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.

The collaboration began with an immersive dive into the lives of both current and potential theatregoers. Hellon’s research revealed an untapped audience: those curious about new experiences but not regular theatre attendees.

"It was fascinating to get a glimpse into the heart of the theatre and work with such a dedicated team. Hearing from customers about how theatre touches their lives was truly inspiring." — Evastina Tikkala, Senior Service Designer at Hellon

Through qualitative interviews and a wide-ranging survey, we uncovered the motivations and barriers shaping audience behaviours. This data-driven approach allowed us to create customer segments based on distinct motivational profiles, which now guide &’s programming decisions.

Using these insights, Hellon and & (Espoo theatre) co-created a new value proposition: a promise to “constantly surprise” audiences. This became a guiding light for every design decision and was brought to life through collaborative workshops with staff and potential customers. Together, we reimagined and redesigned the entire theatre experience throughout the customer journey—from the first touchpoint to the final bow.

The result? A more customer-centric theatre experience, providing new value at every touchpoint, and a service offering that balances tradition with innovation, attracting new audience segments while delighting loyal theatregoers.

Reimagining a theatre’s customer experience requires more than a new strategy—it demands collaboration at every level. To bring the vision to life, Hellon worked closely with the theatre’s staff, ensuring they were equipped to deliver the promise of inclusivity and surprise.

"As we embarked on our first proper service design project, we wanted outcomes we could act on—like data-driven customer segments and a practical service handbook—rather than just an end report and slides filled with ideas." — Satu Ylirisku, Marketing and Communications Secretary at &

To support ongoing implementation, Hellon developed a comprehensive concept manual or service handbook outlining key initiatives and their roadmap. A pocket-sized version of the handbook was also created for day-to-day use by theatre personnel, enabling them to consistently deliver memorable experiences to all theatregoers.

Through bold strategy and innovative design, & (Espoo theatre) has become a trailblazer in the Finnish theatre industry. By embracing inclusivity, they’ve expanded their audience base and set a new benchmark for enriching cultural experiences.

"We are the first in Finnish theatre to innovate this way. I believe this will influence the entire industry as audiences start demanding a more comprehensive experience and higher level of service." — Matilda von Weissenberg, CEO at &

Hellon’s approach helped the theatre not only identify and attract new audiences but also design experiences tailored to their needs. This project helped the organisation plan for long-term improvements, implement its strategy on every level, and rejuvenate its business by taking its theatre experience to the next level. It didn’t just transform a theatre—it demonstrated the power of design thinking to revitalise an entire industry.

AUDIENCE DIVERSIFICATION AND GROWTH:

& (Espoo theatre) expanded its audience base, attracting a more diverse range of theatregoers from different demographics and backgrounds. Notably, the age distribution of ticket buyers is now significantly more balanced compared previous years.

While the largest group of visitors remains those aged 50–59, there has been a clear increase in younger audiences aged 20–44. Remarkably, the theatre has attracted significantly more visitors aged 20–34 than is typical for other mid-sized theatres in Finland.

NEW AUDIENCE ENGAGEMENT:

Over the past year, 55% of all attendees were first-time visitors.

BROADER GEOGRAPHIC REACH:

Audience demographics shifted, with 45% of visitors now coming from Helsinki, 26% from Espoo, and most residing within 5–20 km of the theatre.

HIGH SATISFACTION LEVELS:

Customer feedback reflects the impact of these changes: 89% of respondents were satisfied or very satisfied with the performances they attended.

By the end of the year, 75% rated their experience a perfect 5/5.

INNOVATIVE CUSTOMER SEGMENTATION:

Hellon’s comprehensive research led to the creation of data-driven customer segments, providing the theatre with valuable insights into audience preferences. This segmentation guided the development of targeted programmes and services that resonate with varied audience groups.

ENHANCED SERVICE OFFERING AND EXPERIENCE:

A revamped customer journey and comprehensive service manual have empowered the theatre’s staff to deliver consistent, memorable experiences tailored to all audiences.

Contact us to start your journey—just like & (Espoo Theatre) did.