Yatofu Creatives treats jewellery as sculpture in Helsinki’s Kalevala flagship

Kalevala’s new flagship store in central Helsinki presents the Finnish jewelry brand through a gallery-like interior shaped by sculpture, material contrast and craftsmanship. Designed for a brand with more than 80 years of history, the space translates its connection to nature, design and Finnish heritage into a contemporary retail environment.

Two tall glass windows frame the store’s façade, opening views into the interior and its jewelry displays from the street. Inside, sculptural forms define an open and welcoming setting, while stainless steel surfaces introduce a reflective quality that echoes the metalwork of Kalevala’s jewelry. Warm timber and a vivid sky-blue tone soften the metallic palette, creating a visual contrast between contemporary precision and a more tactile material character.

Jewelry is displayed through a custom magnetic modular system that allows visitors to handle and examine the pieces while keeping them securely positioned. The arrangement turns the act of browsing into a more tactile experience, bringing the products closer to the role of sculptural objects within the space.

The layout also accommodates different levels of interaction. A dedicated jewelry bar provides a more intimate setting for personal consultations, while a semi-private VIP area on the mezzanine offers a secluded space for private shopping, styling sessions and special events. Across the store, carefully positioned sculptural elements create changing perspectives and encourage visitors to experience the interior from multiple viewpoints.

The flagship also operates as a space for artistic collaboration. Reflecting Kalevala’s long-standing engagement with artists and craftspeople, the interior is designed to host rotating exhibitions alongside the jewelry collection. The latest installation features brass and coloured glass mobiles and stabiles by artist Milla Vahtera, adding movement, colour and another layer of craftsmanship to the gallery-like setting.

Rather than separating retail from art and design, the Kalevala Flagship Store brings them together as part of a single visitor experience. Jewelry, architecture, furniture and contemporary artworks share the same environment, creating a setting where Finnish craftsmanship becomes visible not only through the products on display but also through the atmosphere of the store itself.

Project Credit

Project Name: Kalevala Flagship Store
Location: Helsinki, Finland
Floor Area: 102 m2
Completion Year: 2024
Design Firm: Yatofu Creatives | @yatofu_creatives
Photography: Aleksi Tikkala, David Jakob