Helsinki Airport is a key hub for Asia-Europe travel. Every day thousands of people transfer through the airport on their journey between these destinations. Helsinki Airport is now the meeting point for fashion phenomena and different cultures, as fashion designers from both the West and East meet at runway 2 at the most unique runway show.
Over a hundred international fashion media representatives will attend the event at Helsinki Airport. Fashion editors, bloggers and fashion industry influencers from China, Japan, Korea, Denmark, Norway, Sweden, USA, Germany and France, for example, gather together to Helsinki Airport enjoy the show of a lifetime.
Match Made in HEL – The Runway Fashion Show takes place at Helsinki Airport runway 2 on Tuesday 24th May, 2016 at 8:00 PM.
The fashion show will be livestreamed at www.matchmadeinHEL.com.
The fashion show guests were welcomed at Helsinki Airport.
Katja Siberg, Vice President, Marketing and Business Development at Finavia welcomed designer Bora Aksu to Helsinki.
The media representatives interviewed the designers at Hotel Kämp.
Why are you doing this?
The Match Made in HEL campaign is a joint campaign by Finavia and Finnair, and targeted at raising awareness of Helsinki Airport and Finnair as the best partners for smooth and fast air connections between Asia and Europe.
Helsinki Airport has grown into a major transfer hub for Asia-Europe travel and it is designed for smooth and fast transfers. As Finnair expands its Asian traffic in turn Helsinki Airport will expand to support growing passenger flows.
The theme for the 2016 campaign is fashion, which is a universally interesting and always topical theme that brings together influences from different parts of world and connects people. Airports are natural places where fashion trends and phenomenon from different cultures mix.
Air travel has long played a key role in setting the pace of fashion trends across the world. For decades the fashion industry has been associated with the glamorous world of travel and in May 2016 this will be celebrated in style thanks to a Match Made in HEL.
Why did you pick these designers?
Together with the Finnish fashion designer Tuomas Laitinen we have handpicked the designers to represent some of the most interesting and inspiring trends emerging from the Asian and European fashion industries.
China, Korea, Japan, the UK, Sweden, Denmark and Finland are well-known fashion and design countries and at the same time important markets for Helsinki Airport and Finnair.
What does it take to arrange a fashion show in the middle of the runway?
To make this kind of special event happen, it means lots of work behind the scenes. At the airport, there are three runways for airlines to operate from and during this event only of them is acting as the venue for Match Made in HEL. Two other runways are in operational use as normal, so we are putting up a fashion show literally right in the middle of air traffic.
Safety and smooth travelling are our top priorities at all times. During the event, we will make sure that Helsinki Airport is running as smoothly as always.
All the safety and security issues will go through a detailed review before the spectacular show. In addition, relevant parties will be aware of what is going to happen and when.
How important is fashion for Helsinki Airport?
During the past couple of years Finavia has renewed the commercial service offer at Helsinki Airport completely. 70 new or renewed shops, cafes and restaurants serve passengers now at Helsinki Airport.
Finnish brands are represented at Helsinki Airport shops. The iconic Marimekko has two stores at the airport, one at Schengen and another at non-Schengen area. ARG Airport Fashion store has shoes by Tero Palmroth in its collection. Finnish Men’s barber M-Room has just opened its doors at Helsinki Airport. Finnish quality watch and jewelry store Lindroos has two stores at Helsinki Airport, and Iittala opened its doors in the early 2016.
Helsinki Airport also offers brands that are only available at the airport in Finland, such as cosmetics brand Jo Malone London. Victoria’s Secret opened its first store in Finland to Helsinki Airport in summer 2015.
Helsinki Airport has a wide selection of international brands such as Hugo Boss, Max Mara, Michael Kors, Bally, Loewe and Salvatore Ferragamo.
Where can I follow the campaign?
The campaign website www.matchmadeinHEL.com is dedicated to tell the stories of the designers and a show views behind the scenes. The campaign is strongly shown on Helsinki Airport’s social media channels. Follow hashtag #matchmadeinHEL.