Valo Hotel
A set of brand images for a Finnish hotel Valo.
The task was to combine the hotel's key brand attributes— light (valo in Finnish) and nature — with essential service elements like sleep and breakfast.
These images were created before the rise of generative AI, and I am currently working on a new series, incorporating AI as a tool in my creative process. As both an artist and a businessman, I find myself at the intersection of excitement and apprehension about the vast possibilities AI offers.
AI has the potential to imagine and create beyond human limitations, as demonstrated in the initial experiments I’m undertaking. I also see incredible opportunities in AI-driven services, some of which I am actively developing. Yet, I remain deeply connected to the craft and tactile experience of creation—there’s something profoundly human about using one’s hands and mind to build, paint, photograph, and write. It’s in these moments, when my hands are covered in sawdust in the woodshop or I’m adjusting lighting on a photography set, that I find a special kind of fulfillment.
This is a balance I wish to preserve—not just for myself, but for future generations, including my daughter. I hope she too can experience the joy and depth that comes from engaging with the physical world, as well as the cutting-edge technologies that are shaping the future.