Pretty Boy Jumbo

Pretty Boy – Jumbo Shopping Centre, Vantaa

Pretty Boy is one of Finland’s most exciting homegrown restaurant concepts — a fast-casual chicken brand built on premium street food, house-made sauces, and an unapologetically bold personality. Founded in 2020, the brand has grown to ten outlets across the Helsinki metropolitan area, with its tenth and latest location opening at Jumbo Shopping Centre in Vantaa in partnership with HOK-Elanto and S-ryhmä.

The Concept

Pretty Boy serves Finnish free-range chicken and The Vegetarian Butcher’s vegan NoChicken — always made to order, always with house-crafted sauces inspired by flavour combinations from Tokyo to Texas, Argentina to Seoul. The brand balances street food grit with genuine quality: casual enough to eat with your hands, refined enough to mean it.

The Design Brief

The Jumbo location called for an interior that could carry Pretty Boy’s vivid brand identity into a large-format shopping centre environment without losing its edge. The design needed to feel alive, textured, and immersive, a space that earns a second visit.

The result is a layered botanical interior where lush cascading greenery covers the ceiling, oversized indoor trees anchor dining zones, and warm amber and woven pendant lighting creates intimate atmosphere within a spacious footprint. Lime green round tables, terracotta corduroy seating, and curved upholstered banquettes with botanical-print cushions bring the colour palette to life at every touchpoint. The signature Pretty Boy neon installation, ooster logo and the brand’s Finnish tagline “Fantastista Kanaa Ihanissa Sooseissa” — serves as the dramatic centrepiece of the entrance.

Exposed industrial ductwork on the ceiling is left unapologetically raw, reinforcing the street food DNA while the warmth of materials and greenery prevents the space from ever feeling cold or corporate.

Project Details

• Location: Jumbo Shopping Centre, Vantaa, Finland
• Concept: Fast-casual restaurant, 10th outlet in the Pretty Boy chain
• Design focus: Brand-led immersive dining environment, botanical interior, custom neon installation