A progressive, high-quality Finnish pioneer in organic and health products, Ruohonjuuri, launched its international operations in Sweden. Happy Food Store opened its doors on 11 January 2018 on Sveavägen in the heart of downtown Stockholm.
A trendy and engaging retail concept beckons
In the retail sector, Stockholm is known as a challenging environment. Swedes are skilled at designing holistic shopping experiences and customers are demanding. Ruohonjuuri carefully investigated the market and refined its concept to make it outstanding in every respect: customer experience, service, product selection, the store, visual design and multichannel options come together to create a trendy and engaging Happy Food Store experience.
The concept emphasizes Ruohonjuuri’s history and strong value base. The use of brickwork is a reference to the old VR railway warehouse buildings that were once located opposite the Finnish Parliament in Helsinki, where Ruohonjuuri began its operations. The wood used in the furnishings is recycled and comes from decommissioned loading pallets. Other themes that influenced the store design include a powerful customer experience and a distinctive appearance. Organic cosmetics are a rising trend that warranted its own section of the store. A collaboration with our café and deli partner Green Street is an important part of the store’s appeal.
The design process:
Amerikka Design Office was responsible for Happy Food Store’s concept development, project and implementation planning as well as production supervision. Concept development was executed using Amerikka’s open co-design model sprints. A central principle of our open design process is collaborative design. A prerequisite for success has been a committed and inspired team that included representatives from Amerikka as well as Werk Retail and Ruohonjuuri Ltd.
Location: Happy Food Store, Stockholm
Customer: Ruohonjuuri Ltd.
Project Schedule: 2017 – 2018
Amerikka team: Tomi Jokinen and Teemu Nojonen
- Company history and values strongly emphasized and part of the origin story
- Appeal and differentiation from the surrounding landscape
- A powerful and holistic customer experience
Ruohonjuuri Ltd, Werk Retail, Amerikka Design Office