Consumer Creativity and Market Change

In the spring 2011, a group of young city activists in Helsinki kicked off a creative movement that would take Finland by storm. Our ethnographic study of Restaurant Day, conducted with Diane Martin (Aalto University) and Eric Arnould (University of Southern Denmark), investigates how the pop-up restaurant carnival would prompt citizens to question who gets to appropriate public spaces, how food culture is stifled by the bureaucratic machine, and what does it mean to drive change through participation and fun. We underline the importance of constantly evolving creative expressions and how they contributed to Restaurant Day achieving its collective ends.