Make Merry With a Visit to Marimekko’s New Concept Store in SoHo

Since arriving at Marimekko, Bay has streamlined and modernized the company in ways that both respect and evolve the house heritage. That’s visible in both the ready-to-wear and homeware collections as well as in the design of the SoHo shop. “With a ceiling grid and an S-hook, you can create almost a mobile hanging of the garments—you can move away from the walls,” says Bay, referring to elements she borrowed from Marimekko shop designs of the 1960s. She’s also lifted from the practical simplicity of Shaker interiors.

The new Marimekko shop in SoHo.

Photo: Courtesy of Marimekko

Modularity is an idea that feels right for now, as all industries are striving to evolve new and more responsible ways of existing in the world, and it’s a concept that Bay is applying more broadly as she streamlines and modernizes Marimekko’s ready-to-wear and home offering. Her aim is to “develop different layers that can be combined and evolve over time and that have a timeless value but also can be combined to create bolder or more elevated expressions. Modularity is always top of mind,” says Bay. “I think that is part of this promise to our customer that we will create something of long-lasting value.”

Some of the ways Bay is creating newness through heritage is by playing with color and scale. While not minimal, the collections have become more tonal. It’s so “easy to be seduced by our history, but I think maybe what we missed somewhere along the way was this reinterpretation of what that means for today,” notes Bay. In this casual age, many people want pieces that can be dressed up or down, for example. Prints might be the heart of Marimekko, but says Bay, “I think it takes someone confident to wear pattern top to toe, so we are really focusing on how to educate [our customers] to wear patterns together, either by having different patterns in similar color harmonies or working with patterns in different scale or working with more tonality.” This much-needed update is true to the Marimekko ethos of living with color and patterns in ways that spark joy.

Below, Bay selects some of her favorite home and fashion items.

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