Cruise

Cruise explores the uniquely Finnish subculture of Pilluralli—the tradition of cruising around small-town squares, gas stations, and parking lots in modified cars like Toyota Corollas and Ford Escorts. With passengers ranging from rowdy friends to new crushes, Pilluralli is a blend of car culture, youthful rebellion, and social ritual. Through Jussi Puikkonen's lens, Pilluralli becomes more than just a pastime—it's a vibrant community that fosters belonging, creativity, and camaraderie. This intimate and visually compelling photography book captures the humor, inventiveness, and spirit of a subculture often dismissed as aimless or disruptive. From hilariously over-the-top car modifications to the ingenious ways teens carve out their own social spaces, Cruise celebrates the resilience and resourcefulness of youth. Amid the hum of engines and glow of taillights, Cruise reveals Pilluralli as a stage for self-expression and friendship—a quintessential rite of passage in rural Finland. It's a nostalgic tribute to the thrill of the open road, a poignant look at a fading culture, and a celebration of the connections that keep it alive. Through Puikkonen's sharp eye and heartfelt storytelling, Cruise takes readers on a journey through small-town Finland, where beat-up cars adorned with fuzzy dice and pounding stereos serve as symbols of independence, identity, and enduring camaraderie in an uncertain world. Jussi Puikkonen (b. 1980) is a Finnish photographer celebrated for his ability to capture the essence of people and places with a natural, intuitive style. Raised in the Finnish woods and based in Amsterdam, Jussi's grounded demeanor allows him to connect effortlessly with everyone from CEOs to sauna champions. His artistic work has been exhibited in museums and galleries from Istanbul to Vienna, as well as in Helsinki's most prestigious venues. A co-founder of the world's most melancholic magazine, Kasino A4, Jussi has earned accolades in domestic and international competitions, including D&AD and Best of the Year. His first book, On Vacation, published by Swiss house Edition Patrick Frey, garnered widespread international attention. In addition to his artistic pursuits, Jussi has worked on commissioned assignments for leading publications such as New York Times, Der Spiegel, Monocle, Bloomberg Businessweek, Konfekt, Financial Times, Die Zeit, and Dazed and Confused Features on the projects: Volkskrant Washington Post.