Yatofu takes cues from Kalevala's metallic jewellery for brand's flagship store

Interior design studio Yatofu has combined stainless steel, warm wood and sky blue accents to create the flagship store of 80-year-old Finnish jewellery brand Kalevala in Helsinki.

Located in the Kluuvi neighbourhood in the heart of the city, the 102-square-metre store is located on the ground floor of a historical building with a mezzanine that doubles as a space for private shopping services and special events.

Yatofu aimed to create a gallery-like retail space for the brand to highlight the craftsmanship behind Kalevala's jewellery.

"When working with a legacy jewellery brand like Kalevala the biggest challenge was finding a way to capture its personality while introducing unexpected, fresh elements," Yatofu co-founder Yihan Xiang told Dezeen.

"During our research, we discovered that Kalevala has a long tradition of collaborating with artists and pushing the boundaries of jewellery craftsmanship," she continued.

"To reflect this, we developed the concept of 'sensory sculptures'. We wanted visitors to see each piece of jewellery as a miniature sculpture, and the space itself was designed to be both open and intimate – almost gallery-like, inviting people to explore the jewellery through touch and interaction."

The studio collaborated with Mira Rahkonen, founder of brand development agency Kokokuva Oy, to develop the retail strategy and optimise the customer experience.

"An initial project directive suggested open jewellery displays that encourage tactile interaction," said the studio, adding that this was also one of their main challenges.

To address this, the team designed a magnetic modular display system.

"The jewellery display is designed as a modular system where individual trays with perforated holes are magnetically attached to both the vertical and horizontal display surfaces," explained co-founder Angela Lindahl.

"The products are then fastened to the display trays with secure wires. This allows the jewellery to be displayed in a secure manner, without hiding it behind a layer of glass."

The modular display stands were placed on the ground floor. On one side of the store, the team installed a "jewellery bar" – a high counter with bar stools – for one-on-one consultations.

A stainless steel finish was chosen for the display stands, aiming to echo the metalwork that forms the basis of Kalevala's products.

The high counter was covered with a dark wooden finish, complimented by sky blue toned bar stools designed in-house.

Behind the display area, a slightly curved staircase leads to the mezzanine level, which is supported by a trio of slim sky-blue columns.

Large round cutouts feature on the walls of the mezzanine, peeking into the space below.

Stainless steel was also used to create a sculptural installation which forms the focal point of the glazed facade.

The store doubles up as a gallery for rotating exhibitions. Currently, it features an installation with brass and brightly coloured glass mobiles by artist Milla Vaahtera.

Founded in Helsinki in 2017, Yatofu Creatives was recently named emerging interior designer of the year at the Dezeen Awards China 2024.

Other projects recently completed by the studio include a pastel-toned furniture showroom in China and a brick-clad teahouse in Helsinki.

The photography is by Aleksi Tikkala and David Jakob, with styling by Piia Emilia.

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