In Helsinki’s lively Main Market Square, stands Havis Amanda, a famous statue put up in 1906. Seen by many as a nod to traditional ideas of feminine beauty, this figure, like all women, has had to deal with male scrutiny and unrealistic expectations. As Havis Amanda undergoes restoration, it sparked a chance for a different kind of conversation
STRATEGY
Merely criticising old power structures and the patriarchal culture, and as an advocate for women’s mental health, the healthcare provider Terveystalo wanted to create positive examples, providing new ways to think about female representation, and to fight against unrealistic expectations. Furthermore, statues as an art form, tend to depict heroic figures, rarely women, implying that only exceptional women are celebrated. We clearly needed a more ordinary and not-so-special female representation.
SOLUTION
A new, more inclusive, empowering and positive Amanda was in order. So we built one – transforming Havis Amanda into Tavis Amanda, loosely translated as Average Amanda. For this, Terveystalo partnered up with UN Women and a major women’s magazine Me Naiset.
EXECUTION
The new Average Amanda was initially brought to life from illustrator Sanna Mander’s sketches, transformed into a digital 3D model, and crafted through the process of milling. It was then placed right next to the Main Market Square, where Havis Amanda used to reside. Depicting a relaxed woman sitting down and enjoying her time doing nothing in particular, the statue conveys a powerful message — that no woman should feel pressured to strive for unrealistic expectation.
Average Amanda
production process
Sketching
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2D illustration
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Scaled clay sculpting
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3D modelling
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Scaled prototypes 3D printing
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All-weather materials validation
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Large scale 3D milling
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Patination simulation finish
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