FISKARS
The magic and joy of the Moomins – Moomin by Arabia’s new store concept, visuality and Moomin ABC concept design
Our collaboration with Moomin by Arabia started years ago, and over this time we have worked together on various projects, ranging from window displays to product design. Our latest cooperation began with the concept design of the Moomin Alphabets series and expanded into developing the store concept, overall look of the brand, and designing Fiskars scissors.
In close cooperation with the Moomin team, we designed the new store concept and overall look of Moomin by Arabia. The new look was initially created for the retail channel, but the visual elements were eventually extended to the entire brand look, forming one cohesive whole.
In the redesigned stores, Moomin by Arabia’s color scheme, original illustrations, and the design language of the store furniture welcome the customer into the world of Moomins. Just like the Moomin tableware and textile designs, the store concept brings joy and magic for the customers. The concept seamlessly combines the world of the Moomins with Arabia’s Nordic design tradition.
Approach
The new store concept had to take into account the wide range of products and the moments within the world of the Moomins.
More than 100 high quality and much-loved tableware and ceramic decorations have been launched under the Moomin by Arabia brand so far. The combination of Moomin stories and illustrations and Arabia’s classic and high-quality design has proven to be a sought-after concept that lasts over time. In 2023, Moomin by Arabia expanded its range to include textiles such as sheets and towels. Moomin by Arabia’s own stores will also expand their range to include other products offered by partners.
In the design process the overall atmosphere, the Finnish design tradition, and the functionality of all the different elements were carefully considered.
Mooments of magic
In the new stores, refurbished in collaboration with the Moomin team, magical moments are experienced with Moomin by Arabia.
Result
The store concept and its different elements were developed in close cooperation with the Moomin team and Juha Vesamäki.
The cornerstone of the new visuality is the special, Moomin-like color – Moomint – and the curved shape used in the shop elements. Dark lilac and light tones complement the color palette, and together with the illustrations, they add a sense of rhythm. The store concept gives space to the products and their stories.
The first European Moomin by Arabia stores opened in Stockholm in February 2024 and Oslo in March 2024, followed by Arlanda and Gothenburg. In addition, three stores were opened in Japan during the spring 2024. A small taste of the new concept can also be seen around Finland at various retailers.
Concept design of Moomin ABC collection
The Moomin by Arabia Alphabets collection encourages creating new and meaningful words using the letters featured on Moomin mugs. The illustrations on Moomin products always tell a story and are based on the original drawings by Tove Jansson. The collection was created in collaboration with the Reading, Writing and the Moomins initiative, which spreads the joy of reading and writing to children, young people, and adults.
The visual concept and style of the Alphabets mug series were developed through a long-term collaboration with the Moomin team. The visuals are based on a carefully chosen, soft and even pastel color palette, with a limited use of colors. Together, the mugs form a unified, joyful, and narrative collection.
The same visual concept and design lines are repeated in Fiskars’ Moomin ABC scissors. These scissors were also designed in close collaboration with the client. The illustrations on other Moomin scissors we’ve designed are based on Tove Slotte’s tableware series Love and Friendship.
All photos by Moomin by Arabia.
The L mug features Moominmamma knitting a sock. In the backstory, Moominpappa and Moominmamma have decided to move into a cave but agree to return home when the children find them. The illustration on the back side is inspired by the comic “Moomin and Family Life”.
