A Warm and Nature Inspired Launch at Tampere Hall

When Novita and Laine Publishing set out to launch their new premium yarn, they wanted an event that reflected their brand values and fostered a genuine sense of community. Their vision was to create a warm, inspiring and nature inspired experience that would bring together knitting enthusiasts and partners from across Finland.

The venue was Maestro at Tampere Hall, chosen at the client’s request from the very beginning. Framed by the autumn colours and natural light of Sorsapuisto Park, the floor to ceiling windows created the perfect setting to complement the brand story.

“We knew from the very beginning that Maestro was the right choice. It brings nature indoors and felt like a perfect match for our brand. The autumn colours outside the windows made the day truly unforgettable.”

Essi Rundgren Marketing Communications Manager, NOVITA

This was Novita’s first large scale launch event and also the company’s first collaboration with an event agency. “We don’t have an in house event production team, so we needed a partner with the expertise and confidence to manage a project of this scale. It was a huge relief to have experienced professionals by our side who knew exactly what needed to be considered,” says Rundgren.

At Tampere Hall and Talo Events, we planned and delivered the event based on the client’s vision, from the first ideas through to the final moments of the event day. We took care of scheduling, production, event technology and catering, allowing the client to focus on the content and their guests.

When registration opened, interest was immediate. The event was fully booked within hours, demonstrating the strong demand for a community driven launch event.

Nature, Community and Sustainability Shaped an Event That Reflected the Client’s Brand

The launch event was built around two central themes: wellbeing and community. During the morning programme, Novita introduced the story behind its new yarn and its collaboration with Laine Publishing. Through a video, guests were given a behind the scenes look at the West Yorkshire mill where the yarn is produced.

Psychologist Satu Lähteenkorva also spoke about the positive impact of knitting on mental wellbeing, a presentation that captured the audience’s attention and created a calm, reflective atmosphere.

Lunch was served as a buffet in the Tampere Hall restaurant. Careful planning ensured a smooth service, enough food for everyone and minimal food waste. Sustainability was reflected throughout the event experience: Tampere Hall’s restaurant services are certified with the Nordic Swan Ecolabel, and the event’s environmental impacts were carefully considered.

The afternoon programme took on a lighter tone. A knitting workshop brought plenty of laughter and conversation, while a panel discussion explored the value of crafts from different perspectives. The day concluded with a fashion show presenting garments made from the new yarn collection.

The event was hosted by journalist and knitting enthusiast Laura Friman, whose warm and engaging style created a relaxed atmosphere that resonated with the audience.

“The atmosphere was wonderful. People enjoyed themselves, chatted and knitted side by side. It was exactly what we had hoped for,” Essi recalled.

Event production and technical delivery ran seamlessly. Our combined team, including Tampere Hall’s venue staff, technical specialists, stewards and the Talo Events production team, ensured everything ran according to plan.

There was just one unexpected moment. About an hour before the event began, a bird flew into the Maestro auditorium. The situation was handled calmly, and the programme started on time.

“It was the only unexpected incident of the day, and it was handled so well that it remains a fond memory rather than a problem,” Rundgren said with a smile.

A Partnership That Delivered Value and Strengthened the Brand

The event achieved its objectives in full. The launch generated visibility, strengthened the brand and created a memorable experience for participants. The event also gained extensive organic exposure on social media as attendees shared photos and videos throughout the day.

“We received a great deal of well-earned visibility. The event reached far more people than those attending in person, showing that both the atmosphere and the content truly resonated with our target audience,” says Rundgren.

She also praised the collaboration:

“Everyone, from the technical team to the venue staff, was approachable, helpful and a pleasure to work with. It was a real joy working with your team.”

She concludes:

“We wholeheartedly recommend Talo Events and Tampere Hall. Not only because of the venue itself, but above all because of the people. Working with your team was easy, professional and genuinely enjoyable.”

The successful launch demonstrated that when the right venue, a compelling story and expert event delivery come together, the result is an event that brings a brand to life and leaves a lasting impression on its audience.

“We don’t have an in-house event production team, so we needed a partner with the expertise and confidence to manage a project of this scale. It was a huge relief to have experienced professionals by our side who knew exactly what needed to be taken into account.”

Essi Rundgren Marketing Communications Manager, NOVITA

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