Iittala enters a new era as pioneering & creativity take centre stage

IITTALA - A PIONEER FROM THE START

The Finnish glassworks Iittala started in a village of the same name in 1881, in southern Finland. The factory is still in use today and it’s easy to imagine how the heritage and foundation of Finnish glass design lives on in the walls. The spirit of craftsmanship has never left the glassworks or Iittala, and although the collections have expanded over time to include ceramics, steel and textiles, the heart of Iittala is still in glass. Iittala's commercial breakthrough came with the rise of functionalism and the brilliance of pioneers like Alvar and Aino Aalto, Kaj Franck and Tapio Wirkkala. Iittala's new identity is a celebration of their origins with inspiration taken directly from the archives:

“When I took up my role, my intuition first led me directly to the archives. I read a lot about the history of Iitala and immersed myself in the stories behind the design icons. It became obvious that the fundamental spirit of the brand was this experimental, energetic and bold approach to design and culture. The close collaboration between designers, artists and craftsmen created the unique and original design language that we now associate with Iittala and Finnish design in general," says Janni Vepsäläinen, the name behind the new Iittala, who started as the new Creative Director in 2023.

“Fireyellow, as we have chosen to name it [the colour of the new logo], is the colour of molten glass when it leaves the furnace, ready to be moulded into a new shape. The colour represents joy, energy and creativity. What other colour could be more appropriate for such an energetic brand like Iittala?” Exclaims Janni when discussing the new visual identity.

Janni Vepsäläinen has a solid background in the fashion world where she has worked for Alexander McQueen, Givenchy, Simone Rocha and The Row. She is also behind the now viral knitted cardigan for JW Anderson that was worn by Harry Styles and inspired thousands to knit their own cardigans during the pandemic.

For me, Iittala is a somewhat revolutionary force in the creative industry. Our most iconic designs balance between the avant-garde and mainstream and that, to me, is the sweet spot, says Janni.

IITTALA - THE CREATIVE UNIVERSE

The influence that the fashion industry has had over the new Iittala is clear to see. Suddenly we're looking at dear favourites like Kastehelmi and the Savoy vase with new eyes, while being introduced to new product lines that continue to represent the creativity and boldness that has always characterised Iitala. So, what else can we expect from Iittala in the future? 

Expect the unexpected, says Janni.

“At the heart of Iittala is this slightly avant-garde and almost rebellious design ethos. The most unique design classics were born out of experimentation and exploration. We want to continue on this path and be a bold and forward-thinking design powerhouse that is not afraid to challenge the status quo. This means putting creativity first and pushing the boundaries of hand-crafted materials. We will continue to collaborate with creatives, artists and brands that share the same ethos. We want to create not only products but also cultural experiences and conversations Iittala is a creative universe,” Janni continues. 

INNOVATIVE FINNISH GLASS WORK – THEN & NOW 

The new Iittala doesn't apologise for its presence, instead it takes a confident step forward - ready to set the standard for Nordic glass design in 2024.  

“I want to lean into the Finnishness of the brand, the extremes of the nature and Finnish mentality but also the urban tones that create a perfect contrast between the harmonious and off-key. I always seek to find those surprising points of contact in the contrast. I believe the most interesting creative work stems from the mix of varied cultural references. I am inspired by anything and everything from subcultures to people-watching to music to nature. It is an endless exploration to me.” Janni explains.

This millennial writer's heart wants to say that the new Iittala is cool, someone you want to "hang out" with. The TikTok generation will roll their eyes at that analogy, but I think we can all agree that the new Iittala offers something for everyone. Their creative universe is just that, a universe of possibilities and endless exploration - but above all, a universe of Nordic craftsmanship that, since 1881, has been a pillar of how Nordic design is perceived in the world. Iittala was and remains, a primal force of fine design that challenges the norms and pushes the boundaries. Founded in craftsmanship. 

“I think it is also natural for us humans to seek beauty in the handmade. We yearn for the real-life experiences. Glass blowing requires you to be in the moment and focus only on the melted material that is being worked on. It’s a magical moment!” concludes Janni. 

Photography: Iittala