When a shopping centre aims to be more than just a place for transactions, it needs to understand what truly matters to its local community. Easton Helsinki took this ambition seriously – and succeeded, in part thanks to the Sitä itää concept created by Kuudes. And it has stood the test of time: this year, the concept celebrates its 10th anniversary.
A loyalty programme rooted in shared benefit
Sitä itää doesn’t offer points, stamps or discount coupons. Instead, it’s a community-driven giving model, where a portion of each purchase made in Easton is directed to support local development projects. Customers are invited to propose and vote on which initiatives the funds are allocated to.
These initiatives range from youth spaces to environmental efforts – all with a common goal of improving daily life in the neighbourhood. The most recent recipient was Sirkus Magenta, an organisation based in Itäkeskus that promotes wellbeing through circus activities, especially among diverse and underserved groups.
Built on deep community insight and engagement
The Sitä itää concept was developed in the spring of 2015 as part of a broader co-creation process between Kuudes and Kesko, aiming to make Easton an authentically local and inclusive shopping centre. From the start, the goal wasn’t just commercial success – it was about reshaping the relationship between a retail space and its surroundings.
The programme was born out of a thorough exploration of East Helsinki residents’ intrests and aspirations, through extensive research and testing. It reflects the idea that community relevance can’t be manufactured – it has to be earned.
Community at the core – and a stronger brand identity
Sitä itää shows how a strong brand can be built on values and participation. The programme has helped Easton stand out not only in its offerings but in its very identity: Easton doesn’t just exist in East Helsinki – it is part of it.
By redefining loyalty as a shared effort rather than individual consumption, Sitä itää fosters a deeper connection between people and place. What began as a bold idea has become a cornerstone of Easton’s brand – proof that local relevance and commercial spaces can coexist, and even strengthen one another.
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Text by:
Paula Hupponen
Service Design Director
paula.hupponen@kuudes.com
+358 50 328 4054
