish culture into streets, homes, and everyday life.
My work is linked to the Cultural Kaleidoscopes Street Festival, part of the Irish Festival of Oulu. The task is to design how this event could resonate internationally, while staying rooted in the local community.
My Roles
Concept Design — contribute to the framing the core idea: how an Arctic city can speak to Europe.
Branding — simple, co-created, human tone over gloss.
Audience Engagement — invites, not ads; fast loops with locals.
Digital Ecosystem — one spine across street, site, social.
Film — scripts as prototypes, tested until they feel true.
challenge.
Oulu2026 is a year-long celebration.
The Approach
We’ll shape a living ecosystem where international art and everyday life meet — in the street, online, and in shared cultural spaces. I’ll bring human-centered design, scriptwriting, concept designing and help with branding.
Aims
Engage audiences across Europe and beyond
Amplify international cultural visibility
Create shared, real experiences that strengthen identity.
The Impact (so far)
The full impact will unfold in 2026. Already, the work is creating new ways for Oulu to connect with Europe. The project is building pride locally and sparking curiosity internationally.
Why it matters to me?
This project is about more than events. It’s about the breathtaking international scale art and culture. I’m thrilled to be part of this journey.
For more information, check www.irish.fi, and Oulu2026.
testimonial.
“A Magical parade full of light.”
