Client: Varma
Event: Slush 2025
Date: 19–20 November 2025
Location: Helsinki Expo and Convention Centre – Messukeskus
The Art of Boring concept, designed by Wolttigroup, cut through the noise of growth entrepreneurship in a way Varma had never achieved before.
As a pension insurance company, Varma places great importance on supporting growth entrepreneurship and fostering a culture that encourages scaling. Making a debut at Slush was a natural continuation of the work already underway.
Amid the startup frenzy, Varma wanted to introduce a concept that would genuinely resonate with their target audience—and chose Wolttigroup as their partner.
The decision was simple: boredom would be turned into art.
Wolttigroup’s Art of Boring concept brought visibility to something rarely discussed in the startup world. From the perspective of growth companies, dull and statutory obligations were reframed as the pension provider’s own passion point. When Varma takes care of its passion, startup founders can focus on theirs. Together, we build growth.
Through Art of Boring, Slush became a marketing test lab for Varma. Art grants the freedom to break rules and step outside the brand book. The stand represented an artistic interpretation of Varma’s brand, while the Slush event itself offered a momentary escape from the everyday.
The chosen theme was street art, designed by a dedicated Wolttigroup team.
“A huge thank you to Wolttigroup, the brilliant minds behind the #ArtOfBoring concept. We hoped to attract attention—perhaps even spark a a bit of contrast—and I dare say pension insurance has never been this cool before Slush 2025.”
– Katri Priimägi, Small Business Director, Varma
Varma’s primary objective was to build awareness and secure top-of-mind status among growth entrepreneurs. The results exceeded expectations: Art of Boring became much more than a trade fair stand. It turned into a communications concept used extensively both externally and internally.
The message gained significant organic visibility on LinkedIn and across Varma’s own communication channels. One week before Slush, the concept was introduced to Varma’s staff. A bold world of graffiti was brought to life in the office for a dedicated Varma Day, complete with eye-catching furniture chosen for the event and an AI-generated video created by Kuubi. The video featured Varma’s leadership and the event team as AI characters. Employees also had the chance to sample the soft serve ice cream and secret toppings that would later be available at the stand.
At the venue, the stand drew immense interest. Who on earth declares themselves boring—and how can “boring” look this captivating? Has anyone ever visited a pension company booth simply to take a selfie, just because it looks that stunning?
The graffiti artwork was created as a full-stand animation displayed across a large LED wall. Some of the furniture was borrowed from the Purkutaide exhibition, held earlier in the autumn in the Varma-owned Arabia135 block. Instead of building standard fair structures and walls, the goal was to create a piece of art. In line with Varma’s sustainability values, it needed to be something lasting—something that would continue its life long after the event.
