After almost two decades in Berlin, I felt it was time to create something of my own.
For many years, I worked in design retail, building spaces, developing exhibitions, and helping customers find objects that would become part of their homes and daily lives. Much of that journey was shaped by my work with the HAY store in Berlin, where I spent years creating environments that evolved with the seasons, new collections, and changing ways of living.
Over time, I realized that what interested me most was never simply selling products. It was creating atmosphere. Understanding how objects, materials, light, and space work together. Observing how people move through a room and how certain things can make everyday life feel more considered.
she who saw grew from that perspective.
I wanted to create a place that reflects my own way of seeing. A space where Scandinavian design meets Japanese aesthetics. Where craftsmanship, functionality, and beauty exist side by side. Where every object has been chosen for a reason.
The store brings together furniture, lighting, books, beauty products, jewelry, ceramics, and independent brands from Copenhagen, Tokyo, and beyond. Not because they follow a trend, but because they share a common quality: they are made with intention.
For me, good design is not about decoration. It is about creating clarity.
A well-designed object does not demand attention. It becomes part of daily life. It ages well, serves a purpose, and continues to reveal something new over time.
The same applies to interiors.
Throughout my career, I have worked on retail spaces, private homes, offices, cafés, and exhibitions. Each project begins with listening to the space, to the people who use it, and to the atmosphere they want to create. Styling is never about adding more. It is about understanding what belongs and what can be left out.
That approach shaped every decision behind she who saw.
The location itself played an important role. Situated in Berlin Mitte, near Sophienkirche, the space is filled with changing daylight throughout the day. The storefront opens directly onto the street, while a kitchen and gathering space at the back invite conversations, events, and shared experiences. I wanted the store to feel welcoming rather than intimidating, a place where people can take their time.
Because she who saw is not only a store.
It is a collection of stories, objects, and encounters. A place for discovery. A place where Scandinavian simplicity, Japanese attention to detail, and everyday life in Berlin meet.
I believe that the objects we live with shape the way we feel. Not through luxury or excess, but through thoughtfulness.
That belief is at the heart of everything I do.
Sandra Baumer
This article was inspired by the feature about she who saw published by Creme Guides Berlin. The original article can be read on the Creme Guides website.
All photographs by Shinya Shimazaki
