Joanna Laajisto l 芬兰Nanso服装品牌店-设计风向

Joanna Laajisto工作室使用当地材料打造了这家位于赫尔辛基的女装店的简约内饰，为了与网上购物竞争，这家店进行了改造。

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.

该品牌成立于1921年，尽管有忠实的追随者，但最近发现很难吸引年轻的顾客群。在调整了其品牌、服装风格和在线视觉识别之后，当地工作室Joanna Laajisto被委托为其设计店铺空间，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.

该工作室首先与目标受众进行简短的采访和设计研讨会。他们发现，网上购物很容易让人买错尺码和尺码，这让人们感到内疚和后悔。而安全，平静的商店环境将确保有意识的顾客做出正确的决定。”

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，整个商店的表面都被漆成一种舒缓的灰色，辅之以斑驳的米色地板。为了不让商店显得忙碌而凌乱，店内的装饰被限制在几件陶瓷饰品和几把定制的编织椅上，这些椅子是工作室与芬兰品牌Choice合作设计的。

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区，以使街上的路人在整个商店内都能看到清晰的视线，而不会感到胆怯地走进来。

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.

该工作室还希望整个商店使用的经典和天然材料能够反映Nanso的创作过程和和对长寿的看法。

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