Words with... / Janni Vepsäläinen, Finland
Blow by blow
Since 1881, littala has been a pioneering force in artistic and artisanal glassmaking. It’s a legacy that the Finnish heritage brand is continuing under the creative direction of Janni Vepsäläinen. After working abroad and in fashion for more than a decade (most recently as London-based JW Anderson’s senior knitwear designer), Vepsäläinen returned to Helsinki, trading knitting machines for glassware kilns. She is looking to imbue Iittala with renewed creative energy, bridging the gap between respecting the past and innovation. We caught up with Vepsäläinen for a recent live recording of Monocle On Design at Helsinki’s Alvar Aalto-designed House of Culture.
As a creative director, tell us about your relationship with Iittala’s craftspeople. How closely do you work together?
The glass factory is about an hour’s drive from Helsinki. I’m there every other week and my visits are really about experimentation, ideation and innovation. We have dedicated time with the glassblowers when we are completely free and working together to make different and unexpected things. Some ideas are a success and others are not but that’s all part of the process. We have some iconic designs in our portfolio and they were all born from this same spirit of innovation and exploration. That, to me, is why it’s essential to encourage creativity and dream up wild ideas.
How do you strike the balance between respecting heritage and innovating?
As a designer, I’ve always been very interested in this balance between the past and the present. A lot of brands would envy Iittala’s 143-year history because once you have a story, it’s always yours. You can’t just create a heritage out of nowhere. This means that at Iittala it feels like I’m standing on the shoulders of giants. This could be intimidating but when I look at someone like Tapio Wirkkala, who created hundreds of glassware designs, I remember that there’s so much of his work that remains relatively unknown. So, when I get stuck, I look back to that, knowing that he probably had tough days but then overcame them. To me, that’s an encouraging history to be a part of.
How do you bring the past into the present at Iittala?
It’s really about putting creativity at the core of everything and not sacrificing or making compromises. It’s also about teamwork, especially when it comes to glassblowing. To build something lasting, you need room to work and time.
For more on littala, tune in to our special episode of
‘Monocle On Design’
featuring Janni Vepsäläinen.