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abigailwhitmore.j@gmail.com

ProjectsJulbord

Julbord

PAIKKA needed a recurring internal event that aligned with the brand, supported growth goals, and created a meaningful marketing moment rather than a one off activation. I directed Julbord in response, shaping it as a holiday dining experience rooted in intentional, sustainable event strategy. 

Guided by the Swedish concept of lagom — not too much, not too little — the event was designed to feel generous without excess, reducing waste through a thoughtful, pre set menu and curated seasonal program. I shaped the vision, coordinated logistics, and led creative planning to establish Julbord as a warm, welcoming tradition that brings people together around food, connection, and mindful celebration. 

Partners: Wuollets, Minne Eats, Centro, Surdyk’s, Artful Living. See what Artful Living had to say about the event here.


Selected Images: Set Up
*Click to Enlarge*


Dessert partners: Wuollets, Centro, Surdyk's & Green Mango
Designed for gathering
Promo photo by Zoe Prinds-Flash
Promo photo by Zoe Prinds-Flash
Candle and pinecone by Marlo Munch
Selected Images: Guests
*Click to Enlarge*




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