As usual, SMT took part in the Travel Fair in Helsinki. This time, we offered visitors the chance to have a bit of ‘hygge’ in a rocking chair. During the day, I got to tell quite a few people what hygge is and why they need it. I heard someone grumbling about how SMT keeps coming up with these things – must have been someone from a nearby booth? Yes, we keep coming up with these things! However, we did have our reasons to invite our friends to share a bit of hygge at the fair.
Since last spring, we at SMT have spent a lot of time thinking about the purpose of our own work. We noticed that, at many points, we are helping people avoid those nasty, lonely moments when everything goes wrong and you feel that you lack the skill and time to do anything. We give our customers more time – their own time with their own people. They can spend this time however they like, even with a bit of hygge.
Hygge is a Danish phenomenon, a permission to take some time off, slow down for a while and enjoy some red wine, chocolate and candlelight. In the hectic everyday life, this is a really nice trend that is, however, being replaced by the newer trends, ‘lagom’ and ‘sisu’.
Lagom is a lifestyle trend from Sweden where you have just the right amount of everything; you have neither too much nor too little. Sisu, on the other hand, is a Finnish phenomenon that even made the cover of Time magazine. Sisu means tenacity, beating the odds and fighting until the end.
Then again, this will always be the case; phenomena and trends come and go. They are created by people’s needs. Some appeal to a larger group than others and these trends spread like wildfire. Once a new phenomenon reaches its point of saturation, the time is right for another one. Some trends stay alive, but by that time, they are no longer considered trends – they become the norm.
Today’s world is digital and electronic, but these concepts were also born from a need, they were also trendy at a time. And while they have become commonplace, the need to experience the opposite has grown. Communicating from person to person with no digital medium and withdrawing to an offline space outside of modern technology may be a welcome change.
Here at SMT Events, we are constantly looking for new things, trying to anticipate future phenomena and identify people’s changing needs. Without this, we would be unable to offer new ideas to our clients and to meet their needs. When building an event for our client, it is important to know what people need and want, what is already old hat and what kind of variation people want.
We are extremely happy that we had the chance to enjoy hygge at the travel fair with so many friends, surrounded by rag rugs and rocking chairs. The event supported SMT’s updated strategy and our fight against loneliness very well.
I must say that I am very proud of our team. It created the concept and produced the event, gathered rocking chairs and rag rugs from all over Finland and built a booth that was brave, different and funny. Just like us.
And I actually realised that we are quite good at this; creating booth concepts for trade fairs, that is. We might even sell the service to others – if you have something good, pass it on.
Director, SMT Events