Solaris has been a long-term partner of PÖFF, with a shared journey that dates back to the days of the Sakala Center. For festival visitors, Solaris continues to be one of the key hubs of the Tallinn Black Nights Film Festival each year – a place where film, design, and creativity meet. We spoke with Solaris Marketing Manager Kristin Lepikson about the collaboration between the festival and Solaris, and the importance of supporting culture.

How has collaborating with PÖFF influenced your team and employee motivation?

Collaborating with PÖFF is always important for our team. From the end of summer, it brings a fresh breath to the ordinary workflow. We feel as though we are part of something greater than the everyday management of a shopping centre. PÖFF’s hustle at Solaris strengthens the feeling of unity, where everyone participates – from marketing to management – so that guests can have a good time here. We can proudly say that PÖFF’s partnership has strengthened Solaris’s image as an employer: the workers feel proud that they can be part of such a prestigious festival.

Which values of your company align with PÖFF?

I guess we both want the dark November nights in the city centre to be filled with culture and bustle, so that both local residents and visitors can enjoy the art of film — and open their wallets to support culture as well.
Just as PÖFF focuses on auteur cinema and experimental creators, Solaris also supports design beyond the mainstream and bold creative visions. We both stand for creativity that is defined not merely by commercial success, but by unique forms of expression and meaningful messages.
PÖFF’s movies are mostly intellectual and educational, another reason why Solaris is putting in the effort to be more than just a shopping centre. In addition to shopping, we try to give people new perspectives on life and other things, and to spark discussion.

What added value has partnering with PÖFF brought to your brand?

We fully enjoy the opportunity to host such a great film festival. Working with a high-quality partner like PÖFF is inspiring in every way. The PÖFF information desk at Solaris, where visitors can get details about the films, attracts a colourful crowd — for many, it may be the one time of the year they visit us.
Thanks to PÖFF’s involvement, we have broadened people’s cinema experience — for example, over the past two years we have organised movie screenings for dogs and their owners. It’s such a wonderful experience and has certainly made pet owners feel even more warmly about Solaris.
An extra addition is PÖFF’s film screening at our design street. Just Film, which occupies the shopping centre’s ground floor atrium during the festival period, offering an exciting programme for children and teens, brings along a youthful commotion.
PÖFF’s opening and closing events take place at Solaris Centre’s Alexela Concert Hall. Since PÖFF has been based at Solaris from the very beginning (back when it was still the old Sakala Centre), we have earned a prestigious reputation as PÖFF’s home.

Do you, personally or as a company, have a special memory or emotional experience related to PÖFF?

There have been many great moments. For example, last year, bringing your dog to the cinema was definitely one of the most unique experiences — it showed that you can experience film art in completely unexpected ways. It’s also special to see how the festival brings so many different people together at Solaris: children from the Just Film programme, cinephiles from abroad, renowned directors, and local film enthusiasts. It makes you feel that Solaris is truly a meeting point for culture and community. Personally, I remember walking through the movie hustle and feeling the house’s vibe as a living cultural centre — it’s something you don’t experience every day.

What role do you think cultural partnerships could play in the future of business, and why is this important to you?

We believe that cultural partnerships hold the key to future business. If different businesses wish to stand out and create long-term value for their brands, simply offering products and services is no longer enough. People expect businesses to stand for their values, adding extra value to the community and investing in initiatives that help people grow and evolve. Working with PÖFF is a great example of what it means to support culture while strengthening our brand — by inspiring employees and offering new experiences to the city. In the long term, this kind of partnership helps create not only economic benefits, but also cultural capital and a sense of community unity. This is why we consider it so important.

Also read the PÖFF28 sponsor story