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SANDAWES is a business and service design agency. We provide service and brand consultancy & design to luxury, lifestyle, fashion, tourism, retailers and corporate brands. We connect service design, customer experience design and luxury strategy expertise to transform brands and grow businesses.

We also deliver high-end content marketing and digital services for luxury sector.

We are strategic, creative and agile out-of-the-box thinkers. The particular luxury point-of-view sets us apart from the conventional agencies. Luxury industry sets the best practices for other industries.


SANDAWES is the pioneering Nordic luxury business and service design company. We aim at enabling established and emerging Nordic brands and companies to develop and apply luxury strategies, that facilitate sustainable growth in the luxury sector.

Our vision is to

  • create beautiful and aesthetic environments, products and services that
  • are functional and provide pleasure, happiness and unique experiences to people
  • in a sustainable and ethical way, that respects the environment, natural resources, and human beings and that creates long-term value for both the business and society, and future generations.

We will continuously develop the excellence of our services and processes, and our unique business know-how, as well as cultural, creative and aesthetic skills. Located in Helsinki Finland, we operate at the focal point of Nordic luxury, and provide access to the beautiful Helsinki archipelago, the Scandinavian design, and to the land of thousand lakes, green forests, and clean air.


The traditional concept of luxury refers to exclusive, sumptuous, and costly products and services, that are accessible for only few consumers. As a term, luxury has lost its meaning and power, as it is constantly used to describe anything ’a bit different’. Consumers, on the other hand, may perceive luxury as unnecessity, ostentation, waste of natural resources, pretentious branded bags, or expensive spa trips to Bali.

Luxury for us, means authenticity, quality, craftmanship, know-how, style, beauty, pure and best ingredients, corporate social responsibility, and ultimate customer experience. Sincerity and warmth in customer service. Exquisiteness with perfection of every detail. Objects and services, which create extreme value to the customer.

There is tremendous untapped luxury potential in the Nordic countries and in Finland. The new Nordic luxury only needs competent luxury business and service design, and companies and business managers to have faith in themselves – the opportunities and resources are limitless.

Our Consultants

Ainomaria Parikka
CEO, Partner, Business Designer

Master of Science in Economics and Business Administration
Master of Social Sciences

Background: in digital media and web development, strategy & brand development, marketing and communications, service sector, wellness, hospitality, luxury, lifestyle & culture
Currently: Doctoral Candidate at Aalto University School of Business, Department of Marketing. Studying customer experience management in luxury services industry.
Publications: The Total Customer Experience Management. Understanding the Dynamics of Customer Experience in Customer Journey and Touch Point Design. (Doctoral Dissertation, forthcoming)
Building the dream online: Does participation in luxury brand’s social media affect brand experience, brand affect, brand trust, and brand loyalty? (Thesis 2015)
The evaluation and design of IR interfaces (Thesis 2002)

Riina Latvala
Chairman, Partner, Service Designer

Master of Hospitality Management

Background: in services and hospitality management, travel and tourism, service design and process development
Currently: PhD student in Economics and Business Administration, Service Management, studying luxury services
Publications: Finnish luxury as a definition and a phenomenon (Theseus 2013)
The challenge of luxury service - Service provider’s perspective (Doctoral Dissertation, forthcoming)


Our extensive network of best professionals from various fields, such as business, IT, design and arts, provides the essential support for us to be able to deliver tailored services of highest quality.

We select the most suitable teams for every project using agile processes. We are so confident in our work that we guarantee a happy smile. If you don't like the results, we will give you your money back.

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