FISKARS
The magic and joy of the Moomins - Moomin by Arabia's new store concept and visuality
In co-operation with the Moomin team, we designed the new store concept and overall look of Moomin by Arabia. The new look was created for the stores, but in the end the visuality was also introduced in the brand look, creating coherent visuals.
Moomin by Arabia’s color scheme, original illustrations and the design language of the store furniture welcome the customer into the world of Moomins. Like the tableware and textile designs, the shop concept offers joy and magic for the customers. The concept combines the world of Moomins with Arabia’s Nordic design tradition.
Approach
The new store concept had to consider the wide range of products and moments in the world of 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 taken into account.
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 will open in Japan during the spring. A small taste of the new concept can also be seen around Finland at various retailers.
Mooments of magic.
In the new stores, refurbished in collaboration with the Moomin team, magical moments are experienced with Moomin Arabia.
