Studio Joanna Laajisto used local materials to fashion the pared-back interior of this womenswear shop in Helsinki, which has been revamped to compete with online shopping.
The shop is one of several Nanso stores that are dotted across Finland.
The brand was established in 1921 and, despite having a loyal following, had recently found it difficult to attract a younger demographic of customers.

After tweaking its branding, clothing styles and online visual identity, locally-based Studio Joanna Laajisto was brought on board to "rethink the physical world" of Nanso.
The studio began by holding short interviews and design workshops with the target audience.

"Key discoveries were that online shopping easily generates purchases of the wrong size and fit, which leads to people feeling guilt and regret," the studio explained. "A safe and calm store environment would ensure the conscious customers will make right decisions."

Surfaces throughout the store have therefore been painted a soothing shade of stone-grey, complemented by flecked beige flooring.
To keep the store from appearing busy and cluttered, decor has been restricted to a handful of ceramic ornaments and a couple of bespoke woven chairs that the studio designed in collaboration with Finnish brand Made By Choice.

Partitions have also largely been omitted so that passersby on the street can have clear sightlines throughout the store and not feel intimidated to step inside.
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