& (Espoo theatre, the international theatre of Finland), repositioned itself and redefined what theatre can be. By turning traditional performances into inclusive, holistic experiences, they’ve surprised audiences and set a new standard for the Finnish theatre industry.
Traditionally, theatre has been seen as an exclusive treat for older, established audiences. But post-COVID, these groups are shrinking, leaving many theatres grappling with stagnant visitor numbers.
The leadership at & (Espoo theatre) recognised this challenge—and saw it as an opportunity. Situated in one of Finland’s most diverse cities, they embraced a bold new vision: to transform the theatre into a space that welcomes everyone, regardless of their background or previous relationship with the arts.
"Our strategy today is all about inclusivity. Espoo is one of Finland’s most diverse cities, and we want our theatre to reflect that." — Matilda von Weissenberg, CEO at &
With a new brand strategy and visual identity already in place, they turned to Hellon to revolutionise their customer experience, ensuring that every aspect of a theatre visit felt as open and inviting as the performances themselves.