The Helly Hansen store manual design concept embodies the brand’s DNA: “Born by the Sea and Raised in the Mountains,” capturing the essence of adventure and nature.

The space reflects HH’s roots in sailing and skiing, integrating bold red accents and raw materials like wood veneer and ice-inspired acrylic to evoke both sea spray and alpine snow. The layout is centered on natural elements—sea, snow, and sustainability—expressed through textures and structure.

Key design features include sailboat-inspired fixture frames, metal rigging details, and a minimalist yet durable material palette. A balance of cool whites, natural wood, and crisp lighting creates a high-performance yet approachable retail environment. The store becomes a basecamp for explorers, embodying the brand’s “Passionate Spirit of Challenge” through every visual cue.