Fully booked within hours – Novita and Laine launch their new brand collaboration at Maestro
Novita and Laine Publishing launched their new collaboration on 12 October 2025 at an event held in Maestro at Tampere Hall, bringing together knitting enthusiasts from across Finland. The event production and overall service delivery were handled by Talo Events.
A warm, nature-inspired launch at Tampere Hall
As Novita and Laine Publishing prepared to launch a new premium yarn, they wanted the event to feel genuinely collaborative. The launch needed to reflect their shared brand values. Their goal was to create a warm, inspiring and nature-driven experience for knitting enthusiasts and partners from around the country.
From the very beginning, the client chose Maestro as the venue. The autumn colours of Sorsapuisto Park and the large, light-filled windows made the space a natural extension of the brand story. “It was immediately clear to us that we wanted Maestro. It’s a space where nature is present and which truly felt like our brand. The autumn colours outside the windows made the day truly unique,” says Essi Rundgren, Marketing Communications Manager at Novita.
A first large-scale launch with an event partner
The event marked Novita’s first launch of this scale and their first collaboration with an event agency. “We don’t have an in-house event production team, so we needed a partner with the experience and confidence to manage a large-scale event. It was a huge relief to work with professionals who knew exactly what needed to be considered,” Rundgren explains.
At Tampere Hall and Talo Events, we planned and delivered the event based on the client’s vision. We supported the process from the first ideas to the final moments of the event day. Our team handled scheduling, production, technical execution and restaurant services. This allowed the client to focus fully on the content and meeting their guests.
When registration opened, interest was immediate. The event sold out within hours. This clearly showed the demand for a community-driven brand launch.
Nature, community and responsibility at the core
The launch day was built around two key themes: wellbeing and togetherness. In the morning, the programme introduced the story behind the new yarn and the collaboration with Laine Publishing. Through video content, the audience gained a behind-the-scenes look at the West Yorkshire mill where the yarn is produced. Psychologist Satu Lähteenkorva then spoke about the positive effects of knitting on mental wellbeing. The topic held the audience in attentive silence.
We served lunch as a buffet at Tampere Hall’s restaurant. The pre-ordered arrangement worked smoothly. Food was sufficient for all guests, and waste remained minimal. Responsibility was visible throughout the service chain. Tampere Hall’s restaurant services are Nordic Swan Ecolabel certified, and we carefully considered the event’s environmental impact.
In the afternoon, the atmosphere became lighter. A knitting quiz sparked laughter, and a panel discussion explored the value of craftsmanship from different perspectives. The day concluded with a fashion show presenting knitwear from the new collection.
Journalist and knitter Laura Friman hosted the event. Her warm and humorous approach made the atmosphere relaxed and relatable for the audience. “The atmosphere was wonderful. People felt comfortable, chatted freely and knitted side by side. It was exactly what we had hoped for,”
Essi reflects.
Seamless production
Event production and technical execution ran smoothly throughout the day. Our joint team – Tampere Hall staff, technical crew, ushers and Talo Events production – ensured that everything proceeded as planned.
The day included one small surprise. About an hour before the event began, a bird flew into Maestro. We handled the situation calmly, and the programme started on time. “It was the only setback of the day – and even that was handled so well that it remains a funny anecdote,” Rundgren laughs.
The event fully achieved its goals. The launch increased visibility, strengthened the brand and offered participants a memorable experience. Attendees shared photos and videos throughout the day, generating significant organic reach on social media. “We gained a lot of earned visibility. The event reached far more people than just those in the room. That shows the content and atmosphere truly resonated with the right audience,” Rundgren says. She also praises the collaboration: “Everyone you worked with – from the technical team to the ushers – was approachable, helpful and genuinely pleasant. It was a joy to work with you.”
“We wholeheartedly recommend Talo Events and Tampere Hall. Not only because of the venues, but above all because of the people. Working with you is easy and enjoyable,”
Essi concludes.
The successful launch demonstrated how a strong story, the right venue and seamless production can bring brand values to life and leave a lasting impression.
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TeXT eeva kivikkola
