Laura Väinölä: Altar of Attraction

Young Designer of the Year Laura Väinölä will build a large-scale commissioned work named Altar of Attraction. Väinölä will create a shrine to be a part of the renewed Backyard area. The shrine offers people a chance to calm down and become energised in the middle of the festival’s stimulation rich world. At the moment Väinölä works on space, style, events and concepts. Her works can be seen as multisensory. A good example of what multisensory can be is her brand Flora & Laura – a florist’s store that doesn’t exist. Väinölä is also the brand director for the Pre Helsinki fashion organisation as well as the creative director for Duotone, a company that concentrates on directing, photography and holistic design.

Photo: Tekla Vály