Eelovi

Eelovi – reforming your everyday life

Before Eelovi came to live with us it used to room in the shed of my grandma’s farm house. I took it with me when I moved to the city in the beginning of the 21st century. I wanted it to go with me, just to remember. I wonder though if it got a bit grazed of all that traffic and climate change because it started to occasionally run away. I don’t know what it is doing while it’s gone but at least until this, it has always come home eventually.

One Monday when I came home from work it was once again standing at our front door. It had lost one of its shoes and had the hiccups. I took it in, washed it and made a bed for it on the bookshelf. While I was listening its snoring mixed with some distant sounds echoing from upstairs, I suddenly begun to remember things that I thought I had already forgotten. I remembered the Cameo brooch that grandma used to wear, the blue rosebud tea-set, the shabby brown corduroy couch, the old stroller with a loosen tire. Mum who always wanted to drink her wine from a milk glass. Dad playing a song called “A summer in Lapland” after the parties.

Nowadays Eelovi lives in our washing machine. It still has the scent of wet soil and fishing nets just raised from the lake. I leave the bathroom light on when I go to work so that it wouldn’t feel so lonely. It still disappears every once in a while but I think I like it better that way, being wilder.

Today I thought that every one should have an Eelovi at home.

Now it is possible. Eelovi is new Finnish design label that wants to reform your everyday living. It is the new generation’s tribute to nostalgia and past. To grandparents and sled hills, ice fishing competitions and nightswimming. Eelovi represents the part on Finland that begins on the other side of Helsinki: backyards turning in to forests, swimming spots by the river, fields lying fallow, frosted roadside where you stand waiting for the morning bus. Places for which you leave the city at Christmas but escape by New Years Eve.

The philosophy behind Eelovi is simple. The pieces are part of your everyday life but in no way ordinary. They are designed by young Finnish, already recognized designers, who in a world of bread and butter want to offer you cookies and marshmallows. The furniture and interior items of Eelovi don’t come with orders or limitations but numerous possibilities for you to figure out and vary. If your home is the cake, Eelovi is a selection of frostings that you can use to make it just the way you like.

Being domestic and local is the prime value of Eelovi, but not the goal we are aiming for. We don’t stay at home cherishing our values but pack them with us as we take off to conquer the world. All of our products are manufactured in Finland and if possible, more precisely in Central Finland where the Suunnittelukonttori Edvin Oy, the company behind Eelovi, has its headquarters.

Eelovi is design for those sticking to their right to choose their car by its color and to build mountains in the sugar bowl. Who pretend the broom is their microphone while cleaning and who, at least once a year, end up in the middle of a snowball battle. Eelovi is the permission to sit on the table during a business meeting and to sing in the shower at the gym. Reform the KPS candlestick every day, give the cat a ride in the Kyyti-carriage and turn the light on in the Lintukoto and wish that Eelovi, where ever it is, sees it and returns home by morning.