HOW TO CREATE A SPACE WITH A FEELING IN MIND?
OPENING SCENE
Minna walks into the store, framed Visualist Association of Finland award certificate in hand. VIBAe was awarded The Store of The Year Award and it's all Minna's handiwork.
JAANA: “Look who’s famous now!”
MINNA: “Oh please, don’t start.”
JAANA: “You won, Minna! A recognition for your design. That’s not small.”
MINNA: “I didn’t even prepare a speech, I was so surprised.”
JAANA: “But you made one, pretending not to cry?”
MINNA: “Oh I cried! It was… emotional. This store means a lot.”
JAANA: “It should. You’ve created something people literally travel the world to see.”
MINNA: “Oh, come on...”
NOTE: Us Finns are always downplaying our accomplishments, it's a national sport.
CHICKEN OR THE EGG
JAANA: “Remember the priest from Korea? He brought his whole family here on a layover just to visit. And that family from Kuwait who flew in and bought 31 pairs.”
MINNA: “That still blows my mind.”
JAANA: “We’ve had customers from Australia, Japan, the UK — all commenting on how calm and peaceful the store feels.”
MINNA: “It’s wild, isn’t it? They come for shoes but somehow the store feels like part of the story.”
JAANA: “Yeah… it’s like the chicken or the egg. Do people love the shoes because of this space, or love this space because of the shoes?”
MINNA (smiling): “Maybe both. Maybe that’s what makes it VIBAe.”
CLOSING SCENE
MINNA: “That’s all I wanted, really. A space that feels like the shoes.”
JAANA: “And now even the professionals agree.”
Do you?
Read more about Minna's ideas on design HERE
