Where people and the new meet

Cable Factory is Finland’s biggest cultural centre. This former cable factory welcomes over a million visitors every year to experience dance, art, music and beyond. 

The problem? It was seen by many as a place reserved for the artistic elite.

Our client had big ambitions. A chance to break down cultural barriers and let the world know that this exciting hub of creativity was for everyone, everywhere.

To shift perceptions, they needed an identity that truly represents the buzz and movement of a creative treasure trove. 

This 56,000m2 space is a place where cultures converge. Art intertwines. Boundaries blur. So our brand had to make one thing crystal clear – Cable Factory is anything but elitist. Our dynamic logo needed movement and motion. All perfectly in sync with the name itself – the thread that ties everything together. 

Our visual identity is inspired by an iconic mural that’s graced the walls of The Cable Factory since 1994: Let Me Be Your Mental Dentist by Thierry Noir, the original Berlin Wall artist and a forerunner of modern street art.

Through repeating, mutating and combining familiar shapes and colours the identity applications produce limitless new takes on the original artwork.

Did you know..? The iconic building was originally designed by famous Finnish industrial architect Wäinö Gustaf Palmqvist, and built for Suomen Kaapelitehdas Oy as a cable factory in 1939–1954, hence the name. At the time, it was the largest building in Finland.

In 1966 Suomen Kumitehdas Oy, Nokia Oy and Suomen Kaapelitehdas are merged to form Oy Nokia Ab, producing cables and developing mobile phone technology at the Cable Factory until the cessation of production operations in 1987. In 1987 the former factory was transformed into a cultural center with various private and public organisations that can organise large and small events, concerts, exhibitions, fairs and festivals. Also various artist studios enliven the old factory milieu.