Finnish Painters’ Union
A digital platform for Teosvälitys event
Teosvälitys is Finland’s largest annual art event, bringing together over 600 artists and displaying nearly 1,700 paintings for sale. Organized by the Finnish Painters’ Union, the event attracts around 20,000 visitors each year. To strengthen its presence and support the art business during the pandemic, Teosvälitys needed a digital platform that would function as a gallery, catalogue, and webstore—before, during, and after the event.
Starting point
The existing online presence did not fully support the event’s evolving needs. The platform had to serve multiple purposes: enabling visitors to browse and purchase paintings, supporting artists in showcasing their work, and seamlessly integrating the physical event with a digital experience. Additionally, the audience had expanded beyond the traditional wealthy middle-aged buyers to include younger couples, requiring a fresh and modern approach.
Approach
The redesign prioritized both usability and functionality. The platform was structured to act as a comprehensive digital catalogue, allowing users to explore artists and their work with detailed information on pricing, dimensions, and techniques. A robust filtering system ensured quick and easy discovery of artworks.
To integrate the live event experience, QR codes were introduced, linking physical paintings to their digital pages for instant access to details and availability. An artist registration system was also designed, allowing artists to apply, submit their works, and manage their online portfolios efficiently. The visual design took inspiration from industrial design and Renaissance geometry, with broad white spaces reminiscent of gallery exhibitions. Large images, a modern sans-serif typeface, and a deep green accent color created a fresh yet timeless aesthetic.
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Impact
The new platform transformed Teosvälitys into a seamless hybrid event, enhancing both online and offline engagement. Visitors can now easily browse, locate, and purchase artworks, while artists gain a stronger digital presence. The Finnish Painters’ Union now has a scalable, user-friendly system that supports their evolving audience and ensures the long-term success of Finland’s largest art sales event.
