The vision is grounded in values shared by the Moomins and Tampere, such as community, courage and respect for nature. It also provides the city with guidelines on how to create new business opportunities for companies around the Moomins’ appeal and to support companies growth.
- As a continuation of Tove Jansson’s legacy and the Moomin Museum, Tampere is now building a city where the Moomins’ values and stories can be seen and heard. International interest in the Moomins is growing, making Tampere an attractive and profitable operating environment for both local and new actors. We are home to the world’s only Moomin Museum, and now we want to tell everyone about it, says Tampere Deputy Mayor Anne-Mari Jussila, who chairs the Moomin steering group.
The Moomin vision examines how Moomin stories could be brought into the city alongside the Moomin Museum.
The Moomin Museum is the cultural anchor of the vision work, with the vision’s other layers built around it. The aim is to create new Moomin-themed visitor attractions and to develop new services around them. In addition, a digital platform is being planned for packaging and experiencing Moomin sites.
The vision outlines the city’s journey towards 2030. Measures include, among other things, bringing Moomin experiences into public urban spaces and a new permanent exhibition at the Moomin Museum.
- In Tampere, culture is a key part of urban development and identity. This vision work shows us the direction for how we can create new year-round experiences around Moomin stories. Our goal is to bring together an ecosystem around the Moomin theme, inviting businesses, regional actors and residents alike to take part. We want to build Tampere into a city of experiences aligned with Moomin values - one that Tampere residents can be proud of, Jussila says.
To support the vision work, Tampere will later organise a separate event for local entrepreneurs. They will be invited to discuss about the Moomins’ significance, opportunities and future collaboration.
In addition, residents will have the opportunity to share their own thoughts, experiences and wishes related to the Moomins in connection with various city events during the course of this year.
- At the heart of the vision is a view of the Moomin Museum’s next phase, around which a new Moomin attraction in the city will also be developed as Tampere moves towards becoming a city of Moomin experiences. Building this will require broad collaboration. Further work on the vision will be carried out in a multidisciplinary way by the steering group, and in Tampere the next phase of the process will be led by Moomin Project Director Heidi Pitkämäki, Jussila concludes.
