A €370 million investment brought Metsä Tissue’s new tissue mill in Mariestad, Sweden, to life. The world’s most modern tissue mill was a milestone worth celebrating with events that matched its ambition.
LIWLIG designed and produced a two-part event experience: the inauguration of the new mill and a customer event for Metsä Tissue’s most important customers from across Europe.
The ambition was clear: to create must-attend thought-leadership events that win hearts and minds.
The process
We brought the events to where the story was actually happening: Metsä Tissue’s expanded and modernized tissue paper mill in Mariestad.
The first event marked the official inauguration, bringing together key stakeholders, decision-makers and media to celebrate the investment and the future it represents.
One week later, the mill welcomed Metsä Tissue’s key customers from across Europe for a two-day customer event under the theme Future of Tissue with Metsä.
A state-of-the-art factory is an extraordinary event venue but it also comes with extraordinary requirements. Working in a tightly regulated industrial environment meant that safety, logistics and operational precision were at the heart of every detail. From construction and production of the event environment to guest flows and mill tours, every aspect was planned with meticulous attention to safety and the factory’s operational requirements.
All guests had the opportunity to experience the mill first-hand through guided factory tours in small groups – putting the €370 million investment right in front of their eyes.
At the heart of the event was a 360° stage covered in living forest ground, creating a striking visual connection to Metsä’s roots and the natural materials behind its business. Metsä’s own materials, for example Muoto serving plates, premium paperboard for printed materials, Kerto LVL for wooden structures and tissue base paper rolls for decoration were used extensively throughout the event environment, making the brand and its values an integral part of the experience.
And the experience didn’t stop at the factory. During the customer event, guests were also taken into the actual forest – an experience that became one of the most popular parts of the programme.
Future of Tissue turned a major industrial investment into an experience people could see, feel and talk about.
The feedback from Metsä Tissue captured the partnership perfectly:
“From the first ambitious vision to flawless execution with every detail thoughtfully considered, we’ve felt we could rely on your professionalism, can-do attitude, and shared high standards.”
