1–2–3–Helsinki ! Design en Seine was a unique pop-up event in Paris arranged by the Finnish Institute from 31 May to 4 June 2012 . The event was an official satellite event of World Design Capital Helsinki 2012. Two small villages of shipping containers were built on the riverbanks of the Seine, located at the Port de la Tournelle in the immediate vicinity of the Notre Dame cathedral, and the Port de la Gare, buzzing with a young Parisian crowd.
The bold and striking identity was designed to invite Parisian passers-by to discover exhibitions of current Finnish design trends, participate in weekend workshops for children and grown-ups alike, and enjoy impromptu concerts.
There are wave forms in the event logo, representing water and (when upside down) steps or jumps (1–2–3). Boating theme was extended with the usage of marine flags that also conceal the event’s name. Typography was built on two iconic French typefaces, Didot and Antique Olive.
Seine and riverboats were the inspiration for the identity.