SOKOS – STYLE IN CLOSET

Role: Creative Direction & Art Direction

Company: SAMY Nordics

Client: SOK

Year: 2025

BACKGROUND

Sokos, one of the largest department store chains in Finland, is dedicated to offering a comprehensive style experience to its customers through fashion, beauty, and home products from a wide range of trusted brands.

Sokos aims to reach consumers who are ready to invest in quality. With the help of professional style experts working in-store, Sokos' mission is to provide an easy, expert, and enjoyable shopping experience - helping everyone build their overall style, from timeless capsule wardrobes to the latest trends.

APPROACH

Because style is made up of many different elements, we didn't want to limit it to just clothing. That's why, instead of a walk-in closet, we created the Style-in Closet - a real, physical showroom inside the Sokos department store in Helsinki.

In the Style-in Closet, people can explore and build their complete personal style. It's not just a space to discover the season's hottest dresses, for example - it's where you learn how to style that dress with the right accessories and beauty products.

Inside the showroom, we produced a series of social media videos featuring Sokos real-life style experts.

We kicked off the campaign with timeless, style tips that work year-round, followed by a series of videos highlighting current products and seasonal trends. And finally, we teamed up with style-savvy influencers who visited the showroom to showcase their personal looks using Sokos products.

RESULTS

ROI more than 400% on average

ROI hitting 1700% with best assets

Fashion sales growing after the launch