Artist EGS oversees the new look of the Helsinki Festival
EGS is in charge of the new visual look of the Helsinki Festival, the largest multi-arts festival in the Nordic countries, and will also be the Festival’s collaborating artist in the coming years. The design for the Festival is based on an organic map built on a living line, which suggests a sense of discovery and invites viewers to lose themselves in culture. EGS’s art works will also be part of the Festival programme in coming years.
EGS is the most prominent Finnish graffiti artist internationally – also known for his sculptures and glass art. EGS’s signature spreads across the Helsinki Festival venues and will be prominently visible in the festival’s visual communication.
This year, Johanna Freundlich, the Helsinki Festival’s new Artistic Director, is taking over, and under the new Artistic Director, the look of the Festival is also being revamped.
“It’s inspiring to have EGS in charge of the look of the multi-arts festival, as his diverse body of works reflects the Festival’s spirit. EGS’s works live in different environments – from manors to backstreets – and, similarly, the Helsinki Festival wants to permeate all corners of Helsinki. In addition to the map themes, artisanry is apparent in EGS’s art and reflects the artistic expertise that the Festival represents. His long and first-class international career has been characterised by both surprises and engrossment – qualities that are also important for the Helsinki Festival,” says Freundlich.
The Festival’s new look emerges from an organic line and a map of Helsinki drawn from memory.
“An organic, living map suggests getting lost and discovering. Consuming culture is in many ways about discovery, through first getting lost and being surprised. The Helsinki Festival, and especially the Night of the Arts, spreads culture and art in its various forms all around Helsinki. The city expands through culture and different forms of subculture. The map has been created from memory and is not concrete or accurate – as is often the case with art and culture. The vivid line on the map reflects people’s unique way of finding their own city and the culture it offers,” the artist explains.
Festivalgoers will be able to experience EGS’s art as part of the festival programme more widely during the upcoming five-year term. This year’s collaborative product will be announced in spring.
“The Festival treasure map that I have created will surprise audiences every year, and there will also be other surprises. I’m truly inspired by this versatile collaboration and believe that my art will be a visible part of upcoming festivals,” says EGS.