Marimekko fans know they can wear the clothes and decorate their homes in the bold printed Finnish designs. But now they can immerse themselves in a Marimekko-adorned hotel room too.

Through the company’s new collaboration with Blue Bottle Coffee, the company has helped to dress up a room at the Walker Hotel Tribeca in New York City. This is the latest of several initiatives that the Finnish brand has embarked on to attract new consumers.

The Helsinki-based company’s 2024 sales increased by 5 percent to $174.1 million, driven by retail sales and wholesale business in Asia-Pacific and Scandinavia. Marimekko is working to build up U.S. sales, which accounted for about 6 percent of last year’s net sales. In January, the company revealed a distribution partnership in Canada with IA:MM Inc. to develop its business.

The company has about 170 stores worldwide. A few years ago Marimekko opened a Wooster Street store in New York, and is now focusing more on e-commerce and gearing up in the wholesale space, according to chief executive officer Tiina Alahuhta-Kasko. Finland is the brand’s top market, followed by Asia-Pacific, and Scandinavia, central Europe and the U.S. are areas where the brand has also had a long presence.

With an archive of more than 3,500 prints, most of those prints are inspired by everyday moments and especially nature, since most Finnish families have lakefront summerhouses. In March, the company introduced a multicountry pop-up tour called “Field of Flowers,” which features 25 new floral prints from five young designers. Marimekko is scouting a location for a flagship in Paris — one of 10 to 15 outposts that the company aims to unveil this year, Alahuhta-Kasko said. This summer the brand will also be scheduling private appointments in Paris, during men’s fashion week there.

As an indication of the company’s interest in “creative experiences,” the company debuted 14 signature stores and staged 20 pop-ups last year, she said. Having had a pop-up in Japan earlier this year, pop-ups continue to play an important role as “we scale up the brand,” Alahuhta-Kasko said.

Marimekko debuted another limited-edition collaboration this week with Crocs. The colorful kicks are being sold via Crocs’ e-commerce site, and at select Crocs stores and wholesale locations. Last month during Milan Design Week, the Finnish design house enlisted Laila Gohar to create an immersive experience and capsule collection that featured artist Maija Isola’s Marimekko’s bold stripes.

Just as more companies like Uniqlo, Dior, Prada and Ralph Lauren have ventured into cafés or dining, Marimekko has two cafés in Thailand. “It’s such a natural context for us, as we are about lifestyle. People are also able to have a little taste of the Finnish culinary culture, and also enjoy the products through our tableware. It’s also a very visual and Instagrammable experience,” said Alahuhta-Kasko, adding that other café locations could follow.

Overnighters at the Walker Hotel Tribeca will find Marimekko’s signature homeware and Blue Bottle’s signature serene coffee-infused aesthetic. Guests will find Marimekko’s Piccolo sheets, Iso Unikko covers, soft cotton robes and towels. The 200-square-foot room in the downtown hotel will only be available for bookings from Friday to May 25.

The limited-edition collaboration can be seen in the fabric that is used for the room’s bespoke curtains, head board and decorative pillows. When not lounging around, visitors will be able to perk up at the Blue Bottle coffee station that is equipped with cups and Craft Instant coffee. Marimekko’s Syksy glassware and vases are also in the room, as well as the coffee table book “Marimekko: The Art of Printmaking.”

The starting rate for a one-night stay is $350, excluding taxes. Guests who check into the Marimekko x Blue Bottle guest rooms before May 25 will receive cards to redeem two Marimekko lattes at the Blue Bottle Coffee café at the Walker Hotel Tribeca. The company is not currently working on aligning with any other hotels.

Nearing her 20-year anniversary at Marimekko, Alahuhta-Kasko is right at home, having first interned there as a business school student and having drawn from that experience to write her master’s about brand identity management. She said, “I really fell in love with the company and the creative culture. I felt like it was a house full of creative personalities. It also was a company, where it didn’t matter how much experience you had. All that mattered was what kind of attitude and approach to learning that you had.”

She added, “There’s never a dull day. We very much feel that Marimekko represents this new idea of luxury. Rather than be a status symbol, people appreciate the high artistic integrity and the careful, thoughtful craftsmanship and find a personal connection. In this space, we have a wonderful, unique opportunity.”