Helsinki in winter is cold, dark, and wet. Why does the startup conference Slush still attract 20,000 participants to the north?
The date for the Slush startup conference seems oddly chosen: Who would want to come to Helsinki in December? The sun currently doesn't rise until after 9 a.m. in the Finnish capital, and the day is already over shortly after 3 p.m., interspersed with several hours of transition from dawn to dusk. Add to that the Finnish cold, drizzle, and wind. At least the eponymous slush—the translation of "slush"—made its appearance on Monday evening, but then melted away. Helsinki's streets are relatively empty, and life takes place indoors.
For the hosts, the external circumstances are nothing special. The darkness, the cold outside, and the coziness inside serve as the founders' festival's motto. Two years ago, when Slush was still held at the end of November, a banner emblazoned above the entrance read: "Nobody in their right mind would come to Helsinki in November. Except you, you badass. Welcome." — only the toughest ones get into the garden.
The feeling when this #Slush x #MyHelsinki welcome sign is trending #1 on @reddit 😍 Happy Independence Day #Finland!https://t.co/MVZu6UKdOH pic.twitter.com/iAOgyUidbI
— Visit Helsinki (@VisitHelsinki) December 6, 2016
In 2018, a new banner hangs in the same spot, alluding to the greeting two years ago: Please come in, the music is playing inside. This could also be Helsinki's motto in winter.
TED meets Burning Man meets nightclub
The exhibition hall is darkened, blocking out the pale daylight. The various areas, booths, and stages are all the more elaborately lit. Everything glows in neon colors, and screens naturally attract attention in the dark. To be seen, exhibitors illuminate their booths. This makes the large hall seem labyrinthine on the one hand, but on the other, there's always something to see.
Green technology, sustainability, and environmental protection are the leitmotifs of the conference. One of the large stages is decorated with a wooden structure and hanging plants, reminiscent of a tropical temple in the jungle. Huge recycling stations are located on every corner, where volunteers help sort waste. The organizers describe their conference as a cross between a TED conference and the hippie art festival Burning Man. Topped off with the coolness and aesthetics of a nightclub.
Focused, innovative and cool
Slush is taking place for the eleventh time this year. The startup fair began as a student initiative in 2008. Slush 2018 will attract 20,000 participants from 130 countries, including 3,100 startups, 1,800 investors, and 450 representatives from listed companies. This makes the conference one of the largest startup events in Europe. The organizers have long had ambitions outside of Europe, hosting Slush conferences in Tokyo, Shanghai, and Singapore, with a total of 75 events worldwide per year, attracting a total of 42,500 participants.
Especially in comparison with Europe's largest startup conference Web Summit It becomes clear what Slush does better: While the mega-event in Lisbon, with its 60,000 visitors, resembles a traditional trade fair rather than a tech festival, the neon-lit Slush feels more focused, innovative, and cool. Against the backdrop of increasing global competition among tech events, the conference in Helsinki has secured a truly unique selling point: Welcome to the darkness.
