DESIGN

Made by Choice’s new colourful shop reflects the brand ethos of Nordic happiness

The store also invites everyone to become a top designer with the help of a ”furniture editor”.
By JOHAN MAGNUSSON
August 10, 2021

The award-winning Finnish design house’s co-founder Niclas Ahlström describes how he and his partners Lasse Laine and Sebastian Jansson have always wanted to do things differently. Also with their new shop, located at the Kämp Galleria shopping center on Aleksanterinkatu street in Helsinki.

— The current situation has had a huge impact on brick-and-mortar, he says. We wanted to create a meeting place, a shop, and a workspace. It’s also a design studio where people can design bespoke pieces, tweaking their own products Made To Order with different colours and dimensions through our special furniture editor, that are made in Finland which is rare today. 

— The shop is a statement from us to show our belief in the future — the colourful yellow look and quirky designs reflect the brand ethos of Nordic happiness. 

Tell us about your selection.

— We’ve invited fellow companies Uniforms for the Dedicated, Lumi, Little Green Factory among others to be part of the shop. Our own products tell a strong narrative. Each one has been designed for a certain purpose, such as a restaurant, hotel, or other similar projects. This gives each product soulfulness which hopefully makes people cherish the products more than their financial value. The stories behind the products help increase the longevity of each product, says Ahlström, adding,

— Our recent releases include the Kaski with Joanna Laajisto, Goma with Thomas Sandell, Laulu with Matti Klenell, Punc with Shane Schneck, and small objects are by Hanna Anonen.

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