The three articles in the publication and the series of photographs accompany-
ing Aalto’s article were followed by numerous advertisements. The advertisers were
the companies who had delivered materials for the sanatorium.^484 Aalto had also
designed the advertisement’s graphic layout, using mainly Aino Marsio-Aalto’s
photographs as imagery. This was a way for Aalto’s practice to collect fees from
the advertisers in the form of user rights for the photos. In the advertisements, the
manufacturers highlighted their contribution to the sanatorium building projects,
and the copy was for the most part descriptive and explanatory of the work process.
The most interesting advertisement in terms of Aalto’s ideas is the one of Huone-
kalu- ja Rakennustyötehdas (Furniture and Building Work Factory), which does not
use images from the interior of Paimio Sanatorium but those of serially produced
chair parts and one illustrating the stackability of the metal-legged chairs. By using
photographs of Paimio Sanatorium in the advertisements, Aalto was able to give
thorough coverage of his project. The advertisements would have had a very different
look had the companies themselves decided on their design. Now, for example, the
advertisement had no company logos or typeface, as Aalto had visually harmonised
everything. In this way, Aalto was able to sell to the advertisers the attention of a
specific target group, the progressively minded decision-makers with the power to
commission building projects. An exception was Kolhon Saha (Kolho Sawmill), who
was not featured among the advertisers as they had failed to complete their delivery
to the specification. It is likely that Aalto deliberately excluded the company from
the advertisement section. Kolhon Saha was, however, keen to use the project as their
reference, and they did so in their brochure from 1938. In this brochure, the sawmill
boasts having completed the majority of the carpentry work^485 for the sanatorium,
which was an exaggeration. Aalto’s publicity strategy was similar to Le Corbusier’s.^486
The third project description written by Aalto was targeted at Finnish architects. It was
published immediately upon the inauguration of the hospital. The author explained that
he had been fairly free to create the overall composition as the area was relatively isolated.
484 Luth & Rosén from Stockholm (ceiling and panel radiators); August Louhen Rautasänkytehdas ja Valimo from
Turku (metal furniture), Suomen saviteollisuus (bricks); Oy Aage Havemanns Eft. Ab from Helsinki (x-ray and
light treatment equipment); The Insulite Company of Finland Oy from Kymi (insulite sheets for thermal in-
sulation), Turun Insinööritoimisto Oy from Turku (elevators); Turun asfalttitehdas from Turku (bitumen for the
roofs and stair elements); Rakennustoimisto Oy Arvi Ahti from Turku (reinforced concrete skeleton); Marttisen
Maalaus Oy (painting works); Suomen Gummitehdas Osakeyhtiö from Nokia (rubber flooring); Stockmann De-
partment Store (medical set of furniture, service etc.); Vähäsillan paja from Paimio (lampposts); Turun Vanuliike
from Turku (bedclothes, mattresses, towels, white coats and curtains); Hankkija sähköosasto (electric sys-
tems); Vesijohtoliike Onninen Oy from Turku (heating, water and sewage pipes); Enso-Gutzeit Osakeyhtiö from
Enso (sound isolating wallpaper); Oy Taito (lamps); A. B. Crichton-Vulcan Oy (steel windows and doors); Tutun
kaakelitehdas Oy from Turku (flooring tiles); Huonekalu- ja Rakennustyötehdas from Turku (furniture); Turun
Rautakauppa Osakeyhtiö from Turku (steel tubes, steel stirrups and cement); Kaune from Turku (glass and
glazing works); Oy. Metalliteos (kitchen equipment); Oy Wiklund from Turku (building materials and dishes);
Lämmityslaite Oy from Helsinki (stoves of the private apartments); Oy. Turun Autohalli from Turku (Chevrolet
lorry and van); Arabia (wash basins and sanitary fittings); Arthur Reimer from Helsinki (surfacing of the bath-
rooms); National Radiator Company from England represented by Bröderne Dahl, Willy Malmström in Helsinki
(Rayard ceiling radiators). Sukkinen et al. 1933, the advertisements; Aalto 1933b, pp. 79–91.
485 Kolho Oy 1934, p. 110.
486 See Colomina 1998 [1994].