The Story

In February 2010 an opportunity of a lifetime landed on our doorstep. We found ourselves building a lifestyle community like no other. The timing couldn't have been better, as Helsinki had just been chosen as the World Design Capital 2012.

The goal was to create a story that would transcend our national borders and allow people across the globe to participate. A story people could proudly be a part of. A story people would love to share. A story we could call our own.

We are passionate optimists. We dream big and make it happen. The Double You Theory is our gift and challenge for all of you. We know we can all be more than we let ourselves believe. We just need to find the passion to discover, and the will to be fully determined. Work hard and never surrender.

Our story is an open one and we welcome you all warmly to take part in it. We can't say it will be perfect, but we can guarantee it will be nothing less than our best - meaningful content, memorable experiences and exceptional design.

Best regards,

Lauri Ahonen,
Brand Director.