In a Cascais workshop, two former architects translate Portuguese proverbs into sculptural wooden objects. SO-SO STORE crafts modern heirlooms that hold the memory of their material and the soul of their culture, embodying a new wave of slow design Portugal.
In the rich lexicon of the Portuguese language, there is an expression, “Assim, assim,” which translates literally as “so-so.” Yet, its meaning runs deeper than simple indifference. It is a phrase steeped in a quiet cultural acceptance, a gentle melancholy that speaks to a truth more nuanced than overt positivity. It is this very expression that gives both its name and its soul to SO-SO STORE, a design studio founded by Maria and João, where objects are imbued with the quiet poetry of Portuguese life.
The story of SO-SO STORE is one of transformation. Both Maria and João were trained and worked as architects, their days spent with blueprints and large-scale concepts. Maria, who grew up in the coastal light of Cascais, brought a love for drawing and narrative, while João, from the country’s interior, carried a childhood memory of building things in the woods. Though influenced by the clean lines of Scandinavian design, João felt a growing need to move from the abstract to the tangible, a desire to “build something with his own hands”. This shared turning point was not an abandonment of their discipline, but a refocusing of it. They shifted their architectural vision from the scale of buildings to the intimate scale of the home, founding SO-SO STORE to craft objects that people could hold, touch, and live with.
From their workshop in Cascais, every piece is born from a slow and deliberate process. João is the maker; it is his hands that carve, sand, and finish the reclaimed wood, treating each piece not as raw material, but as a “piece of nature” to be respected and understood. This philosophy is visible in the final forms—the sculptural curve of a wall sconce, the solid presence of a vase. The aesthetic is a thoughtful blend of minimalism and the Wabi-Sabi appreciation for natural imperfection, resulting in artisan wood vases and decor that feel both modern and timelessly rooted. Their work is a testament to the principles of slow design, where each object is given the time it needs to come to life, ensuring it is singular and unique.
What truly sets SO-SO STORE apart is its conceptual framework. Each object is a physical interpretation of a Portuguese proverb or common expression. A bookend becomes “The elephant in the room” (Há um Elefante na Sala); a collection of handmade wooden lighting is named “There is no light without shadow” (Não há luz sem Sombra). This practice elevates their work beyond mere home decor. The objects become conversation pieces, small vessels of folk wisdom that carry a distinctly Portuguese narrative. They are not just functional items, but tangible connections to a rich linguistic and cultural heritage.
In a world of mass production, SO-SO STORE offers an alternative: objects that hold memory. As their own ethos states, they create
“unique objects, that carry in them the memory of what they once were and what they will become”.
From the Portuguese forest to their hands, and then to yours, each piece is a quiet story waiting to unfold.
