7 August 2017

Tove Jansson’s sketches for the window display in the 1950s

The Moomins were first seen at the department store Stockmann already in Easter 1956. Because of the successful Easter display, Stockmann wanted to have Moomins in their store also in Autumn.

Moominhill for the “Back to town” -themed campaign was designed by Tove Jansson together with the decorative team of Stockmann, and timed to other “Back to school” campaigns. Tove Jansson did several sketches for the window display and below you can see two options presented to Stockmann.

© Moomin Characters™

© Moomin Characters™

The actual window display reminds the first sketch with its landscape, tiles, leaves and street lights. Of course, the Moomin-themed window display at Aleksanterinkatu presented also the Moomin products sold at the store – from ceramic figures to handkerchiefs.

© Moomin Characters™

At the beginning of April, Huutokauppa Helander held an auction in Helsinki and sold the one meter tall Snorkmaiden figure seen in Stockmann for the first time in 1956.

To celebrate the birthday of the creator of the Moomins, from August 9th onwards, the Snorkmaiden figure will be back at Stockmann after 60 years! Snorkmaiden can be found from the Moomin pop-up shop which is designed and executed together with the Moomin licensees Arabia, Fazer, and Finlayson. The Moomin pop-up at Stockmann will be open until the end of August.

© Moomin Characters™



Photos: © Moomin Characters™

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