With the brand's signature bold colours and mesmerising patterns, it's perhaps no surprise that Marimekko has garnered a few (and then some) fans. We took the plunge into the world of Marimekko lovers, to meet the people who feel forever bound to the Scandinavian design institution
We all know the stereotypical Scandinavian interior hinges on minimalism. And yet, one of the region's best known brands is the polar opposite of the low-key beiges and hygge-fied blank canvases meant to determine the Scandi aesthetic. Marimekko has been making a mockery of such stereotypes for seven decades now, blazing a trail of playful maximalism in the process.
The pioneering design brand is far from ripe for retirement — if anything it's more current than ever. In its native Finland, a strong infatuation with the brand is deeply rooted in both culture and identity. “You’d be hard pressed to find a Finnish home without any Marimekko pieces,” says Elna Nykänen Andersson, a Stockholm-based Finn and cultural counsellor at the Embassy of Finland. “I would say that heritage is key. For many Finns, Marimekko is more than just a brand. It embodies all things quintessentially Finnish.”
A 1960s Marimekko shoot. Photo: Marimekko
For some, this sense of Marimekko being "more than just a brand" runs particularly deep.
Laila Lindqvist, a stylist and influencer living in a vibrant interior mishmash in the heart of Helsinki, is a self-declared Marimekko super fan. “Honestly, I’m quite cloud-headed. My home reflects that exact creative chaos of a headspace,” she says. Each corner of her colourful home pays homage to Marimekko: there are textiles, books, interior design items and other statement pieces. “It’s the juxtaposition of minimalism and maximalism for me. I love how Marimekko merges colours, patterns, and timelessness like no other brand out there. It’s something I can’t get enough of.”
In Lindqvist’s case, her obsession can be traced back to another die-hard fanatic – her mother. “I remember her running around in the most amazing Marimekko dresses from the 1960s,” she recalls. While aesthetics play their part, her love for the brand is primarily rooted in a sense of security and familiarity. “I’ve grown up seeing the flower prints everywhere. In a way, I guess you could say that they shaped my upbringing. It’s nice being able to hold onto that feeling.”
Hanna Paananen admits to being a Marimekko obsessive.
Hanna Paananen, another self proclaimed super fan, talks of a similar connection with the brand. “My mother’s go-to staple was the iloinen takki, 'happy jacket' in Finnish. Funnily enough, it was already a generational staple back then, passed down from my grandmother.”
By day, Paananen is hairdresser, but at night her focus is on content creation, which often involves sharing snapshots of her Marimekko-filled apartment. “I love colour, and there’s nothing quite like their colourful interiors. I struggle to find another brand with a similar style, so naturally, I stay true to Marimekko.”
The brand's bold prints are scattered throughout Paananen's flat, tying in with her mood. “Unikko, the trademark poppy print, is my favourite pick. It’s playful and uplifting, which what I want to express through my interiors.”
Paananen's apartment is filled with Marimekko products.
So what is it that makes Marimekko's appeal stand the test of time? Nykänen Andersson links it back to brand identity. “Good design is one factor, for sure, but there’s far more to it. Every product merges contemporary and timeless design without losing touch of the core values,” she says. “You’re still guaranteed to get high quality pieces in an affordable price range, probably a decisive factor for quite a lot of the fans.”
When it comes to the super fans, falling out of love with Marimekko is not an option. If anything, the infatuation is growing. “In recent years, I’ve developed a whole new kind of love for Marimekko,” Lindqvist says. “I read up on the women behind the brand, and their entire story really inspired me. I admire how they stayed true to their vision, being way ahead of their time.”
Paananen agrees, admitting it feels impossible to ever truly break up with Marimekko. “There’s the inevitable cultural aspect — after all, Marimekko is a notable cornerstone in many, if not every, Finn's life,” she says. “I have a hard time seeing Finnish homes without any traces of Marimekko — ever.”