UPM's business areas manufacture various materials which will be presented in innovative ways during the design capital year. "Cooperating with World Design Capital Helsinki 2012 is an opportunity to promote UPM's sustainable and innovative products as well as our strong materials expertise. It is also a great chance to increase cooperation with architects and designers. This is how we put our Biofore thinking into action," says UPM's Vice President for Brand Management, Elisa Nilsson."UPM is a frontrunner in its industry with a focus on sustainability and innovative solutions. We think that we can achieve good results through our partnership and also hope to inspire other parties", says Pekka Timonen, Director of World Design Capital Helsinki 2012. Helsinki has been selected as the co-host of the World Design Capital in 2012 with neighbouring cities Espoo, Vantaa, Kauniainen and Lahti. The World Design Capital is selected by the International Council of Societies of Industrial Design (ICSID) in cooperation with the International Council of Graphic Design Associations (Icograda) and the International Federation of Interior Architects/Designers (IFI). The World Design Capital is selected every second year. The World Design Capital sets a global standard and serves as a meeting place for the world's design community.