Formal Friday Pop-Up Store

Perfect time, perfect place
Formal Friday Pop-Up Shop by Amé Story

Formal Friday Pop-Up Store

It’s not often to see emerging Finnish boutique brand hosting a prime spot in the heart of Helsinki. And I am more than happy to see Formal Friday is now holding their pop-up store on the recently revamped Keskuskatu. They have done a good job on their website but internet can never beat physical shop in allowing people like us, who are essentially addicted to senses, to really experience the brand on our own skin. When I a couple of weeks ago passed by the store, I did not hesitate to check out what Formal Friday has to offer for our trip to Vienna that upcoming weekend.

The way they groom up this spacious interior explains Formal Friday’s identity, minimalistic expression of Scandinavian masculinity. I was welcomed by attentive Toni Tervilä and had a good introduction to their origin, product approaches to market and design philosophy. Once you know this kind of details from a brand, you can immediately know that you are in good hands. The hue of the collection took me to Finnish-archipelago-summer-picnic kind of feeling. Their signature Merino wool and cotton materials were impressive like always. For this SS2016 collection, The Echo Blue series captured me the most. I pictured myself wearing them for our Saturday morning brunch at our favourite spot Meierei im Stadtpark in Vienna already. For the relaxed, the modern neons decor like in science fictional movies leads the way to the back of the shop which holds more of the casual category. I decided to date with a pair of their Echo Blue trousers for this trip and most likely many times more for this summer.

If you are in town and upgrading your summer closet is still unchecked in your bucket list, now you know it’s the perfect time and perfect place to fulfill that wish. But it will not last forever. Formal Friday Pop-Up Store available 14.5 – 29.6 only. Detailed below:

Formal Friday Pop-Up Store
Keskuskatu 5, Helsinki, Finland
14.5 – 29.6 : Mon-Fri: 10.00 – 20.00; Sat: 10.00 – 18.00; Sun: 12:00 – 14:00
Formal Friday Pop-Up Shop
Formal Friday Pop-Up Shop by Amé Story
Formal Friday Pop-Up Shop by Amé Story
Formal Friday Pop-Up Store by Amé Story Formal Friday Pop-Up Store by Amé Story
Formal Friday Pop-Up Shop by Amé Story
Formal Friday Pop-Up Shop by Amé Story
Formal Friday Pop-Up Store by Amé Story Formal Friday Pop-Up Store by Amé Story
Formal Friday Pop-Up Shop by Amé Story
Formal Friday Pop-Up Shop by Amé Story
Formal Friday Pop-Up Shop by Amé Story
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