Finnish plastic-free paint company Cover Story has opened its first shop: a "paint studio" fitted out by interior designer Linda Bergroth to offer customers multiple ways to explore colour.
The Cover Story Paint Studio is located in a small shopfront in central Helsinki. The brand considers this one of its points of differentiation from how paint is traditionally sold, on the outskirts of town in mammoth hardware stores.
The Paint Studio by Linda Bergroth is Cover Story's first bricks-and-mortar store
Instead, Cover Story tries to create a "pleasant and inspiring way to buy paints", and since its launch in January 2021 has operated an online store with worldwide home delivery.
The brand produces a curated collection of just 32 colours, chosen for their suitability to Nordic light conditions, with special limited-edition ranges created by guest designers. Bergroth's design involved highlighting historic features, such as a double door between rooms
To avoid the microplastic pollution caused by common wall paint, which uses plastic as a binder, Cover Story instead produces a water-soluble paint with castor oil as part of the binder. It is no-VOC and odour-free.
The new Helsinki shop gives customers the option to explore paint samples in different ways than they would at home, as well as offering a click-and-collect point.
The store functions as both a showroom and click-and-collect point for customers
Bergroth both designed the interiors and created the br...