Finlandia:
Museum of Less Ordinary
Case Study

The Project

Museum of Less Ordinary is part of Finlandia’s campaign “1000 Years of Less Ordinary Wisdom”.

We created a temporary museum with no information or names of the exhibits.

Visitors relied solely on their senses and experienced the artworks free from the influences, which an author’s name and reputation bring.

Museum of less ordinary

We started with a less ordinary place — the ruins of an old Chinese restaurant.

Working with the curatorial team studio Komplekt, we arranged the exhibition, using the three main senses:

Touching

Special wooden boxes contained 8 objects by some of Bulgaria’s most prominent jewellers, sculptors and architects.

Visitors could touch the exhibits, but not see them.

Museum of Less Ordinary
Museum of Less Ordinary
Museum of Less Ordinary
Museum of Less Ordinary

Seeing

Sketch artist Ico Ptico created nameless portraits, inspired by the Finlandia video “1000 years of less ordinary wisdom”.

Museum of Less Ordinary

Hearing

Interactive wall, decorated by Tsvetislava Koleva, concealed the music of emerging Bulgarian sound artists Evitceles, Mytrip and Dayin.

Museum of Less Ordinary
Museum of Less Ordinary
Museum of Less Ordinary

Interactive Museum Cards

Instead of museum cards each visitor held a personal museum card in his smartphone.

On a special microsite they could try to name the author and their work or could share their authentic feeling of what they experienced.

Museum of Less Ordinary
Museum of Less Ordinary
Museum of Less Ordinary
Museum of Less Ordinary

Video I

Video II

Museum of Less Ordinary
Museum of Less Ordinary
Museum of Less Ordinary
Museum of Less Ordinary

Results

More than 3,500 people visited the museum in Sofia and Plovdiv

Over 2,000 people answered questions on our microsite

The average time spent on the museum card microsite was 4 minutes and 10 seconds

The campaign was featured on 2 national televisions, 3 radio stations and in more than 35 online and offline media

The total PR value was 127 500 BGN with 0 lv. spent

Gold, FARA 2016

One-to-One Communication

Gold, FARA 2016

Art Direciton

Gold, FARA 2016

Events