Joanna Laajisto l 芬蘭Nanso服裝品牌店-設計風向

Joanna Laajisto工作室使用當地材料打造了這家位於赫爾辛基的女裝店的簡約內飾，為了與網上購物競爭，這家店進行了改造。

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.

該品牌成立於1921年，盡管有忠實的追隨者，但最近發現很難吸引年輕的顧客群。在調整了其品牌、服裝風格和在線視覺識別之後，當地工作室Joanna Laajisto被委托為其設計店鋪空間，以“重新思考Nanso的自然世界”。

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.

該工作室首先與目標受眾進行簡短的采訪和設計研討會。他們發現，網上購物很容易讓人買錯尺碼和尺碼，這讓人們感到內疚和後悔。而安全，平靜的商店環境將確保有意識的顧客做出正確的決定。”

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.”

因此，整個商店的表麵都被漆成一種舒緩的灰色，輔之以斑駁的米色地板。為了不讓商店顯得忙碌而淩亂，店內的裝飾被限製在幾件陶瓷飾品和幾把定製的編織椅上，這些椅子是工作室與芬蘭品牌Choice合作設計的。

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.

很大程度上也省略了分區，以使街上的路人在整個商店內都能看到清晰的視線，而不會感到膽怯地走進來。

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.

該工作室還希望整個商店使用的經典和天然材料能夠反映Nanso的創作過程和和對長壽的看法。

The studio also hoped that the classic and natural materials used throughout the store would reflect Nanso’s creative process and stance on longevity.