A wood-processing mill might seem an unlikely tourist hotspot, but people have been travelling for miles to see the visitor centre at Metsä Group’s mill in Äänekoski, Finland. Described as the world’s first next-generation bioproduct mill, it processes wood without the use of fossil fuels and Metsä claims it generates more energy than it uses.

Helsinki based creative experiential agency MKTG, along with partners Great Apes and MediaMonks was tasked with creating a visitor experience that would tell the story of Metsä and its approach to making wood pulp. The studio created a range of engaging digital experiences, including a virtual forest walkthrough which educates visitors about sustainable forest management. The walkthrough brings this subject to life with engaging interactive elements; information is revealed as users move around the space, and graphics are projected on tree trunks around the room.

The centre opened in June 2018 and was fully booked throughout the summer holiday season. Metsä releases new dates for two-hour guided tours of the centre each month, and Great Apes says available places are filled quickly.

Credits:
Agency: MKTG Finland/ Great Apes. Account Lead: Anni Silamo. Production Lead: Laura Hyvärinen. Creative Lead: Jani Nummela. Designer: Julius Meriläinen. Copywriter: Jaakko Koskinen. Producer: Noora Maijala. Producer: Valtteri Santala. Designers: Niko Sipilä, Maarit Kotiranta. Developers: Mikko Sairio, Mikko Saario, Teemu Huttunen, Sami Reinilä, Mikko Matinaho. Additional Production Company: MediaMonks.