Our Vision

To be the creative force behind the world’s most iconic brand moments.

Our Mission

To elevate outdoor and experiential media through access, artistry, and innovation.

Current work

YAS MARINA RACE WEEKEND

A key commercial platform during Abu Dhabi Race Weekend. I led the commercial concept across 2024 and 2025, covering partner sales, digital display networks, advertising solutions, and super yacht hospitality.

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YAS MARINA RACE WEEKEND

Founding Partner

A key commercial platform during Abu Dhabi Race Weekend. I led the commercial concept across 2024 and 2025, covering partner sales, digital display networks, advertising solutions, and super yacht hospitality.

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6 SENSE AGENCY

Founding Partner

A purpose-led experience agency working at the intersection of branding, strategy, and execution. As Founder, I partner with premium brands to shape intelligent, well-crafted experiences that translate bold ideas into tangible value.

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THE LUXURY MEDIA GROUP

Founder – CEO

A portfolio of innovative out-of-home media businesses operating across global high-profile events and leisure locations. As Founder, I lead the group’s strategic direction, with a focus on delivering long-term value for advertisers and partners.

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THE LUXURY MEDIA GROUP

Founder – CEO

A portfolio of innovative out-of-home media businesses operating across global high-profile events and leisure locations. As Founder, I lead the group’s strategic direction, with a focus on delivering long-term value for advertisers and partners.

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Past work

SHOPPING MALL IDEAPARK

Sales and Marketing Director

Finland’s second-largest shopping centre, spanning 150,000 square metres. I led media concept development and sales, delivered large-scale event programming, and supported the centre’s commercial and marketing development.

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FLAMINGO ENTERTAINMENT CENTRE

The largest entertainment destination in the Nordic region, spanning over 90,000 square metres. For four years, I led its commercial management across leasing, development, marketing, events, and media sales.

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FLAMINGO ENTERTAINMENT CENTRE

The largest entertainment destination in the Nordic region, spanning over 90,000 square metres. For four years, I led its commercial management across leasing, development, marketing, events, and media sales.

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SHOPPING MALL MYLLY

Advisor – Sales and Marketing

Finland’s seventh largest shopping centre at 83,000 square metres. For three years, I led the commercialisation of its media offering and supported marketing and event initiatives.

SHOPPING MALL MYLLY

Advisor – Sales and Marketing

Finland’s seventh largest shopping centre at 83,000 square metres. For three years, I led the commercialisation of its media offering and supported marketing and event initiatives.

SPRING WATER DISTRIBUTION AGREEMENT, RUSSIA

Advisor

A market entry distribution project for a Finnish spring water brand in Russia. I led partner identification, commercial negotiations, and brand alignment across the collaboration.

SPRING WATER DISTRIBUTION AGREEMENT, RUSSIA

Advisor

A market entry distribution project for a Finnish spring water brand in Russia. I led partner identification, commercial negotiations, and brand alignment across the collaboration.

TOBACCO DISTRIBUTION AGREEMENT, RUSSIA

Advisor

A market entry distribution project for a major tobacco company in Russia. I led partner identification, commercial negotiations, and the structuring of the distribution agreement.

CLIMATE CYCLING

Project Director

A climate-focused charity cycling event launched in Helsinki in 2019. I was responsible for concept development, partnerships, marketing, and execution. 80 large organisations participated and The patron of the event was The President of Finland.

CLIMATE CYCLING

Project Director

A climate-focused charity cycling event launched in Helsinki in 2019. I was responsible for concept development, partnerships, marketing, and execution. 80 large organisations participated and The patron of the event was The President of Finland.

EXHIBITION PROJECTS

Advisor

Design and delivery of large-scale exhibition and trade fair projects, including one 1000 sqm flagship stands at Habitare and concept development for consumer exhibitions and retail fairs.

EVENTS

Extensive experience delivering events across multiple formats and scales, including concerts, exhibitions, fashion shows, corporate events, openings, and sporting events.

EVENTS

Extensive experience delivering events across multiple formats and scales, including concerts, exhibitions, fashion shows, corporate events, openings, and sporting events.

BOULEVARD FURNITURE STORE

Advisor

A flagship retail concept developed in central Helsinki. I led site selection, store concept and branding, marketing, and the launch of the business.

PERMAFIT BED BRAND

Advisor

A new bed brand developed for a leading Finnish furniture retailer. I led brand creation, marketing development, trade fair launch, and retail rollout, with the brand reaching multi-million-euro sales.

PERMAFIT BED BRAND

Advisor

A new bed brand developed for a leading Finnish furniture retailer. I led brand creation, marketing development, trade fair launch, and retail rollout, with the brand reaching multi-million-euro sales.

MEDSTEP WELLNESS CENTER

Founder – CEO

A 600-square-metre wellness concept developed in central Helsinki in 2012. I led the conceptualisation and launch of the centre, combining fitness, health services, and corporate wellbeing programmes within a single integrated offering.

SOURCING, SALES AND MARKETING, PPE PRODUCTS

Advisor

A spring 2020 project focused on sourcing and commercialising PPE products. I established manufacturing and licensing agreements, secured major retail distribution, and led large-scale sales across multiple channels.

SOURCING, SALES AND MARKETING, PPE PRODUCTS

Advisor

A spring 2020 project focused on sourcing and commercialising PPE products. I established manufacturing and licensing agreements, secured major retail distribution, and led large-scale sales across multiple channels.

COMMERCIAL CONSULTING

A long-term consulting practice supporting organisations across entertainment, sport, retail, construction, and hospitality. My work has focused on partnerships, sponsorships, commercial strategy, fund raising and business development across Europe, Asia, and Russia.

CHARTER YACHT

A 38-metre charter yacht launch in 2021. I led the full brand and commercial setup, covering corporate identity, marketing materials, partner negotiations, sales channels, and project delivery.

CHARTER YACHT

Advisor

A 38-metre charter yacht launch in 2021. I led the full brand and commercial setup, covering corporate identity, marketing materials, partner negotiations, sales channels, and project delivery.

LAUNCH OF A NEW PLANT-BASED PRODUCT

Advisor, Sales and Marketing

A market entry and scale-up project within the Finnish retail sector. In 2021, I led the launch of a new plant-based brand, growing distribution to 170 stores nationwide. The role covered negotiations, launch and pilot planning, marketing execution, and end-to-end project management.

MARKETING MARINA AND MARKETING GOLF

Founder, CEO

Out-of-home media platforms focused on the world’s most prestigious marinas and golf clubs. As Founder, I established the businesses to operate across key markets in Europe and the Middle East.

MARKETING MARINA AND MARKETING GOLF

Founder, CEO

Out-of-home media platforms focused on the world’s most prestigious marinas and golf clubs. As Founder, I established the businesses to operate across key markets in Europe and the Middle East.

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Contact Info
+971 55 249 9917
joonas@theluxurymediagroup.com
Dubai – Abu Dhabi
United Arab Emirates
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Copyright 2026, Joonas Ruolahti