Finnish granite and pine characteristic in Helsinki’s Nanso store

Studio Joanna Laajisto used native supplies to style the pared-back inside of this womenswear store in Helsinki, which has been revamped to compete with on-line purchasing.

The store is considered one of a number of Nanso shops which are dotted throughout Finland.

The model was established in 1921 and, regardless of having a loyal following, had just lately discovered it troublesome to draw a youthful demographic of shoppers.

After tweaking its branding, clothes kinds and on-line visible id, locally-based Studio Joanna Laajisto was introduced on board to “rethink the bodily world” of Nanso.

The studio started by holding quick interviews and design workshops with the target market.

“Key discoveries have been that on-line purchasing simply generates purchases of the fallacious dimension and match, which ends up in individuals feeling guilt and remorse,” the studio defined.

“A secure and calm retailer surroundings would make sure the acutely aware prospects will make proper choices.”

Surfaces all through the shop have subsequently been painted a soothing shade of stone-grey, complemented by flecked beige flooring.

To maintain the shop from showing busy and cluttered, decor has been restricted to a handful of ceramic ornaments and a few bespoke woven chairs that the studio designed in collaboration with Finnish model Made By Selection.

Partitions have additionally largely been omitted in order that passersby on the road can have clear sightlines all through the shop and never really feel intimidated to step inside.

Eager to reference Nanso’s Finnish heritage, the studio determined to make use of crimson granite from the close by city of Mäntsälä to make the shop’s chunky service counter.

A tough slab of the stone has additionally been positioned on high of a small steel field to kind a show stand.

Domestically-sourced pine wooden has then been used to craft plinths, storage cabinets and the tall beams that help clothes rails.

The studio additionally hoped that the traditional and pure supplies used all through the shop would replicate Nanso’s inventive course of and stance on longevity.

“We stand for gradual making, which ends up in rigorously thought of design that goals to face the check of time,” added the model’s head of design, Noora Niinikoski.

In direction of the rear of the shop, there’s a sequence of spacious altering cubicles shielded by linen curtains.

Studio Joanna Laajisto transforms Helsinki bread manufacturing facility into Bob the Robotic’s workplace

Name buttons have additionally been included in order that consumers can discreetly work together with employees in the event that they want an merchandise in a distinct dimension.

Nanso joins quite a lot of initiatives that Studio Joanna Laajisto has accomplished in its house metropolis of Helsinki. Others embody The Means, a minimalist bakery and wine bar that is designed to let the natural treats on its menu take centre stage.

The studio has additionally transformed a disused bread manufacturing facility into workplaces for Finnish promoting company Bob the Robotic, filling its inside with luxe furnishings that nod to the aesthetic of personal members golf equipment.

Images is by Mikko Ryhänen.