WAM’s brand refresh is complete, and the museum’s new visual identity has now been rolled out across all WAM channels. Design agency Kobra Agency worked with WAM as a partner throughout the project. Design agency Kobra Agency worked with WAM as a partner throughout the project.
“WAM’s new visual identity is bold and instantly recognisable. It takes the museum into the 2030s while drawing inspiration from sculpture and three-dimensional art, which are at the heart of our work and an important part of our almost 60-year history. At the same time, it is an open invitation to everyone to help write the next chapter in WAM’s story,” says Liaison Manager Laura Boxberg.
To mark the refresh, WAM is releasing a preview of a film starring Turku-born dancer Atte Kilpinen. In the dance work Primal Force, WAM’s 1967 building and its exhibition spaces are brought back to life following the museum’s extensive renovation.
Kilpinen was particularly inspired by the building itself and the emotions evoked by its spaces:
“The choreography and the dance film based on it are a tribute to this place, its history and its new beginning – the moment before art and people return to fill the museum once again. My dance acts as a bridge between the past and the future, bringing movement, emotion and a new story to the space,” the dancer says.
The dance film was shot by Turku-based photographer Jussi Virkkumaa. The full film will be released on WAM’s YouTube channel on the museum’s opening day, Saturday 31 October.
The opening weekend offers a varied programme for art lovers of all ages, from guided tours and workshops to meetings with artists. Tickets for WAM go on sale online on Wednesday 30 September.
In brief
- WAM, Turku’s museum of contemporary art, will open to the public on Saturday 31 October 2026 following an extensive renovation.
- WAM’s new visual identity was created by Kobra Agency. The new identity will be rolled out across all WAM channels from 30 September onwards.
- At the same time, the museum will release Primal Force, a dance film based on choreography by Atte Kilpinen. Primal Force is also the title of WAM’s new collection exhibition, which opens on 31 October.
- During WAM’s opening weekend on 31 October and 1 November, the museum will offer a varied programme, including public guided tours, open workshops and an artist talk with Canadian artist Sabrina Ratté. Tickets will go on sale in the online shop on Wednesday 30 September.