Nordic Quarters

Category: People

The creative designer brings to the book a personal view of design in Finnish society, seen from the inside of the industry. Below, we offer a glimpse inside the pages of New Normal Design Finland, focusing on one of the featured designers, Mustafa Alshihani, who is on a mission to connect people in Finland and beyond

The works of 14 designers feature in Petra Ilonen’s book New Normal Design Finland. The book compiles 207 pages and features expertly composed photographs and graphic design by Turku creative Eeva Sivula and Helsinki-based Dog Design Oy.

In the book, creative designer Ilonen sheds light on the history and development of the design industries, highlighting the various issues designers are currently working on: from population and loneliness to the digitalisation of a caring society to biodiversity loss and more.

‘I asked 14 designers how they tackle these fundamental challenges in their work,’ explains Ilonen. ‘What kind of future do they want to build? That future won’t spring by itself, but everyone can influence it somehow.’

‘The actions of an individual designer may often seem small or superficial, but together, we can make an impact on society,’ adds Ilonen. ‘To what is around us, how things look, how they feel and function, and are being produced. The designers are the solution makers,’ adds Ilonen.

Among the featured designers is Mustafa Alshihani, who started his design mission in Finland during the Covid-19 pandemic with Tngl Cards. Founded in 2021, Tngl Studios emerged from a need for genuine connection during a time of distance.

The aim was to create meaningful interactions across all walks of life. Since its founding, the studio has sold over 25,000 Tngl Card Games in Finland and inspired people to explore new perspectives. From team-building to relationship insights, Tngl Cards encourages connection.

‘As a service designer, I’m thinking most about the social impact of my product. The content, the message, and what this does to people, are more important than the object itself,’ explains Alshihani.

Demonstrating that the language of design is often universal, Ilonen describes how Alshihani supplemented his occupation as an interior architect with service design as he integrated into work and life in Finland.

She goes on to explain how service designers combine knowledge of leadership, sociology, and psychology with design thinking, as Ilonen says in New Normal Design Finland.

‘I wish to create safe spaces where we feel connected,’ says Alshihani in Ilonen’s book. ‘Where there is no judgement. We need to understand that we are humans and related to each other in one way or another.’

‘With my design work in Finland, I want to open up possibilities for people to realise that we are the same despite our appearances,’ he continues. ‘Our hopes and goals in life, as well as our working skills, are similar no matter where we are from.’

New Normal Design Finland by Petra Ilonen is published in English. The book is for sale in online bookstores and Tngl Studio. New Normal Design Finland is supported by the Finnish Cultural Foundation

Photography courtesy of Petra Ilonen and Tngl Cards