Virukeskus
Foodhall
Last week, the Ministry of Culture awarded the “Culture Friend 2024” honors, recognizing companies and individuals who have contributed to the cultural sector financially or through their actions. The title of Culture Friend of the Year was awarded to A. Le Coq, Mait Rõõmusaar, Anna Elam, Peter Elam Håkansson, and the LaSpa Group. The Culture Organizer of the Year award went to Mari-Liis Rebane and Timo Toots, who lead the technological art farm Maajaam.
A. Le Coq received the Culture Friend of the Year award for its support of the cultural capital Tartu 2024 and cultural events in Southern Estonia. Anna Elam, Peter Elam Håkansson, and LaSpa Group were recognized for their support of the Arvo Pärt Centre Foundation. Mait Rõõmusaart was also honored with the title of Culture Friend of the Year for his support for the music sector. As a gift, the Culture Friends of the Year were presented with a traditional work by artist Kärt Ojavee titled “Undefined Useful Object.”
“We see both in Estonia and around the world how important the symbiosis of private investment and public funding is for the promotion of culture. Thanks to private investment, Estonian culture is more diverse, bolder, and more accessible. This evening, we celebrated and thanked entrepreneurs who understand this jointly created value as well. It is heartening to see that even in challenging times, private supporters remain willing to invest in cultural life not only financially but also with their time, skills, contacts, and advice, which can often be even more valuable,” said Minister of Culture Heidy Purga.
Viru Keskus was greatly honored to receive the Culture Friend recognition, with a presentation from our long-term partner Tallinn Music Week stating:
“Viru Keskus has been a long-term dedicated partner to Tallinn Music Week, Jazzkaar, and the Estonian Art Museum. The Tallinn Music Week team appreciates the center’s strong artistic vision and its commitment to contributing to an inspiring living environment through cultural events and quality urban space creation.”
Kristel Martis, the marketing and communications manager of Viru Keskus, accepted the award and stated: “It is extremely gratifying to see the contribution of the private sector to culture being recognized. In challenging times when every company is critically assessing its expenses, including Viru Keskus, we have still managed to maintain support for our long-term partners because it is important to us. Viru Keskus has consistently valued enriching the urban space not just through a good shopping experience, but through more—quality environments and fitting cultural experiences. Therefore, collaboration with Tallinn Music Week, Jazzkaar, and the Estonian Art Museum has been a natural progression, and we are very pleased to invite culture enthusiasts to events where we have been able to lend our support. KUMU hosts an extensive overview exhibition of the classic Estonian painter Enn Põldroos until April 13, and on May 1, jazz lovers will be delighted by this year’s Jazzkaar’s main performer, Jazzmeia Horn. We thank our partners for their trust in carrying culture!”.
The Ministry of Culture received 46 nominations for recognition this time. The selection committee for Culture Friend was chaired by Chancellor Kristiina Alliksaar, with members including 2023 Culture Organizer Roman Demtšenko, board member of the Estonian Foundation for Entrepreneurship and Innovation Liina Maria Lepik, entrepreneur Siiri Tamm, and the director general of the Estonian Chamber of Commerce and Industry Mait Palts.
The Ministry of Culture has been acknowledging organizations and individuals contributing to the sector since 2011. Previous award recipients can be found on the Ministry of Culture’s website.
The photos by Rauno Liivand and by Viru Keskus.
