The Rosen House is a new landmark along Ahtri Street, the newest flower of the Rotermann quarter. Since Rotermann has a strong design image, the newly opened Rosen pop-up shop fits there perfectly. The shop is open until the end of June, and is a must-see for any design connoisseur, as it mainly features unique creations and items that have never been shown anywhere before. In this plan, it’s not just another hit parade, surprises are guaranteed. We interviewed the runners of the project, Eve and Kadri, about the birth and core of the little pop-up.
Where did the idea come from to make a pop-up store of Estonian design in Rosen's house for three months?
The idea of a beautiful store has been in our heads since the creation of our brand. Over time, various variants have also been tested, but certainly not on such a dignified surface and with such a strong group of designers and artists. We ended up in Rosen’s new house by a particularly good coincidence. The understanding that a gallery shop is suitable for this place came immediately.
Tanel's unique jewellery
How did you choose the designers and make their creations resonate with each other?
We wanted to create a gallery store that is different and satisfies the different needs of customers.
The idea was to create an environment where art and design enthusiasts could come as if to see an exhibition. But at the same time, everything can be touched, tried and acquired.
What is the role of space in the context of selling design? Which are your favourite shops in Estonia or in the world based on this?
The room certainly affects the products that are presented, as well as the customer’s final purchase decision. In our opinion, Estonian shops are too neat, they don’t dare to experiment, and the result is a bit boring. However, the designers’ studios are nice. No one can single out anyone from the shops, but the interior designs for restaurants created by Marit Ilison are one of the favourites. From foreign shops, we were inspired by Dover Street Market London.
Glasses with round feet and a large vase with stripes from the brand MSK glass
Looking at the selection - what is Estonian design like today? What are its strengths or special features in the big picture?
We think that Estonian design is still growing its roots. It has the beginnings of being a strong tree, but growth needs cooperation between different designers and industry promoters. Everyone should contribute. Our gallery shop is also an effort to introduce designers and artists who have received less attention, but we also want to highlight the so-called hidden side of well-known artists in the form of individual copies. Estonia has a very good art and design education and a high level of craftsmanship – these are great and important values that we must pay more and more attention to.
Tanel Veenre's unique brooches
What have been your latest design discoveries? What has surprised you in a good way?
When choosing designers and artists for the gallery-shop, talented young people surprised the most. They exude self-confidence and a willingness to improvise. I also really admire well-known artists who boldly use new technologies in the creative process.
Pendants from Eve Margus and Piret Hirv
Jewellery series from Anneli Tammik
Earrings from Sigrid Kuuse
It's no secret that it's a pretty bad time economically at the moment, and small Estonian design brands are particularly vulnerable. How are you coping? What kind of time is it for one to own their own brand?
Fortunately, every fall is followed by a rise. To be ready, one should prepare now. For us, a quieter and calmer period is a time of introspection, doubt and re-creation. There are also low and difficult moments, but talking to a good friend or a little exercise always helps.
The Legendary bread jewellery from Kristiina Laurits
Bags from Kadri Kruus and the ceramic vessels from Ethel Ütsmüts
What are your personal Rosen store favourites?
We really love glass art. It feels like designers dealing with this material have had the hardest time. However, the creations that are offered are wonderful. Some of the favourites that will definitely find a place on our home table are HYTI and MSK glass. Kristi Kong’s “Taevalaotus” painting series has a therapeutic effect in the cold spring.
MSK glass
Pins from Nils Hint
Glass bases from HYT
Paintings from Kristi Kongi
The Rosen gallery-pop-up shop is open in the Rosen building at Ahtri 4. The gallery-pop-up shop awaits visitors from April 3 to June 30, Wednesday to Friday from 12:00 to 18:00, and on Saturdays from 12:00 to 16:00.
