The corona epidemic, which is spreading in Finland and around the world, is permanently changing the world economy and putting many companies in financial distress. Now, if ever there is a need for a united front and joint action to deal with an acute emergency, it is also important to plan for post-mitigation measures.

Companies and other organisations are like small vessels in the big ocean of possibilities. Few has alone the resources to build a vessel of sufficient strength to withstand storms, attract passengers with world-class programme, make them stay onboard for long, board the ship again, and share their experiences with others. Now we are inviting companies and other organisations servicing people to moor HAPPYMOOR Harbour!

#happymoorfinland brings businesses, residents and city organisations together to build more entertaining cities and more sustainable business. In the project, we pilot a new kind of glocal co-creation format, business ecosystem and platform HAPPYMOOR Harbour in three cities.

We are now looking for city and other partners and companies to come and make Finland happymoor again!

B2C company or community! Moor HAPPYMOOR Harbour without a registration fee by supporting #happymoorfinland to happen. Join us!



HAPPYMOOR was founded out of a passion for moving people, both emotionally and as returning customers. Our mission is to make the world happier.


We are building glocal, economically, ecologically, socially and culturally sustainable format and business ecosystem to cocreate happier cities.



HAPPYMOOR Harbour is an entrepreneur-driven, community-based business ecosystem and platform where businesses, communities, and city organisations share activities, resources, expertise, and experience to create better customer journeys, more personalised experiences, and happier residents and visitors alone and together in a sustainable manner.



How do we increase the holding power of our city so that residents feel healthy and happy and businesses of all sizes are vibrant? How do we enable the creation of new work and business?

  • A permanent and systematic co-creation format in which the city, residents and businesses and communities together create better city experiences.
  • The residents’ enjoyment and happiness increase.
  • The vitality of companies and communities grow.
  • The appeal of the city grow – visitors, new companies and residents.
  • The city’s own expertise grow and its organisation and role develop.


How do I offer my customers value they are willing to consume, pay more for, more often, and share their experiences with others to make a happier, more sustainable business?


  • You create demand for quiet moments in the business, increase average purchases, overall sales and repeat visits, get new customers.
  • You participate in collaborative cooperation in a resource-wise format: you share activities and resources = you save time and money and reduce the risk of product development and creating new demand.
  • You develop new services and products.
  • You add value to the service experiences of other companies and communities in the network and to the platform in the physical environment.
  • You will find service providers that add value to your customers on top of your platform (eg attraction, restaurant, hotel) in your own physical location.
  • You gain visibility through co- and cross-marketing.
  • You find new sales channels for your services and products.
  • You develop your skills and the ecological responsibility of your business.
  • You network and find business partners and opportunities to grow your business.
  • You take advantage of the tools developed jointly by a multi-professional HAPPYMOOR Crew of entrepreneurs to develop your business.


How do I experience meaningful experiences, alone and with people I care about, and lead a happier life?

  • You participate in the cocreation of your own city and residential area to meet the needs and wishes that are important to you.
  • You will experience responsibly produced, meaningful and more personalised experiences for you to experience alone and together, e.g., as a family, as a couple, and in different groups.



Companies and communities moor at their city Pier to network and share experiences. It’s a corporate social arena, that operates in both offline and online environments.

The main pillar of the Pier is the city, which enables its operation. The Pier is operated by the Pier Pilot, a local HAPPYMOOR Crew Member.




The Dockyard provides Harbours’s vessels with shared and organisation-specific tools to develop operations of companies and communities. The shared experience format sails depart from the Dockyard to co-create year-round urban entertainment.




The Passenger terminal consists of a network of city residents. The Passenger Terminal can be joined by residents who are interested in co-creationg their city with businesses, communities and the city in the Pier cities.




The main pillar of the Pier is the city, which enables and creates conditions for its operation: enables its establisment, contributes to its maintenance and participates in cocreation activities. The shared activities of the Harbour’s value network is bulit resource-wisely on top of city’s platform and ecosystem, supported by its activities, facilities, data and channels.


We establish an agile Main Pillar Network of representatives of the city’s different organisations to participate in the co-creation, take it forward in their own organisations and bring feeds from the wishes and needs of their own organisation to the whole network. Its members can be, for example, from the cultural and leisure, urban development, business services, communications and marketing departments.

Businesses and communities of all sizes now need all possible help to revitalise their business and turn it back to sustainable growth as the situation subsides. What is needed now is bold moves from the public sector and that is why we challenge cities and the state to the #happymoorfinland project to enable a happier future in a genuine private-public partnership with businesses and communities.


HAPPYMOOR Vessels arriving at the Harbour are companies and communities that make the city more enjoyable for its residents and visitors, with their services and products. They want to develop their business together in a sustainable way.
You can be a cultural and entertainment provider, restaurant and accommodation provider, home and lifestyle company, environmental developer, transportor, beauty, health and sports service, attraction, museum, artist, event, brick-a-mortar and shopping centre.

Moor your vessel to HAPPYMOOR Harbour: register at the HAPPYMOOR Harbour with no registration fee now, by supporting the #happymoorfinland project


As a result of the cocreation at the Harbour, we will expand the point events produced by individual actors into city-wide or district-wide, jointly produced experience formats.

The needs and aspirations are different, depending on who we spend our experiences with. Individual HAPPYMOOR experience formats respond to the needs of different contexts: as a family, as a couple, alone or with friends or colleagues.

