A minimalist women's clothing store in Helsinki, Finland, designed by local interior design studio Joanna Laajisto. The studio used local materials to create the minimalist interior of the store, which was transformed to compete with online shopping. The store is one of several Nanso stores scattered across Finland. The brand, founded in 1921, has recently found it difficult to attract younger customers, despite a loyal following.

Designing a retail store is not to be taken light heartedly and Joanna Laajisto, the lead designer of the project, with her team started the process by analyzing the current situation.Laajisto combined the focus group findings with the key attributes she picked when digging into the Nanso brand.

The overall look was kept as simple and uncluttered as possible still providing flexibility for merchandizing. Special attention (and square footage) was given to the dressing rooms, making them spacious, calm and safe, where the final decision for the purchase is mostly being made. 

The new store concept is build on simple and honest elements that are custom to Finnish everyday life. Locally sourced pine wood planks, linen and red granite from a small Finnish town called Mäntsälä were natural choices. The interior was designed to stand the test of time, a testament to the values of both Laajisto and Nanso brand.

All the pieces, including the wooden lounge chairs manufactured by Finnish brand Made by Choice, were custom designed by Laajisto and made in Finland to ensure the perfect fit for the brand.