Last week I had the chance to photograph the Viola & Max clothing store in Hämeenlinna, located on the street level of the Tavastila shopping mall. Store owner Kim Vähänen is an approachable, professional retailer who knows his brand and his customers’ needs better than many online stores.
The aim of this shoot was to produce fresh, personal and easy-to-use material for the web – and at the same time to show how a quality, service-oriented bricks-and-mortar business can stand out in the digital world.
Viola & Max is a shop where it’s easy to come “just to look”, but where you often leave with something. The range includes well-known brands such as GUESS, Lacoste, Superdry and GANT, as well as local brands such as BILLEBEINO. As you wander through the racks, you realise that the products are not random picks – they have been carefully and thoughtfully selected to cater for different styles, ages and occasions. That’s what I wanted the photos to convey: the feeling you get when you walk in and realise that someone here really cares about what you choose to wear.
New Finnish children’s clothing brand vainio can be found at Viola&Max.
What does a clothes shop photoshoot look like in practice?
The day was structured around three themes: atmosphere, service and choice. Each of them tells a different story about why Viola & Max is such a well-established and well-loved business.
We started by describing the space as customers see it. The shelves, the colours, the materials – all the little things that make the shopping experience pleasant and clear. Then we focused on the products: the details, the look of the brands and how quality looks through the lens.
Kim was there every step of the way, and his relaxed and warm energy made the day easy. It is always a pleasure to work with an entrepreneur who not only sells products, but builds community and trust. That kind of presence is also evident in the photos.
Local clothes shops are much more than just places to shop
I want to raise this separately because it is an important issue for me. When a city has active, service-oriented retail outlets, it has a huge impact on the vitality of the whole region. They create jobs, bring life to the streets and offer us everyday encounters – the kind that don’t happen online.
Your local clothing shop can tell you what fits, what lasts, and what feels good on you. It’s a service that comes from human interaction. It cannot be replaced by algorithms or automated recommendations.
Kim and Viola & Max are a perfect example of this. The store is approachable, the service is sincere, and the brand selection includes both international favourites and quality Finnish brands. Hämeenlinna needs stores like this – and that’s why it feels great to be involved in building their marketing and story.
Visibility on the web with clear, fresh images
Visibility on the web with clear, fresh images
The goal of this clothing store photography project was to create images that would work seamlessly on Instagram, Facebook and the website. The images needed to have a clear and recognisable look, while at the same time conveying the warm and service-oriented vibe of the store.
The key was the multi-purpose nature of the images: some are product shots, some are mood shots, and some are designed to show the day-to-day life of the store. Having a large, coherent library of images makes marketing much easier. The images take on a life of their own and tell the company’s story even when the store is not in the spotlight.
I am particularly pleased with the way the light and colours work in this series. The clear layout of the store and the recognisable visual look of the brands provided a natural framework for the shoot.
Summary – Viola & Max is part of Hämeenlinna’s vibrant city centre
Working with Viola & Max reminded me again why I like business photoshoots. They allow me to document the stories that live in this city every day. Good photos can increase visibility, reach new customers and strengthen the status of local entrepreneurship – but most of all, they can tell the story of what it’s like to do business with a company where service is truly important.
Viola & Max is a shop that offers quality clothes and good encounters. I hope that this series of photos will encourage more people to step through the doors of Tavastila and experience the service for themselves.
And if your company needs a new visual identity, product images or web-ready visuals, I’m happy to help .
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