Christmas Window Display Phenomenon

Text Timo Raussi
Photo Visit Estonia, Silver Köster

The Christmas window display of the Stockmann department store in Helsinki is a traditional symbol of the Finnish Advent season. Inspired by this, the village community of Väätsa in Central Estonia decided to join forces, and now as many as 15,000 visitors come each year to admire the 46 uniquely decorated Christmas windows of the local community house.

In 2016, villagers wanted to breathe new late-autumn life into their old cultural centre and its dark windows. During the first year of preparations, the volunteer team crafted, decorated, and illuminated 20 windows in November, each in its own style using whatever materials were available. Craftspeople, pupils from nearby schools, senior club members, and local residents bustled about the building. A strong spirit of togetherness began to flourish.

Word of the charming “Christmas exhibition”, created without competition or an attitude of outshining the neighbours, spread like wildfire. The atmosphere was enhanced by Christmas markets held on Advent weekends, and soon curious visitors were driving in even from Tallinn and Tartu. Väätsa is conveniently located midway between Estonia’s two largest cities, just 12 kilometres from the main road near the town of Paide.

After nine years of work, this sense of community has also gained international recognition. Last year, the Green Destinations Foundation, which promotes sustainable tourism, selected a project about the Väätsa Christmas window displays among the World’s Top 100 Tourism Success Stories.

The Christmas windows of the Väätsa Community House are free for everyone to visit, and will be on display until Epiphany. Before the holidays, you can also visit nearby Christmas markets at the Türi Cultural Centre on Friday, 12 December from 10:00 to 18:00, and Saturday, 13 December from 9:00 to 15:00, as well as in the courtyard of the Paide Music and Theatre House on Saturday, 13 December from 11:00 to 16:00.

To learn more about this and similar topics
Central Estonia Christmas Christmas Markets events Paide Türi Väätsa