Profeetaksi omalle maalleen

Alvar Aallon julkisuustyö 1920-1930-luvulla Suomessa

Authors

• Elina Melgin

DOI: https://doi.org/10.37449/ennenjanyt.116245

Keywords:

Alvar Aalto, publicity, reputation, press, newspapers, Finland, 1920-30, propaganda, architecture, design

Abstract

A prophet for his own country

Alvar Aalto's publicity work in Finland in the 1920s and 1930s

 

Alvar Aalto's success as a world-class architect included not only superior and unique expertise but also propaganda, marketing communications and press relations in the concept of our own time. Aalto was an interactive, open and easy-going person. He had networked internationally with people in his field in the Nordic countries and Europe at the very beginning of his career. The article describes what young Aalto wanted to say with the help of daily newspapers to the general public in his home country. What the newspapers wrote about and when the publicity became so great that Aalto could be described as an exceptional master. The main material of the article is the digitized newspapers of the National Library from the 1920s to the 1930s. Although a lot have been written about the architect Aalto, this article systematically opens for the first time Aalto's active publicity work, the so-called work process, of which press relations were an integral part.