Why do you support PÖFF?

PÖFF is much more to Solaris than just another partnership project. We have grown alongside the festival since the days of Sakala Centre, and by now PÖFF has become a natural part of Solaris’ identity. What unites us is the desire to bring culture, life and new ideas into the dark days of November, and to make room for creativity that is not measured solely by commercial success. We like to think of Solaris not simply as a place to buy things, but also as a place to experience, discover and discuss.

Why is culture important?

Culture helps us make sense of the world. It gives us the opportunity to see life through someone else’s eyes, understand our own emotions better, and sometimes simply step away from everyday life for a moment. Supporting Estonian culture and the film industry also has very practical value: it keeps our language and stories alive, creates jobs, and helps make Estonia visible internationally. But the simplest answer is that without culture, life would simply be much poorer.

What is your most memorable PÖFF or film experience?

My most vivid PÖFF memory goes all the way back to secondary school, when the festival was still held at Sakala Centre. A classmate and I came to see the first film in the morning, naturally skipping school to do so, and stayed in the same place until the evening. We watched at least three films in a row because no one made us leave the cinema in between. It is funny to think that years later I am involved with PÖFF from the other side, and Solaris has become one of the festival’s homes.

What does being a PÖFF partner say about your company?

It says quite a lot about how we see Solaris ourselves. Not simply as a shopping centre, but as a meeting place in the heart of the city, where culture, design, people and new ideas come together. Our partnership with PÖFF also shows that we value bold creators and original thinking, and that we are willing to give them space. The fact that PÖFF has been connected with Solaris essentially since our very beginning has helped make Solaris a true home for PÖFF.

What do you hope people will take away from this year’s festival?

More than anything, I hope people take away a new thought or perspective. That at least one film stays with them the next day, sparks a conversation, or makes them see something a little differently. And of course, we hope PÖFF brings people out of their homes in November, into the centre of Tallinn and together with one another. One of culture’s greatest values is that even very different people can share an experience, if only for a moment.

Solaris at a glance

Solaris is a meeting place for culture, design and entertainment in the heart of Tallinn, aiming to be much more than a shopping centre. PÖFF has been with us for nearly 30 years, and during the festival Solaris once again becomes one of its key hubs, where film, people and the energy of the city come together.

Kristin Lepikson

Read the PÖFF29 Sponsor Story as well.