A world-class museum deserves a world-class museum shop. Since 2018, the Helsinki-based Amos Rex has offered a string of crowd-pleasing exhibitions that redefine the idea of an art museum. To further deepen their brand experience, we designed a concept store that gives the perfect ending for your museum visit. The retail space acts as a gateway between the functionalist 1930s Lasipalatsi building above ground and the ultra-modern museum space underground. We wanted the store to live and breathe with the museum; the atmosphere of the store would dynamically change to accentuate the current exhibition. Material choices include subtle nods to the surrounding museum. We did it with several design choices: – For a smoother visitor flow and overall rhythm, we divided the long hallway space into sections that invite to explore: like a cosy book corner for the bookworms or sofas for those who enjoy their art with time and tranquillity. – Neon tubes pulsate around the space. The 1930s Lasipalatsi building is legendary of its vintage neon signs and tubes circling the building. We took inspiration from them, modernised the idea and brought them inside the store. Tubes change colour according to the visual identity of the current exhibition, creating a coherent ensemble. The lights also pulsate slightly, giving the room energy. – The interplay of warm wood and cold metals remind you of the contrast between the two architectural styles: together they are simultaneously classic but contemporary, familiar but new. Custom-made shop fittings give the finishing touch: metallic details blend beautifully with the heat-treated ash to make one-of-a-kind pieces. The furniture design seamlessly integrates functionality and storage into the design concept – A magical selfie wall allows you to capture your museum visit and make it a perfectly instagrammable picture. – The corrugated glass and soft drapery imitate the same ripple effect you find in the Amos Rex logo and brand identity. The fundamentals for this project were challenging: how to design a commercial space in a preserved building that would shake hands with the 1930s functionalist architecture but also fit nicely next to the ultramodern 2018 museum space? How could the store feel like a natural extension of the exhibition both in experimental digital installations as well as more traditional art shows? Our design for the Amos Rex Shop succeeded in solving these major challenges. It’s not a detached part of the building like so many museum shops but a substantial part of your museum journey. The devotion to details makes the space unique: it feels timeless yet contemporary, familiar yet always fresh. The work is a perfect example of the importance of a 360 brand experience. Every part of the customer journey tells the same story and adds something more to previous steps. Amos Rex Shop shows how brick-and-mortar retail can flourish in the age of online shopping: by providing unique experiences in a distinctive atmosphere with tactile details and the joy of always finding something new.