Ivana Helsinki Private Shopping in Helsinki

All you Ivana Helsinki lovers - here's another reason to come and visit Helsinki!

Ivana Helsinki, the evangelist of fennofolk style, is opening a private shopping premises near downtown Helsinki, in Kallio. Kallio is a rough neighbourhood favoured by students and creative people as  well as alcoholics and drug addicts . And it all takes place in the apartment where designer Paola Suhonen used to live. This is a first time in Finnish clothing scene, where a specific property is dedicated for private shopping.  Here's the details:

IVANAhelsinki has a marginal but loyal following worldwide, including people like Helena Christensen, Nina Persson (Cardigans), Eva Röse and Mew. Now the label is taking intimacy to a new level. Founder, designer Paola Suhonen will open her soon-to-be-ex-home to IVANAhelsinki clients.

What makes this concept unique, is the level of trust. Ten (10) keys will be available for anyone for two weeks at a time. During this time, the keeper of a key may go shopping to IVANAhelsinki Kallio store whenever (s)he wants – 24/7. Alone.

The idea is that future luxury shopping is not about presence but about giving people the time and space to do their shopping without surveillance and free of formal opening hours. IVANAhelsinki believes in the atmosphere of a home as a shopping stimulation. You may take along friends or maybe just visit alone and make some tea while peacefully checking out and trying the collection.

Should a customer of the store want to purchase items, all (s)he has to do is write down the specifics in a notebook and take the shopping with her. Invoice will be sent afterwards.

Though the new store will mainly be marketed to loyal customers, basically anyone can have a key. There’s a sales person present part of the week: Wed-Fri 12 -6pm and Sat 12-4 pm and at those times the store is open to anyone. (The only trick is to call a mobile number to get into the second floor apartment). Other times the store is solely for the keepers of the key. Should they need assistance, they have the number they can call.

This concept is an intriguing opening in retail. It suggests that “service overdose” is not the best way to serve demanding customers. It believes in people wanting independence, privacy and intimacy in creating their own personal style. To follow the same ideology, IVANAhelsinki believes in everybody being their own stylist: there’s no need for readily thought out, coordinated combinations. A person’s style is like an everchanging puzzle that people put together all their lives: something second hand, something borrowed from grandmother’s wardrobe, something ultra expensive and something homecrafted, perhaps. Certain refreshing roughness has entered the universe of design labels.

Ivana Helsinki Kallio Store is open from TODAY. All fans celebrate! The address is Franzeninkatu 21 A 7 - but you need to get the key or know the number...

This text contains excepts of a text written by Anna Moilanen to the Future Laboratory's Autumn06 Trends Newsletter. All pictures courtesy of Ivana Helsinki

Comments

[www.luxuworld.com]

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[pekka]

"Kallio is a rough neighbourhood favoured by students and creative people as well as alcoholics and drug addicts."

Hah! A bit of an exaggeration...