Cruise

In the remote reaches of Finland, a unique subculture thrives under the ephemeral glow of the "nightless night" and the stark clarity of winter dusks. Photographer Jussi Puikkonen’s seminal photo book, Cruise, published by Garret Publications and meticulously crafted between 2020 and 2024, offers an intimate and visually arresting exploration of "pilluralli." This Finnish phenomenon, characterized by young people gathering with their cars on weekend nights to drive loops through their towns or simply to congregate, is presented through Puikkonen’s discerning lens. The series masterfully blends evocative portraits, where subjects meet the camera with a spectrum of expressions from shy defiance to bold assertion, with the stark beauty of suburban landscapes and intimate details of the vehicles themselves. A fuchsia door handle, a car door adorned with an array of speakers – these are not mere aesthetic choices but windows into a world where provincial Finland, often perceived as desolate, pulses with an undeniable, vibrant life.

The Social Tapestry of Pilluralli

Jussi Puikkonen, the artist behind Cruise, describes pilluralli not merely as a pastime but as a profound social ritual. For the participants, it serves as a crucial crucible for forging identity, constructing meaning, and establishing a sense of belonging. "It’s a rite of passage," Puikkonen states, underscoring its significance as a transitional phase in young Finnish lives. "It’s when they become adults, when they get their first car, and when they have their own private space for the first time." This period marks a critical juncture, often associated with newfound independence and the exploration of self within a communal context.

Born and raised in Finland, Puikkonen’s formative years were steeped in the very cultural milieu he now documents. However, his personal trajectory led him away from the intimate embrace of pilluralli. He relocated to Helsinki at a young age, a capital city where the phenomenon is notably absent, existing "basically everywhere" else in the country. It was only after a 15-year sojourn in Amsterdam that a profound shift in perspective occurred. Distance, it seems, offered clarity, allowing him to perceive the inherent beauty and cultural significance of a practice often overlooked or even maligned by his fellow Finns. The prevailing sentiment within Finland often paints pilluralli as a noisy, antisocial nuisance, a perception Puikkonen aims to challenge and reframe through his photographic narrative.

A Coming-of-Age in the Provinces

The perception of pilluralli as a mere symbol of social exclusion is a narrative Puikkonen acknowledges but seeks to contextualize. "In many small towns, the young kids don’t have anything to do, so they just sit in their cars, and they end up doing nothing – that’s how it’s viewed," he explains. This perspective, however, often fails to capture the deeper social dynamics at play. As a coming-of-age ritual, pilluralli transcends socio-economic strata, acting as a near-universal experience for young people in smaller towns. While not every single individual participates, it frequently represents the primary avenue for adolescent social engagement.

The narrative shifts, however, when individuals begin to leave their hometowns for higher education or employment in larger urban centers. A visible socio-economic divide emerges, delineating those who depart from those who remain, their lives continuing to revolve around the familiar rituals of pilluralli on the outskirts of town. This migration pattern highlights the limited opportunities and the stark realities faced by youth in economically depressed or geographically isolated regions, where the car becomes a sanctuary and a mobile social hub.

Rediscovering Passion Amidst Lockdown

The global COVID-19 pandemic inadvertently provided Puikkonen with a unique opportunity to reconnect with his homeland and re-examine pilluralli with a fresh, objective gaze. Returning to Finland during the lockdown, he witnessed firsthand the enduring passion of the participants. "This is their passion, and I find it interesting when people are passionate about something," he remarks. This observation led him to understand pilluralli as a distinctly Finnish form of social interaction, deeply rooted in the nation’s cultural temperament.

"Generally, we are quite reserved, so it fits that mentality quite well," Puikkonen elaborates. "Because you’re sitting in your car, you have that protection, and you can observe from there, and slowly, you can get to know other people who are doing it." This inherent privacy afforded by the automobile facilitates a gradual, less intimidating form of social engagement, aligning perfectly with Finnish introversion. Beyond the social aspect, a significant creative element is evident in the participants’ dedication to their vehicles. Many invest considerable time and resources into meticulously modifying their cars, a testament to their passion and individuality. Puikkonen notes the striking juxtaposition of a car potentially valued at a few hundred euros, yet equipped with a sound system costing upwards of €10,000, illustrating the profound personal investment and the elevation of the car from mere transportation to a canvas for self-expression.

A Welcoming Embrace and Artistic Integrity

Despite the often-negative public perception, Puikkonen found an overwhelmingly positive reception from the pilluralli community. "I didn’t have any hidden agenda. I told them that I’m just interested in what they’re doing and that I wasn’t sure whether it was going to be a book, an exhibition, or whatever," he explains. This transparency and genuine curiosity fostered trust, with approximately 95% of those approached readily agreeing to be photographed and even inviting him into their vehicles. This openness speaks volumes about the participants’ desire to have their culture understood and represented authentically.

Puikkonen’s artistic philosophy is deeply rooted in a commitment to realism. "I try not to set things up too much," he asserts, a principle that guides his documentary approach. His work draws inspiration from American photographers like Alec Soth and Joel Sternfeld, artists renowned for their ability to capture the essence of American life and landscape with a nuanced, observational eye. Furthermore, filmmakers who prioritize visual storytelling over explicit dialogue have significantly influenced his aesthetic. Charlotte Wells’s Aftersun, a poignant and introspective portrayal of a father-daughter holiday, served as a "huge influence," its languorous pacing and evocative imagery resonating with Puikkonen’s desire to convey emotion and atmosphere through his photographs.

Capturing the Magic of the Nightless Night

A subtle yet crucial element of Puikkonen’s Cruise is the fact that most of the images were captured during the nightless nights of the Finnish summer. These extended periods of daylight, particularly in the northern regions, imbue the photographs with a distinctive, moody, and crepuscular light. "I wanted to emphasize the nightless night," Puikkonen states, highlighting his intention to explore the unique atmospheric conditions of this natural phenomenon.

His photographic journey eventually extended into the winter months, leading to some of the series’ most striking images. One particularly arresting photograph, taken on a foggy evening, showcases the ethereal glow of fluorescent lights from a nearby harbor, casting the sky in a deep, burning orange. This image, like many others in Cruise, exemplifies the power of photography to reveal the extraordinary within the seemingly ordinary. Puikkonen’s work elevates a subculture often dismissed as mundane, uncovering its inherent magic and cultural significance for a wider audience.

Cruise by Jussi Puikkonen, published by Garret Publications, is a testament to the power of visual storytelling to challenge perceptions and foster understanding. The book offers a vital glimpse into a specific facet of Finnish youth culture, revealing its complexities, its social significance, and its surprising aesthetic beauty. It is a project that began with a personal reconnection to a homeland and evolved into a profound artistic statement on identity, belonging, and the enduring search for meaning in the often-overlooked corners of provincial life. The availability of the book from reputable booksellers ensures that this nuanced exploration will reach a global audience, encouraging a deeper appreciation for the diverse tapestry of human experience.