Contrast

Södra's opening of the world's most modern mass production facility

The forestry group Södra wanted to celebrate the opening of its hypermodern mass timber project in Värö by inviting prominent guests from all over the world. 18 months of preparations led to an unforgettable, spectacular and opulent three-day event.

"I am full of admiration for the seamless way you pulled off all the logistics."

Södra is Sweden’s largest forest owners association with more than 50,000 forest owners as members. The Södra Cell business area is also one of the largest paper pulp suppliers in Europe for the global market.

CHALLENGE

Södra’s board decided in February 2014 to invest four billion kronor in a major expansion of one of its mills, Södra Cell Värö. The mill would thus become one of the largest and most modern in the world for the production of pulpwood biomass. It was a historic investment for Södra.

Through value-creating relationships and long-term action, Södra wants to show the way for the next generation of forestry. The reopening of the modern facility therefore provided an excellent opportunity to strengthen both the Södra brand and important relationships with representatives of the mass timber industry and other stakeholders. Södra therefore wanted to create an unforgettable event, with high attendance, for customers worldwide as well as for local stakeholders, politicians, and employees.

 

SOLUTION

Contrast developed a complete concept that spanned three days and was responsible for the entire implementation. We invited guests from all over the world who were able to experience the Swedish forest, learn more about forestry in the South, and enjoy Swedish gastronomy using ingredients from the forest, prepared by the Guide Michelin restaurant ’PM & Friends’.

His Majesty King Carl Gustaf inaugurated the newly opened plant during a spectacular inauguration ceremony featuring dance, acrobatics and tree planting. The inauguration also included lectures and a panel discussion, in which Minister of Enterprise Mikael Damberg and Södra’s Chairman of the Board, also former Minister of the Environment, Lena Ek, participated. Professor Jeremy Leggett, a climate and energy expert and owner of Britain’s largest solar energy company, was the keynote speaker of the day. He delivered a lecture on sustainability and the responsibility that large companies have today.