Smiigo is a start-up founded in 2011. The original idea was to develop a web-tool for Fashion industries and forecast consumer demand of single garments on up-coming seasons. This idea never took off. Instead, Smiigo has executed two retail experiments to test its concept of "Hybrid model". Besides these concept tests, Smiigo has founded two city guides (off-line and on-line) to market its conceptual stores to tourist. At the same time, these publications have served as content marketing tools for Smiigo's clients Nokia, Itella, Finnish Design Shop and City of Helsinki. Today Smiigo consults small businesses like Custom Boards and bigger ones like Tikkurila in creating new services for consumers.