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JCDecaux
Eva Nyman, Marketing Director
1.
What is the need for Finnish Design Year?
Design belongs to
everyday life and the competitive means of Finnish industries. It is
important to assemble resources, actors and people with vision around
joint products. Having lived abroad many years, I feel design to be
particularly important in creating the image of a country and its skills.
Finland has a fine heritage of design that is known relatively well. We
have brilliant designers. Design as a competitive factor for firms and
companies requires due attention and investment and therefore JCDecaux is
participating in Finnish Design Year.
2. Whom would you like
see inspired by Finnish Design Year?
Consumers and all parties
for whom Finnish competitiveness is important. With regard to JCDecaux, I
would like to see our company become familiar to people for its design.
3. How do you collaborate with designers?
The JCDecaux is a media
corporation specializing in street furniture and designing advertising
equipment for urban, shopping centre and airport environments. Our street
furniture has been designed by Bellini, Wilmotte, Porsche, Cox, Sir Norman
Foster, Anderson in Sweden, and Holscher in Denmark. In Oslo, for example,
JCDecaux street furniture includes benches, street lamps, rubbish bins and
tram stops.
In Finland, our products are mostly tram and bus stops
and billboards in the cities. The tram and bus stops and billboards in
Helsinki were designed in collaboration with Academician Juha Leiviskä in
the 1990s. Typical features of Helsinki are a dark green colour and
angular shapes. In other cities, similar solutions have been adopted from
abroad, with colours such as gold, brown and grey..
4. What
product-development prospects do you see in outdoor advertising and
ambient marketing?
Solutions for outdoor advertising develop
according to consumers’ use of time. People are spending a growing amount
of time outside the home. According to an Intermedia study, people spend
approximately 1.5 hours a day in the sphere of outdoor advertising. The
corresponding figure for England is over three hours.
New features
in Finland are background-lit and moving visual surfaces alongside the
older so-called glued surface. Quality and new solutions being constantly
developed. Many of the solutions used abroad are quite impressive, such as
40-metre billboards, LED displays, neon lighting, TARKISTA WALL MURALS?
wall sheets and ambient solutions. Solutions of the future include
Bluetooth applications with which consumers can receive messages and
content from outdoor advertising facilities for instance while waiting for
a bus.
5. Outdoor advertising plays an important role in the
visual world of urban space. What is your personal favourite in good
“design for urban space”?
The Elite Restaurant in
Helsinki’s Töölö is an unbroken ensemble – some things are best left as
they are. Times Square in New York is arresting with its nervous throb.
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