Kalevala Koru, with Happimaa, opened their flagship store on Helsinki’s central esplanade a year ago. The well-known Finnish jeweler was looking for a new type of jewelry store that would showcase their brands in a new and more innovate way. Working within a very tight schedule, the designers proposed a radical idea of bringing the customer into direct contact with the jewelry. This combined with a flexible visual merchandising concept gave birth to the idea of creating a system of display components rather than a set of fixed display furniture.

Although some old furniture was re-tooled to meet basic retailing and security needs of the store, the majority of the display elements can be moved or changed in response to the season or sales campaign. This concept is now being expanded into branded fixtures for the Kalevala Koru’s re-sellers.