Bringing the Forest Indoors: Lambi Shop-in-Shop in K-Citymarket stores

Turning Shopping Into an Experience 

WaveCrest partnered with Metsä Tissue’s Lambi brand and Kesko to design and deliver a memorable Shop-in-Shop concept in three flagship K-Citymarket stores across Finland. The aim was simple yet bold: transform the retail floor into a miniature Finnish forest, where shoppers could step inside, feel the atmosphere, and discover Lambi’s natural softness and sustainability story in a whole new way. 

A Forest Path in the Aisle

Instead of a standard shelf display, the Shop-in-Shop was a 3x3 meter forest installation, blending physical design with sensory experiences: 

• A lush forest wall and moss-covered floor graphics
• Real trees and stones for look and feel
• A digital screen sharing sustainability messages
• Birdsong and natural textures for a multi-sensory feel
• Pallet displays and recycled hanging elements highlighting “the softness revolution in the air” 

The result was a space that drew shoppers in, encouraged them to pause and explore, and left them with a memorable connection to the brand.

Purpose with Every Detail 

The project’s objectives went beyond creating a striking look: 

• Bring Lambi’s values to life – showcasing “Nordic Softness” and Metsä Tissue’s sustainability mission. 

• Ensure consistency across stores – delivering the same impact despite different layouts. 

• Engage and educate – turning a shopping moment into a chance to learn, pause, and take products home. 

• Highlight collaboration – aligning with Kesko’s sustainability program to amplify the message. 
  
  

Beyond the Installation

To extend the impact throughout the store, WaveCrest also created POS materials: 

• Floor stickers leading shoppers with the message “Every step towards responsibility starts here.” 

• Shelf-talkers and wobblers with QR codes linking to digital sustainability content. 

• Lightweight hanging elements carrying playful, inspiring messages. 

The Result: A Softer, Greener Shopping Journey 

By blending design, storytelling, and sustainability, WaveCrest helped Lambi stand out in a crowded retail environment. The Shop-in-Shop not only showcased products but also gave shoppers a reason to stop, explore, and connect with the brand’s vision of softness and responsibility — right in the heart of a Finnish forest.