Sauna Fresh

RÄNDÖM® Sauna Fresh is a new non-alcoholic beverage concept that combines a product with a cultural experience. Each can acts as a gateway to experiencing Finnish culture: the QR code on the can opens an online gallery featuring a curated collection of cultural content and works created in collaboration with stakeholders. One can is one cultural experience, and when distributed widely, this creates a new cultural channel and a new way to experience and support culture in everyday life.

Why we do this: In Finland, there has been disappointingly little effort to combine art, cultural history, and business. We want to do our part to strengthen this development. In our concept, Sauna Fresh acts as a storyteller, bringing new opportunities and new audiences to creators and art. Commercial distribution improves the accessibility of culture in a situation where more and more people are seeking meaning and experiences. Sauna Fresh builds a bridge that makes cultural encounters new, easy, and interesting.

The whole thing is put together to show how diverse culture is and to support current creators: the online gallery has cultural experiences, works by contemporary artists from various fields (e.g., visual arts, poetry, design, photography, film, sound, and digital works), as well as curated content on Finnish cultural history and art. The content will be updated by theme and season to ensure that the concept remains relevant in the future.
In addition, a donation will be made to the Nuori Kulttuuri (Young Culture) initiative for every can sold.