Project 3

DESCRIPTION

VacuumWood.Tech saw the collaboration with Luova Lämpiö as a promising way to enhance their communication efforts and facilitate the entry of their product into international markets. The dance-based project has enabled them to break out of our usual bubble and discover nonverbal methods to communicate their technology on a global scale.

When

August - September 2024

Who

Partner Company: VacuumWood.Tech
‍
Creative Professionals: Meri Pajunpää, Juha Koivusalo and Rudolf Westerholm

VacuumWood.Tech offers a construction module that gives a building a lifespan of over a hundred years. The construction industry is responsible for over 40% of all global CO2 emissions and once the buildings are ready, they further add to the problem by requiring lavish and wasteful methods for heating, cooling and maintenance. VacuumWood.Tech exists to change this.

By taking part in Luova Lämpiö, the company aimed to clarify their messaging and make their innovation understandable and approachable to all.

After initial phase of identifying VacuumWood.Tech's current key challenge, Luova Lämpiö research team presented the challenge in the Challenge Labs where creative industry professionals proposed ideas to address this challenge. During the selection process, the research team curated and created a new team by inviting individuals with strongest ideas to form a new group. This group refined and combined their ideas into a cohesive project. To support the project’s needs, Luova Lämpiö research team also brought a sound designer into the group to enhance the overall outcome.

The project for VacuumWood.Tech was carried out by Dancer and Choreographer Meri Pajunpää, Illustrator and Designer Juha Koivusalo and Composer and Sound Artist Rudolf Westerholm.

The creative professionals produced a video that showcases VacuumWood.Tech’s product’s features, possibilities and potentials through dance, animation, and movement. By contrasting the dynamic motion of the human body with the product's stillness, the video highlights its strength, stability, and reliability. To further emphasize its durability, animated weather conditions demonstrate the product's resilience in various environments.

Q&A with VacuumWood.Tech's CEO & CTO Pasi Herranen

Why is Luova Lämpiö co-research project important?
‍Through this project, we have discovered nonverbal methods to communicate our technology on a global scale. We see the use of arts as an effective way to capture the attention of international clients in particular.

‍
What value do you see in multidisciplinary practices and collaboration?
‍Luova Lämpiö perfectly exemplifies the envisioned benefits of why Aalto University was originally established: bringing together experts in science, art, and business to create outcomes greater than the sum of their parts.

‍What made you interested in expanding your collaboration to the creative sector?
‍We saw the project as a highly promising way to enhance our communication efforts and facilitate the entry of our product into international markets.

What kind of value do you believe creative thinking, practices, and professionals bring to your company? How have you used the video, and what added value do you feel it has brought?
‍Creative professionals elevate the visual identity and tone of our company to a level we couldn’t achieve independently. This directly increases our credibility, making the company appear significantly larger and more established externally. We believe that increased credibility has a direct positive impact on building relationships with both new clients and partners. We’ve already used the video in “cold” outreach to potential new clients and in rekindling old leads with prospective clients and investors. Furthermore, the stunning video material from the project has already been showcased in contexts such as a pitching competition in Dortmund, Germany. While we can’t yet quantify its added value in numerical terms, we’ve observed that the video has generated excitement among audiences who previously showed little to no engagement with our communication efforts—for example, on LinkedIn. The project has enabled us to break out of our usual bubble.

Learn more about VacuumWood.Tech here.

‍