If you attend the 8th World Conference of Science Journalists (WCSJ2013), in Helsinki in June, be prepared, even if not to hug some trees, at least to go into the woods for some scientific — and social — interactions with your lumber-loving hosts. Indeed, a sure conference highlight will be “science at midnight,” a seminar on the development of innovative and renewable wood-based materials for the future, held in the heart of a coniferous boreal forest.