Retail and Interior Concept Design
Scandinavian Outdoor, Forum
In the heart of Helsinki, Scandinavian Outdoor, a store specializing in outdoor and trekking gear, underwent a major renovation that expanded its space and improved the customer experience.
The result is a calm, nature-inspired store where the brand’s motto, “Life Outdoors,” is clearly reflected.
Customer Experience at the Heart of the Renovation
The goal was to create a new, more seamless shopping experience.
As part of the research, sales data by product category, customer feedback, and in-store traffic flows were carefully analyzed. Based on these insights, significant changes were made: product categories were reorganized for clarity, service points were updated, and an entirely new outdoor and trekking area was added to the store.
Campaigns were also given more prominent locations at natural traffic hotspots to ensure they support the overall experience as effectively as possible.
The expanded staircase brought a noticeable change to the sense of space.
Outdoor Gear Sheltered by the Forest
The new outdoor and trekking area showcases products and brands in a striking way. Elements of the forest were brought into the store both visually and experientially. Natural materials such as birch and wood veneers, the contrast between dark and light tones, and wood motifs carved into surfaces create a warm and calming atmosphere.
The feeling of being in the forest is further enhanced by a green floor installed over the existing surface. This allows the original floor to be restored later and is an example of how the design considers the lifecycle of both space and materials.
In addition to the materials, light filtered through skylights and striking nature photography create a layered, inviting atmosphere, complemented by a soundscape that changes with the seasons. In this space, the forest is not only seen, it is also heard.
Scandinavian Outdoor’s signature soundscape of natural sounds completes the store experience.
Service at Its Best
Special attention was given to creating a seamless customer service experience. Sales counters were moved to the center of the store on two levels, improving their visibility and balancing customer flow between checkouts. This change has resulted in shorter wait times.
The store’s open-stock area was placed on a mezzanine, allowing staff to maintain a natural connection with customers even when retrieving items from the storage.
The counters offer a clear view of the entire store area. Store Manager Sauli Touronen in the picture. © Scandinavian Outdoor
The brand’s core idea is a wide selection and excellent customer service. The store renovation kept both visible and easily accessible.
New Life for a Historic Space
The store’s expansion occupies a space that was previously part of the Amos Anderson Art Gallery. The renovation restored this unique environment closer to its original architectural character and integrated it seamlessly into the store. The change significantly increased the retail area while adding a captivating layer of history.
“The space had been empty for years and was challenging from the start, but with the help of Amerikka we found solutions we never could have imagined ourselves. The result is spacious and functional—and above all, it truly reflects who we are.”
– Johanna Rantala, CEO / Scandinavian Outdoor
Amerikka was responsible for the interior concept and design of the renovation, combining functionality, brand reinforcement, and the customer experience into a cohesive whole.
Seamless Collaboration
The project was carried out in phases while the store remained open, requiring exceptionally precise coordination and ongoing communication. The renovation was completed through close collaboration between Amerikka and the client’s project teams. Extensive sparring and fine-tuning took place both at the drawing board and on site.
CEO Johanna Rantala was actively involved in developing the store’s look and feel, providing a clear vision of the atmosphere and customer experience Scandinavian Outdoor wanted to create.
“We dared to bring ideas and opinions forward from both sides. Amerikka approached the project with meticulous professionalism—no stone was left unturned when we raised concerns.”
In addition to Johanna, Store Manager Sauli Touronen, E-commerce and Marketing Director Kuutti Haapanen, and the rest of the Scandinavian Outdoor team were involved from the start, coordinating the project while keeping the store running smoothly during the renovation.
From the staff’s perspective, the renovation has had a noticeable impact on daily operations: Both customer satisfaction and employee satisfaction have risen dramatically. Centrally placed checkouts and functional storage solutions have streamlined service and improved visibility within the store. The expansion has added much-needed space and clarity to the layout.
“We’ve received an overwhelming amount of positive feedback on the fresh, spacious store. We are extremely happy with the project—thank you for our amazing store!” Sauli remarks.
New fixtures and graphic elements were designed for the store. The interiors of the fitting rooms were created by Johanna,
Ⓒ Ville Vappula Studio
You Might Not Know This About Scandinavian Outdoor
- A long-established Finnish company: Scandinavian Outdoor’s roots go back to 1970, when the business began by selling scouting brands. Today, it serves customers with a wide selection of outdoor clothing and gear, while still offering scouting products.
- Outdoor gear rental: Scandinavian Outdoor also offers a rental service where you can borrow camping equipment such as tents, backpacks, and portable stoves. This service is available in selected stores, including the Forum location in Helsinki.
- Repair services: The company provides repair services to help extend the life of your outdoor clothing and gear. Services include zipper replacements, seam repairs, and shoe maintenance.
facts
Subject:
A store specializing in outdoor and trekking gear, located in Helsinki center
Customer:
Scandinavian Outdoor
Timeframe:
2024-2025
Scale:
n. 860 m2
#designbyamerikka:
#spaceplanning #interiordesign #interiorconcept #storedesign #service design #customerjourney #lookandfeel
Team
- Amerikka Design Office: Roosa Verkasalo, Sami Maukonen, Matias Hietanen, Fiia Mustonen
- Scandinavian Outdoor: Johanna Rantala, Sauli Touronen, Kuutti Haapanen, Kimmo Rantanen, Tanja Mäntylä, Riina Pohjanpiiri
- Sponda Oy | TOP Construction & Consulting Oy | Trium Arkkitehdit Oy | Endonos Oy | Insinööritoimisto Tauno Nissinen Oy | Granlund Oy | A-Insinöörit Oy | Gerfloor Oy | Cateva Oy | Prafit Oy | Metsämood Oy
Top 5
- Customer Experience at the Heart of the Renovation, Driven by Data
- Central checkouts and an open mezzanine make service easily accessible and highlight the wide product range.
- The former gallery extension was transformed into a spacious and inviting retail area, respecting the original architecture.
- The project was carried out in phases while the store remained open throughout.
- Close collaboration with the client enabled a seamless process and bold ideas.
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