Kyrö – Sauna
Every Finn carries a personal image of the sauna – it is both an intimate experience and a source of national pride. The sauna is not just a place, but a multisensory world: the warmth on the skin, the touch of humidity, the dim light, the sounds and the scents. This tradition has also been recognized by UNESCO as part of the Intangible Cultural Heritage of Humanity. Together with Kyrö, we set out to create a series of images that conveys these feelings above all else. A documentary approach allowed us to move away from polished commercial imagery and capture the authenticity of the sauna experience.
CLIENT
Kyrö Distillery
CREW
Jussi Hellsten, Photographer
Joel Virtanen, Gaffer
Astrid Lindroos, Retouch