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My o My Helsinki

Location: Helsinki
Source: joannalaajisto
Made by: Joanna Laajisto
Published in: January 08 2013 / Fashion Stores
My o My is a women´s multi brand fashion store. The selection includes premium hand-picked fashion brands around the world such as Alexander Wang, Helmut Lang, IRO, Stella McCartney and Tsumori Chisato.

The store is located on the busiest shopping street Aleksanterinkatu in Helsinki, Finland. Because of the location, interior architect Joanna Laajisto wanted to highlight the storefront of the shop. New large exterior windows and doors were installed to ensure maximum visibility from the street. The black color on the exterior also makes a powerfull frame for the all white shop interior.
Since the store carries multiple brands with each of their own style, Laajisto wanted to create a uniform and minimalistic background for the clothes. Tailored to fit cabinetry and fixtures suite the high end pieces they are holding.
The use of mirrors and multiple layers of lighting enhance the volume and brightnes of the space.
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