Experience formats invite residents and their guests to enjoy and consume more of what their own neighborhood has to offer, over and over again. The experience formats combine the marketing, services and service environment of local companies and communities into a unified, storyfied entity offered in a limited period of time. Along the route, the customer chooses the experiences they want from the offer developed jointly by companies and communities.



The vision is to create a glocal, economically, ecologically, culturally and socially sustainable format and a platform to cocreate happier cities.

In the #happymoorfinland project, we pilot the cocreation format HAPPYMOOR Harbour in three cities. The Harbour brings together businesses, communities, residents and the city organisations to build more entertaining cities and more sustainable businesses. At the Harbour, we share activities and resources to create better customer journeys and more meaningful experiences for the residents of the pilot areas, individually and together.

The output of the cocreation process will create new types of replicable experience formats that will increase the year-round appeal of the pilot areas, the happiness of the people, and the vitality of the companies and communities participating in the cocreation.

The EcoCompass coordinates the ecological sustainability work of the entire #happymoorfinland project. The EcoCompass is an environmental system for small and medium-sized enterprises. It is managed by the Suomen luonnonsuojeluliiton Kinos Oy.



Creating an economically sustainable model to build and launch a local, entrepreneurial value network in the city, where everyone involved contributes to creating and benefiting from the value created jointly by the network, ie the value generated by the network is created together by all participating network members.


Creating a systematic cocreation format where businesses, communities and cities share activities and resources. Cocreation is based on the needs and wishes of the members of the business ecosystem.


Creating new types of experience formats increasing the happiness of the residents that may be localised to new districts and cities in Finland and around the world. The theme and content of the experience formats is not be given, but is created together with the participating companies and communities. The residents’ network and the city are involved in the process.



In every pilot city

  • we build a new kind of local business ecosystem involving businesses and communities, residents and the city.
  • we create the first replicable experience formats by experimenting quickly.
  • we pilot a collaborative format based on sharigin activities, resources, expertise, and experiences.

We support pilot city activities with the following measures:

  • we integrate ecological responsibility into all cocreation activities and support the development of companies’ ecologically responsible business.
  • we create a programme to listen to the needs and wishes of the entire value network.
  • we build a nationwide network of partners to support local activities.
  • we develop cooperation and sharing between local Dockyards of cities.
  • we develop the digital HAPPYMOOR Harbour based on the feedback and needs of participating companies and communities.



We are now building the HAPPYMOOR Helsinki Pier at a rapid pace. We have applied for co-financing from the City of Helsinki Innovation Fund to pilot joint activities in Helsinki.

If you are a Helsinki-based company or community, you can already join HAPPYMOOR Helsinki Pier by registering at HAPPYMOOR Harbour and at the same time support the implementation of the pilot project. Among others SEA LIFE, Korkeasaarii and the Culture and Leisure Unit of the City of Helsinki have already joined.


As the recovery begins, co-creation platforms such as HAPPYMOOR Harbour will benefit businesses and communities, their employees, customers and the local economy in restoring business to their feet and at a healthy level.

Michelle Hoeneveld
General Manager
SEA LIFE Helsinki

In times like these, companies and communities benefit from a partnership where by working together and sharing resources, we create a more enjoyable and lively city that we can enjoy as our everyday lives return to normal.

Susanna Silvonen
Marketing Director
Korkeasaari Zoo


Do you want to increase the appeal and entertainment in your city? What about enabling more business and work? The other two pilot cities have not yet been confirmed. Pitch us why your city should be one of the three pilot cities for the #happymoorfinland project!


Are you a national or local community that promote operating conditions of businesses? You can be a local business association, chamber of commerce, tourism association, or regional project.
We are looking for Pier Support Pillars, to raise Finnish companies on track again!


Are you a media or a big consumer brand? We are looking for national content partners for experience format productions!

Are you a university and a research organisation, we are looking for partners to explore topics related to collaborative work, platform economics, sustainable development, and more.Come and create the happymoor movement with us!

It has been a privilege to see HAPPYMOOR from the start. This cooperative company will be one of the new leaders in building post-corona co-creation ecosystems.

Sami Aherva
Unit Director
Helsinki City Construction Services Stara


HAPPYMOOR Crew takes care of the operations and comfort of the Harbour by providing the vessels that arrive at the Harbour with the tools they need, lead co-creation sails and facilitate co-operation.


HAPPYMOOR Crew is a growing community of solo entrepreneurs, whose members serve as Harbour’s service resources. The crew members are creative and business development professionals who work to develop the business of vessels.

There will be over a dozen HAPPYMOOR Crew Members working on the #happymoorfinland.

​Are you interested in joining HAPPYMOOR Crew?


The spark of HAPPYMOOR started already in 2005, when HAPPYMOOR’s founders Vilma Gustafsson and Jannika Joutsenniemi. as then Marketing Managers of SEA LIFE Helsinki and Korkeasaari Zoo, established the HELSINKIIN business network together with Linnanmäki Amusement Park. 35 experience providers in Helsinki Metropolitan Area joined the HelsinkiIn network to plan joint marketing to attract tourists to Helsinki.


Everyone was excited about the co-opeartion lead by the companies themselves. During the cooperation, it quickly became clear that everyone was happy to be involved, but few had time to coordinate and develop the joint activities in addition to developing the business of their own business at their destination. We did not find such an actor as a network at that time, and after three years the network was transferred to tourism office in the city of Helsinki and, for the original purpose, gradually ceased to exist.

Contact HAPPYMOOR Crew!

Jannika Joutsenniemi
+358 40 700 3202

Panu Erola
+358 40 830 6642

Vilma Gustafsson
+46 73 506 4196